Metro Storage LLC, which operates more than 90 self-storage facilities in 11 states, has purchased Limerick Self Storage in Limerick, Pa. Built in 2008, the facility comprises 78,878 rentable square feet in 851 units. The asset has been rebranded as Metro Self Storage and is the company’s fourth location in the Philadelphia market.

“This is a great store in a fantastic location,” said Matt Nagel, chairman of Metro Storage. “We’re excited to expand our presence in the Philadelphia market.”

The facility offers climate control, security features, and RV and truck parking. “It’s in a high-growth area with good visibility, and effectively supports our growth strategy,” said Blair Nagel, Metro Storage CEO.

Investment Real Estate LLC (IRE), a York-Pa.-based brokerage firm that specializes in the self-storage industry, brokered the transaction. “This sale was a win-win for both the buyer and seller,” said John Gilliland, IRE CEO. “At 71 percent occupancy, the seller received a value based upon the trailing six months cash flow, while the property has occupancy upside along with the benefits of tenant insurance. We continue to see strong pricing on well-located facilities in desirable markets.”

Founded in 1998, IRE also provides construction, management, consulting and development services to self-storage facility owners and investors.

Headquartered in Lake Forest, Ill., Metro Storage is a privately owned, fully integrated real estate operating company specializing in the development, acquisition and management of self-storage facilities nationwide.

Update 6/25/2014 – My Neighborhood Storage Center will celebrate its grand opening with a ribbon-cutting ceremony on July 15, from 9 a.m. to noon. With the support of the Port Orange-South Daytona Chamber of Commerce, the facility will unveil the new street signage. The festivities will also include property tours, refreshments, promotional giveaways and a raffle.

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Liberty Investment Properties Inc., a privately held real estate investment, development and management firm, recently purchased Mid Florida Storage in South Daytona, Fla., for $2.5 million. It will be rebranded as My Neighborhood Storage Center.

Built in 2006, the property at 2450 S. Nova Road includes eight self-storage buildings with 441 storage units, a two-story office, and outdoor parking for RVs, boats and other vehicles. Amenities include free use of a move-in truck for new tenants, extended access for business customers, and a full line of moving and packing supplies. The facility also offers online payment options.

The seller in the transaction was Mid Florida Investments, which is managed by Josif Atanasoski, president of Microflex Inc., an Ormond Beach, Fla., manufacturer of flexible-metal products.

Based in Maitland, Fla., Liberty Investment Properties focuses on income-producing assets and related equity and debt investments on behalf of individual and institutional investors. My Neighborhood Storage Center has 10 locations in Central Florida, including facilities in Apopka, Kissimmee, Lake Mary, Longwood and Orlando. Liberty Investments Property also manages five Discount Self Storage properties in Clermont and Oviedo, Fla.

By Jon Wyles

Everyone is talking about it, everyone is doing it, and people say if you aren’t, you should be! I’m talking about LinkedIn, one of the fastest growing social-networking sites. But how do you make social media work for you as a self-storage operator?

LinkedIn and Self-Storage

Tricky … or is it? Facebook, Twitter, LinkedIn, Pinterest and Instagram are the talk of the town—the way businesses are (or should be) interacting with their audience. But how do you take advantage of social media when you’re selling a product and service people don’t always need?

People generally need self-storage when they have transition in their lives. They’re moving a home, moving abroad, moving in, moving out, going through a death or divorce, opening a new business, closing an old one, expanding, contracting, coming or going. These are your customers. No one wakes up in the morning and says, “I really want to rent a self-storage unit today.” They have a problem, and renting additional space for a period of time will solve it.

One of the principal elements of your customers’ buying decision is convenience. This can cut down your target audience to people who are local. So how can you use social media to engage with people in your area who are in a state of transition? Social media is not about advertising; it’s about having a conversation and building relationships. It’s also about providing engaging content. Once we know who we want to have the conversation with, we can decide what’s interesting, helpful and engaging to that audience.

The transition your audience is going through will usually only be for a short period. It’s difficult to identify these individuals and be relevant to them at the right time (when they need your service). But think about those who speak to this audience all the time, such as realtors, funeral directors, lawyers, accountants, small-business advisory services, bank managers, removal companies, mortgage brokers, home stagers and the list goes on. Why don’t you start a conversation with these groups? This is where LinkedIn can help.

Consider Content

The power of LinkedIn is massive. It provides a commercial networking platform on a grand scale, with individuals and groups in just about every geographical and commercial area of interest. It allows you to connect directly with an individual and, in many cases, provides a forum through relevant LinkedIn groups in your area. If there isn’t a group, you can start one. It might not necessarily be about storage, but maybe about local business.

So here’s your audience. What are you going to discuss with them? Social media is not about direct advertising, so you’re not going to tell them your discount on 10-by-10 units this week. Instead, why not share your experience of how you helped someone pack up his home, or assisted a new tenant after an unexpected death in the family? Perhaps you have a commercial customer who just started a business and you’ve watched it grow.

Here are some other things to consider:

• Share something interesting and relevant. Tell a story, sow the seed. What do you say when asked, “What is the weirdest thing you have stored at your facility?” This is interesting. (Mine is coffins. You get a very interesting reaction when they’re rolling down the corridor!)
• Provide useful, interesting and engaging information. Remember that everyone is busy, so keep it short—500 to 750 words is about the limit.
• Don’t expect the phone to ring off the hook. You’re building a relationship, and like any relationship, you have to work at it. It takes time, effort, consistency and commitment. People need to know, like and trust you before they will refer you.
• This should not be one-way traffic. Start to engage with other contributors in your LinkedIn groups. If people connect with you, like or comment on your contribution, then reply. Comment on other articles. Before you know it, you’ll create a relationship.
• Don’t just keep it online, either. Many local LinkedIn groups provide opportunities to attend networking events. Make sure you participate. You’ll be amazed how many people will have read your content, and putting a face to the name reinforces the relationship.

There are other online platforms such as Facebook and Twitter that can also be used in conjunction with LinkedIn or independently to create a wider network. Each one is slightly different and requires variations to the strategy adopted; but if used in a cohesive way, they can create a loyal following and engage customers and referral groups. LinkedIn is only one way to use social media—a way of getting your name heard, so when someone has a problem, he knows where to turn to for the solution.

Jon Wyles is the founder of Smart Storage, a five-store business, and a self-storage consultant based in Vancouver, Canada. He assists owners of storage businesses in Asia, Canada, Europe and the United States. To reach him, call 604.628.1749; e-mail [email protected]; visit www.simplystorageexpert.com.

The Inside Self-Storage (ISS) Store, an e-commerce website providing research and education products for industry professionals, is now offering all 31 of the education sessions recorded during this year’s ISS World Expo in Las Vegas as on-demand video. The presentations cover topics related to self-storage ownership, management, marketing, development, construction, investment, financing and risk management.

Priced at $19, the videos are available for purchase at insideselfstoragestore.com. Customers who buy videos are able to view them immediately from an embedded player inside their account. The videos are viewable anywhere, on any device with an Internet connection.

The seminars held during the 2014 ISS Expo, the industry’s largest conference and tradeshow, featured industry experts presenting in nine education tracks and an opening session. The on-demand videos come from the opening session and six tracks recorded in their entirety. The recordings are also available in DVD format, individually as well as bundled by track and larger discount packages.

Conceived as a central hub that allows self-storage owners, operators, developers and investors to obtain cutting-edge information and resources, the ISS Store is owned and operated by ISS, a dynamic services provider that has served the self-storage industry for nearly 25 years. The brand includes ISS magazine, the ISS Expo and Self-Storage Talk, the industry’s largest online community.

Real estate investment trust Sovran Self Storage Inc. has acquired 19 storage facilities in seven states for approximately $130 million. Sixteen of the properties were purchased for $96 million as part of Sovran HHF Storage Holdings LLC, a joint venture in which Sovran owns 20 percent. All 19 of the assets will be rebranded under the Uncle Bob’s Self Storage name.

The properties, comprising about 1.3 million square feet, are in markets where Uncle Bob’s already has a presence, company officials said in a press release. Seven are in New Jersey, seven in St. Louis and one each in the municipal markets of Atlanta, Chicago, Philadelphia, New York and San Antonio.

“This is a terrific group of stores. They fit our strategy of acquiring good properties in quality markets in which we can apply our marketing and management platforms to add significant value,” said David Rogers, CEO of Sovran Self Storage. “They are great additions to the Uncle Bob’s brand.”

The assets were acquired in eight separate transactions and funded through Sovran’s $175 million, 10-year note issued in April, as well as the company’s “at the market” program and advances on credit, officials said.

The transactions increase Sovran’s operating portfolio to 501 self-storage facilities in 25 states.

Construction is underway to add two climate-controlled buildings at CaGe Self Storage in Dillsburg, Pa. The property at 833 W. Siddonsburg Road features several steel buildings with drive-up units. The structures are expected to open in November and will feature a standing-seam roof, and roll-up and swing doors. They will match the property’s existing steel structures.

Dillsburg is in York County near the state capital of Harrisburg. The town is at the intersection of Pennsylvania Route 74 and U.S. Highway 15. CaGe Self Storage is just a short distance from the highway.

The expansion will be completed by Investment Real Estate Construction LLC (IREC), a branch of York, Pa.-based Investment Real Estate LLC, a property-management and consulting firm specializing in the self-storage industry. Since its inception in 1998, the company has provided brokerage, construction, management and development services to facility owners and investors.

 

California self-storage provider A-1 Self Storage has pledged to match up to $10,000 in donations to the American Diabetes Association’s (ADA) Camp Wana Kura’s 25th anniversary campaign. The camp, July 22-25 at the Santee Lakes Recreation Preserve in Santee, Calif., is designed for children ages 5 to 12 who have Type 1 diabetes. Activities include water games, songs, relays, crafts, swimming and paddle boating. Camp Wana Kura enables the campers to learn new things and connect with other kids living with Type 1 diabetes while building new friendships, according to the ADA website.

The fee to attend the camp is $75, with financial assistance available to families in need. The ADA offsets the camp’s costs to attendees through donations and local fundraising events, according to a camp brochure.

“We are proud to once again support the American Diabetes Association’s Camp Wana Kura. The camp is incredible and so much fun for the children. We are fortunate to be able to give back to our community by supporting the ADA,” said Brian Caster, president and CEO of A-1.

Previously known as juvenile diabetes, Type 1 diabetes is typically diagnosed in children and young adults. Only 5 percent of people with diabetes have this form of the disease, in which the body does not produce insulin, the hormone needed to convert sugar, starches and other food into energy.

A-1 Self Storage has 17 locations in the San Diego County area and more than 40 locations statewide. It is the self-storage division of the Caster Cos., a third-generation, family-owned company headquartered in Southern California since 1959. Caster Cos. develops and manages A-1 Self Storage, A-1 Car Storage and other commercial properties in California. Its portfolio includes more than 4 million square feet of real estate.

By Nick Bilava

Self-storage operators understand the seasonal cycles of the industry. For many, spring and summer are the most opportune times to fill units, while fall and winter often bring a dip in demand. These seasons usually require a shift in marketing strategy as well.

But seasonal cycles aren’t the only reason to temporarily adjust your marketing tactics or messaging. Sometimes a short-term event, whether expected or unforeseen, can provide opportunities for operators to attract more tenants. For example, let’s say a national company is relocating a bunch of its employees, or an apartment complex is being developed in your area, or a severe-weather event affects local residents.  

Some of these situations can be planned for in advance, but others can’t be anticipated. So what can you do to be as prepared as possible to actively market for these events? Here are some ideas to help you reach your audience.

Website Slider

A popular Web-design trend involves the use of sliding horizontal image panels, also known as “sliders” or “carousels.” Having a slider on the front page of your facility website provides a highly visible, quick solution for updating your messaging. By knowing the specific dimensions of the slider, you can quickly design a new image to fit that space and address the situation at hand.

For example, the slider can welcome employees who are moving into your area as part of a mass relocation and even offer specials for this group. Another benefit is you can move the temporary slide to display first, but more standard messaging will still be visible on the following slides. Once the rush of new employees into the area has passed, simply remove that image from the slider.

Facebook Advertising

Facebook’s advertising options have become much more advanced. Businesses can promote posts down to the most specific demographics, such as age, gender and ZIP code, and these posts can be live within minutes. For storage facilities, these two factors make it a great option for unexpected situations in the area.

For example, if there’s severe weather in your area that causes significant damage to people’s homes, Facebook advertising gives you a great way to reach out to anyone who’s been affected. You can offer specials such as a free month of storage to help them get through this tough time.

Paid-Search Advertising

Paid-search advertising like Google AdWords is another quick way to increase awareness for a short stint. While it might be hard to convey specific messaging around an event, paid search can help boost visibility during times when self-storage is in higher demand. If a new apartment complex just opened downtown, for example, you can launch a paid-search campaign to increase prominence. Similar to Facebook’s advertising options, Google AdWords and other paid-search advertising options allow you to target your audience by ZIP code, helping you reach the exact area where storage demand is increasing.

Random events occur almost everywhere. In some instances, they increase the demand for self-storage and give you an opportunity to attract new tenants. In other instances, you might just look to help people in need. In any case, these three tactics can give you a quick and easy way to spread a message in a short time.

Nick Bilava is the director of sales and marketing for Storage.com, where his goal is to help self-storage operators market their business more efficiently and effectively. He has been an active member of the self-storage community for more than seven years and can be found at various industry events throughout the nation.

Dan Dotson, best known as an auctioneer on the self-storage reality television series “Storage Wars,” suffered a double brain aneurysm last week and is hospitalized in Palm Springs, Calif., according to news reports. Dotson is an auctioneer with American Auctioneers and stars in the television show alongside his wife, Laura, who told TMZ that Dotson had an aneurysm behind his eye and another in his neck “the size of an apricot.”

Laura Dotson said the auctioneer first started exhibiting symptoms about 1 a.m. last Monday, when he began “asking weird questions in his sleep.” He later said he did not feel well and was experiencing double vision before collapsing, according to the source.

Dotson reportedly had successful surgery on Tuesday, but is in for a long recovery. On her Twitter account last Thursday, Laura tweeted, “Thank you for all the love and prayers! Danny made it through a difficult surgery! Now on the road to recovery!”

The Dotsons were guest presenters at this year’s Inside Self-Storage World Expo in Las Vegas, the industry’s largest conference and tradeshow, where they served as panelists as part of the Legal Learning Live Workshop: Auction Edition! The four-hour seminar, led by attorney Jeffrey Greenberger, a partner of Katz, Greenberger & Norton LLP, focused specifically on issues related to lien sales and was designed to help operators avoid the risk exposure of a wrongful-sale claim. StorageBattles.com President and CEO Jim Grant was also a panelist.