Interview With The Owner Of Lookin’ Good Auto Detailing

Everette Mitchum is the owner of Lookin’ Good Auto Detailing.  Lookin’ Good Auto Detailing is a premium detailing operation based in Conway, South Carolina, that has built an amazing reputation of quality of service with well over 300 5-Star reviews.  I had the pleasure of having a conversation with the owner, talking about his story, challenges, and vision of the company.

Me:  Can you tell me your story that led to you starting an auto detailing business?

Everette:  My journey into the detailing world started with a passion for clean cars and the satisfaction of seeing them shine like new.  Growing up, I always had a deep appreciation for the beauty of a well-maintained vehicle.  What began as a hobby, cleaning and detailing cars for neighbors and family quickly turned into a calling.  I did it just for some cash to have in my pockets growing up.

When I got to college, I worked while in school.  Then I moved to a house, I went back and forth with the idea of doing what I did as a kid to get money, washing cars.  I was something I was at, and it was a need for many people.  I ordered my first set of business cards and Lookin’ Good Car Wash had become a thing.  I had a pretty steady flow of work in between classes and two other jobs.  It did everything I needed it to at that time.

Over time, I realized that many people lacked the time or resources to truly care for their vehicles, especially busy professionals who relied on their cars for work and travel.  I saw an opportunity to provide a service that wasn’t just about cleaning cars but preserving their value, enhancing their appearance, and giving clients the pride of owning a vehicle that turns heads.

Starting my business was also about creating something meaningful (a legacy).  I wanted to build a brand that combined my love for cars with my entrepreneurial spirit.  I wasn’t always easy; I faced exceptional results and earning my clients’ trust.

Today, Lookin’ Good Auto Detailing stands as a testament to that passion and perseverance.  I’ve dedicated myself to bringing high-end detailing services to the Conway/Myrtle Beach area and beyond.  It’s been a journey of learning, growth, and relentless drive, and I wouldn’t trade it for anything.

Me:  What have been your challenges and successes in selling a detail as something more than a car wash?

Everette:  Many people associate car care with convenience and speed, just a quick wash and vacuum to get the job done.  But auto detailing is an entirely different experience; it’s about precision, protection, and preserving the long-term value of a vehicle.

Early on, I realized I needed to communicate the value of detailing in a way that resonates with clients.  I started by emphasizing what they gain from our services like maintaining their vehicle’s resale value, protecting the paint with ceramic coatings, and the pride of driving a car that looks better than it did the day they bought it.

Success came when I started speaking the language of my clients.  Busy professionals, for instance, appreciate the convenience of a mobile service that saves them time.  Luxury car owners value the expertise and premium products we use.  By understanding their needs and offering tailored solutions, I could bridge the gap between “just a car wash” and the high-end detailing experience we provide.

Another key to success has been showing, not just telling our value.  Social media has been a a powerful tool for this.  I’ve shared transformations, client testimonials, and behind the scenes looks at our meticulous process.  When clients see what goes into a detail and the results we deliver, the difference becomes crystal clear.

The biggest reward has been when clients come back and say things like, “I’ll never take my car to a regular wash again.”  That’s when I know I’ve not only met expectations but changed perceptions of what auto detailing truly is.

Me:  For non detailing professionals unaware of what goes into a meticulous service, interior detailing has often been downgraded as as a simple task of just cleaning a car.  What has been your experience selling these services?

Everette:  Selling interior detailing services has been both a challenge and an opportunity.  For many people cleaning the inside of their car is seen as something they can do themselves a quick vacuum, wipe down, and they’re done.  What they don’t realize is how much skill, knowledge, and attention to detail it takes to truly restore and protect a vehicle’s interior.

One of the ways I’ve addressed this is by showing clients the difference between “just cleaning” and a professional interior detail.  It’s not just about removing visible dirt; it’s about sanitizing surfaces, restoring materials to their original condition, and prolonging the life of the upholstery, carpets, and leather.  For example, I explain how we use steam cleaning and PH- balanced products to safely clean and disinfect, or how we condition leather to prevent cracking and fading over time.

My experiences have shown me that storytelling is key.  Clients don’t just want to know what we do they want to know why it matters.  I’ll point out how a clean, allergen free interior impacts their health, especially for families with kids or pets.  For busy professionals, I highlight how stepping into a spotless, fresh smelling car can set the tone for a productive day.  When clients see the value beyond aesthetics, they’re much more more likely to invest in the service.

I’ve also found success in bundling interiors details with exterior services or offering memberships.  For example, if someone gets a ceramic coating, I’ll explain how regular interior maintenance complements the investment they’re making in their car’s overall care.

Ultimately, it’s about educating clients, delivering outstanding results, and creating an experience where they feel their vehicle is treated with the same care they would give or better.  When they see that transformation of their interior, the service starts selling itself.

Me:  Can you tell me about the importance relationship building has played in regards to your business?

Everette:  Relationship building has been the cornerstone of my business success.  At Lookin’ Good Auto Detailing, it’s about more than just providing a service, it’s about creating trust, delivering value, and building lasting connections with clients and the community.

I’ve always believed that when people feel valued, they become more than just customers; they become advocates for your business.  From day one, I made it a priority to treat every client like family listening to their needs, exceeding their expectations, and following up to ensure their satisfaction.  That personal touch is what keeps them coming back and recommending us to their friends, family, and colleagues.

The community has also played a huge role in our journey.  Hosting events like cruise-ins or partnering with local businesses for promotions has allowed me to meet people where they are and showcase what we’re all about.  We also do community events, career days at local schools, car shows and more.  These events not only boost visibility but also create opportunities for genuine connection.  It’s one thing to market your business; it’s another to be actively involved in the community, showing that you’re invested in its growth and success.

I also make it a point to engage with clients on social media whether it’s answering questions, sharing tips, or simply thanking them for their support.  It’s a small gesture, but it shows that I value them beyond the transaction.

Over time, these relationships have become a foundation for my business.  Some of my best clients came from word-of-mouth referrals, and many have become repeat customers who trust us with every vehicle they own.  Building these connections isn’t just good for business, it’s deeply fulfilling.  It reminds me why I started in the first place, to serve people and help them take pride in their vehicles.

Dedicated to Travis:
This article is dedicated to the memory of Travis, my mentor, advisor, and unwavering supporter. Your guidance and belief in me shaped not just my business, but also the person I am today. Thank you for inspiring me to reach for more and for being a pillar of strength throughout my journey. You will always be remembered and deeply missed.