Transforming Operations through Standard Operating Procedures

Standard Operating Procedures (SOPs) are critical for safety, training, efficiency, consistency, emergencies, sales and marketing, legal issues, reducing mistakes, and more profits.  Given they are so important why doesn't every self-storage have Standard Operating Procedures?   The main reason for the lack of complete SOPs at most self-storage is because they are a great deal of work and require input from an experienced team. They often cannot be written by just one person.  For example, a manager, an attorney, and the owner will have many of the same concerns and procedures, but there will also be SOPs that will require input from all three.

SOPs typically require multiple manuals with the most common being Employee Handbook, Manager Operations Manual, Managers Sales and Marketing Manual, Training Manual, Vendor Manual, and Vendor Manual Tips.  These Manuals are available for purchase but generally are generic and only provide a base of ideas that often require substantial upgrades.

Even basic SOP manuals are worth their weight in gold and can be updated as necessary to add missing items as they become relevant.  After going through this process numerous times my biggest takeaway is that there can too many cooks in the kitchen and manuals get changed for the worse. All Changes should be made by submitting them to the owner, allowing him/her to review the proposed changes and make changes as they deem appropriate.

Let’s take a brief review of the different types of SOP Manuals required for a premium facility: 

Employee Handbook

‍This SOP outlines, the company, policies, procedures, expectations, and guidelines regarding employment-related matters, such as workplace conduct, benefits, safety protocols, holidays, paid time off, and other relevant information. This SOP is not unique to self-storage and is typically purchased and updated by the owner. Two items to consider for the Employee and book are a dress code that includes no jeans and name tags, which will put you one more step above the competition.

Managers Operation Manual

‍This SOP outlines the facility operations, maintenance, processes, key staff responsibilities, and expectations, manager’s decision-making protocols, communication strategies, and other essential information to help staff effectively run the day-to-day operations.  Here are the major sections of this SOP. 

General; Daily Open & Close; Profit Centers and Scripts; Quick Rental Guide; What Makes Us Different; Features & Benefits; Rental Lease Presentation; Managing Leads (Calls, Walk in’s, Emails, Website, and Call Center); Delinquent Tenant Management & Late Fees; Gate and Door Access; Refunds; Daily, Weekly, Monthly to Do Lists; Daily and Weekly Lock Checks; Customer Insurance; Lien (auction) Process; Miscellaneous, Call Center, Cameras; Unit Rates & raising rates; Maintenance; Miscellaneous Tenant Procedures; Abandoned and Unsecured spaces; Vacating a Space; Additional Legal Issues; Safety and Health; Burglary, Break In, Property Damage; Emergencies. 

Financials, Payroll, Banking, and Bill Paying SOPs: These SOPs are often unique to every facility and ultimately determined by the owner. While this SOP may be short, having it written out ensures the financial-related items are done properly.  At one facility the financial items may done by the owner and at three other facilities, these financial-related items may done with different combinations of the manager, owner, bookkeeper, and payroll service.  Most often it is not all done by the manager, but the manager often does provide the information, the timing of the information and the filing of the information 

Sales and Marketing Manual: This SOP outlines the manager’s sales and marketing responsibilities along with specific how-to directions. The best way to not be a commodity and become a premier facility with higher rental rates is remarkable sales and marketing. This manual includes daily, weekly, monthly, sales, and marketing tasks. Here are many items you would find in this Manual.

General Plans & Objective; Yearly, Monthly, Weekly & Daily Marketing Tasks; Office Marketing & Sales; Unique Selling Features (USF); Monthly Marketing Calendar & Holiday Marketing; Neighborhood Alliance Marketing; Meta Marketing: Facebook & Instagram; YouTube & Pinterest; Email Newsletter; Sample marketing letters & Sample Free Unit for Fire Victims; Google My Business Page & Google Reviews; Street & Drive-In View; Know & Implement All Profit Centers & Scripts; Top Marketing Ideas to Get Started; Pay-Per-Click Guidance/ Options

Training Manual: This SOP is often set up in two sections. Section 1 is a step-by-step initial training of the basics in the Manager’s Operations Manual so that an employee can quickly work on their own.  Section 2 is a longer and ongoing process to allow the new staff member to learn all SOPs. 

Vendor Manuals: These are provided by vendors. They are often an online link. 

Vendor Manual Tips:  These SOPs are prepared by seasoned persons extremely familiar with the Vendor manuals. Vendor manuals are often too complicated, not detailed enough, do not properly emphasize certain Items, and often do not include all the options available. Providing additional guidance is invaluable.  The main vendor that requires the most additional guidance is the Self-Storage Management Program.  Today’s self-storage management programs have many incredible features that would take a lifetime to learn. Without basic guidelines in addition to the vendor’s manual, it will take twice as long to train a new manager on the basics of renting units, taking payments, and moving a tenant out properly. Without tips and shortcuts, a manager quickly settles into one way of doing things and does not take advantage of the many other opportunities the management program offers.

Conclusion: Step one is getting your SOPs in place.  Step two is making sure everyone is aware of them and they are followed. As an owner of three facilities and many years in the self-storage industry, it amazes me how many SOPs are not known by the staff and/or not followed. If it is clear from day one that all SOPs must be followed without exception it is easier for the manager, the owner, and the renters.  SOPs are dynamic and will forever be changing, especially with new technology, so an annual review is a must. 

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