Managing a self-storage business is as much a sales job as working at a car dealership. Though you might not get the same amount of foot traffic, you get plenty of calls and walk-ins, and you must do everything possible to make each interaction count. Let’s explore four ways to ensure you’re ready, willing and able to give prospective tenants exactly what they need, and even upsell, without being too forceful.

1. Know Your Product

While this might seem like a painfully obvious suggestion, it’s important. You should be able to clearly and concisely describe your storage units (square footage, door opening, width, height) and provide directions to a particular unit on your property. For example, “We’ve got a 10-by-12-foot, climate-controlled unit available. The entry is 7 feet, 11 inches wide and 8 feet tall. It’s directly inside of Building A, on the left-hand side. It’s the third unit from the door, No. 495.”

Now you’ve told the tenant everything he could ask about the unit, including the distance he’ll have to travel and whether large furniture can easily fit through the door. You don’t necessarily have to spit out all this information in every interaction, but have the knowledge handy. If necessary, walk around the property measuring doors, hallways and other useful items to create a cheat sheet. Also have a site map, so you can quickly and easily direct tenants to their space.

Knowing your product also means knowing your extras. Do you have a current sale or special promotion? Know all the rules, restrictions and details beforehand so you can offer the best deal possible to anyone showing interest in your facility.

Finally, you must understand your facility’s weaknesses. If you have bad reviews online, know how to address them if a prospective tenant asks about an incident. We all make mistakes, and not every situation can be prevented. However, we can be prepared to respond to accusations, negative feedback and the like. Don’t fear your vulnerabilities. Knowing is the first step to improvement.

2. Lead the Conversation

We’ve all met “the talker,” the person who just wants to tell us his life story even though it has no relevance to the conversation. This is just a super-friendly individual with the gift of gab. To get him to discuss pertinent information, you must lead him. Ask what brought him to your facility. If he starts to veer off track, suggest a product or offering. For example:

Prospect: Hey, I’m interested in a storage unit. My dad passed away, and he left me a lot of stuff. I just need to get it out of the house. It’s been really hard. My dad liked boats, hunting and fishing, and I just can’t deal with sorting everything right now. I’m super stressed and unhappy. I just need a place to keep it all, so I can deal with it later, you know?

Property manager: I’m so sorry for your loss. You mentioned a house. How many rooms does it have? We’ve got a special going on that might interest you, and we have hand carts onsite for you to use when you move in.

Here, the manager not only listened to what the customer said, he led the conversation back to the matter at hand. Everyone loves a deal, so when handling a difficult situation, anything you can do to help alleviate a customer’s stress is a selling point—like the use of a moving dolly.

The best way to lead conversations without coming across as pushy is to relate your offerings in context. Understand what the prospect needs and then offer a solution with extras that’ll give him a sense of getting what he wants, plus a little more.

3. Win the Business

Winning a customer’s business is about showcasing your high points. Be a peacock and show off all the perks that come from renting with you. Tell prospects what they need to know along with some enticements. Share about your business hours, gate hours, lighted hallways, pest control and whatever else makes your property unique. Most managers assume people know about a facility’s features, but not everyone does. These little extras can set you apart from the competition.

Winning the business might also include the use of specials. Perhaps you have a limited-time, $1 move-in or you’re offering 50 percent off the first month’s rent if a customer stays for three months. Don’t make potential customers ask about discounts. Whatever the deal, make the customer feel like he’s winning. Attitude matters, and you should be excited to talk about doing business together. Tell them upfront just how amazing you and your facility are, and how happy they’ll be if the store with you. Renting a unit from you should be a prize; get excited about it!

Along with displaying this positive mentality, reiterate how you’ll fulfill their needs. Talk about key selling points that connect to their specific situation. Relate everything you say to the issues that created the need for storage. Pay attention and address their concerns in a manner that makes them feel valued. If you do this correctly, you’ll be 80 percent done with the deal.

4. Don’t Ask, Suggest

Don’t ask the customer what size storage unit he needs. Instead, ask how much stuff he’ll be storing, what kinds of items, and what prompted the need for a unit. If he objects or thinks you’re getting too personal, simply explain how you’re trying to help him. For example:

• “I don’t mean to pry; I’m simply trying to find you the best size and type of unit for your specific needs.”
• “You said you’ve got some furniture. Well, I would highly suggest a climate-controlled unit because of X, Y and Z.”
• “Oh, you’d like to store your RV. How big is it? We have enclosed RV-storage units in sizes L, M, N and O.”

Be the self-storage expert. When someone comes to you for your services, make him feel he’s in the right place. Be confident but not cocky, assertive but not forceful. Believe in your offerings and how they can benefit the customer. Demonstrate that you’re the right facility for the job and you can solve his storage dilemma.

Mohala Johnson is the director of Web technology for Tellus Development Ltd., a real estate and development firm that operates more than 30 self-storage facilities in the Southeast. With more than 10 years of management and customer-service experience, she handles the company’s digital and print marketing. Writing has always been a passion of hers, and she’s excited to share her knowledge with the self-storage industry. Connect with her @MohalaJohnson on Twitter or www.linkedin.com/in/mohalajohnson. For more information, visit www.tellusltd.com.

Update 8/29/19 – Beyond Self Storage recently held a ribbon-cutting ceremony for a new location in Sterling Heights, Mich. The property at 6263 18 1/2 Mile Road comprises 740 units and 12 parking spaces. It features a drive-through loading/unloading area, access control, video cameras and motion lights. Tenants have complimentary use of carts and dollies, a conference room, and WiFi. The facility also sells moving and packing supplies, according to a press release.

Northpoint began construction on the facility in December 2017. Though the location opened in March, its grand-opening event was attended by state senator Michael MacDonald, city councilmember Mike Radtka, members of the Sterling Heights Regional Chamber of Commerce and facility customers, the release stated.

The Sterling Heights location is the company’s fourth in the Detroit metropolitan area. “We anticipate a large push of business this fall as our customers look towards the winter season,” said Lara Anderson, director of marketing. “Providing the community a clean and comfortable environment in which to store their belongings is an exciting opportunity.”

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5/8/18 – NorthPoint Development recently opened three new Beyond Self Storage facilities, two in Pittsburgh and one in Rochester Hills, Mich. The projects are the first of several the company has underway in these states, according to a press release.

All three properties include a business/conference center that includes workstations, a printer, a copier and free Wi-Fi. They also offer access-controlled entry, climate control, a self-serve kiosk, motion-detection lighting, video cameras, and a retail store that sells moving and packing supplies. Customers can make online reservations.

The Pittsburgh location at 100 Cedar Ridge Drive is near Interstate 70 at Pennsylvania Route 60, just west of Settlers Ridge shopping center. The second site, at 7204 Old McKnight Road, is off U.S. Route 19, just south of Ross Park Mall. Both feature drive-through loading and are two of the largest self-storage facilities in the area, with more than 100,000 square feet of storage space, the release stated.

“Opening, not one, but two facilities in the Pittsburgh area, with a third opening later this year, is something we are extremely proud of,” said Ben Hagedor, director of operations. “There hasn’t been a lot of state-of-the-art self-storage development in the Pittsburgh area, so we’re pleased to offer a modern solution to area residents and businesses and we’re confident our storage facilities will be well-received.”

The Pittsburgh site under development is at 512 Castle Shannon Blvd., in the Mt. Lebanon community. It’s north of Mt. Lebanon Boulevard, near the Port Authority Castle Shannon Park and Ride Lot.

The Rochester property at 2105 Avon Industrial Drive is just off Crooks Road and Michigan Highway 59. It’s one of the largest in the Detroit area, and features a drive-through loading area, the release stated.

“Detroit was one of the very first markets that we looked at when we started focusing on self-storage over two years ago, so our team was very excited to finally open the first facility,” Hagedorn said. “We’ve been fascinated by the growth and development in suburban Detroit over recent years, and we’re very confident there’s strong demand for self-storage in the Rochester Hills area, especially the state-of-the-art facilities we’re building, which offer residents and businesses a modern storage solution.”

“We’re off to a great start so far in Rochester Hills, and customers have been very happy with all the amenities we offer,” said Stevey Heinrich, operations manager. “Now that we’ve opened a number of facilities across a few different metro markets, it’s very interesting to see how much demand there is for new, modern storage space, and we’re happy to provide a solution that meets the needs of the community.”

NorthPoint plans to open other Michigan locations this year, in Charter Township of Commerce, Macomb Township and Sterling Heights.

Based in Riverside, Mo., and founded in 2012, NorthPoint is a development, management and leasing firm that’s principally focused on the industrial, multi-family, senior living and self-storage markets in the Central United States. The company has $2.1 billion in raised capital and operates 28 million square feet of industrial properties, thousands of multi-family apartment units, and numerous developed or managed senior-living communities. The company launched its self-storage division in 2016, and now operates six facilities. It also operates Joco Self Storage in Overland Park, Kan., and has a project under development in Eagan, Minn.

Update 8/29/19 – Compass Self Storage raised $101,618 during its annual fundraising campaign to benefit LLS. The money will go toward “Cures and Care for Children with Cancer,” which seeks to find curative therapies designed to reduce the long-term complications caused by current therapeutic techniques, according to a press release. Compass was recognized as the top LLS fundraiser from the Midwest during the organization’s 2019 Leukemia Cup Regatta, an annual sailing event and fundraiser.

“I can't thank our teams enough for the time, energy and effort put forth this year to raise over $100,000 for the Leukemia & Lymphoma Society,” Amsdell said. “Our customers, partners and friends all made this amazing donation possible, and the best part is that it will directly fund an important initiative to help eradicate this terrible disease.”

“It is because of the dedication and support from companies such as Compass Self Storage/Amsdell Companies that the LLS is changing the landscape of cancer, with more than 300 active research projects that will save lives—not someday, but today,” added Lindsay Silverstein, executive director of the LLS Northeast Ohio Chapter.

Compass/Amsdell Cos. has participated in LLS fundraising activities for its local chapter for more than 25 years. To date, it’s raised more than $500,000 for LLS causes, the release stated.

The LLS children's initiative is a concerted effort to increase its investment in pediatric research and patient access. Since June 2018, the organization has more than doubled its pediatric-research investment and committed to funding more than $20 million during the next five years, according to the release. In 2019, it’s helped advance 43 of the 49 blood-cancer treatments approved by the Food and Drug Administration.

Compass’ Cleveland corporate office and 90 self-storage locations are active in fundraising throughout the year, the release stated.

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8/11/16 – Compass Self Storage, a member of the Amsdell family of companies, has raised more than $50,000 for the Leukemia & Lymphoma Society (LLS) to fight and treat blood cancers. The company was recognized as the top fundraiser at this year's LLS Leukemia Cup Regatta, a series of sailing events held at yacht clubs across North America.

The Compass campaign represented a team effort that included staff from its corporate office and self-storage facilities as well business partners. "Employee involvement in our fundraising efforts has always been a part of the fabric of our company culture," said Todd Amsdell, president.

The company hosted several benefits throughout the year, and also collected donations from customers and partners. Amsdell has been involved in fundraising efforts for the LLS Northern Ohio Chapter for two decades, raising more than $250,000 to date. This year's donations were its largest. Compass will continue its efforts next year, with the goal of beating the 2016 total, according to a company press release.

Donations to LLS fund advocacy, patient support and research. LLS is the world's largest voluntary health agency dedicated to blood cancer. Its mission is to cure leukemia, lymphoma, Hodgkin's disease and myeloma as well as improve the quality of life of patients and their families.

Headquartered in Cleveland, the Amsdell Cos. draws its roots from the family-owned construction company founded in 1928. Since its inception, the company has been active in several billions of dollars of real estate ventures, with a primary focus on self-storage. It has owned and operated more than 500 storage centers under various trade names in more than 27 states. It currently owns and operates properties in Florida, Georgia, Kentucky, Michigan, Mississippi, New Jersey, Ohio, Pennsylvania, Tennessee and Texas.

Sources:
PR Newswire, Compass Self Storage/Amsdell Companies Raises Over $100,000 in Donations to Benefit the Leukemia & Lymphoma Society
PR Newswire, Compass Self Storage Raises Over $50,000 To Help The Leukemia & Lymphoma Society Fight Blood Cancers

Update 8/29/19 – Elmwood Self Storage & Wine Cellar and Grande Krewe Fine Wine and Spirits are co-hosting the third annual “Wine Around the World” fundraiser on Sept. 26 to raise money for Children’s Hospital. The event will include wine and indigenous hors d’oeuvres from seven countries: Argentina, Australia, Germany, France, Italy, Spain and the United States. It’ll also feature live jazz music, a 50/50 raffle, door prizes and a silent auction.

Attendees will be given a “passport” and world map, allowing them to sample and learn about each nation’s wines and grapes. Those who obtain a fully stamped passport will be entered to win the grand prize, a Caribbean cruise for two.

Tickets are $40 in advance and can be purchased through Children’s Hospital, Dawn Busters Kiwanis Club, Elmwood Business Association, Elmwood Self Storage, East Jefferson Business Association and Grande Krewe. Tickets can also be purchased for $50 at the door.

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10/2/18 – Elmwood Self Storage & Wine Cellar in Harahan, La., hosted a “Wine Around the World” fundraiser on Sept. 13 to raise money for Children’s Hospital, a nonprofit pediatric medical center in New Orleans. It’s the second consecutive year the operator has hosted the event. About 200 people, including Children’s Hospital CEO John Nickens, attended, according to the source.

The fundraiser featured food as well as wine from seven countries: Argentina, Australia, Germany, France, Italy, Spain and the United States. The spirits were provided by local retailer Grande Krewe.

“We partnered with Grande Krewe for this event because of their large selection of wines from around the world,” said Christine Alba, communications manager for Elmwood. “The event was held in seven of our air-conditioned storage units and the adjoining hallways, and attendees were given a map, a glass and a passport in order to visit each unit that was decorated as one of the participating countries.”

Elmwood’s partners chose regions that are famous for wine. “Since we are the only public wine cellar in town and we do a lot of charity events, it was a natural for us to do this fundraiser,” said Al Gardes, director of operations for Elmwood. “We had our high-end caterer pair food with each country represented. Our wine partners provided two wines from each country for guests to try along with a representative in each unit to answer questions about the wine.”

Gardes was also involved in choosing a charity for the fundraiser. “Children's Hospital has always been close to my heart,” he said. “My family spent some time at Children's because of an incident that happened to my son when he was a child. He is 36 now. I will never forget what the hospital did for us. Anything we can do for Children's Hospital is worth it.”

After sampling the food and wine, guests received a “stamp” in their passport and were entered to win a Caribbean cruise for two. “In addition to the big prize, we also had a duty-free shop on site with items that attendees could place ‘burgundy dollars’ in a bowl for a chance to win a particular item. The burgundy dollars were purchased in advance to be used at the shop,” Alba said.

Plans are already underway to host a larger event next year. “We like to do fun things for our customers throughout the year, and we have had great feedback from the evening,” Gardes said. “It was great seeing our staff dressed up in costumes from each of the countries; it added to the overall experience of the evening. The most fun costume was one staff member, representing Australia, dressed in a full kangaroo costume; all you could see was her face. It was great.”

Opened in 2004, Elmwood contains nearly 1,500 storage units, a 730-square-foot wine cellar, safe deposit boxes, and vault and gun storage. Additional customer amenities include a conference room, delivery acceptance and 24-hour access via a biometric system and code.

Source:
East Jefferson Community News, Guests Enjoy 'Wine Around the World' for Children's Hospital
 WGNO, Wine Around the World Benefiting Children’s Hospital

MyStorage, the first self-storage facility in Ho Chi Minh City, Vietnam, has opened in a refurbished building in District 2. In addition to climate-controlled units and lockers, the business offers valet-style pick-up and delivery services using complimentary plastic bins as well as luggage storage. Rental pricing is based on the amount of space required and begins at 21 cents per day for lockers and $43 per month for storage units. A tenant-protection plan is included with all rentals.

Customers can book service via the company’s website, e-mail or phone. Staff members speak English, German and Vietnamese.

MyStorage security measures include fingerprint access and video cameras, according to a press release.

“More people are moving to urban areas such as Saigon or Hanoi, and the space in a one- or two-bedroom apartment is often limited,” said Aric Austin, founder and CEO. “MyStorage offers these customers a solution to securely store valuable belongings and not have to use their homes as storage space. We believe in the growth of the country and that the modern, digital, urban Vietnamese will develop a need for storage as their peers in New York or Berlin have done.”

Founded this year, MyStorage plans to expand its presence to additional Vietnamese cities in early 2020, the release stated.

MyStorage, Website

Update 8/28/19 – Middletown commissioners unanimously approved an ordinance on Monday that makes self-storage a primary use in the town’s code. It also defines the terms “personal property,” “self-storage units” and “storage.”

The ordinance includes input from the town’s commissioners, planning commission, zoning administrator and town administrator, according to town burgess John Miller. “It’s gone through a pretty extensive vetting process,” he said.

The city defines “personal property” as “tangible possessions other than real estate or buildings that’s movable, such as vehicles, appliances, furniture or jewelry.” The term “self-storage units” will represent a “building or group of buildings with self-contained units that are rented to people, businesses or organizations, with commercial transactions are prohibited except at the facility’s business office.” The ordinance allows registered, insured and operable vehicles to be stored, but bans vehicle repair. Finally, the commissioners determined “storage” as the keeping of something for future use, a source reported.

The ordinance will also require self-storage developers to present operational rules and regulations to the town’s planning commission for review.

During Monday’s hearing, resident John Hugelmyer told commissioners he and his neighbors are concerned about noise, odors and other potential issues in relation to the proposed mixed-use project by Lancaster. They’re asking the developer to add fencing, trees and a berm to screen the storage facility, and to locate vehicle storage far from the residential area. Another resident, Laurie Benedetto, suggested another storage facility wasn’t needed for the area.

If zoning allows storage, the town can’t deny it, Miller told them.

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8/6/19 – Officials in Middletown, Md., are considering a text amendment to the city’s zoning ordinance that would remove the requirement that self-storage be an accessory use to a primary business. The update would also provide definitions to several terms, including “household good,” “personal property,” and “self-storage units.” A public hearing to discuss ordinance 19-07-02 was scheduled for last Thursday, according to the source.

Municipal language regarding self-storage came into question due to a proposed mixed-use project from Lancaster Craftsmen Builders Inc. (LCBI). The developer intends to build a complex next to the Town Center Plaza Shopping Center that would include a 25,000-square-foot of self-storage facility in conjunction with office, restaurant and retail space. The storage facility would be built behind the shopping center’s Safeway store, the source reported.

Mark Lancaster, president of LCBI, suggested the ordinance be patterned after the standards used by Frederick County, Md. The language should place limits on the activities allowed in storage units and the types of items that can be stored inside, he said. For example, people should not be allowed to sleep inside units.

During a July 22 meeting, Middletown commissioners discussed the ordinance, including what types of vehicles could be stored and for how long. Commissioner Larry Bussard indicated the new language should outline which vehicle types are allowed in storage along with any limits on duration. “I don’t want to see it turn into a junkyard,” he said.

Founded in 1979, LCBI specializes in residential design and custom homes.

Sources:
The Frederick News-Post, Middletown to Hold Hearing on Self-Storage Units
Middletown, Agenda for the Town Meeting
The Frederick News-Post, Middletown Approves Changes to Storage Ordinance

The Storage Group (TSG), an Internet-marketing company that serves the self-storage industry, has launched “Marketplace,” an e-commerce platform integrated with its ClickandStor online-rental tool. The platform will allow tenants to purchase vendor products and services, including cloud storage, moving and packing supplies, and other add-on items, during checkout, according to a press release.

The integrated platform is a Progressive Web App designed to be intuitive and display effectively across all types of devices, including smartphones, desktop computers, laptops and tablets, the release stated.

“Understanding what works best for both facility owners and tenants is always our main goal,” said Steve Lucas, CEO. “Facilities can expand their revenue channels by taking advantage of these hand-selected third-party vendors.”

Based in Altamonte Springs, Fla., TSG provides online tools and marketing solutions including local-listing management, mobile websites, online rentals, pay-per-click advertising, search engine optimization, social media marketing, and software and website development.