Short answer: Vendors for operating software, revenue management, online marketing, call handling and access control now control many levers that used to belong to the owner. Mark’s checklist: understand the pricing model at high and low occupancy, verify integrations, call your own references, make sure you own your marketing accounts and data, and have the vendor’s websites independently checked.
Why vendor choice matters more now #
Most storage customers start their search online, through a Google Business Profile, search results, aggregators and now AI recommendations (GSO). Whoever runs those channels largely controls your move-ins. Revenue management is the hardest vendor decision to reverse, and AI tools are changing what good revenue management and call handling look like. Mark has seen first-hand how much a poor choice can hurt.
Mark’s vetting checklist #
- Pricing. Flat fee, per unit or percentage of revenue? Run the math at both high and low occupancy.
- Integration depth. Ask for documented APIs and examples of customers using the vendor with at least two of your other systems. “Open API” can mean many things.
- References. Speak with three current customers your size, in different-sized markets, that you find yourself, not only the ones the vendor suggests.
- Ownership. Ad accounts, call-tracking numbers, analytics and other marketing assets should live in accounts you control.
- Website quality. If the vendor provides facility websites, have an independent consultant check their speed and technical health.
- Channel knowledge. Do they understand Google Business Profile, SEO, paid search, aggregators and GSO, and how well do they actually perform?
Mark’s experience with traditional paid-search vendors has been poor: broad keywords, fast-burning budgets and little smart bidding against competitors. That is especially costly during lease-up.
Related answers #
- How is AI changing self-storage operations?
- How can self-storage owners control operating expenses?
- Why should self-storage operators sell benefits instead of competing on price?
Source: Mark’s post Vendors Can Make or Break You Today
