[A guest blog spot by USstoragesearch.com Executive Vice President Megan Eckert]
Heres a question for all the self-storage owners and managers out there (and please pretend you're not in the industry for a moment): How would you go about renting storage? What method(s) would you use to find the perfect unit? Would you rent over the phone, via the Internet, or would you just walk in?
I visited a facility in my area today for two reasons: 1) to see the sales process at a typical self-storage facility, and 2) to put myself in the shoes of a self-storage consumer. I learned a lot in the short time I was there but, most important, I learned I would have to walk in to a storage facility before making my final decision to rent. Right now, you probably think Im crazy, especially because I operate a business that advises storage facilities to be on the Internet to catch valuable online consumers. This is still is true.
See, the thing is, before Id walk into any facility to rent, I would do my homework online. I would research everything about the facility first. Hopefully, I would find pictures, specials, office hours and driving directions. My visit to the facility would be to make one final look and present my credit card.
This is why USstoragesearch.com tells owners and operators that all of their marketing works together. While consumers have different ways of finding you, they have most likely seen multiple forms of your marketing during the research process. They may drive by your facility, look for you online, and then finally call to rent.
My point? It's true, the Internet is reshaping marketing in the self-storage industry and, more and more, consumers are going online to find storage. However, many consumers who use the Internet tofind storage also use traditional methods to rent storage, such as walking in or calling.
So heres the challenge: To use both traditional and online marketing without breaking the bank. But how do you determine the right marketing mix to capture all these customers? Tracking. Through research, you can determine what works and what doesnt. I know this sounds time-consuming and tediousthats because it is. But it will be worth it when you eliminate the methods that dont work and increase the methods that do. Think of all the money youll save while increasing your occupancy!
Where can you get information on this so-called tracking? My company has recognized a need to address the topic and created a presentation to answer this very question. Please join us on August 8th for a webinar you can attend free of charge from your own computer. Visit www.insideselfstorage.com/usstoragesearch for more information and to register. Hope to "see" you there!