Self-storage facilities are excellent investment opportunities – both for the owner-operator and the absentee owner. The key to success is high occupancy and revenue generation. Cultivating customer loyalty is the key to maintaining high occupancy. Even today when customers prefer online transactions over in-person, business owners can create customer loyalty by checking on their tenants and developing connections through all means of communication. Consider this example.
Just 8 years ago while checking into a hotel in one of America’s big cities, I received a text message just as I reached my hotel room from the front desk assistant who just checked me in. I remembered the name from her nametag. Her text message was to make sure my room was as it should be and to let me know I could text any needs to her throughout my stay.
This message exchange was such a personal touch that it’s still remembered today. While this method of communication might be a hotel chain policy that has nothing to do with me or my stay, it created a connection for someone traveling in a large, new city: I had someone who could help if I needed it.
Let’s discuss how to create connections with customers that encourage brand loyalty in the self-storage business.
- Look for ways to build connections
- Create an inviting atmosphere
- Create a reward system for tenants
- Use what you have
- Online Marketing
Look for ways to build connections.
Even if a business mostly operates online with contactless lease agreements and monthly payment collections, it’s still necessary to build connections with customers to strengthen the relationship. As part of the onboarding process, send a business text to new customers using their names and thanking them for choosing your business. Provide direct contact information for them to save in case they need assistance. A phone call is also nice, but many tenants today prefer a text message over a phone call.
When tenants come to move into a unit, make a point to greet them and offer assistance. Most new tenants could use some information regarding proper storage organization. Providing that information in the lobby is a great way to foster a connection with customers.
Create an inviting atmosphere.
The business lobby should be a comfortable environment. A beverage station with coffee and water is a nice touch that can be managed with little effort or expense. A seating area encourages people to sit when needed. If the management office has adequate space, create a usable, mobile space with free wifi, a computer, and an available printer. This space would be free for tenants and available for rent from others who need a quick, temporary office space. Businesses can choose to leverage this space in marketing or not.
Consider this scenario: a person drives by needing a quick office space and wi-fi connection to print a document that can’t be accessed any other way. They know from strategic marketing efforts that ABC Self-Storage has a co-working space available so they stop in. Next month, that same person needs self-storage so they decide to consider your business over the competition. It’s a likely scenario that bears remembering. While it may not be common, it might be one way to find your next tenant and it costs nothing as the space is already available, the computer can be used for other business purposes, and a printer is already required at the business anyway.
Create a reward system for tenants.
Creating a reward system for tenants that encourages referrals and allows the accrual of points toward merchandise or other discounts is a great way to develop brand loyalty. Customers who love the business they are using will recommend your self-storage over another especially when it generates a benefit for them. A $50, one-time, discount in rent for every new tenant brought in is a great way to encourage brand loyalty. The discount doesn’t have to be $50. Create a reward system that makes sense for your business goals.
Another reward option is to create a points system that allows tenants to accrue points to use for things like box purchases, upgrades to storage, 24/7 access, or other self-storage benefits that might generally be considered an upgrade.
Use what you have
Rather than focusing on what you don’t have available, consider what you do have. If you have space, create a usable co-working space as mentioned above where people can drop in to print a document or send an email. Advertise the co-working space using Facebook and Instagram.
Do you have space for a conference room? Set up a meeting space that can be reserved for groups to hold meetings. There are plenty of groups seeking a reasonable space to meet that is convenient and centrally located.
Offer your parking lot for Facebook marketplace sales or other online garage sale meet-ups.
Provide free Wi-Fi, coffee, and laptop stations. Make the room available during business hours at no charge for tenants only.
Create a board where businesses can post their services, and leave business cards, pens, and other promotional items. Business owners will appreciate the chance to share their information.
Host an annual garage sale where tenants can sell items they’re ready to part with. This event builds community and also invites others into your business who might become future tenants. This can be a community-building event that people look forward to every year.
Online Marketing
Self-storage businesses that don’t use online marketing are leaving money on the table monthly. There are many free options available to build brand awareness and connect with current customers. Facebook, Instagram, and a Google Business Profile are essential to the success of your business. The best part about these 3 options is that they’re all free. Even if you’re not sure what to post, the first step to take is to create profiles on each platform. Complete the business information correctly and ensure it’s the same across platforms. Then begin posting things like units available, hours of operation, amenities, and information that would be helpful to future tenants.
Coastal Storage is the Argus Self Storage Network Affiliate for Florida and Georgia. Our team of self-storage experts works diligently to help customers reach their goals for self-storage investment properties. Contact Coastal Storage at (904) 591-0140 today!