Use some of these tips to help your self storage facility thrive in 2011 & beyond.

1. 5 Things You Must Do To Thrive in
2011 and Beyond

2. WE ARE HERE TO HELP EACH OTHER

3. MARKETING
Additional ways of marketing in
this economic environment

4. Yellow Pages & Internet Marketing
• Yellow Pages- Because of the decrease in
usage, most reps will give you much cheaper
pricing than past years. The difference you
save in your yellow page budget should besave in your yellow page budget should be
moved over to optimizing your internet
listings.
• Internet- Plain & Simple. If you’re not on it,
and optimized, you’re losing rentals!

5. Affiliates
• Be sure to offer a referral commission
• Local Businesses
• Moving Companies
• Apartment & Condo Complexes• Apartment & Condo Complexes
• Realtors
• Competition!

6. Referral Programs
• A common program that works is a $25 credit
for the referrer (current tenant) and a free
month for the referral (new tenant).
• Mail your current tenants once every 3• Mail your current tenants once every 3
months with a referral letter and referral
cards.
• Give referral cards to all new move ins and
keep a stack on your office counter.

7. Other Creative Marketing
• Online Radio Spots- Many people listen to
online radio at work. Cheap sponsored video
links are available via “listen live” button on
radio station websites.radio station websites.
• Bus Benches- Place advertisement on bus
benches surrounding competition. Provides
cheap permanent signage.
• Neighborhood school buses w/ signage.

8. Bus Bench Advertising

9. School Bus Advertising

10. Power of Viral Media
• Remember
• A happy customer will tell 3 people about the
experience at your store. An Angry Customer
will tell 16…...16,000 (Youtube, Twitter, etc..)will tell 16…...16,000 (Youtube, Twitter, etc..)
• * The Power of Viral Media: Angry Customers
Armed with New Weapons : Teri Lanza: Inside
Self Storage.com

11. CUSTOMER SERVICE

12. Who Uses Storage
2009 Almanac
• Residential 74.4 % of all rentals and stay 13.7 months
• Commercial are 20.8% and stay 22.5 months
• Military are 2.9% and stay 11.8 months
• Students are 1.9% and stay 4.5 months
*Ten years ago Commercial users were only 10% of the market
and had an average stay of 24 months however Residential
users only stayed 4-6 months.

13. Stanford University Study
• 17% of customers will choose the highest
price for any service.
• 13% of customers will choose the lowest price
for any service.for any service.
• 70% of customers choose a service based on
something more than price!!!!
* Stanford University Study (Mini Storage Messenger, July 2009, Does it Pay to Discount?)

14. Services To Offer
• PO Box area, Conference room.
• Wireless internet.• Wireless internet.
• Coffee, Hot Chocolate, Water.
• Accept deliveries.
• Garage sales.
• Select a local charity.

15. PRESENTING YOUR PRODUCTS
Stand Out !

16. COMPARE YOURSELF TO
COMPETITION
• The latest statistics show there are an average of 7
competitors within a 5-miles radius.
• What does their office look like? Spacious, clean…
• What does their merchandise area look like?• What does their merchandise area look like?
• How does it smell?
• What are the managers like? Knowledgable, professional…
• What is their CLASS (A,B or C)? Any competitor that is less
than a Class C do NOT include as competition.

17. Class Types of Properties
• Class A Properties: Properties featuring above-average design and
construction quality. Offer a Retail Area and have a Security System along
with Computerized Access. Typically have an On-Site Manager.
Command the higher rental rates and have a superior location in terms of
desirability or accessibility.
• Class B Properties: Properties with adequate design and construction• Class B Properties: Properties with adequate design and construction
quality. Have Computerized Access along with an On-Site Manager. These
typically command average rental rates and are generally well-maintained
and desirable to most tenants.
• Class C Properties: Properties offer adequate functionality but few
amenities. The physical condition is acceptable but may have some
deferred maintenance. Command below-average rental rates and are in a
less desirable location.

18. Office Area
• Large office area room for merchandise.
• Managers in uniform or dressed
professionally.
• PO Box area, Conference room.
• Wireless internet.
• Security monitors visible.
• Coffee, Hot Chocolate, Water.

19. Property
• Unit with no garbage & swept clean.
• Clean golf cart for customer to ride on.
• On cart have water and sealed locks.• On cart have water and sealed locks.
• Signs pointing out security. Cameras,
Alarms.
• Temperature controlled building
connected to office.
• Does facility need painting?

20. Visibility
• Landscaping crisp and clean.
• Signage…electronic reader board,
banners, wind socks.
• Windows on a multi-story building.
• Can roll up doors be seen when driving
by?

21. Manager Support & Training

22. Where to Find Information?

23. Legislation
WHAT HAS CHANGED?
• Review Trade Magazines Monthly: ISS, Mini
Storage Messenger, SSA, State Association
Publications
• National and State Association Trade Shows:• National and State Association Trade Shows:
Each trade show typically has information in
relation to the changes in legislation
• Legislative Work Shops: Typically 4 - 8 hours
in length
• Attorney: Have attorney review statutes

24. Technology
SMART PHONES, IPADS, FACEBOOK, TWITTER,
ONLINE SOFTWARE, KIOSKS, SEO WEBSITES
WE ARE NOT IN KANSAS ANYMORE….
• Review Trade Magazines Monthly: ISS, Mini• Review Trade Magazines Monthly: ISS, Mini
Storage Messenger, SSA, State Association
Publications
• Internet: Review technology related sites and
blogs
• Test: Go to Trade Shows, Best Buy, etc. and try
items out, see if it works and will it help NOI.

25. Management Techniques &
Operational Methods
• Consult Industry Experts: Management
Companies or Industry Consultants
• National and State Association Trade Shows:
Workshops and Speeches are a great way toWorkshops and Speeches are a great way to
keep on up updates in techniques and
methods.
• Read: Industry Trade Magazines, Success
Magazine, Entrepreneur Magazine, browse
Barnes & Noble and Amazon.com for

26. Train & Implement
• After you have done your research decide the
time line for training and implementation.
• Training, depending on the extent of the
project, should be done onsite. Written
Instructions & Procedures should be providedInstructions & Procedures should be provided
• Smaller projects will implement quickly:
Phone System, Online Software, Social Media.
• Larger projects will implement on a longer
time table: SEO Websites, Kiosks, Paperless
Transition.

27. Follow Up
• Implementation without Follow Up is
worthless.
• Never leave a project to chance. After
Training and Implementation make sure your
Regional Managers and Facility Managers areRegional Managers and Facility Managers are
comfortable with the new items. If not,
consider additional training.
• Is the project having a positive effect on NOI.

28. MANAGING REVENUE
Cut Expenses

29. Expenses
• Reduce size of Yellow Pages.
• Internet presence. (free sites pay per click)
• Eliminate security deposit go to Admin. Fee.
• Discount pre paid units.• Discount pre paid units.
• Shop credit card processing companies.
• Invoice by e-mail.
• Up collection call.

30. Expenses
• Appeal Property Taxes.
• If climate controlled resent thermostat
settings.
• Install energy efficient bulbs and ballasts.• Install energy efficient bulbs and ballasts.
• Install motion sensors.
• Possibility of solar panels.
• Switching phone service provider.
• Remove dumpsters.

31. Expenses
• Insurance
1. Increase deductibles.
2. Membership through certain types of
organizations.organizations.
3. Reduction when grouped with other sites.
4. SHOP THE POLICY.

32. Payroll
• Approximately 81% have implemented a
hiring freeze or staff reductions.
• Reduce benefits…Medical Insurance, vacation
and sick time.and sick time.
• Prohibit overtime.
• Cross Train - sharing employees between
multiple sites.

33. Payroll
• Cutting office hours. Example from 8 hours
business days to 6 hour business days.
• DO NOT make managers subcontractors.• DO NOT make managers subcontractors.

34. YES! Raise Rates

35. Why We Raise Rates:
1. Raising rates is normal, expected and NEEDED!
2. For a facility to stay profitable we must increase
rates to counter the increase of expenses.
3. If you are 100% occupied you are losing3. If you are 100% occupied you are losing
customers.
4. Operating Expenses increase every
year…PAYROLL!

36. Making Increases Easier!
• Involve manager on what reasons why, how
much to raise and authority to handle any
customers who have a concern.
• Get tenants on auto pay credit card!• Get tenants on auto pay credit card!
• If multi story higher floors less likely to move
out.

37. When To Increase.
• Any time any given size is over 95% occupied.
(RENT PUSH)
• Any time you add anything of value to the
facility...facility...
1. New Security Features.
2. Maintenance such as painting of building or doors, new
asphalt…
3. Opening of new units.

38. When To Increase.
• Opening of new competition.
• Extremely HOT months!
• Extremely COLD months!• Extremely COLD months!
• When competition does.

39. Why 2 Increases A Year:
According to the 2009 Self-Storage Almanac in 2008:
• Average residential stay is 13.7 months a 11% gain from 2006.
• Average commercial stay is 22.5 months a 8.3% gain from 2006.
• Average Military stay is 11.8 months a 8.6% gain from 2006.
• Even students average a 4.5 month stay in 2007.
• If we increase 2 times a year when the average tenant
receives the second increase and calls. We tell them because
they are a GREAT tenant we will cut the second increase in
half. The facility still achieves a 10% increase, the tenant loves
us and may stay longer than the average because we worked
with them.

40. .
Example On Increase.
• If we have 100 tenants paying $100 each
and you raise 2 times at 7% at the end of a
year the unit is $114.
• Before increase 100 X $100 = $10,000.• Before increase 100 X $100 = $10,000.
• If lose 10% because of increase collect 90 X
$114 = $10,260.
• This is an increase of $260 per month plus
you now have 10 units to rent at $114 per
month.

41. WHY IS A FEASIBILITY STUDY
NEEDED
• IF YOU DO NOT PLAN CORRECTLY NOTHING WILL MAKE A
POOR LOCATION GREAT!
• Most lending institutions REQUIRE a feasibility study prior to
applying for financing.applying for financing.
• To determine if you are paying too much for the land.
• Is there enough demand for storage in the area?
• What is the quality of competition in the area?
• What is the proper unit mix for this area?
• What type of return you can expect at this location.

42. 7711 South Main Street Midvale, Utah 840477711 South Main Street Midvale, Utah 84047
801.273.1267 801.208.0431 FAX
1-866-970-EDGE (3343)
www.cuttingedgeselfstorage.com