Episode 182
The ROI Wake-Up Call: Why Most Auto Shops Are Measuring It All Wrong [E182]
Thanks to our partner Promotive
Still judging your advertising budget by a percent of sales? Thinking of buying an alignment rack or even an entire shop? What about paying down that 2.75% mortgage? Hunt is here to challenge your assumptions and break down how ROI—Return on Investment—should guide every major decision you make.
In this week’s episode, Hunt pulls back the curtain on the real math behind smart business moves and how most shop owners are getting it wrong by focusing on emotion over numbers. Whether it’s marketing spend, new equipment, or business expansion, he explains how to look at your return like an investor—not just a technician with a calculator.
What You’ll Learn:
Understanding ROI Beyond the Buzzword
(01:16) Why ROI is more than just an acronym—it’s your business’s compass
(03:42) What advertising, buying equipment, and paying debt all have in common
(06:05) Why emotion-based decisions are costing you real money
Advertising ROI: The Most Misunderstood Metric
(06:55) The #1 mistake shops make when evaluating ad spend
(08:15) Why 3–6% of sales is a misleading metric
(10:37) Why gross profit—not sales—is the number that matters
(13:02) What a 100% ROI looks like—and why you might be underspending
Buying Equipment: A Smarter Way to Evaluate Big Purchases
(16:16) The alignment rack ROI breakdown every shop owner should run
(17:56) How many alignments you need to break even (and why it’s not enough)
(20:23) When optimism becomes a liability in ROI math
(22:11) What to do when the ROI is at 0%
Buying or Selling a Shop: The ROI Lens That Reveals Everything
(23:26) Why auto repair shops are sold based on profit—not top-line sales
(24:02) Two shops, same price—one makes 3X more: which would you buy?
(26:13) How bad ROI ruins family buyouts (and what to do instead)
Paying Off Debt: When It’s Smart—and When It’s Not
(29:41) Why paying off your credit card could earn you 24% overnight
(31:49) The 2.75% mortgage myth—when being debt-free costs you more
(34:07) Why cash beats being debt-free (almost) every time
(35:26) The lease payoff trap no one warns you about
Thanks to our partner Promotive
It’s time to hire a superstar for your business; what a grind you have in front of you. Introducing Promotive, a full-service staffing solution for your shop. Promotive has over 40 years of recruiting and automotive experience. If you need qualified technicians and service advisors and want to offload the heavy lifting, visit www.gopromotive.com.
Paar Melis and Associates – Accountants Specializing in Automotive Repair
Visit us Online: www.paarmelis.com
Email Hunt: podcast@paarmelis.com
Text Paar Melis @ 301-307-5413
Download a Copy of My Books Here:
The Aftermarket Radio Network: https://aftermarketradionetwork.com/
Remarkable Results Radio Podcast with Carm Capriotto https://remarkableresults.biz/
Diagnosing the Aftermarket A to Z with Matt Fanslow https://mattfanslow.captivate.fm/
Business by the Numbers with Hunt Demarest https://huntdemarest.captivate.fm/
The Auto Repair Marketing Podcast with Kim and Brian Walker https://autorepairmarketing.captivate.fm/
The Weekly Blitz with Chris Cotton https://chriscotton.captivate.fm/
Speak Up! Effective Communication with Craig O'Neill https://craigoneill.captivate.fm/
The Show is sponsored by:
Shop-Ware on the web at getshopware.com
NAPA Auto Care Repair Shop of Tomorrow at https://repairshopoftomorrow.com
Hunt Demarest, CPA
Paar Melis and Associates – Accountants Specializing in Automotive Repair
Visit us Online : www.paarmelis.com
Email Hunt: podcast@paarmelis.com
Get a copy of my Book : Download Here
Remarkable Results Radio Podcast with Carm Capriotto: Advancing the Aftermarket by Facilitating Wisdom Through Story Telling and Open Discussion
Diagnosing the Aftermarket A to Z with Matt Fanslow: From Diagnostics to Metallica and Mental Health, Matt Fanslow is Lifting the Hood on Life.
The Auto Repair Marketing Podcast with Kim and Brian Walker: Marketing Experts Brian & Kim Walker Work with Shop Owners to Take it to the Next Level.
The Weekly Blitz with Chris Cotton: Weekly Inspiration with Business Coach Chris Cotton from AutoFix - Auto Shop Coaching.
Business by the Numbers with Hunt Demarest: Understand the Numbers of Your Business with CPA Hunt Demarest.
Speak Up! Effective Communication with Craig O'Neill: Develop Interpersonal and Professional Communication Skills when Speaking to Audiences of Any Size.
