Inside Self-Storage

SEP 2018

Inside Self-Storage (ISS) is an information source for industry owners, managers, developers and investors covering news, trends, facility operation, finance, real estate, construction, development, marketing, technology, insurance and legality.

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Page 59 of 63

Sharon Pallas of Universal Storage Group preps for a chamber after-hours event at Store Self Storage in Palm Beach Gardens, Fla. Her decorations and special touches made the evening memorable to the 150 who attended. Consider asking local business to provide you with brochures, coupons or other items of value you for your new-tenant gift bag. This can help you kick off your outside marketing efforts. You'll have a reason to visit and tell them about your referral programs. If there aren't any networking clubs in your area, start one. One of our marketing managers did this at a facility in Myrtle Beach, S.C. She saw an unfulfilled need and used it to her store's advantage. She started a new networking group that soon had more than 60 active participants, making a name for herself and her store. An uptick in rentals proved her efforts were well worth the time and energy. Finally, don't forget about your competition. This is an often-overlooked source of rentals. Go by monthly to drop off your current unit information and let them know you pay for referrals. Anyone can network their way to success if they have a goal in mind. A day shouldn't go by in which you don't take some grassroots action. Send an e-mail or several hundred, make outgoing calls to generate site visits, mail letters or postcards to target groups that need your product, and visit at least one local business while running errands. You can form strategic alliances almost anywhere that will benefit all parties and fill up vacant units. Get out there, see everything for yourself, and learn to generate your own traffic through networking and local participation. It is money in the bank. Spread the word about what makes your property the best in the market. It's easy, costs little and produces big benefits for you and your store. M. Anne Ballard is president of training, marketing and developmental services for Universal Storage Group and the founder of Universal Management Co. She's past president of the Georgia Self Storage Association and has served on the national Self Storage Association's board of directors. She has also participated in the planning, design and operation of numerous storage facilities. For more information, call 770.801.1888; visit 58 ISS I September 2018

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