Marketing Self-Storage with Community and Creativity

Let's take a quick exploration of ways to market using your funds and properties in the most successful and efficient ways. Sometimes, thinking without a box gets you more results than would ever expect. 

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In big cities like San Francisco, New York, Atlanta, and Memphis, name recognition can be harder as you may be competing against the REITs in storage.  They built on their reputation, recognizable logo, and colors, and have huge advertising budgets. There are the tried and true - “Give them a pen when they sign the contract. Give them a key ring when you hand them the keys to their new lock.”  No, you don’t give out a measuring tape because they will come back to you and say the unit is not ten feet wide!

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Something that the larger REITS know works, is joining the local Chambers of Commerce in the areas around your properties. However, please don’t join just to say you are a member. That is just throwing away your money and getting not a lot for what you spend. The costs are different depending on the level of involvement and sponsorship you wish to have. The activities in the Chambers are developed and used to have the other members help you market. If you work the Chamber, the Chamber works for you. But how? People get name recognition, come to the events held at your property, and share their wonderful experience with their friends, co-workers and family..

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Nonprofits are great for marketing - Especially if you discount or give them a unit for short term so that other people who are involved in the organization come into the property and see the cleanliness and may consider their own needs.  The local Boys and Girls Club usually has sponsorship opportunities - this would then allow the parents and caregivers of these children to know that your company cares about the future of the community. Look around in the communities to which you have locations and ask your staff - who do they see having the most need for support that offers sponsorship opportunities?

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The Scouts - where do they put their camping product - in the leader's garage?  Give them a small unit at no or low cost except for insurance.  Why? - The leader will come in with the children and sometimes with their parents.  They will see the clean property and consider using it to empty their own garages. 

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Nonprofits that handle clothing and furniture will have seasons where they need extra space - 50% off of your rate for four months is what I’ve offered to Habitat for Humanity - they do client rebuilds and new builds.  When doing a rebuild, the client is to remove all of their property while the work is being done to prevent damage or loss.  In a new build, they can take items that have been donated such as new appliances, and store them with your location.

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Do you like sports?  Your community probably does - High school and professional. Have a local field or community building for activities near your location? For minimal costs, you have name recognition with a banner on the inside or outside of the field fence. Perhaps, have your staff man the refreshments once a month for a game, as volunteers (if allowed), in their uniforms and have some items available such as “Cup night” where your organization gets cups made with your name, logo, phone number, and each person who purchases a drink gets a cup with one free refill (Mark an X on the bottom if they’ve refilled)  Your organization may be responsible for paying for the refill of soda, but deals are usually worked out to benefit all. Name recognition is one of the biggest marketing pluses there are.  

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I’ve never purchased something directly from just seeing a name on a pen, but I have recognized names on the pens I’ve received and the name has come up later when I’ve needed to have or use the product.  You probably have, too.

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Referrals - Aaaahhhh! Free money for the referrer.  Referral programs are extremely helpful. Offering your present clients a credit against their next month’s rent, with no limitations, gives you a cheerleader for your company and that specific location. Pay your referrers at least $25 per new client if they are presently renting with you.  If a non-renter refers to you, send them a thank you check or a Gift Card.  Maybe if you are sponsoring a sports event, you could send them two tickets to the event!  

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Please - I beg of you, you are wasting your time and effort if you put referring customers into everything.  Some REITs will put it on every receipt every time and have their staff mention it to everyone every time they make a payment. It has been proven to become background “noise” and gets ignored after the fifth or fifteenth time.  In marketing, you see something or hear the same thing three times, then it becomes background.  It’s not noticed or remembered unless something about it changes.  Change your message on the reader board every two weeks. At least once a week put a positive saying on your Facebook account or Twitter, without it being advertising for you. Change the location of your flag signs every three months.  Change the message on your receipts every quarter.  

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The real message?  Keep Visible - Not Stagnant.  Be Positive - And Supportive. Support your local businesses, people, nonprofits, and your local community.  You will find that they will come to the local company and support you.