Growth & Jobs | Persistence pays off for car wash employee-turned-entrepreneur

HAVING WORKED at six car wash establishments, with repeated stints at two over a 16-year span, Jerome Higgins gained invaluable experience that gave him a deep understanding of the business. This hands-on knowledge, combined with his entrepreneurial spirit, fuelled his intense desire to start his own mobile auto detailing venture.

The journey, however, was far from smooth as it was not until his third attempt, in late 2023, that he was able to successfully launch Mr Higgins Auto Detailing, operating out of Spanish Town.

“It feels like a dream, it feels unreal sometimes because things are going well. It’s seriousness that started it this time. The timing was right,” said Higgins, who noted that he first started working at a car wash at 18 years old after being invited by his cousin.

He first embarked on his entrepreneurial dream in 2019 with the support of his brother, who purchased a car, which Higgings rented so he could make home visits. Higgins also invested in essential equipment, including a vacuum, pressure washer and generator.

“I drove around from plaza to plaza, I opened the back of the car, displayed the things to get attention, gave out my business cards and placed flyers on windscreens,” Higgins related on how he went about promoting his business.

Despite his best efforts, however, the business struggled. After a year, the COVID-19 pandemic drove the business further downhill. He then resorted to making and selling natural juices, but that venture did not yield the results he anticipated, and after two years, he was forced to discontinue the operation and return to work at a car wash.

With his brother’s car no longer in operation, Higgins rented one of the buses from the operator of the car wash where he last worked to set up his own car wash near the Spanish Town Bus Park in 2022. Stiff competition soon followed, and he found himself at a crossroads once again, which led to the closure of the business.

He subsequently worked in construction for a few months, which provided him with an extra source of income washing the trucks used in the construction business.

Determined to launch his business again, Higgins took a leap of faith in late 2023.

“For about 10 weeks, I had to walk around carrying the pressure washer, vacuum and bucket in my hand, and a knapsack on my back with the cleaning items,” he said.

His persistence paid off when he was able to afford to purchase the road licence, insurance and fitness for a motor car he had purchased back in 2022, which helped him bring his detailing expertise to more clients.

Higgins’ meticulous attention to quality service continues to earn him loyal customers. Besides, his strategic use of social media attracts a steady stream of new clients every month who can make their appointments online. His Instagram and Facebook pages, Mr Higgins Auto Detailing, feature his self-created videos and photographs showcasing his auto detailing services.

“When they click the video on Instagram and Facebook, it sends them to WhatsApp where they will get an automatic message that explains everything to them,” he pointed out.

Although his focus in on serving clients in Kingston, St Andrew, St Catherine and Clarendon, he also responds to calls from other parishes.

Higgins credits his passion for self-development from listening to audiobooks, which has assisted him to fulfil his entrepreneurial dream. He draws motivation from authors such as Robert Kiyosaki, Grant Cardone, and American rapper Curtis ‘50 Cent’ James Jackson III, who inspire him to persist when faced with challenges.

“I listen to audiobooks every day while working. It helps me to understand that it’s me who has to make things work out for myself,” he shared, adding that the resources have enabled him to overcome the fear of trying, to be courageous, and to put in the effort into what he wants to achieve.

Currently, Higgins employs two persons and envisions expanding the business to have a major outlet in each parish, bringing his services to even more customers.

Kevin Clarke, digital and social media manager at The Jamaica National Group, commends Higgins for his forward-thinking approach in utilising social media to generate business.

“Mr Higgins has shown an understanding of how digital platforms can effectively drive growth and engagement. In today’s digital age, social media has become a powerful tool for businesses regardless of their size. He has recognised this and has embraced the potential of social media to promote his work, connect with his customers, and expand his reach,” he said.

“His ability to use a video promoting his service is a perfect example of how digital content can elevate a business,” Clarke added.

The digital manager outlined three ways small business operators can maximise the use of social media to promote their business:

1. SHOWCASE HIGH-QUALITY VISUAL CONTENT

Small businesses can capture attention by posting visually appealing content. Use high-resolution images, videos, and before-and-after photos for businesses like auto detailing or beauty services to allow potential customers to see the quality of your work, which will entice them to respond positively to your business.

2. ENGAGE WITH YOUR AUDIENCE REGULARLY

Interaction is critical to building relationships with customers. Responding to comments, answering questions, and participating in conversations help to build loyalty.

3. LEVERAGE CUSTOMER TESTIMONIALS AND REVIEWS

Post positive feedback from satisfied customers, which builds credibility. Encourage customers to leave reviews or share their experiences on your social media pages. Do not hesitate to feature their testimonials in posts.

“With so many people on social media, it is so easy and cost-effective to attract new customers,” Clarke said.