Turn Your Neighbors Into Loyal Customers
6 Tips to Earn the Business of Your Community
by Aytcha Katun-Williams
Do you know where your self-storage customers come from? Most of your customers are located within a seven mile radius of your facility.
Given that the majority of your customers are local, you will need to know how to attract local businesses and residents to pick your local storage facility over your competition. Below are six quick tips on how to gain the business of the community that your facility is located within.
1. Get the Attention of Your Neighbors
Self-storage property owners and managers have been utilizing community involvement to create a working relationship within their neighborhoods for a long time. While charitable giving is not a new concept to the self-storage industry, let's look at some creative ways to take your community involvement to the next level:
- Many storage facilities allow a small percentage of their units to be used rent-free by local charities, churches, schools and alike. In return, these organizations spread the word by mentioning this charitable giving on their website, during their events, but most importantly by word of mouth.
- A storage facility in North Bethesda, Maryland has each drive-up unit door painted with unique artwork. The facility owner hosts a community art day every few months where artists come and paint the storage doors with an art theme of community charitable events. The event is an open house, food and drinks are served while the residents and businesses of the area view the artwork created by local artists. Not only does the facility support local artists, but it also increases its curb appeal while bringing new traffic to the storage facility.
- How about allowing your facility to be a collection point for a charity organization or for electronic recycling? You can opt to collect for your local Food Bank, the Salvation Army or another organization. Most charity organizations have containers that they deliver to your location and do pick-ups on request. They then advertise your facility through all their marketing channels as a drop of location. Electronic recycling companies will need you to allocate one 10’ x 10’ drive up storage unit but they will do the rest of the work to advertise your storage facility as a drop of location and will schedule pick ups at your request. All of these community activities bring further visibility and new customers to your facility.
2. Know Your Local Businesses
Some owners prefer business customers, as they stay longer and are less price conscious. And, all businesses from dental offices to insurance companies need storage. Understanding how and when each different business could utilize storage will allow you to cater your sales pitch to the needs of that business. Becoming a member of local business organizations such as the Chamber of Commerce or the local Rotary Chapter is one good way to get to know local business owners. Attending the weekly meetings of these organizations and asking the right questions is crucial in finding out how you can help these businesses. What are all the different types of local businesses in your neighborhood and how can you serve them? It’s important to be able to think outside of the box. Your facility may be near multiple retirement communities with new residents who will need storage. Building that relationship with their management may mean steady and long-term storage rentals for your business.
3. Support Your Local Businesses
Giving back to your business community is one of the best word-of-mouth marketing methods. Offering storage units to local businesses at a discount or renting storage units to use as a workshop, selecting a local moving-supplies vendor for your point-of-sale items are all great ways of showing your support. Have you considered selling locally made ancillary products at your storage facility? You can sell scented car fresheners and other locally made products to show that you keep everything local.
4. Cross Marketing to the Next Level
Cross marketing is a tested and proven method for local marketing. Your local restaurants, insurance and real estate brokers and other businesses will gladly exchange business cards and flyers for cross promotion efforts. How about combining your next community event as a networking opportunity for the local businesses? Consider inviting several of your local businesses to be present at your next community event to network with the community and to advertise. Local business involvement will be key to a successful property-hosted event, with the incentives being self-evident.
5. Let Your Managers Get Creative
Leaving some lead room and allocating a small “local marketing” budget for the managers are key. When visiting local apartment buildings or retirement communities, take a basket of muffins or cookies. People love treats, and treats will help you to stand out above your empty-handed competition.
6. Grass Roots Marketing Via Social Media
Are you utilizing social media channels as a form of grass roots marketing? Social media is a free way to reach your target market and take your community relationships to the next level. Consider using Facebook, Twitter, Instagram and other social media channels to announce new local business tenants, to publicize your support of your local businesses or your next community event. Data shows that the ever-increasing number of social media users are checking their accounts several times a day. What better way to announce your support of local businesses, discounts to local residents and more! If you think about it, when working within our communities we go back to the basics. Whether it is a person or an organization, having their best interest in mind and finding creative ways to help results in their appreciation of what you have to offer, and brings new business.
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