Albany SuperStorage opened this week in Albany, N.Y. The four-story facility is near the Port of Albany at 44 Broadway, right off I-787.

The building has 298 self-storage units encompassing 29,906 square feet on two floors, as well as an office and retail center offering packing and moving supplies. The other two floors are available for local businesses looking for flexible storage-space solutions.

The entire building is heated, and a portion will be cooled in the warmer months.  As an additional benefit for local resident and businesses, Albany SuperStorage will offer Penske truck rentals from its downtown location beginning this spring. 

This storage center is unlike any in the Albany area, featuring an indoor loading dock so customers can access their units while protected from the elements, and pick-up services for local businesses looking for cost-effective document-storage solutions, said Alyssa Quill, vice president of Storage Asset Management, which will manage the business for the owners, Cass Hill Development of Clifton Park, N.Y. 

The facility also features 24/7-access hours, large elevators, free use of push carts, security and video-surveillance system.  

York, Pa.-based Storage Asset Management is a full-service self-storage management and consulting company formed in May 2010.  The company currently manages more than 20 properties in mid-Atlantic and northeast states.

By Pam Lontos

Which are you more likely to believe, a company representative telling you how great his product or service is, or a recommendation from another customer about how it worked for him? If youre like most, the words from a fellow consumer pull more weight than even the best-written ad copy. Thats why, no matter what youre selling, you need to use testimonials from satisfied customers in every ad and marketing piece you create.

One of the main reasons people dont buy something is theyre fearful of making the wrong decision. So when they see that a product or service is endorsed by someone in their same situation, that fear is minimized. Testimonials are a great way of influencing prospects to feel comfortable about buying your products or services.

Unfortunately, few self-storage operators actively solicit testimonials from their customers. They mistakenly wait for people to give them, and when they do get them, they dont know how to use them effectively. In reality, getting and using a list of strong testimonials is easier than you think. The following tips will help you get testimonials and teach you how to use them to increase profit.

Getting Them

The best testimonials are written by people who are similar to your ideal customer, so be specific about who you ask. Look over your customer files and choose people who exemplify the best-case scenario for your product or service. Then approach them and say, Id love for you to share your experience with my company. Would you please write a short testimonial? Most people will cheerfully say yes. Since you want more happy customers just like these, let their words sell for you.

You can even offer to write the testimonial for them. Often, if someone declines your request to write one, its because hes too busy or feels he doesnt have adequate writing skills. In that case, offer to write it for him. Simply say, Ill be glad to write the testimonial for you. Just tell me what youd like to say about our company. You can review what I write, and we can use it as is or you can change it. Most people will leave the testimonial as is, happy they didnt have to take the time to write it.

Also look through your past notes and correspondence. Chances are youre sitting on a pile of testimonials and dont even know it. Go back through your e-mails, letters and cards from customers. Are there a few nice sentences in some of those messages? If so, ask the person if you can use his words in your marketing materials. He'll usually agree.

Writing Them

When it comes to writing a testimonial, there are several things to keep in mind. First, whether you write it or your customer does, it needs to specifically show the results the person yielded from the product or service. A testimonial that simply says what a wonderful company you have or how nice you are is not saying anything meaningful for the reader.

A specific testimonial will speak to results. Here are some examples:

• Dr. Smiths treatment ended my 20-year battle with migraines.
• Joes contracting remodeled my kitchen for $2,000 less than other bidders.
• Jones and Johnson CPA firm reduced my tax liability by 30 percent.

The more specific a testimonial is, the stronger it sells for you. Detailed testimonials take away the fear of making the wrong decision and help people feel safe about making the purchase.

Also keep testimonials short. Each word should have value. If someone writes you a page-long testimonial, edit out any words that dont directly address the end result he received. This doesnt mean you change the meaning of what someone writes, you simply edit out the parts that dont contribute to the meaning.

For example, if someone writes a page about everything your company did to help him save 30 percent on his heating and cooling bills, you can condense it to one sentence: As a result of ABC Co.s inspection of our home, we saved 30 percent on our monthly utility bill. Often, the more words you take out, the stronger it becomes. Also, its easier to read and will stand out more.

Try to include a name and title whenever possible. So rather than attribute your testimonial to John S., Nebraska, use the persons real name, company name, title, and/or location with permission. This makes it more believable. Most people will be happy to include their full name and other information, because the strongest human desire is to feel appreciated and recognized. Getting their name in print somewhere fulfills that need and is often perceived as fun.

Using Them

Whether youre doing a print, online, radio or TV ad, include some testimonials. For print, its best to have them stand apart from the text rather than weave them into the ad copy. For radio and TV, the announcer or an actor can recite it or, if your customer is agreeable, ask him appear in your spot personally. Other marketing pieces that should feature your testimonials include your website, brochures, direct-mail pieces, postcards, billboards, newsletters and even social media.

Create a book of testimonials. Each time you receive a kind letter from a customer or client, highlight the key parts showing the benefits, put the letter in a clear plastic sleeve, and compile it in a big binder. Keep this book in your store or office for customers to read. You can also add this to your website by creating a page where you feature all testimonials. Theres no limit to how many you can include in your book or on your website.

You can even frame some of your best testimonials and post them on your walls. Again, highlight the best parts so your customers can easily see the benefits. If you dont get a lot of foot traffic, put the best letters in the package of information you leave out for prospects.

The Ultimate Sales Tool

The next time youre writing copy for an advertisement or marketing pieceand struggling with what information to includesimply go to your past testimonials. Its always better when someone else sings your praises, so let your customer sell for you. The sooner you start using testimonials in every marketing message you create, the quicker youll realize they  really are the ultimate sales tool.

Pam Lontos is president of Pam Lontos Consulting. She consults with businesses and experts in the areas of sales, marketing and publicity. She founded PR/PR Public Relations and is a past vice president of sales for Disneys Shamrock Broadcasting, where she raised sales by 500 percent. Shes the author of I See Your Name Everywhere: Leverage the Power of the Media to Grow your Fame, Wealth and Success. For more information, call 407.522.8630; e-mail [email protected] ; visit www.pamlontos.com .

Canadian operator Sentinel Self-Storage has acquired British Columbia-based Apex Self Storage and now claims a coast-to-coast reach within the country. Adding the three Apex facilities brings Sentinel to 22 locations.

Opened in 2003, the three acquired facilities are in Coquitlam, Richmond and South Vancouver. Each offers 24-hour access and climate control. The Richmond and Coquitlam locations provide storage for cars, boats and RVs.

"We were in the British Columbia market from 1990 to 2000 and are really excited to be back on the West Coast," said Karen Bodoano, Sentinel's operations manager. "Apex represents a great investment. Their established presence and success in the market gives us a head start on the lower mainland."

Founded in 1975, Sentinel Self-Storage is Canadian-owned and -operated.

A typical day for a self-storage manager can mean any number of thingsprocessing new rentals, overseeing a lien sale or working on a marketing campaign. While the jobs diversity is often an attractor for facility managers, juggling so many varied duties can be challenging. 

During the Inside Self-Storage World Expo in Las Vegas, March 14-16, self-storage managers can learn to be efficient and effective in their role by attending the Management Workshop, taught by industry veteran Mel Holsinger. On March 16, the president of Professional Self Storage Management LLC will teach attendees how to identify and schedule daily business activities to improve facility performance. Walking through a day in the life of a facility manager, hell address issues of delinquency, collections, customer service, phone sales, marketing strategies and more. The three and half hour session will also  include a case-study review of real-life situations, demonstrating how to avoid operational mistakes.

Holsinger founded his Tucson, Ariz.-based management company in 2004 after serving in executive capacities for several large self-storage operators. Hes an instructor of the Self-Storage Training Institute, a frequent speaker at industry events, and a moderator for Self-Storage Talk, the industrys largest online community. Professional Self-Storage Management oversees 35 self-storage facilities in Arizona, California, Colorado and Texas. 

The ISS Expo will take place at the Paris Hotel & Resort. The self-storage conference and tradeshow features 40 seminars, four workshops, two days of product and service exhibits, and peer-to-peer networking events. Show details are available at www.insideselfstorageworldexpo.com.

For more than a decade, the Texas Self Storage Association (TSSA) has raised funds to support the Shriners Hospitals for Children in Galveston, Texas. In 2011, in conjunction with several self-storage industry contributors, the TSSA donated $127,874 to the organization.

We fully support the mission of Shriners Hospitals. Completely. One hundred percent of what we bring in goes straight to them, said 2011 Charitable Fundraising Chair Doug Hunt, owner of Lancaster, Texas-based Access Self Storage.

Until 2011, the largest donation from TSSA was $50,000 in 2007. The TSSAs annual charity poker tournament, live and silent auction, and a pledge to match any further donations up to $28,000 by Daughtry Properties and Professional Management Inc. brought the donation total to  $124,247. Additional donations increased it to $127,874.

Shriners Hospitals for Children is a healthcare system of 22 hospitals dedicated to improving the lives of children by providing pediatric specialty care, innovative research, and teaching programs for medical professionals. Children up to age 18 with orthopedic conditions, burns, spinal cord injuries, and cleft lip and palate are eligible for care and receive all services in a family-centered environment, regardless of the patients ability to pay. Of the 22 hospitals comprising the hospital network, the Galveston hospital is one of only four that specialize in pediatric burn treatment, for which they are world-renowned.

Established in 1986, the TSSA is a non-profit trade association dedicated to enhancing the quality of the self-storage industry in Texas. It provides opportunities for members to increase their industry knowledge through education, research, discussion and the exchange of information.

Uncle Bobs Self Storage partnered with football team Houston Texans to find the teams biggest fans.

The Houston Texans hosted the Uncle Bobs Ultimate Texans Fancave contest on its Twitter page. Each week, team representatives posted a challenging trivia question about its players. Our fans really know this Texans team, said Michael DeBetta, client services coordinator for the Houston Texans. We drew a winner from each weeks correct answers, awarded the winner with a player-signed Texans prize, then entered them into the Uncle Bobs Ultimate Texans Fancave Contest to win this grand prize pack.

The winner will be announced at a public event on Feb. 25 at the Uncle Bobs Missouri City facility, 4717 Cartwright Road. Five semi-finalist have been randomly selected for a chance at the Ultimate Texan Fancave Grand Prize Pack.

Each contestant will choose one of five keys, only of which unlocks the Uncle Bobs rental truck. The person holding that lucky key will open the door, reveal the prizes, then drive the prizes home in the Uncle Bobs rental truck.

The event will also feature the teams cheerleaders, games and giveaways. Houston Texan rookie sensation J.J. Watt will be on hand to sign autographs.

"It's truly a pleasure to host J.J. and the Houston Texans to award the lucky winner of the Texans Fancave contest," said Chris Runckel, regional vice president of Uncle Bob's Texas storage facilities. "Our winner will be taking home a big-screen HD TV and a number of other prizes to deck out their favorite room for watching Houston Texans games."

Uncle Bobs is owned by Sovran Self Storage Inc., a real estate investment trust that owns and manages more than 430 storage facilities in 25 states. 

Cohen & Perfetto LLP, a Manhattan-based real estate law firm, recently closed $4.1 million in financing on behalf of Storage Deluxe for a property at 362 4th Ave. in Brooklyn, N.Y.

The land parcel totals 14,420 square feet and contains a 9,525-square-foot office building, currently occupied by Nephro-Care Inc., a dialysis center. Storage Deluxe will begin to develop the site in 2013 when the tenant's lease expires.

This is an area of Brooklyn that is growing, and Storage Deluxe welcomes the opportunity to be a part of the new developments and changes in this neighborhood, said Steve Novenstein, president of Storage Deluxe Realty.

Last year, Cohen & Perfetto represented Storage Deluxe in the purchase of a building at 338 Third Ave., also in Brooklyn. That facility is scheduled to open in March, according to Storage Deluxe CEO Nick Coslov.

Louis Perfetto oversaw the transaction with Christine Mulryan, also of Cohen & Perfetto.  Christopher K. Sowers Esq. represented the seller, Alfonso Figliolia.

Marshall Cohen and Perfetto formed their full-service, boutique real estate law firm in 2005. The company serves land developers, residential and commercial developers, banks, institutional and individual owners, landlords and tenants, and lenders and borrowers. The firm has experience in handling many types of commercial real estate transactions.

Hagerstown, Md., is now home to a new self-storage facility as Universal Steel Buildings' construction division recently completed a 132-unit, 12,600-square-foot  construction project, using Olympia Steel Buildings materials.

The facility consists of three 3,000-square-foot and one 3,600-square-foot steel building. Sixty-six storage units feature 3-by-7-foot roll-up doors, and the other 66 units feature 8-by-7-foot roll-up doors. All four buildings are insulated with 2 inches of roof insulation.

Olympia Steel Buildings are supplied by Universal Steel Buildings Corp., which has produced pre-engineered steel buildings for more than 40 years. The company provides buildings for commercial, industrial, agricultural, residential, government and military applications.