Until recently, the Carolina Panthers havent had a winning streak since 2008, and fans like Mitch Clark, co-owner of A Lock-It Self Storage in Fort Mill, S.C., are eager to show their support for the teams success. Clark and his customers have been posting encouraging messages for the NFL team on the facilitys exterior sign.

Clark and his father, Joe Clark, with whom he co-owns the self-storage business, began the practice of posting Panthers messages to their signage several years ago. They frequently take suggestions for clever and humorous notes. Anybody that comes up with the best idea gets one on there, Clark told the source.

Last weeks message took a jab at Richard "Richie" Incognito Jr., a football guard for the Miami Dolphins who was recently suspended following allegations of bullying. The sign read, Patriots beware, the Panthers are incognito no more.

Writing messages is easier and more fun when the team is winning, said Clark, who attends games whenever possible to cheer on his team. When the Panthers are losing, its more difficult to keep positive messages on the board, but they do their best, he told the source.

A Lock-it opened in 1997 with just four buildings. The company now operates a second location in Pineville, N.C.

Based in Charlotte, N.C., the Carolina Panthers are currently ranked second in the southern division of the National Football Conference with a record of 7-3.

SMD Software Inc., provider of SiteLink property-management software for self-storage and portable-storage operations, has achieved a new milestone, exceeding the 11,000 customer mark. The company passed the 10K mark just a little more than a year ago, according to chief operating officer Markus Hecker. Such growth reflects how quickly customers are embracing technology," he said.

"New customer-service tools including ticketing systems, VoiP phone equipment and surveys following every e-mail and phone call have led to a 94 percent approval rating of our support department," said Eric Lewis, customer service director.

SiteLink Web Edition has become popular with self-storage operators because it gives them a choice in vendor partners such as call centers, web designers, listing services and credit card processors, company officials said. SiteLink does not bundle or lock owners into single service providers.

SMD also moved into a new, freshly renovated office in Raleigh, N.C. The 18,000-square-foot office provides more than 50 in-house employees with state-of-the-art technology and an environment of creativity and innovation, according to a company press release.

Established in 1996, SiteLink has more than 11,000 installations worldwide. The software includes enterprise-level features including revenue management, built-in CRM (customer relationship management), e-mail and text messaging. Regular, automatic updates deliver integrations with technology partners like RPOST, INSOMNIAC and DocuSign. Web Edition also integrates with platforms like smart phones, websites, call centers, marketing services and central mail providers at no additional charge.

The board of directors for Extra Space Storage Inc., a self-storage real estate investment trust, has declared a quarterly dividend of $0.40 per share on the company's common stock for the fourth quarter of 2013. This is a match to the dividend of the previous quarter. The dividend is payable on Dec. 31 to stockholders of record at the close of business on Dec. 13.

Extra Space also released its quarterly earnings for the third quarter of 2013 on Oct. 28. A conference call took place on Oct. 29 during which CEO Spencer Kirk, along with Scott Stubbs, executive vice president and chief financial officer, and Karl Haas, executive vice president and chief operations officer, reviewed third-quarter performance.

Same-store revenue increased 7.8 percent and NOI rose 9.7 percent compared to the same period in 2012. FFO was 52 cents per diluted share, resulting in 20.9 percent growth compared to the third quarter the previous year.

Same-store occupancy grew by 170 basis points to 90.6 percent as of Sept. 30, compared to 88.9 percent at the same time last year.

The company purchased 22 properties during the quarter for approximately $214.5 million. The assets are located in Arizona and California. Extra Space has 40 additional properties under contract for a total purchase price of approximately $241 million. Of those properties, 19 are from the purchase of a joint-venture partner's interest in an existing joint venture. The acquisition of these properties is expected to occur by the end of 2013.

Headquartered in Salt Lake City, Extra Space owns or operates 1,007 self-storage properties in 35 states; Washington, D.C.; and Puerto Rico. The companys properties comprise approximately 667,000 units and 74 million square feet of rentable space.

By Dawn Josephson

Whether youre creating a sales letter, brochure, direct-mail piece, newsletter or any other business promotional piece, you need to write in a way that not only explains your self-storage service but compels prospects to contact you. Unfortunately, many promotional pieces miss the mark. Outrageous claims, weak calls to action and boring text are the common mistakes that plague most peoples writing. Such errors accomplish only one thing: They destine your piece for the trash. They also show prospects that youre lazy, uncreative and possibly incapable of delivering quality work.

To entice self-storage prospects to contact you based on your promotional mailings, you need to keep your writing lively and factual. The following guidelines will help you write promotional pieces that even your toughest prospects cant resist.

1. Write a Headline That Gets to the Point

You have less than five seconds to convince your self-storage prospects to read on. The first thing anyone reads is the headline, so craft a compelling headline that immediately conveys why this information is important to the reader. Here are the four headline formulas that work:

• How to: how to + verb + product/service/noun + benefit
  Example: How to Effectively Pack Your Stuff Before a Move
   
• New: new + product/service + benefit
  Example: New Packing Bundles Save You Money
   
• Power verb: power verb + product/service + benefit
  Example: Pack Belongings Safely and Easily
   
• Free: free + product/service + benefit
  Example: "Free Advice From an Expert Reveals Packing Tips

Since your headline determines if the prospect keeps reading, craft yours wisely.

2. Keep Hype to a Minimum

Many people think they must write something outrageous to get others to read their promotional piece. To some degree, this is true. Saying something shocking is a great way to generate interest, as people naturally love controversy. Plus, if you can stir things up, youll get lots of exposure.

The thing to remember, however, is you must be prepared to answer questions or prove everything you write. So if you want to write something just for sensationalism but cant back it up, dont. You must be able to support everything you print.

3. Go Easy on the Posturing

While you may offer the most unique services in the world, thats for your prospects to decide. Every superlative you use in your promotional piece will reduce the prospects trust in what you say. So instead of telling prospects your self-storage facility is the best in the market, show them why. Give the benefits of renting at your facility as they pertain to your prospects lives so they can determine just how extraordinary or revolutionary you really are.

4. Evoke Images

As you write, evoke more than one of the five senses. Paint a picture with your words so prospects see, hear, smell, taste and feel what youre describing. Contrary to popular belief, the best promotional writers think in pictures, not words. They see the image they want to convey to prospects, and thats what they write.

Self-storage tenants want to know their belongings are safe at your facility. They want convenience and a solution. Paint them a picture of how your facility solves their problems.  

5. Have a Compelling Call to Action

What do you want the person reading your sales letter, brochure or other promotional piece to do? Call you for more information? Visit your website? Stop by your self-storage facility? Whatever action you want your prospects to take, state it clearly. Too many promotional pieces ramble on about all the features and benefits of a service or product, but never tell the prospects to actually do anything.

For example, you could write, Please call our office immediately for more information on how we can help. A direct-mail piece could say, Bring in this card for 25 percent off your first months rent. In a newsletter you could write, Visit our website to reserve a unit today. Tell prospects precisely what you want them to do.

Make Your Promotional Pieces Work for You

When your promotional pieces present your information in the most compelling and factual manner, your prospects will find them and your company irresistible. As you write future sales letters, direct-mail pieces or other promotional pieces, keep these guidelines in mind. When you do, youll create a promotional piece that delights prospects and makes them eager to do business with you.

Dawn Josephson is a ghostwriter, editor and writing coach who helps business leaders and professional speakers create engaging and informative books, articles and marketing pieces. For more information, visit www.masterwritingcoach.com .

U-Store Self Storage in Daytona Beach, Fla., hosted a free Community Day on Nov. 9, collecting donations of clothing and other necessities for a local family shelter. The event at 370 N. Nova Road, was from 10 a.m. to 2 p.m., and included food, a bounce house, music, a yard sale, goody bags and more.

Community members were asked to bring donations of cleaning supplies, personal-hygiene products and mens clothing for the Halifax Urban Ministrys Star Family Shelter. Donations could also be dropped off at the self-storage facilitys office during business hours, Monday through Saturday, 9 a.m. to 6 p.m.

Halifax Urban Ministry offers temporary housing, food, counseling and support programs, and emergency assistance to community members in need. The organizations family shelter has 24 rooms with 94 beds for families with children. It provides up to six months of shelter while helping parents find employment and offering daycare services. The shelter also offers three meals a day for residents.

Founded in 1975, U-Store Self Storage operates facilities in Florida, Maryland, Virginia and Washington, D.C.

 

The Storage Group (TSG), an Internet-marketing company serving the self-storage industry, has expanded its Web-based products and services into Brazil. The decision came after the company served as a technical sponsor for the inaugural Expo 13, a self-storage tradeshow hosted by the Brazilian Self Storage Group in São Paulo on Nov. 4-5.

"We are very excited to be an integral part of growing the emerging Latin American markets and working on this [tradeshow] endeavor with the Brazilian Self Storage Group, said Larry Hanks, a TSG principal. Given the industry leadership at The Storage Group and successes it has achieved in North America, this was a natural progression for us."

Hanks launched TSG in 2010 with fellow principal Brian Pelski. Together they have more than 30 years of combined experience in self-storage investment, development and operation. In 2010, the company began providing and deploying mobile-redirected websites for self-storage operations. In 2011, it introduced ClickandStor, a software platform that allows self-storage tenants to securely complete the move-in process from a computer or smartphone.

TSG provides online tools and marketing solutions to the self-storage industry. The company's customized services include mobile websites, website development, content management, search engine optimization, pay-per-click marketing and transparent reporting/analysis.

Strategic Storage Trust Inc., a publicly registered, non-traded real estate investment trust (REIT), released its financial results for the quarter ending Sept. 30. The company reported year-over-year same-store revenue and net operating income (NOI) increases of 9.4 percent and 16.1 percent, respectively. The increase in same-store NOI was attributed primarily to a 2-cent increase in average rent per occupied square foot to 83 cents.

As we move toward the next stage of our lifecycle, our strong gains in top-line revenues, net operating income and modified funds from operations continue to exemplify the solid foundations and philosophies we have put in place at Strategic Storage Trust over the past five years, said H. Michael Schwartz, CEO. We have completed our eighth consecutive quarter with increased same-store revenue growth, and we are encouraged by the current state of the self-storage market as a whole.

In all, same-store average occupancy was at 84 percent for the quarter, up from 80 percent year over year. Occupancy for the companys Homeland Portfolio increased to 84 percent from 67 percent during the third quarter last year. The Homeland Portfolio consists of 12 lease-up self-storage facilities acquired in December 2011 for $80 million.

The REIT also increased IPA (Investment Program Association) modified funds from operations by 119 percent to $5.9 million during the quarter, up from $2.7 million during the same period in 2012.

Cash flow from operation increased by 92 percent from $2.5 million during the third quarter last year to $4.8 million for the three months ended Sept. 30.

The company acquired three self-storage properties during the third quarter for a total cost of approximately $16.9 million. The properties are in New Jersey, South Carolina and Ontario, Canada.

The Strategic Storage Trust portfolio includes more than 120 self-storage facilities across the United States and Canada that are branded as SmartStop Self Storage. It includes approximately 77,000 self-storage units and 10.2 million square feet of rentable storage space.

Amys Attic Self Storage in Corsicana, Texas, was recently sold to Tim Parsons of Corsicana Self Storage LLC,  in Conroe, Texas. The 250-unit facility comprises 31,150 net rental square feet. Built in 2002 and expanded in 2007, it features climate control, records storage, and outdoor parking for boats and RVs.

Parsons and the seller, RAS Investments LLC of Temple, Texas, were represented in the transaction by Bill Bellomy, Michael Johnson and John Owens of Bellomy & Co., formerly The Southern Storage Group. Bellomy & Co. is a commercial real estate investment services firm headquartered in Austin, Texas. With an additional office in Lubbock, Texas, the company focuses on the sale of self-storage, industrial, office and retail properties nationwide.

In addition to the Corsicana location, Amys Attic Self Storage has stores in Belton, Copperas Cove, Morgans Point Resort and Temple, Texas.

By Caesar Wright

Youve done your homework, selected the site for your new self-storage project and received financing. Now youre ready to hire a builder. Choosing one can be a daunting process. After all, your future prosperity depends on a well-designed building that presents the image you want while providing the income potential you need.

There may be builders who are willing to cut you a deal, but cost cannot be your only consideration, especially if this is your first venture into self-storage. While its tempting to go with the lowest bid, contracting with the wrong builder can cause you frustration, time delays and hard cash. Below are some tips to help guide you in selecting your builder.

Prescreening Contenders

First, make sure any builder you consider is legitimate: licensed, bonded and insured. Check with the Better Business Bureau and professional organizations such as the Self-Storage Association. While the law provides some protection from fraudulent or incompetent contractors, it doesn't guarantee honest transactions or quality work.

Do your homework. Your financial investment is at stake. Look at previous projects that are similar in scale to your project and check references.

Industry Experience

Self-storage is an investment that will bring substantial returns over time, and with so much at stake, the builder's experience should be a top priority. Its not enough to be a great builder. The company you choose needs to be a great self-storage builder.

In most types of commercial construction, architects, engineers and designers would design the building and the contractor would construct whats dictated on the approved plans. In self-storage, there are construction requirements specific to the industry that an architect who doesnt have extensive experience in self-storage would not think to include.

Drive aisles, turning radiuses, door size, security, lighting and more need to be considered. An experienced self-storage builder will be able to advise you on these issues early in the design process. He can also help you lay out your buildings to maximize occupancy.

Amenities in the self-storage business can help you attract customers or can be a drain on your budget. An experienced self-storage builder will help you determine when it makes sense to invest in certain amenities that will increase revenue opportunities and when not to.

Engineering and Design Services

Work with an experienced builder who offers site design and engineering services and is willing to consult with you through the entire project, from site development and design through completed construction. These services will not necessarily eliminate the need for an architect, but having a builder who can work closely with your architect to design all the amenities, utilities and structural requirements that are unique to self-storage is going to save you time and money. Its certainly much less costly to make changes on paper than on the jobsite.

The Permitting Process

Permitting and environmental processes are not for the faint of heart. A professional builder who understands the permitting process and the industry-specific issues that arise will help you through the often arduous process.

Single-Source Supplier

Youll save time and money if your builder designs, manufactures and builds the entire project. You want to look for a builder who can offer everything you require such as multi-purpose self-storage buildings, customized structures, movable structures, and boat- and RV-storage buildings and canopies. By working with one, full-service company for all elements, youll eliminate duplication of effort and the need to deal with all the brokers, shipping companies and subcontractors. Ultimately, youll have more control over budgets and deadlines.

Quality Products

While budget is always a consideration, it will cost you more in the long run if the products used in the construction of your buildings are not designed to withstand weather or resist corrosion, leaks and other types of damage. Make sure the products your builder supplies are top-quality and designed to last.

Project Management

You want to work with a company whose team of professionals will run your construction site, maximize efficiencies, foresee and solve potential problems before they cost you time and money, and keep you informed at each step of the project. Experienced self-storage builders have well-honed protocols to minimize surprises and keep a project on track.

Dont just trust your gut feeling. Talk with previous customers to make sure they had a good experience. Take a tour of facilities the company has designed and built. Meet all the key players who will be working on your project.

Customer Service

A company that understands that your success is its own success will ensure your project is completed on time and budget and meets all your requirements. And it'll be there after that final check is cashed.

Price

Finally, you need to consider cost. Get competitive estimates, but make sure youre comparing apples to apples. To do so, youll need to understand what materials are being used, how much insulation youll include, what the finishes will be, requirements for grading the site, and many other factors. Don't be taken in by a low number on the bottom line. Scrutinize the bid to ensure there won't be extensive change orders and hidden costs later.

Its a long road from site selection to opening day. Make your journey a little smoother by choosing an experienced self-storage builder.

Caesar Wright is president of Carlsbad, Calif.-based Mako Steel Inc., which designs, supplies and installs steel buildings for the self-storage industry nationwide. For more information, call 800.383.4932l; visit www.makosteel.com.

Are you sick of banging your head against the wall wondering what you can do differently to increase occupancy at your self-storage facility? Have you read every industry marketing book, but still your rental activity is stagnant? The best way to increase occupancy is to have a unique marketing plan and memorable, exceptional customer service. A rental-truck program can help you with both, giving your operation differentiation and a competitive advantage.

 

Marketing

 

Truck rental is not new to the self-storage industry, and using rental trucks as a marketing tool is a unique concept that has worked for more than 20 years. Facilities with a truck often allow tenants to use the vehicle for free during move-in. The truck is frequently covered in eye-catching graphics, enabling it to act as a moving billboard. Graphics that read, Rent with me and use this truck for free generate buzz around the community and create thousands of visual impressions while the truck is being used.

One of the best advantages of having a truck is the increased value it adds to your facility. Instead of advertising a free month of self-storage rent, use the truck as a promotional tool. This makes your facility more profitable since youre not losing rent money.

Another use for a truck in your marketing plan is through community goodwill. You can allow local nonprofit organizations to use your truck free of charge during their events or to collect donations of goods. This will give you a reason to submit press releases to your local newspapers and magazines while building lasting relationships within the neighborhood.

 

Customer-Service Extras

 

Customer service is paramount in the self-storage industry. The tenant's quality of interaction with your facility will dictate future referrals as well as your reputation. By anticipating customers needs before they arrive, you guarantee an enjoyable encounter. A gesture such as simply providing a free bottle of water in your rental truck will be instrumental in enhancing the customer-service experience.

Moving is considered one of the most stressful occurrences of ones life. Relieve as much stress as possible for your customer in transition by having all the essential paperwork ready when the he arrives at your door. This shows you value his time. Also keep in mind that most of your customers do not have experience driving a rental truck, so its imperative to educate them on how to operate it safely. Remind them of height clearances and assist them in adjusting the mirrors.

Another tip is to make sure the truck is parked in a manner that makes it easy for the customer to exit the facility by driving forward rather than having to reverse. Also keep the truck clean and full of gasoline. If it looks like you care about your truck, renters will be more apt to return it in good condition.

Additionally, offering furniture pads or a hand truck to your customers for a small rental fee can bring in incremental revenue. The convenience of providing these items will be appreciated and will help you generate a few more dollars.

Using a truck-rental program to improving your marketing plan while enhancing customer service are a sure way to bring in more sales. Happier customers are the key to securing your advantage, allowing you become the competition everyone else in your market chases. With this edge, your occupancy and profit will increase.

CJ Steen is the marketing director for On The Move Inc., which provides a turnkey rental-truck program for the self-storage industry including moving trucks, a rental-truck insurance program, and custom truck graphics that advertise the facility. For more information, call 800.645.9949; e-mail [email protected]; visit www.onthemovetrucks.com .