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Early-Bird Discounts Expire Feb. 1 for the 2013 Inside Self-Storage World Expo

Article-Early-Bird Discounts Expire Feb. 1 for the 2013 Inside Self-Storage World Expo

The early-bird discount registration rates for the Inside Self-Storage World Expo in Las Vegas, the self-storage industrys largest conference and tradeshow, expire on Feb. 1. With the discount, attendees will save $305 on the Premium Package, $155 on the Education Package, $50 on the Expo-Hall Package, and $160 on each of the shows four add-on intensive workshops. The ISS Expo will take place at the Paris Hotel & Resort, April 3-5.

The Education Package includes access to more than 40 seminars, the exhibit hall and five networking events. Add-on workshops cover the critical areas of self-storage marketing, legal issues, day-to-day facility management and executive-level facility operation. The shows exhibit hall will feature more than 100 of the self-storage industrys top suppliers representing a highly diverse range of products and services.

Created for self-storage industry owners, managers, developers, investors and suppliers, the ISS Expo comprises three days of education, exhibits, and networking opportunities. The event focuses on strategies for generating revenue and perfecting business branding in a demanding economic environment. Details and online registration are available at www.insideselfstorageworldexpo.com.

NitNeil Partners Completes First Phase of Self-Storage Conversion, Opens Atlanta Facility

Article-NitNeil Partners Completes First Phase of Self-Storage Conversion, Opens Atlanta Facility

NitNeil Partners, an Atlanta-based investment firm specializing in self-storage, has completed the first phase of a multi-story self-storage project in Atlantas Inman Park neighborhood and opened the facility under its trade name, The Storage Neighbor. The company bought the former A.C. White building in August 2012 and said it would co-develop the site with Cartel Properties, an Atlanta-based commercial real estate developer.

"The supply of self-storage in Inman Park and Old Fourth Ward is under-supplied, but what attracted us to the location was the opportunity to participate in the adaptive re-use of an abandoned building and take part in the revitalization of the Edgewood corridor," said Shelby Brennan, marketing director for The Storage Neighbor.

The project involves converting the existing two-level building and constructing a four-story structure at the rear of the property. The .86-acre site will have 52,961 square feet of climate-controlled self-storage and active-use space once phase two of the project is completed this spring, company officials said in August.

The facility will also feature 800 square feet of retail space that the company plans to rent to a nonprofit organization, retailer or other type of business, Brennan said.

NitNeil Partners is a regional investment firm that specializes in the acquisition, development and management of commercial real estate, including self-storage. The company has more than 600,000 square feet of self-storage space currently under management. The Storage Neighbor has several self-storage facilities in the Atlanta metro area, as well as in the Alabama communities of Huntsville and Madison.

Sources:

Self-Storage Developer Requests Zoning Change for Delaware Project

Article-Self-Storage Developer Requests Zoning Change for Delaware Project

Self-storage developer Mark Schaeffer has requested a zoning change in Harbeson, Del., for a 25-building self-storage project by Central Storage at Harbeson LLC. The project is a scaled-down version of a 2009 proposal for which Schaeffer received conditional-use approval but could not complete financing.

Schaeffers lender told him it would not loan him the money for a conditional-use project and to seek a zoning change, he said. Zoning would have to change from agricultural-residential to commercial-residential.

The project would include 25 buildings comprising 60,000 square feet on 8 acres. The self-storage facility would also have an office and a residence for a live-in manager. It would be constructed over a series of phases.

The reality is the project can't be financed as a conditional use, Schaeffers attorney Gene Bayard said.

Some residents expressed concern about increased traffic, fencing and buffers. Schaeffer said he would include fencing and landscaping as buffers. He was not required to submit a traffic-impact study because traffic estimations were below the states threshold of 200 vehicle trips per day or 50 in one hour.

Schaeffer said demand for storage was increasing in the area and that the project would enhance property values. He said he has been in the self-storage industry for 25 years and operates three other facilities in Delaware.

A public hearing on the application was scheduled for Feb. 5.

Sources:

One-on-One With Ben Vestal: Self-Storage Real Estate Expert Talks Taxes, Acquisitions and REITs

Article-One-on-One With Ben Vestal: Self-Storage Real Estate Expert Talks Taxes, Acquisitions and REITs

The self-storage real estate market kicked into high gear in 2012, with dozens of single-property acquisitions and a handful of transactions involving large self-storage portfolios. Investors made the most of historically low interest rates and a cache of market-ready facilities available at competitive prices.

Inside Self-Storage (ISS) recently spoke with Ben Vestal, president and partner of the Argus Self Storage Sales Network, to discuss the industry real estate market. A nationally recognized expert in the field, Vestal talks here about the capital gains tax and how it will affect the industry, whether the acquisition trend will continue, and todays capitalization rates.

What will be the impact of the capital gains tax for self-storage operators in 2013?

Theres no doubt the increase in capital gains tax will affect the after-tax proceeds self-storage owners will achieve when selling their property. However, with capital gains tax rates scheduled to rise from 15 percent to 23.8 percent (this includes 3.8 percent associated with the Affordable Care Act), its worth noting that a 23.8 percent capital gains tax rate is still below the historical average over the last 100 years. This one issue may have more to do with the amount of money a self-storage investor puts in his pocket, but low interest rates and a robust investment climate will soften the blow.

Ben Vestal Argus Self Storage Sales Network***For more information, read Ben's article, "Capital Gains Tax in 2013: How the New Laws Effect Self-Storage Property Owners."

What kind of interest and capitalization (cap) rate trends are you seeing in the self-storage real estate market today?  

Weve seen a tremendous compression in cap rates over the last 12 months in the major markets and select secondary markets. This will level out over the next 12 months, with cap rates stabilizing close to 2012 levels. This will lead to a slight compression in most secondary markets, as investors will continue to chase yield.

By years end, well see the beginning of expansion in interest rates, which will ultimately lead to higher cap rates across the board.  Investors should consider the old real estate saying, The only thing worse than being a year too early is being a day too late.

There were many acquisitions in 2012. Do you expect that trend to continue this year? What other development trends can we expect in the coming months?

The transaction market for the first half of 2013 will seem relativity slow compared to the very robust first half of 2012, as self-storage owners evaluate the new landscape of higher taxes and stabilizing cap rates.  However, owners who continue to capitalize on the low cap rates and even lower interest rates we enjoy nearly historically high prices, which, in the long run, will make the increase in capital gains taxes seem relatively insignificant over the long haul. By years end, we'll see a very strong push in self-storage sales as investors and buyers clamor to get deals done, as everyone will start to see a modest rise in interest rates and cap rates.  

This year will also see the return of self-storage development! We'll see major institutions and smaller investors breaking ground on a number of new developments in 2013.  This is largely due to the visibly improved fundamentals in some markets and the lack of quality institutional projects on the market.     

How are the buying habits of the real estate investment trusts (REITs) affecting the self-storage real estate market overall?

The buying habits of the REITs have led most self-storage investors to have unrealistic expectations with regard to the value of their property. Only a small percentage of self-storage properties fall into the REIT category. However, facility owners read in the magazines, press releases or other industry publications that REITS are paying 6 percent to 7 percent cap rates and automatically think their property is worth a 6 percent cap. 

Its important to remember a cap rate is deal-specific, and there are a lot of factors that play into what an appropriate cap rate is for a property.  For example, is the facility 65 percent full or 90 percent full? Does the property have land for expansion, and is it located in a major downtown metro area or a small tertiary market? Today more than ever we are seeing a bifurcation in the self-storage property market with institutional-quality properties and non-institutional properties trading for drastically different values.    

For more information about the Argus Self Storage Sales Network, call 800.55.STORE; www.argus-selfstorage.com.

2013 Refinancing Options for Owners of Self-Storage Properties

Article-2013 Refinancing Options for Owners of Self-Storage Properties

The election is over. The fiscal cliff is over. Are the low interest rates over? Probably not, but theyre not going to get any lower. If youre thinking about refinancing your self-storage loan, theres no better time than the present. Even if you have a prepayment penalty, it may make sense to pay it to take advantage of the lowest rates anyone can remember and ensure you benefit from todays low rates.

So what should you consider when refinancing? First and foremost, give yourself enough time to search for the right program without jeopardizing a maturity date. This means you should start your process at least 120 days prior to your current payoffif thats the reason for the refi. Most refinances take a minimum of 45 to 60 days, with some life-company programs running 75 to 90 days. Appraisals alone can easily run four to six weeks.

Next, you need to decide if non-recourse is an important feature in your loan. If so, youll most likely need to concentrate your options on conduit or life companies.

Once youve narrowed down your preferences on recourse, other important decisions such as length of term, prepayment penalties and amortization will help determine your choice of lender and lending program. There are three main groups of lenders: banks and credit unions, life insurance companies, and Wall Street conduits. Well explore each in this article, understanding there will always be exceptions from the norm and areas of the country will vary; even regions within a state might vary due to factors such as demographics and lender competition.

Banks

With banks borrowing at next to zero, it has allowed them to compete with life companies on some fixed-rate terms up to 15 years. Non-recourse is also an option with some bank programs with a low enough loan-to-value (LTV), although this would be the exception versus the rule.

Banks will provide the most flexible structure and prepayment options but typically dont want to fix a rate longer than five to seven years or amortize a loan longer than 20 to 25 years. In addition to bank-portfolio programs, higher-leveraged Small Business Administration (SBA) and United States Department of Agriculture (USDA) purchase or refinance programs are usually obtained through banks with LTVs up to 85 percent. However, SBA will not refinance an existing SBA loan.

Expect LTVs to be all over the board, from 60 percent up to 80 percent on non-SBA deals, and rates ranging from the high 3 percent on shorter three-year fixed rates to the low 4 percent to mid 5 percent range on five- to seven-year fixed rates. Ten-year or longer fixed rates are available with some banks, and rates will depend on leverage and other factors.

These rates, at least in California, have been done in the high 3 percent and low 4 percent on the bottom end of the range, but expect a normal rate for these terms to be closer to the mid 4 percent to 5 percent or more. Most banks will charge .5 percent to 1 percent in loan fees but require fewer costs related to legal, third-party reports and processing compared to life companies and conduit lenders.

Credit Unions

Credit Unions offer very similar terms to the banks with a couple of exceptions. Prepayment penalties are either minimal or non-existent. Also, with most credit unions, youll need to qualify for membership, which genearlly means living, working or worshipping in the general geographic area where the credit union operates. Recourse is almost always a requirement. Not every credit union offers commercial loans, either.

Life-Insurance Companies

Of all the lender types, life companies will typically offer the lowest long-term fixed-rate options, which, in this environment, means never having to refinance again if youre a long-term holder. This is also a great loan if youre looking to sell in the future and get a premium price, as your buyer can assume a fantastic rate in a possibly higher interest-rate environment.

Life companies can fix a rate for 25 to 30 years or offer 10- to 15-year fixed rates with up to 30-year amortizations. However, theyre typically more conservative in their LTVs or use an artificially higher cap rate than what might show on the appraisal to arrive at their value. They also like better located and well-occupied properties in major population centers.

What often draws people to life money is the long-term fixed rates, which can start under 4 percent for a 10-year fixed with 30-year amortization, and can be structured to be any term of self-amortizing program. For example, a recent closing on a 15-year fully amortized loan in Virginia closed at 4.25 percent, and 10-year full-pay loan in North Carolina closed at 3.5 percent. Also unique is the non-recourse aspect of this type of financing, meaning in the event of a default, the lender can only go after the property and not the borrowers personal assets. Combined with usually the lowest rates and longest terms and the ability to lock your rate up front for a refundable deposit, this financing vehicle is the preferred method for most institutional and multiple property owners. Many individual owners also take advantage of life financing, but its not for the faint of heart.

To obtain life money, theres typically a 2 percent refundable deposit required up front or early on in the application process. An additional lender fee is usually between $5,000 and $7,500 and is non-refundable. Lender legal fees can run between $7,500 to $15,000 or more. Third-party reports include an appraisal, phase one, property condition report and, if applicable, a seismic study. Altogether these can run between $8,000 and $10,000. An ALTA Survey, which is made for the title company and/or lender, is also needed. This can vary and easily run $4,000 to $8,000.

The property-insurance requirements and endorsements can also be more comprehensive than bank requirements, adding to the annual premium as well as additional title-insurance endorsements costing more at closing. All this, of course, is added to the loan fee, which can vary based on loan amount but is typically 1 percent. Prepayment penalties usually yield maintenance but can be step-downs and other structures.

Because of these costs, most life-company loans are larger ($3 million-plus) to make the fees cost-effective. For the smaller loan, there are a few smaller life companies that dont require surveys, legal fees and property-condition reports, which significantly reduces the costs. Loan amounts under these programs start at $500,000 to $1 million, and still offer longer fixed-rate terms and upfront rate locks, although theyre typically full or partial recourse. Most life companies fund exclusively through correspondent mortgage bankers.

Conduits

Conduits are similar to life companies in many respects such as long-term fixed rates typically in the low 4 percent to low 5 percent range, non-recourse, similar costs and fees, but with mainly defeasance prepayment penalties. Expect legal fees to approach $20,000.

The biggest difference is the conduits typically prefer loans starting at $5 million. In addition, commercial mortgage-backed securities (CMBS) lenders do not offer early rate locks, have no upfront refundable deposits, and will do loans in secondary and tertiary markets. Theres one conduit that will write loans starting at $1 million with lower fees, and a few that will go down to $3 million. Most conduit loans are funded through the use of mortgage brokers and mortgage bankers.

Theres still time to take advantage of the low interest-rate environment, and theres a myriad of options for properties with good cash flow and acceptable leverage. While working directly with your local bank works for many, employing a professional mortgage banker or broker can open up other excellent possibilities from lending companies that may not be local but will lend in your area.

David Smyle is a vice president of Pacific Southwest Realty Services, a San Diego-based commercial mortgage banking firm founded in 1972. The company has a servicing portfolio of more than $4.3 billion, offering life-company financing from more than 18 investors as well as conduit, commercial mortgage-backed securities loans, and bank and credit-union options. For more information, call 619.602.6365; visit www.psrs.com.

World Class Capital Group Acquires Las Vegas Self-Storage Facility

Article-World Class Capital Group Acquires Las Vegas Self-Storage Facility

World Class Capital Group LLC (WCCG), an Austin, Texas-based real estate investment firm, has acquired Nellis Self Storage in Las Vegas from a Missouri-based private investor. The property comprises 131,000 square feet of storage space in 696 units and will be rebranded as Great Value Storage. Financial terms were not disclosed.

The purchase follows the acquisition of two larger portfolios late last year, which added more than 11,000 units to the companys growing portfolio. In August, WCCG bought a 12-property portfolio from real estate investment trust (REIT) Sovran Self Storage Inc. comprising nearly 1 million square feet. In November, the company acquired an eight-property portfolio in Ohio consisting of approximately 450,000 square feet from CubeSmart, another national REIT.

This opportunistic single-asset acquisition allows us to enter the Las Vegas market, a market where we plan to expand and grow our national self-storage platform, said Nate Paul, president and CEO. We plan to make immediate capital improvements to renovate the Nellis facility and will implement our operating best practices.

WCCG pursues investments in all U.S. markets, primarily focusing on real estate and private equity. In addition to self-storage, the firms portfolio includes office, retail, industrial, multi-family and land. Great Value Storage currently operates 33 self-storage facilities comprising more than 17,000 units and 2 million square feet.

9 Steps to Help Self-Storage Managers Make Effective Collections Calls

Article-9 Steps to Help Self-Storage Managers Make Effective Collections Calls

Phone Stress Collections Calls

By Aycha Williams

Whether or not youve ever performed collections calls, youll probably agree that calling a customer to ask for money doesnt appear at the top of most people's list of favorite things to do. According to an article published last year by credit-to-cash-advisor.com, collection calls even fall at the end of the to-do lists of most credit departments. They take most people out of their comfort zone, as callers fear embarrassment or failure in the process.

The good news is making effective collections calls is a skill self-storage managers can develop. You need to be able to anticipate the different answers customers may give as excuses and be ready to control the conversation for a final push toward a payment commitment. You can take the sting out of this important endeavor and find greater success by following this nine-step process.

Step 1: Start Right

With all new customers, thinking ahead is important. Whenever you have a move-in, there are two collections-related topics to cover. First, explain the late-fee structure in detail. Ensuring customers understand the consequences in advance will help decrease the number of collections calls to be made. In our company, storage rent is due on the first day of the month and can be paid until the fifth. We tell customers those four days are their grace period. On the sixth day, the first late fee will apply, and there are no exceptions.

The second way to start off collections on the right foot is to offer customers an incentive to sign up for auto-pay. Imagine if 30 percent more of your customers elected to make payments automatically. Those are guaranteed payments you don't have to worry about! One of the successful promotions weve run is waiving the $15 administrative fee for new customers who agree to sign up for auto-pay.

Step 2: Be Consistent

Two of our storage managers in Orlando, Fla., told me that when collections procedures are applied in a uniform manner to all customers and by all employees, it dramatically decreases late payments. Its very important that your team be consistent in refusing partial payments, enforcing late fees and blocking access to storage units until payments are current.

If managers are reluctant to bend the rules, customers will learn this very quickly. Making the owners collections policy clear and following related rules as a team will help decrease collections since most tenants want to avoid late fees at all costs.

Step 3: Collect E-mails

Our managers never tire of collecting e-mail addresses from tenants. These have another great use aside from marketing in that they can be used to prepare customers for the upcoming months rent! By asking for e-mail addresses and compiling the data, managers are able to send mass rent due reminder e-mails a few days before the due date. They also send late-payment notices via e-mail once an account becomes delinquent. Some people are busy or forgetful and respond well to an e-mail reminder.

Its also important to sort customer-contact lists to make note of tenants for whom you dont have e-mail addresses. This will enable you to call late-paying tenants and remind them about upcoming payments.

Step 4: Schedule Frequency

Scheduling days to make collections calls and calling early and often are keys to reaching customers. Ensuring contact in some manner will leave tenants without an excuse for missing the payment date. For example, you can say, I have left two voicemails and sent three e-mails about the payment reminder.

Our company practice is to call twice before and after the late due date and send one e-mail before and after the date as well. The final call comes before the month ends as a last chance to bring the account up to date.

Step 5: Be Professional and Helpful

Watch yourself closely during collections calls. Speaking slowly, enunciating, using a lower-pitched voice and pausing often will convey professionalism to your tenants. Dont forget to be friendly in the process. Our managers tell us it makes a big difference when they put themselves in the customer's shoes.

Working with tenants to collect payments also proves successful. For example, you can say, I didn't want you to be charged a late fee. Thats why I've been trying to reach you. Another effective strategy is to say, If your credit card is almost full, do you have another credit card you can use to split the payment, so you can be current on this months rent?

Step 6: Blame It on the System

This step ties in with situations where one team member has been bending the ruleswaiving fees and taking partial paymentswhile others work to stay true to the facility's policies. In such cases, customers will expect to make late or partial payments without consequences. If you find it difficult to enforce the policy or deny a customer request, consider blaming the collections call on someone or something outside of your control, such as a new software system or your superiors.

For example, We have a new software system in place that doesnt allow for late or partial payments. In fact, the system will continue to add late payments until youre current with your account. Another example is, We have a new district manager, and shes removed all our credentials for removing late payments.

Step 7: Be Organized

Once youve completed the first round of collections calls, do you immediately schedule your next round? Whats your system to follow up with a customer who said hell not be able to pay until the following week? How will you remember to follow up with him on that date to ensure he pays?

One way to do this is to set up reminders in your management software or online calendar. Be organized and input reminders for yourself for each delinquent account so you can track them before its too late.

Step 8: Know the Psychological Factors

Your state of mind, the tone of your voice and your attitude will all impact the success of your collections call. Here are a few areas to prepare:

  • Positive thinking and greeting. A monotone voice will not get you far in collections, so smile when youre on the phone. Since you cant make eye contact, remain focused on the call and not anything else. Sit up straight and picture the customer sitting across from you. Notice how your body language and communication change.
  • Be ready for emotional reactions. Past-due customers may be embarrassed, angry or sad. They may yell or cry. Always remember the purpose of your call: to get the bill paid. You can listen, relate and let them know you understand. Making the customer feel right will help you tremendously in your collections.
  • Be prepared. Every time you hear a different excuse, jot it down. Prepare answers for your extensive list of excuses so youre ready to handle a variety of scenarios in a prompt and easy manner.
  • Tenant history. Most of our storage managers are great at knowing their tenants by name and unit number. They also know whether a customer pays on time, is always late or in between. Knowing each customer will help you modify your style for each customer.

Step 9: Finalize a Solution

Were you able to get a commitment for payment from your tenant? If you cant get a full payment, what are your options? Some facilities are in low-income areas and a partial payment may be better than none. In other cases, more drastic measures may necessary. In either case, always work toward a viable solution to benefit your facilitys overall profit.

Whether youre working with an individual tenant or focusing to reduce high accounts-receivable, thinking ahead and making strategic decisions during move-in and working diligently to avoid and lower delinquencies is crucial to reducing collections calls. During a call, always keep your focus on remaining in control of the conversation and work to achieve your goal of receiving a payment in a timely manner.

Aycha Williams is a marketing and training strategist for AC Commercial Property Management, which currently manages more than 1.2 million square feet of self-storage and other commercial holdings in Florida and Texas. She has more than 15 years of commercial real estate, high-tech and consumer-products marketing experience. For more information, call 407.647.9800; e-mail [email protected]; visit www.accommercial.net .

U-Haul Purchases 4 Self-Storage Facilities in 4 States

Article-U-Haul Purchases 4 Self-Storage Facilities in 4 States

The U-Haul Co. recently purchased four self-storage facilities comprising more than 168,000 square feet of net rentable space in more than 1,400 storage units. The facilities are in Colorado, Louisiana, South Carolina and Texas. No financial terms were disclosed.

The acquired self-storage facilities are:

ABDM Storage
3113 E 1/2 Road, Grand Junction, Colo.
13 single-story buildings (44,400 square feet of rentable space in 331 units)

Lafitte Self Storage
4860 Opelousas St., Lake Charles, La.
One single-story building (26,900 square feet of rentable space in 257 units)

Adams Self Storage
7910 and 8161 Eastex Freeway, Beaumont, Texas
Five single-story buildings (40,250 square feet of rentable space in 425 units)

Stars and Stripes Self-Storage
8222 Dorchester Road, North Charleston, S.C.
Seven single-story buildings (57,200 square feet of rentable space in 397 units)

Established in 1945, U-Haul has 36 million square feet of storage space at more than 1,000 owned and managed facilities throughout North America. The company recently completed the acquisition of additional self-storage facilities in Arizona, Georgia, North Carolina and Wisconsin.

Sources:

Marcus & Millichap Names Associate Director for National Self-Storage Group

Article-Marcus & Millichap Names Associate Director for National Self-Storage Group

Brett HatcherBrett Hatcher, a senior associate and self-storage specialist with Marcus & Millichap Real Estate Investment Services, has been named associate director of the companys National Self-Storage Group (NSSG). The NSSG assists self-storage investors and owners by matching them with available properties and active buyers.

Hatcher joined Marcus & Millichap in 2005 and was quickly promoted to associate and then senior associate. He has closed more than 40 transactions totaling more than $100 million.

Hatcher will be speaking during the Inside Self-Storage World Expo, April 3-5, in Las Vegas. He will address Investment Trends in Major Self-Storage Markets: Cap and Interest Rates. The session will examine cap-rate trends by region over the past decade as well as current rates, and discuss the general state of the self-storage real estate market and the effect interest rates have on property value.

Marcus & Millichap has more than 1,000 investment professionals in offices nationwide and closed more than 5,000 transactions in 2011.

ISS Blog

Self-Storage Social Media: Are You Doing It Right?

Article-Self-Storage Social Media: Are You Doing It Right?

By Amy Campbell

When Twitter first came on the scene, what seems like eons ago, I timidly created an account (AmyC17) to post info about ISS. At the time, I had no idea what I was doing, if Id gain any followers, or even what I should say. I just knew it was a marketing vehicle I could hop on to promote ISS articles, share my opinions on the industry and connect with other people in self-storage.

While I have a better understanding of how to capitalize on social-media sites like Twitter to promote my business, which is the ISS brand, Im probably still not doing everything correctly. So I was happy to come across an article about all the things business owners are doing wrong when it comes to social media. Written by Dave Kerpen, author of  Likeable Social Media: How to Delight Your Customers, Create an Irresistible Brand, and Be Generally Amazing on Facebook and Other Social Networks, the article says business owners have to stop thinking about a marketer and start thinking like a customer. He says, ... the secret to social media is in the social more than in the mediait's in being human.

Not surprising, his first tip is to listen more. And rather than just telling people to follow you on Twitter or Facebook, you need to show them why they should follow you. Basically, whats in it for them? Im not talking about offering a discount either. Rather you should impart information that only you have, such as offering packing tips, helping tenants avoid late fees or sharing a business or industry article. These are all good ways to be human rather than a marketer.

Kerpen also suggests posting pictures and videos, and to even pose questions to your followers. Again, this shows youre not there just to push your service but actually be a part of the community and you have their well-being at heart.

Lastly, Kerpen says you do have to spend time cultivating your social-media platforms. It doesnt have to be hours every day, but it does need to be consistent. Twitter makes this easy with short posts. And who says every Facebook post has to be half a page long? Take a cue from your teenagers and post short comments every few days, share a joke or photo, or an interesting article. You just might attract more followers who will, hopefully, become loyal customers.