Inside Self-Storage

OCT 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 17 of 59

Spaceworks Business Suites and Storage, Mullica, N.J (Photo courtesy of Trachte Building Systems) Storage Masters, Chesterfield, Mo. StoragePRO, San Jose, Calif. Trojan Self Storage, Burbank, Calif. We asked self-storage operators, "How is your marketing approach changing in this digital age?" Here's what they had to say. "We're a small company with a relatively flat corporate structure and pride ourselves on our family feel. We try to be responsive to employee wishes and concerns. All employees have direct and easy access to key decision-makers, and we encourage feedback and suggestions on all levels. In addition, we tend to promote from within, and capable employees will find it easy to progress in their careers. As we are a growing company, it allows us to honor requests such as transfers to new locations. Employees who wish to relocate have been able to find open positions at new sites we acquire." —Michael Wachsman, Director of Acquisitions, Andover Properties LLC "The most successful way to retain quality employees is to enrich and empower the ones you have. This is also key to attracting new hires. If your employee experience is exceptional, your customer experience will be as well. We pride ourselves on being a learning organization and believe the core driver of value and a key competitive differentiator in our business is the property manager. In addition to our extensive library of online and offline employee-development resources, we bring every property manager from across the country to our headquarters quarterly for multi-day training workshops, forums for open discussions and team-building activities. Our programs center on empowering team members throughout the organization to make key decisions and operate with a level of autonomy with coaching from both supervisors and peers. While we leverage common online and offline job-listings services to attract quality candidates, every employee is encouraged to be a recruiter and keep his eyes and ears open daily for talent. This is how we've found some of our best people." —William Stephens, Vice President of Marketing, Morningstar Properties LLC "We work hard to hire well, and then create and maintain a team-oriented culture where people want to work. We also try and help them see that they have a career path with us, not just a job. This approach helped us earn the Glassdoor Employees' Choice Award, recognizing the Best Places to Work in 2018. We were No. 74 out of over 700,000 companies recognized." —Jeffrey Norman, Vice President of Investor Relations and Corporate Communications, Extra Space Storage Inc. "We're blogging and creating more content. The key has been to have the events and the real-life occurrences in our operation that are interesting enough to cover!" —Jay Schuminsky, Owner, All Storage "We've started our own brand name, which has helped drop our marketing costs and improved market penetration." —Gregory M. Ellsworth, President, Self-Storage Consulting Group LLC "Since inception, we've exclusively utilized digital marketing, so no strategy change. That said, we're more focused than ever on original content creation." —Seth Bent, CEO, Red Dot Storage 16 ISS I October 2018

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