Management • Section 10


possible, made a large difference in our leasing efforts and is now commonplace in the industry. We saw a 33 percent in- crease in web leads through September (2020 over 2019).


Our managers achieved


the following 2019 Personal Mareketing Goals, see Chart 10.8 on page 99.


March, we


In 2020, beginning in discountinued


in-person marketing and events. Shifting marketing efforts locally to contactless means was not as difficult as one might think. Doing drive-thru events, dropping off goodie baskets, and fol- lowing up with phone calls is now commonplace,


as


are Zoom networking club meetings.


Once traffic is developed


to the site via calls, walkins, or the web, converting them into customers is critical to success. Count your calls, walkins, and conversions daily. Respond to web leads as quickly as possible, less than 10 minutes,


online, as they are the most price sensitive of all shoppers. Your website offernings and promotions have to be frequent- ly compared to your like-kind competition to ensure you are getting your share of leads and online rentals.


to con-


vert them into customers. Use Lead Tracking and Call Tracking software to hear and see how well the team performs.


For each location and


for your group of stores, it is important that manage- ment track and measure the trends and activities at your stores. Knowing your busi- est day to staff properly and knowing why customers choose your facility, so you can train the staff according- ly, is also key as many on-site managers believe it is only price that drives customers to us.


Price comparison is most critical when shoppers are


2021 Self-Storage Almanac 103


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