There are those secular Israelis who admire other Jews undergoing a Teshuva (repentance) process and there are those Israelis who think that Teshuva is only for Jews who cannot manage their own lives. Thus, they need someone (in this case a Rabbi) telling them what to do.
In addition to that, there are opinions that Teshuva mainly attracts criminals and drug addicts. This kind of prejudice probably exists due to various Breslover Ba’al Teshuva movements known for members who don’t necessarily enjoy a good reputation.
Teshuva has many facets and my Teshuva is definitely not your Teshuva. Everyone has his own process, faces his personal difficulties and struggles.
Nevertheless, Teshuva doesn’t only apply to secular Jews but to frum Jews as well. The most religious Jew can still be far away from a close relationship with G-d. Wearing a long skirt or a black hat as well as a strict Mitzvot observance doesn’t automatically stand for a strong connection with the Creator. Maybe on a halachic level but definitely not on a deeper level beyond Halacha.
So, how does a frum Jew repent?
When he is trying to deepen his relationship with G-d. When he doesn’t only carry out Mitzvot because it says so but when he does so with his heart and soul.