Last week, we started a conversation about how to organize management operations for your small, automated self-storage facility. This week, we’ll wrap it up. If you missed Part 1, here is a link.
I’ve been reinventing how we manage properties—both automated and staffed—and laid out the basic structure we’re building for our own operations. We’re creating a simple organization focused on functions, not people.
Last week, we covered two of the three key divisions: Customer Service and Property-Level. In this episode, we’ll dive into the Marketing Division, starting with the most important asset in your marketing toolbox—your website.
Website
In today’s self-storage world, your website is mission-critical. It’s connected to your security systems and your operations software, and it’s where almost all customer interaction takes place—especially with automated facilities.
Until recently, I had always suggested using an industry-vetted website provider through the ISS or SSA. These providers offer templated sites with built-in integrations for gates, security, and payment systems, for example.
Also, many management software platforms now offer their websites, which an owner can choose. Most of the people I know and work with use one of the two types of website providers.
But we’re taking a different approach. We’re working with a consultant who has developed his self-storage website templates and integrates directly with what we consider the best gate, operating system, and security tech vendors in the industry.
The reason? Control.
We want full control over how our site looks, how it functions, and how easy it is for a customer to rent a unit. For example, we want to reduce the number of clicks it takes to complete am online move-in. We want to place videos and calls-to-action where they’ll have the most impact. We want to tailor the experience so it’s easier—and faster—than our competitors.
That’s the goal. I will keep you posted as to how well it’s working.
At the very least, your website should be able to allow prospective customers to:
- See your facility.
- Videos showing how to enter, lease a unit, drive or walk through the property all help.
- Reserve and most importantly, rent units on your website.
- Pay bills.
- Let customers report problems or contact you easily
- Link to your Google or Yelp reviews.
- Links to refer customers.
Your website is your storefront today. It’s hard to believe, but there are still facilities out there that don’t have websites.
Online Marketing
Online visibility isn’t optional anymore—it’s everything. Over 86% of customers start their storage journey online, usually through Google. If you don’t show up, you don’t exist.
If you are developing an automated project, just know it takes time to have your project show up organically in the Google rankings in most markets.
For most small owners, Google Ads and pay-per-click (PPC) are handled by the website provider. They usually identify top keywords in your area, set a monthly ad budget, and call it a day.
That has never worked very well for me.
We’re now having our consultant manage our PPC strategy—but we’re staying very involved. This is not a “set it and forget it” kind of thing. It requires ongoing testing of headlines, images, offers, and more. What works for one facility might bomb for another, even within the same city. Your ad results are heavily influenced by local demographics, which can shift every few miles.
If no one’s actively watching your ad performance and adjusting weekly, you’re wasting money, in my opinion.
Social Media
I’ll be honest—I can’t stand social media. I’m on it for maybe 1–3 minutes a day, and that’s pushing it. I find it drains my energy and is a waste of time. With that said, however, I’ve used it successfully to advertise and promote my businesses, including self-storage.
But most importantly, for your storage business, someone needs to develop a content strategy that has you show up for the people who live in your trade area.
Most small storage owner do it themselves or have their managers handle it. We vendor out having a content manager through our consultant. We provide videos, pictures, and all the necessary content.
I have also run Facebook ads with success to the people living in the trade area in which one of our facilities is located. Facebook can especially be effective for targeting special interest groups such as car clubs for indoor parking or boat and RV interest groups for upscale parking.
You can really zoom in on a tight demographic if you wish. Not that I would, but I could have ads seen by women 32-40 who do yoga, have 1 to 3 children, and drive upscale cars. One could zoom in to that degree.
Today, digital visibility is as important as physical visibility. Social media and Google are how you get it.
Local Events & Community Ties
Even with automation, self-storage is still a local business. And I think local businesses should show up in their communities.
It’s harder for small, unmanned facilities to plug into the local business scene—but we still make the effort. We try to participate in business associations, host small events at the facility, and partner with nonprofits in our trade area.
We will usually donate 1% to 3% of each facility’s space to local charitable groups that service the trade area. It builds goodwill and connects us to the people we serve. When we had managers onsite, they were the face of the facility. Now, it’s usually one of us as owners or a regional person involved in our management operations.
Conclusion
As I said last week, by the time you’re reading this, we’re probably already tweaking things again. This part of the industry is evolving faster than any other.
I hope these last two episodes gave you a useful look at how we’re setting up management for automated facilities today. Feel free to take what you think may help you from these episodes.
The goal is to give small owners like us a real shot at competing—and winning—in this fantastic game of self-storage.
Let me know what you’re doing in your management operations that is working well for you. I’d love to hear from you.
