Calling all devil's advocates

Hey everyone
What do you think of a website that would, based on zipcode, have a list of automotive repair shops /dealers/bodyshops etc that others in that area have visited and have shared their experiences with them?
Because I and others I know have been screwed over many times by repair shops and dealers, etc., I am thinking of launching such a site. Basically it's taking the asking of friends, family and coworkers for referrals for a good mechanic/dealer/anything automotive-related to a higher level. Based on the referrals, you would know who to go to and who to avoid.
Here are my hurdles--
how to get the referrals initially on a continual basis and, although I would give access away for free initially to build the database and build awareness, how much would be a fair price to ask after that to cover web expenses etc
Thanks all,
Ted

I guess everyone must have access to a great mechanic/dealer/body shop/parts place/etc? No replies??

um....most of us do a lot of the work ourselfs. but for the most part, there is superpages.com its run by verizon wireless to my knowage, has reviews if people posted up and is a huge yellow pages basically.

and to answer your question, i think it would work. you'd need to start in a small area first, than make it bigger.

sure it could work. i do all the work on my car, plus im a mechanic at a shop also.

You want a devil's advocate, here it comes.

a) Most people don't have the slightest clue they are being hosed by their mechanic. Take my mom for example, I have found her the best mechanic in the area, for when I'm not around. What does she do...she takes it to the same shop my father used to take his cars to 20 years ago. Problem is, the guy that owned it is dead, and now the guys who work there are shady and take advantage of her. I tell her this, and it doesn't 'click'...she thinks they are still great mechanics...because the problem is 'fixed'.

Word of mouth/testimonials is one of the biggest and best forms of advertising. Ever notice every infomercial has 'regular' people saying how great the product is. Maybe 'Jack' just told me this new bed is hte most comfortable thing he's ever slept on. Well that's great and all...but if Jack is homeless and been sleeping on the streets the last 20 years, that doesn't really help much. So what's to say, that even if you have this site and have tons of people post there, that it's actually gonna solve the problem.
You don't know if the person recommending Shop A is knowledgeable about cars, completely clueless, or even an employee of Shop A, or an employee of Shop B who wants to bash Shop A.

b) Most car knowledgable people do their own work. Don't know about you, but if I owned a lawnmower, I wouldn't be paying the kid down the street $15 every two weeks to cut my grass. If you can do your own work, why bother with a shop. That said, that means that a large portion of the people you want actually posting on your site, might not ever bother.

c) Personally, I see it like this. If there is seriously a good honest mechanic, his name will get around. I've literally refered close to 100 people to my last mechanic. For anything I can't do for them in my driveway, I send them there. On here, when somebody asks for a good place to get work down on their 3000gt...I tell them to stay the hell away from 95% of dealerships/mechanics...and point them to the best.

If somebody is generally a good mechanic/shop...then people will know. If somebody is looking for a good mechanic, chances are they will research it a bit, ask around (probably local car guys) and find one. If they aren't that motivated to ask a few car guys, then they probably aren't motivated or don't even think to check online. If they were/did, half the time they'd find the info to fix the problem themselves without even needing a mechanic.

So yeah there it is. Just my .02 Nice idea though...don't let me discourage you if you wanna do it.

^ Booyah.

You want a devil's advocate, here it comes.

a) Most people don't have the slightest clue they are being hosed by their mechanic. Take my mom for example, I have found her the best mechanic in the area, for when I'm not around. What does she do...she takes it to the same shop my father used to take his cars to 20 years ago. Problem is, the guy that owned it is dead, and now the guys who work there are shady and take advantage of her. I tell her this, and it doesn't 'click'...she thinks they are still great mechanics...because the problem is 'fixed'.

Word of mouth/testimonials is one of the biggest and best forms of advertising. Ever notice every infomercial has 'regular' people saying how great the product is. Maybe 'Jack' just told me this new bed is hte most comfortable thing he's ever slept on. Well that's great and all...but if Jack is homeless and been sleeping on the streets the last 20 years, that doesn't really help much. So what's to say, that even if you have this site and have tons of people post there, that it's actually gonna solve the problem.
You don't know if the person recommending Shop A is knowledgeable about cars, completely clueless, or even an employee of Shop A, or an employee of Shop B who wants to bash Shop A.

b) Most car knowledgable people do their own work. Don't know about you, but if I owned a lawnmower, I wouldn't be paying the kid down the street $15 every two weeks to cut my grass. If you can do your own work, why bother with a shop. That said, that means that a large portion of the people you want actually posting on your site, might not ever bother.

c) Personally, I see it like this. If there is seriously a good honest mechanic, his name will get around. I've literally refered close to 100 people to my last mechanic. For anything I can't do for them in my driveway, I send them there. On here, when somebody asks for a good place to get work down on their 3000gt...I tell them to stay the hell away from 95% of dealerships/mechanics...and point them to the best.

If somebody is generally a good mechanic/shop...then people will know. If somebody is looking for a good mechanic, chances are they will research it a bit, ask around (probably local car guys) and find one. If they aren't that motivated to ask a few car guys, then they probably aren't motivated or don't even think to check online. If they were/did, half the time they'd find the info to fix the problem themselves without even needing a mechanic.

So yeah there it is. Just my .02 Nice idea though...don't let me discourage you if you wanna do it.
Thanks for that thorough reply. Sorry your mom keeps getting taken advantage of. Yes the idea surely needs a few kinks worked out. True, if you know what to do and have the tools and equipment, I say why give your money away. I agree with you 100%. This idea would be more for folks like your mom (well, if she listened I guess) or for people who don't have the knowlege or means or whatever or who need to go and buy a car or get bodywork and don't know anyone 'in the know'. And...yes the referrals could be biased, but the intention is, say, if 100 people say this place is great or it's awful, then you would be more apt to form an opinion based on what is true, rather than if 2 or 3 people said so; after all those 2 or 3 could be a neighbor, a friend, or a relative.So...if a whole slew of people say a mechanic or dealership is great, I think it would be hard for that place of business to fake it. When it comes down to it, I want to help others avoid the bad guys and reward the good guys, even if I have to give it away for free for a while. The trick is to get the referrals/opinions. Thanks again for that honest and thorough input-really appreciate it.