STEER TO SUCCESS
storage company is data analysis and marketing strategy to nail down best pricing models and keep abreast of targets that make sense and attract long-term customers. This is an area where some mom-and-pop shop oper- ations might be aided by considering outside sources who specialize in the latest marketing trends. “We use Tenant Inc. for our internet
marketing,” says Ally Young, COO of Ramser Development Company, which has 10 facilities in Orlando and Northern and Southern California. “They manage our Google PPC and SEO, and we collaborate on a monthly basis on promotions and ads. Based on conversations for the previous few weeks, that helps us determine how aggressive we want to be with our pro- motions and pricing. Of course, it varies depending on traffic and demand. In house, we do our own
SECOND QUARTER 2024
mass email marketing campaigns and review pricing and promotions weekly. We regularly post on Facebook and solicit online reviews on a monthly basis. We recently signed on with Veritec to test dynamic pricing.” “When COVID hit, it forced all of
these folks to do something with all their sudden free time and extra cash they had available,” says Wojtaszek. “Everyone was running out and buying boats and RVs. The storage companies that had these facilities could put their sign on the front door and were basically sold out because they saw record boat and RV sales all during COVID. Sales have since dropped off the peak probably 60 percent to 70 percent, down tremen- dously. They’re now back to 2016 to 2017 timeframe. Really, really poor sales now. You really have to spend a lot more time and effort focused like
marketing to attract those customers and keep them in your facility, or you are struggling.” Wojtaszek goes on to say, “We have
spent a lot of time kind of building up that part of the business, developing a whole approach to target the custom- ers using digital mediums. Predominantly, you’re doing Google search, Facebook, Instagram, all the social media channels to create more recognition for your brand. A lot of folks that jumped into this space early on didn’t really need to understand marketing. You just opened and you were full. Well, that’s changed. Now folks are coming to us asking if we could manage their facilities for them. We will rebrand their locations under our name to manage their facilities and marketing for them. They’ll pay us a fee, but they collect all the profits as they own the business.”
Self-Storage NOW! 19
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46
