Texas Self Storage

By Silvia Pendleton, TSSA Director of Marketing and Membership

Are you racking your brain for marketing ideas? Terri Langhans, speaker and marketing guru, in a TSSA webinar presentation, encouraged business owners to STAND OUT, differentiate your facility from the competition. How does one do that on a tight budget, or restricted by city ordinances, or if you have limited space? Put the calendar to work in your favor. Hearts, shamrocks and bunny rabbits can be the secret to your next marketing campaign.

Market your facility around the upcoming holidays using inexpensive but memorable giveaways and promotions. February, March and April provide the perfect marketing tie-ins with Valentine’s Day, St. Patrick’s Day and Easter. Tape your business card to the bottom of a heart-shaped box of candy to use as you visit other business owners in town, or simply to say thank you for a referral.

Change the message on your sign according to each holiday – encourage passerby to stop in for a prize or give new tenants a box of chocolates. Decorate your office to take advantage of each holiday. If city ordinances don’t allow for displays or banners outside of your building, consider decorating the windows to grab some attention. Anything hanging on the inside of your windows isn’t considered signage - so go for it.

Is your facility large enough to host an event to tie-in with a holiday or other community event? If you can’t hold the event at your location, is there something else in town that you can become part of? Send Valentine’s or Easter candy to your Chamber of Commerce or other influential group in your community.

A box of candy isn’t going to create a need for storage but it will create awareness. Create some buzz around your promotion. Word of mouth advertising is priceless. Once you get them talking about you, it’s easier to bring them in the door, and bringing them in the door is what it’s all about.

Silvia Pendleton and her husband, Joe, own a self-storage facility in Granbury. Silvia joined the TSSA staff in February 2008 as Director of Marketing and Membership. Her prior work experience focused on marketing and association management. She brings her “owner’s perspective” to TSSA and hopes to share her experiences to assist members in marketing their facilities.

Guest blogger: Colleen Trimble brought her powerful presentation, “Heart of Money,” to the TSSA Annual Convention in The Woodlands. Colleen’s goal is to help you chart a course for understanding the emotions you’re feeling about money, and how to use it as a tool for achieving your heart’s desires and life purpose.

Hi All - wanted to say thank you for the opportunity to speak at the TSSA Annual Convention in The Woodlands. For those of you who heard me speak, you might recall my presentation entitled “Lessons from Wall Street.” For those of you who didn’t attend the morning session, it was an attempt to bridge the financial crisis with personal lessons. This past week, I had the opportunity to experience lesson #5, “Our personal best inspires the whole,” up close and personal.

I was asked to give a “Heart of Money” presentation to a local bank who offers “lunch and learn” sessions for employees. Upon entering, I was quite impressed with the “look and feel” of the bank. Instead of walls, there were large glass panes giving clear view to 3 floors. Near the ceiling of the first floor, were wide, white moldings with words inscribed - such as, entrepreneurial, individual, be the difference, unique, community, better off, and authentic.

After my presentation, I had a discussion with the Chief Administrative Officer in which I told him how lovely the building was, and that I was particularly touched by the words. He shared with me that it is the bank’s mission to positively impact everyone who has contact with their organization - in other words, to leave them better off.

I was inspired and “made better off” simply by experiencing the spirit of this organization. Our personal best does inspire the whole!

May we both inspire and be inspired during 2010!

Coleen Trimble

Jackie Ramstedt, CAM, CAPS, CAS ~ Owner, CMO Chief Motivational Officer ~ Ramstedt Enterprises, Inc. ~ Austin, Texas ~ 800.925.5169 ~ www.JackieRamstedt.com

On October 26, I had the honor of speaking to TSSA members for the first time at the annual convention in The Woodlands. My background is in the multi-family housing industry, and I specialize in management performance, sales, resident retention, and customer service training. I have always said that any time you have a product or service to sell, customers who will buy those products, and employees who have an immediate influence on those customers, you have a “common bond” of customer service challenges.

So when I was asked to speak to self-storage managers, I was a little apprehensive at first, given that I had never personally managed a self-storage facility before. So I had no first-hand experience from which to pull from as to your specific issues, since your customers (hopefully) don’t live in their units as they do in the apartment industry!

But I have to tell you, I was incredibly moved by the warmth, friendliness, and openness of every one of your members ready to embrace my suggestions. I soon realized that our two worlds were not so far apart. I began to feel at ease and comfortable with the research I had done on the self storage industry; in fact, during my seminar, I remember saying to myself, “These are definitely my kind of people!”

My seminar was on customer service, which seemed to be a theme throughout the day. During my session, I was thrilled to see the room filled to capacity—probably half who wanted to actually get some new ideas and the other half out of sheer curiosity about who this new speaker was. No matter; I think everyone had a great time, including me!

The last few minutes of my seminar focused on giving your customers what they REALLY want, and I would like to share some of those thoughts…

1. Be available for your customers when THEY need you. Remember they are the ones “voting with their dollars” every month, and their needs come first.

2. If you have a feature—call me silly—it should be working! Broken access gates, lights out, etc. just remind the customer of the level of professionalism and attention to detail (or lack thereof) you are displaying to them.

3. Ask them for their own solutions. Many times we think only on one level when managing our stores. Great solutions can be created by soliciting ideas regularly from your customers. Not only does the problem get solved, but those whom it affects most will feel they have had their say in the matter and therefore will “buy into” that solution.

4. Hire happy people to work at your store! Because you may not see every one of your customers every day, it makes it even MORE important that when they DO see the staff, they are HAPPY! Remember, as I illustrated at my seminar, everyone needs to be on that “Happy Bus” for that first impression AND throughout the customer’s time at your store.

Don’t forget to be a Customer Service Asset….with the acronym of ASSET meaning:
A - Amazing
S - Service
S - Satisfaction
E - Eliminates
T- Turnover!

Running a business isn’t really difficult if you remember this: great product quality and an effective system of good communication with your customers, coupled with positive “happy” attitudes of the staff = Outstanding Customer Satisfaction!

So how was your time at the convention? Mine was PRICELESS!!!

Guest blogger: Holly Barr, TSSA Administrative Assistant

Today I will be writing a check for my car and homeowners insurance. And every month I am a little distraught when a portion of my paycheck is deducted for health insurance. But, my homeowners insurance has fixed my roof for me and my car insurance took care of me when I accidentally had a small fender bender in a parking lot. And once, years ago, I almost cancelled my health insurance because I honestly felt like I could not afford it any more. My HR person at the time convinced me to hold off. I thought, “I’m healthy; I will never have to use this, and could really use the extra money…why am I paying for this?” Karma has a funny way of letting you know when you are wrong, because about a week later, I had to have my appendix removed. Painful? Yes, but it would have been much more so if I’d had to pay for the operation out of pocket without health insurance. So, I begrudgingly pay the fees for insurance, and I am happy it’s there when I need it.

This is how I hope you will feel about TSSA when you are choosing whether or not to write your dues check this year. It’s not a matter of whether or not you need us right this moment, but rather that we are here when your need arises. This year alone I have spoken to many of you who have said, “I have been a member for years, but this is the first time I’ve had to call for help.” We have also had several former members call after realizing what they had lost by not renewing their membership. In this strange and new economy, we are all faced with new challenges, including how and when to spend our money. Just make sure you are not cutting corners that will cost you more in the long run. Don’t let karma come and get you.

Keep in mind too that we are your association, meaning that you should always feel free to call or e-mail us with suggestions you have about how we can work better for you. One of our goals this year is to increase member involvement; we want to hear from you, and we are listening. Let us know what you want and need—that is why this organization exists. I can’t promise that you’ll get the same response from your car insurance company, though.

My very first TSSA convention was in 2002 in San Antonio. I had spent months researching the self-storage industry and was convinced that it was a sound investment and a good move but I wanted more evidence. I’m not sure why I hadn’t run across the TSSA website (TMSA at the time) but for some reason, I didn’t find it until just a few days before convention started!

The Early Bird Pricing had long expired, and I was looking at paying the full non-member rate for the registration. I scanned the educational offerings and thanked my lucky stars for steering me to this site! I signed up on the spot.

With just days to go before convention started, I ended up in one of the outlying hotels. Luckily, TSSA had set up shuttle service from the various hotels, and getting to the convention center was never a problem.

Memories of the rest of the experience are a little blurry now that seven years have passed, but a few things still resonate when I think back. I remember the excitement I felt when I walked into the registration area and saw the throngs of people gathering there — all of them interested in the self-storage business! I remember meeting Emily Mathews for the first time and her winning me over when she offered the member rate – if I promised to join within 30 days of the convention.

I also remember the frustration I felt, beforehand, over the amount of time wasted trying to find information and trying to make connections, when all I needed was to attend the TSSA Convention. The education sessions were an eye-opener and packed with valuable information. I still refer to the notes and handouts from that convention!

I can’t even begin to describe how incredibly useful and timely the trade show was for me. Every possible storage-related service was represented. Every vendor I met at that show was patient, knowledgeable, and professional. I went to the preview AND the full show the next day, and felt I could’ve used more time with the vendors! I had so many questions and was hungry for the information they shared.

TSSA closed the convention with a live auction benefiting the Shriners Childrens Hospital. The good natured bidding wars were fun to watch and I got caught up in the excitement. I could tell that I was among some caring and generous people who enjoyed each other’s company.

I left that first convention with an armload of information and renewed interest. Every bit of knowledge gained at that convention, and those following, has been put to use at some point. I’ll always have fond memories of my first TSSA Convention and that feeling of hitting the jackpot!

I might have been lost in the woods when I started on this journey but TSSA helped me find my way to a great business. To Emily’s credit, I did join the Association right after attending, and I haven’t looked back since.

Don’t miss the 2009 TSSA Annual Convention and Trade Show at The Woodlands!

Like everyone else in the country, I’m paying more attention to where I spend my money, and nothing makes me question a buying decision more quickly than feeling unappreciated because of poor customer service.

For example, a few weeks ago, I was out running errands and stopped at a mid-priced eatery and decided to pick something up to take with me. This particular restaurant isn’t one of those fast-food places with a 99 cent menu, but it isn’t a full-service restaurant either. It has a nice waiting area for take-out orders and I was pleasantly surprised when they offered me a free drink while I waited.

Later that weekend, I again found myself eating out. This time my husband and I chose a moderately-priced chain restaurant that we both enjoy. From the moment we were seated, our waiter was attentive, almost to the point of annoyance, but he anticipated our every need throughout the meal. We never once had to look around to find him, never had to ask for drink refills, we didn’t even have to ask for a to-go box!

My next dining-out experience was for a special occasion and my husband and I, opted for one of the nicer restaurants in town. Cozy tables, linen table cloths, and we knew, from previous visits, that the food is very good. We waited for several minutes at the hostess stand while waiters scurried around busing tables and practically tripping over us — but never even acknowledged that we were there! We were finally seated and I thought surely we were over the rough start. But that was not to be. They were out of their signature bread, we were missing some cutlery, we were constantly out of drinks - and not a waiter in sight. We even had to wait for our check. The worst part of the evening was when I noticed on the way out that the entire wait staff was lounging on one of the banquettes and none bothered to thank us on our way out.

Here’s what I’ve learned. My expectations were exceeded in the first two restaurants. I felt appreciated, and even though the ticket amount was relatively small, the level of customer service did not falter. My business was not taken for granted. Restaurant number three, however, has probably lost my business.

So my question to you is this: What makes YOU feel appreciated? Is it a friendly smile, an unexpected treat, attentive sales people, having someone anticipate your needs?

None of us can afford to take our customers for granted. Every day is an opportunity to let them know that their business is appreciated. Are you living up to your customers’ expectations?

It doesn’t take much to create a pleasant experience for our customers. Think about your favorite places to shop. Why do you go back? Why do you choose one store over another? Find those satisfaction points and apply them to your business.

Take a look around your place of business. Start at the curb and work your way inside. Does your facility say, “Welcome, we’re glad you’re here” or is it telling your customers that you can’t be bothered? Tenants are watching where they spend their money, too. Don’t give them a reason to feel unappreciated and take their business elsewhere.

The San Antonio luncheon group occasionally uses the meeting time to brainstorm and discuss current issues of concern to the attendees. Last month, they discussed the state of the economy and how it is affecting the self-storage industry. We couldn’t devote enough space in the Self-Storage News magazine to do justice to the numerous ideas and information shared by the group, so we’ve distilled the tips (in no particular order) for your review and hope that you’ll add your own to the list!

Take advantage of low construction costs
Construction costs have dropped dramatically in the last few months. Consider rehabilitating or adding to your facility. Convert a non-climate building to a climate-controlled building or remodel an outdated office.

Increase rentals
Don’t let a potential tenant walk out the door. Offer specials to increase incoming calls. Answer every call; don’t let a possible tenant move down the phone book to your competition. Create activity at your facility with special events and functions: host an ice cream social, Chamber after-hours or celebrate a wacky holiday such as July 19 is National Ice Cream Day, July 24 is Cousin’s Day – make up your own special day!

Control your advertising costs
The company, Ad Numbers, provides a unique local phone number for a website or phone book that rings into your existing phone line and tracks calls from that medium. This is a great way to test a specific ad or offer. You’ll be able to determine the effectiveness of various ads by the number of calls generated. CraigsList is a free advertising avenue. List your storage facility daily on craigslist.com under parking and storage with a special offer. Track the number of inquiries to determine if it’s a worthwhile effort.

Top-of-mind awareness
Send a series of cards to a potential customer – the repeat message pays off with top-of-mind awareness. Doorknob hangers with a coupon are a popular marketing product. Both are examples of drip marketing - an inexpensive way of continual contact with a potential tenant until they are ready to rent. Use this type of marketing to reach the homes and businesses closest to your storage property first.

Partner with local businesses
Approach the largest employer in your area and offer a discount rate for their employees as a new employee benefit.

Using referrals
Offer incentives to existing tenants for new tenant referrals. The incentive can be as simple as a gift card or a discount on rent. Offering excellent customer service to your existing tenants will almost always bring in referrals, but you’ve got to remember to ask for them!

Mystery shopping
Try using mystery shop phone calls to your own property, but also consider having someone do an onsite mystery shop. In this way, you’ll know how many times the phone is ringing before it’s answered or if it’s answered at all.

Internet Marketing
Yellow Pages advertising has become more expensive per rental, the web is becoming more effective. There are new and creative marketing companies that focus on generating leads from your website or driving traffic to your site. One of the keys to internet marketing effectiveness is a quick response. Check incoming emails often and use an auto-responder to let potential customers know their inquiry was received.

Be responsive
Many storage properties have only one manager on duty at any given time. One of the frustrations that our customers and potential customers experience is the difficulty of getting through to a site manager by phone when they are out showing a unit or walking the property. Check your call center or voice mail quickly and often. Getting back to a customer immediately is key to higher occupancy. Place a sign on the door letting customers know when you are on the property, include the manager’s cell phone number. Don’t let them leave thinking you’re closed in the middle of the day!

Extend your business hours
If you aren’t already open on the weekends, consider opening on Saturday or Sunday. Check your competition’s business hours. If you’re the only facility open on the weekend, you’ve just gained an important advantage. Weekends are popular with customers because they have more time to move, friends and family are available to help, or they simply have more time to stop by your facility.

Networking is important
Attend the luncheons in Dallas, Austin, San Antonio, Corpus Christi, North Houston and now Granbury. These events are an excellent opportunity to network and learn from other storage operators. You’ll find that most are willing to share their knowledge and experience.

I’ve been in your shoes. Even now that I work for TSSA, I still own a storage facility and still spend a few hours just about every weekend working on some aspect of the business. I hope that some of my stories and adventures will be of some use to others.

Today I’m inspired by a question posed recently by a member: “How do I get people to come to the auction”? New storage owners are always looking for ideas on how to get started, aren’t we? It’s a little like throwing a party and hoping your guests will show up.

I’ve tried many things to market the business. Some of them worked and others didn’t. Here are some tips on how to build a mailing list to get more people to the auction:

1. Current tenants: Start a sign- up sheet. Let your current tenants know that you have periodic auctions. If they’re interested they’ll sign up. Get an email address to notify them of your next scheduled auction without spending any money.

2. Resale shops and flea market vendors: Get to know the local resale shop owners and flea market vendors. Put them on your mailing list. If you treat them right and work with them, they’ll show up AND they will bid.

3. Auction houses: Local auction houses often attend self storage auctions on the off-chance they will uncover a treasure.

4. Your reader board/sign: Post your auctions at least a week before to attract passersby.

5. Your tenant mailings: Print out the auction schedule at the bottom of your invoices or other tenant correspondence.

6. Attendees: Put your auction attendee registration form to work. If they attend one auction and sign-in, add them to your mailing list and notify them the next time you schedule an auction. Again, try to get email addresses to cut down on postage and phone calls.

7. Hire an auctioneer: Although professional auctioneers will charge a percentage of the sale, they often have a “fan-base” and will draw new people to your auctions that might not otherwise attend.

Some of these tips take time to build but once you do, it is well worth the effort. Good luck!

Silvia Pendleton and her husband, Joe, own a self-storage facility in Granbury. Silvia joined the TSSA staff in February 2008 as Director of Marketing and Membership. Her prior work experience focused on marketing and association management. She brings her “owner’s perspective” to TSSA and hopes to share her experiences to assist members in marketing their facilities.