Marketing Tips from Members
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 Convert a non-climate building to a climate-controlled building or remodel an outdated office.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.