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Three Must Do’s for Over the Top Success while Pre-Marketing your New Facility.


Three Must Do’s for Over the Top Success while Pre-Marketing your New Facility.

By: Garrett Byrd


1.)       As soon as you have closed on the parcel you will be building your self storage facility make it a point to get your self storage coming soon sign up.  Make sure you get permission and adhere to the city/county rules and regulations with signage. This will be your introduction to the community for the next six to eight months so make sure your hello to the community stands out and is inviting,  remember less is more on a quick drive by sign.  You will want to have your  phone number on the sign where your future customers can  call and receive information  or leave their contact information phone and email to be put in your data base for your facility updates and progress.   It’s a good idea to have your website on the sign as well, even if your website is in the beginning phase it’s nice to have a place where your customers can receive basic information as well as register their interest as your site progresses.  As soon as you have temporary electricity, make sure you have spot lights or even Christmas lights on the sign.  It’s the 15,000-30,000 cars driving by your parcel that well be your future customers you want to be as visible to them as you can. The average facility has 15-20 rentals and reservations, Storage Authority’s goal should is to have 50-60 hard reservations or rentals before you open your doors. If this isn’t your goal you are likely losing out on $60K in income your first year due to poor pre- planning.

Coming Soon                                        storage10steps_0_o



2.)          Join your local chamber and real estate associations.   When you join these types of associations you must be involved and you should network all angles.   You are networking, it’s not net-eating, net-socializing, or net sitting, it’s networking and you have very little time to make connections and utilize each other’s platforms to generate new business.  For your local chamber, you want to attend as many events as you can, let them know your facility will be open soon.  Business card exchanges luncheons, support any grand openings for your fellow chamber members.  It’s important that you let them know you care about their growth just as much as you care about your facility’s growth.  It’s the law reciprocity, people feel a sense of obligation to do something for you when you’ve done something for them. Help your fellow businesses achieve their goals and it will pay dividends to your facility’s growth.  The realtor associations are important as well, self storage is a transition business and  realtors are constantly in front of their clients who are on the move and in need of storage solutions. The realtor associations usually will let you sponsor their training classes for a luncheon or brunch.  They will allow you to set up a table and give a five-minute information pitch about the self storage services you provide.   Be sure to have some branded give a ways (totes, pens, marketing material) for the realtors and let them know you have a realtor resource center at your facility to help promote their business.  Ultimately the realtors want to know if they are referring your self storage facility their clients are going to have a first-class experience.




3.)      Community outreach to your local businesses with in your three-mile radius.  This is critical to do before you open your doors.  You want to prepare yourself with a branded marketing tote and have your marketing material in your totes along with a pre-leasing discount.  Your objective is to visit all businesses in your three-mile radius, let them know your facility is opening soon and leave them a tote.  You also want to take their business card as well and learn as much about their business as you can in your short visit.  The key is to get the local businesses card for your contact list and let them know you hand one of these totes out to every new customer.  You like to help to promote your local businesses so you include a coupon to their business to bring awareness to their brand.  Let your fellow business owner know you are a transition business some of your customers are new to the area or on the move.  There is no fee to promote their business with you all they should do is give you a stack of coupons to stuff in your totes.  You always want to keep a master coupon with their business card, when you run low on their coupon you can give them a call and they will gladly swing by to deliver more coupons for you and thank you for handing them out.


Storage Authority Franchising is about owning your own hometown self storage business and having the professional systems and knowledge to assist and guide you. We like to say You are in business for yourself but not by yourself.  If you are thinking about self storage you owe it to yourself to contact  Garrett Byrd at 941-928-1354 or Garrett@StorageAuthority.com to learn more about the Storage Authority Franchise opportunity.







$3,000,000 In Your Pocket for Being an Expert!


How Much is it Worth to Be Prepared For

Your First Year as a New Self Storage Owner? 


By Marc Goodin  


If owning self storage is so great, why doesn’t everyone do it. Because It is just hard enough to keep the average person dreaming on the sidelines.  The good news is the barriers to entry continue to make it one of the best real estate investments to make both a great income and build a great nest egg while you have the option to keep your career. Heck most people will not even get to the end of this article, never mind start their own business.

So, the next two questions are:

1) Why is it worth millions to be prepared? As you read the rest of this article you will learn why.

2) Why are most self storage not prepared in their first year and often never reach the premier status they could.  The answer to this second questions is it takes time and knowledge to be prepared and the typical new owners simple do not have the time and experience.  Like most businesses, Self storage is unique and takes time to learn.

It took me 4 years of engineering college and two state tests to become a Professional Civil Engineer.  It took me 10 more years to become an expert in site plan designs.  And then it took me 5 more years to be an expert in civil engineering sales and marketing.  For the first 10 years, I was paid for my time, staring at $50/hr. and ending at $250/hr. But after I was both and expert engineer and expert at (engineering) sales and marketing I was paid for my knowledge and not just for my time. Of course, this provided financial success significantly more than trading dollars for hours.  Believe it or not the same goes for most businesses including self storage.

It took me 6 months to build my first self storage and become a self storage owner.  It took me 10 years to become a self storage expert and then 5 more years to become an expert in self storage sales and marketing (Over 10,000 hours) So when I say new owners do not have the time or experience to be prepared I am really not kidding.

Let’s take a look at those millions typically left on the table by most self storage owners.  For this example, I am going to use a 50,000-sf foot facility with 420 units with the average unit rental rate of $150/month.  For comparison, the average facility in the US is 67,000+_ sf and of course has more units.

I looked at several recent self storage feasibilities studies by the experts and they predicted rent up to 90% between 24 to 42 months. Typically, around 4-5% per month for 20 units a month.  Last week a self storage that just opened 4 months ago shared his first 3 monthly rent up stats with me and he rented 15 units a month.

With the right design, premarketing and team in place on opening day you should aim for 60 plus units rented in your first month.  If you use a conservative 12-month average stay each extra rental in your first month is worth $1,800 a year.

The first 20 extra units: 20 unit’s x 12 months’ x $150 monthly rental = $36,000/yr.

The second extra 20 units (60 units total) the 40 extra rented units’ value is $72,000/yr.

Done right the second month can be a repeat of month one in extra rentals compared to the average.  So why is the typical so low.  Again, because the new owner cannot tell you the 25 design elements or the 50 pre-opening and 50 post opening sales and marketing items required for these over the top results, never mind the secret sauce on how to execute them. Can you name them?

Typically, a new self storage facility opens with a manager who does not know how to sell and rent for over the top results.  At worst, they are order takers, at best they are good customer service agents, neither will get you past the typical results.

Once you are past the first couple of months the number of move outs increase every month.  And the increasing the facility visitors and renters becomes more critical.  Just as important, is these extra rentals can reduce the rent up period by a year or even more!  For a typical 50,000 sf facility of 420 units, 90% rented = .9 x 420 units = 378 units rented.  If you use the average stay of 12 months that means at this 90% full equilibrium point you have 378/12 = 32 move ins and 32 move outs every month. In other words, your job of attracting prospects and converting them to renters never ends.  So why not make sure you and your manager has all the tools before the grand opening.  The simple answer is this information and education is not often available to the manager and owner.

I am sure you would agree: With the 6 months pre-opening sales & marketing training and assistance and 52 weeks of new learning and implementing of new sales and marketing techniques in your first year you could significantly increase your rentals which would also lead to more rentals every year.

Would you believe or consider:

Training must start by collecting the low hanging fruit.  A sales and marketing manual, rental scripts, pre-opening rental program, two dozen rentals must do items, manager training, manager help hot line, along with more sales and self storage basics and you could increase your rentals by 1 a week.

Low Hanging Fruit: 1 extra rental per week for a year =

1 week x 52 weeks x 12 month stay x $150/month rent = $93,600 income/year.

Mid-level sales and marketing task for a second extra rental a week: co marketing with 15 plus local companies, over the top service, off site marketing & visits, social marketing, monthly marketing plan, secret shopping, warm calls, manager training, on site marketing, and much more

Mid-level training and education for a second extra rental per week for the is another $93,000/year.

And if you hire a sales manager to start with and throw in gorilla marketing and more sophisticated sales and marketing concepts for a third extra rental a week, it  would be another extra $93,000 income/year.

Just as important is these “extra rentals” can reduce the rent up period by a year or even more.

Will most managers or owners take the extra steps required for these extra rentals?  No, they will not even know the extra steps. Do you know the extra steps?  Are they possible with the right people, systems and knowledge? Yes!

Garrett Byrd our Storage Authority’s resident expert on manager marketing was working for a multi-unit self storage group as a manager and manager trainer.  When his company was building a new 3 story facility in 2016 he was chosen to manage and get the new facility off to a fast start.  It did not look easy as another 3-story facility was under construction, just down the road.   But he started with pre-opening marketing and continued his marketing every day.  He rented an unbelievable 80 units the first month and 80 units the second month.  At month 6 the facility was 60 % + rented – Wow.  And at the seventh month we hired Garrett!

Will your manager have even close the same results?  I do not know.  Will they visit (and know how to get referrals) the chamber of commerce, local banks, attorneys, funeral homes, realtors …. or have Santa’s visit during the holidays, beach day at their facility; or will they memorize a great rental script; or take the time to have answers to overcome the 10 self storage objections; or will they hand out candy, flowers, water and coffee to their visitors?   Will they even know the critical 25 environmental factors and 100 plus other over the top customer service required to be a premier self storage?  Can you list them?

If you and your manager learn the environmental and over the top customer service, and implement best management practices for sales and marketing not only do you get the extra rentals you also can be the price leader for additional income.

When a feasibility study is prepared, they determine the average rental rates of your competition and assume you will rent at the average rental rates.  And I have found most new owners actually want to charge less than the average.  With our help our franchisees rates will be 10% higher or more than if they set them on their own.  This means our services are free.  But if you understand you are not in the self storage business and learn how to solve customer’s problems and enhance their experience you can even charge more than 10% higher than the average rates.  You can become the premier facility and price leader. Most managers do not know their job is to find out what customer’s problems are, never mind how to solve them in a fashion that builds trust and rent units.  See my article Three Rental Rate Myths for more details, Where you can see first hand examples of charging 20% and more than the competition.


For a typical 50,000 sf facility with 378 units rented every 10% increase in rental rates = $68,000/year.  Here is the math

378 units –  Average rent $150/unit – 10% higher rent

378 units x ($150 x 0.10) x 12 month stay = $68,000

20% higher rental rates = another $68,000/year

30% higher rental rates = another $68,000/year

 Can you answer why a customer would pay 10%, 20% or even 30% more to rent at your facility?  You need this answer before you start your design. Again, it is a combination of environment, over the top customer service, sales and marketing.  It’s about providing the “just right feeling”.   The typical renter calls or visits 4- 6 facilities, what makes your facility superior?  Your quality, your vault units, your additional unit sizes, your doors are 1 foot wider or higher, your landscaping, you, your manager, your security, your sale office, your sales and marketing, did you notice the customer car or his Boston Red Sox’s shirt, did your manager call a new prospect by name 3 times, did you …………. the list is endless?

I have heard many managers say I want to lower my rates to match the rental rates of the REITS down the street.  But do they want to explain to their customers and friends the $19/month rental rate increase in 5 months and $19 rental rate increase in 9 months that the REITS impose?  It is much easier and more fun to shine bright, surprise and delight your customers!

If you ask most managers what should be done to rent more units, they are going to tell you reduce the rates.  Nothing could be further from the truth.  The price is typically 4 to 6 down on the list why renters choose a specific location.  So, you need to know how to promote the items ahead of price and overcome price objections.

“Marc, I understand your concern about price and that you want to get the best value for your money.  I am sure you can agree with me that Storage Authority has many benefits and services our competition does not have, including the best guarantee in the business and me.   If I gave some of my customers a discount I could not provide the services, they expect and deserve.  Would you like to get that 10 x 10 in your name? I promise to earn your business everyday” There are several other steps and a couple of hours of training to perfect overcoming the price concern.  But in most cases overcoming the price concern is not even needed to rent.

The number one excuse is I do not need it today and this is the simplest one to overcome.   Last week I was checking out a possible new facility location and I called a nearby existing facility to see how full they were and their prices.  I simple asked if they had a 10’ x 10’ I could rent next week.   They had one but could not promise it would be available next week.  I said I could always rent a 10” x 15’ and asked if they had any.  He said he had two available today.  He never asked if I wanted to rent today.  For sure this facility is losing well over a hundred thousand dollars a year because their prices are too low and like most facilities they do not have any idea how to rent over the phone. And typically, of many facilities they do not ask for the rental each and every time!

Did you know you will rent more units priced at $149/month than at $143/month?  People have been trained that prices have been cut back when the price ends in 9.  Did you know you will rent more units at $149 plus tax than the same price of $159 tax included?  Did you know you will rent more units at $149 than at $149.00?  Did you know you will sell more $12.99 locks if the sign says $17.99 Locks on Sale $12.99?  I have been to hundreds of self storages and never seen a lock on sale.

Unfortunately, or fortunately (depending how you look at it) self storage marketing and sales is years behind the hotel industry and the retail industry in general.

If you understand you are in a retail business and not the self storage business you will make more money.  If you understand you are in the people business and the sales and marketing business you will make even more money.  People do not rent self storage because they want self storage. But they will choose you because you understood them, took the time to discover their problem and desires and helped them resolve them and feel better.  As soon as you understand it is not what is between the 4 walls of a storage unit but what is outside the 4 walls you will be on your way to having happy customers willing to pay more for your services.

I recommend you visit 5 self storages and see how many managers show you a unit (half or less I bet.).  Call you by name (none).  Ask the manger the last time they called back a prospect and asked them if they wanted to rent; the last time they visited the competition to make sure they sent prospects their way when they were full; the last time the competition referred clients to them; the last time they visited the local business in the 5 mile radius; the last time they raised their renters rates, the last time they carried free water out to their renters; how many people are on their newsletter list or how often they send out newsletter?, what is their guarantee?, What percentage of renter buy insurance and go on auto pay?, why they sell the cheap unsafe shank locks? or, how many boxes does it take to move a house? …………the list goes on.  Then you will start to have a better understanding of the concepts here. Send us an email and we will send you a check list that will help you understand what you are looking for on your visits.

Call a couple of facilities and let them know you are just getting prices and see if they even try to rent you a unit over the phone.

If these self storages, in businesses for many years, have not figured out how to be premier facilities how is your manager going to figure it out?  It takes an experienced team.

A well set up retail office with the right training will provide you an extra $50,000 a year in what I call manager sales.

You have 32 people moving in every month, so the opportunity for add on value keeps repeating itself month after month!  At most self storage, most add on sales are close to zero.  In fact, most managers are willing to give free stuff like a free lock or dropping the $20 one-time admiration fee or reducing the price at the drop of a hat.

If you consider items locks, boxes & tape, insurance, admin fee a person in the know can add a couple of thousand dollars a month in profits or an extra $25,000 a year and if you stop the unnecessary discounts you have another $25,000 a year

I love customers on auto pay because they save us time (for marketing) Typically only the few who put themselves on auto pay get on auto pay.  Even if asked if they want to go on auto pay say no because most yes or no questions naturally end up with as a no. This one is a no brainer.  It just takes learning the script and techniques mandatory and one hour of training and the proper lease. Because people stay 2 extra months if they are on auto pay an extra 10 auto pays a month is worth $30,000 a year.  As far as I know we are the only one who has this option on the front page of a lease making it easy to present and get a yes at just the right time.  And no extra paper work like every other facility.  Of course, I had to pay a self storage attorney to set it up to make sure we met the law.

One of my all-time favorites is eliminating the crazy “free month” deal.   For our example of 32 new rentals each month at $150 it would be a whopping $4,800 a month or $57,600 giveaway each year.  The REITS have to do this because they have $9/hr. managers and this is the only rental tool they have.

A couple of years ago, I was hired for 2 days to visit a self storage to simple confirm they were not doing anything wrong.  They were making a great income and they were not looking to make any changes that would create more work for them, like better training the staff or sprucing up the office.  In the end to get them to items I knew would make them a ton, I offered to give back my $5,000 fee if they made two changes and if they did not make triple my fee in profits.  The first was to eliminate the first month free offer and the second item was to eliminate the big sign out front “units starting at $9/month and change the price of these small unit to a still great below market price of $39/month.  In six months, the owner called me back and they were making $8,000 more a month because of the 2 changes.

We have reviewed a lot of first year extra income items, but in the end most if not all are important every year, year after year.  If you add them all up they equal several hundred thousand dollars, so of course, it is not very likely that they will all be extra profits. But at least you can understand that they can make you a larger first year income and the ability of renting up twice as fast. And enjoy your business with more profits year after year by building a great team with self storage expertise along with a sales and marketing background.

If you are not ready to do the some of the work yourself and be part of an experienced team, I would not recommend you go it alone.  That leaves you one other choice and that is to give your facility over to one of the REITs to manage your facility.  I believe strongly once you pay for their fees and add on expenses (and often lower rental rates) you will make less money.  If you want to be totally 100% hands off this is a route to consider.

So how do we get to that that 3 million by being prepared.  It simple, let’s cut all those additional incomes back to just an extra $100,000 a year income.  If we assume you own your business for ten years you have the first Million Dollars.  As you may know self storage sell based upon cash flow after expenses.  If you have and extra $100,000 in profits and a 5 cap rate your sales value would increase by $100,000/0.05 = $2,000,000.

If your like me and thinking why not aim for $200,000 or $300,000 of extra income give me a call, we think alike!

Storage Authority Franchising is about owning your own hometown self storage business. And having the professional systems and knowledge to assist and guide you. We like to say You are in business for yourself but not by yourself.  If you are thinking about self storage you owe it to yourself to contact Garrett at 941-928-1354 or Garrett@StorageAuthority.com to learn more about the Storage Authority Franchise opportunity.


Marc Goodin is President of Storage Authority Franchising.  He owns 3 self storages he designed, built and manages. He has been helping others in the self storage industry for over 25 years.   He can be reached at marc@StorageAuthority.com or directly at 860-830-6764 to answerer your development, marketing, sales and operations questions.  His bestselling self storage books are available at Amazon.

You should not base any investment decisions on these examples and ideas.  It is strictly for discussions. Many factors will vary significantly based upon any given facility, location, competition, your efforts, experience and time.

This information is not intended as an offer to sell a franchise or the solicitation of an offer to buy a franchise. Certain states regulate the offer and sale of franchises.  If you are a resident of one of these states we will not offer or sell you a franchise unless and until we have complied with the applicable presale filing, registration, and disclosure requirements in your state.

In NY, an offering can only be made by a prospectus filed first with the Department of Law of the State of New York.  Such filing does not constitute approval by the NY Department of Law.  Minnesota Franchise Registration #F7944.   If you have any questions, please let us Know




Adaptive Reuse of Big Box Buildings

Here is a ling to a great Article by Nick on self storage conversions.

N. Malagisi big box conversions

Screen Shot 2017-03-11 at 2.47.47 PM


If your looking for a highly qualified broker to help you find and purchase ( or sell) your self storage I recomend you give Nick a Call. Check out his web site for a full list of the services they provide.
Nicholas J. Malagisi, SIOR
Managing Director | National Director Self Storage
Sperry Van Ness | Commercial Realty
P.O. Box 1015
Buffalo | NY 14231
o 716.633.9601 | c 716.310.8314
Nick.Malagisi@svn.com | www.storagerealty.com



Franchise Business Radio – Interview with Marc Goodin, President of Storage Authority Franchising

Name and Title of Person Interviewed:

Marc Goodin, PresidentIMG_3170

Guest BIO:

Marc Goodin is President of Storage Authority Franchising. As a professional civil engineer he has designed commercial developments and self storage facilities for over 25 years. His self storage expertise has been fine tuned by designing, building and managing 3 self storage facility he presently owns. Marcs experience from the trenches and his expertise is apparent in his two best selling marketing and planning self storage books available on Amazon.. Marc is uniquely positioned to provide simple, straightforward and effective guidance in achieving industry-leading service and profits in the self-storage Industry.



Click Here to Listen to Interview with Marc Goodin, President of Storage Authority Franchising


  • Topics/Questions:

  • Why Self Storage for the Busy Professional
  • How to get started in self storage
  • How to double your profits in self Storage
  • Storage Authority

Web Site and/or Social Media Links:




The 3 Big Myths About Rental Rates

The 3 Big Myths About Rental Prices

By Marc Goodin

First I want to show you a chart for the 22 self storages near my Coventry self storage.  As you can see there is a huge difference between the low & high prices and even between the average and the high prices.

Average Rental Rates Coventry & Area
Average Rental Rates Coventry & Area

The high prices are mine and I can tell you increasing your rates 25% will increase your profits by 50% and more!


You will get more rentals and make more money if your rates are in the middle of the pack or on the low end of the rental scale.

There is nothing further from the truth, in fact I can find the price leaders in any city and they will be the ones making the most money.  There is no other business where the owners (and managers) lack the basics of a retail business (or just are making to much to care or put in the time.)  This can be observed by the fact that so many facilities are full but have not raised their rents (in years).  Have you ever seen another business that would not raise their rates when there is such demand?  These facilities would make more money with higher rates at 95% full.

By providing the tools and training a manager, the sale manager will surprise and delight clients and provide the “just right feeling” and price will not be a factor.  Once you help clients understand and see you are a premium self storage they will be happy to pay for your services

We have the best guarantee in the business and we share it with every customer even before they walk in the door!  They know we care about them and their stuff immediately – priceless!

100% Satisfaction Guaranteed!
100% Satisfaction Guaranteed!

Most owners have let their facility become a commodity by having order takers for managers and not having trained sales managers run their facility.  The difference is not what is between the four walls of a unit but what is on the out side of the walls.  A Commodity is a product or service that no one cared enough about to market and thus has to compete on price.  Marketing and sales managers create value by combining stories, design, care and over the top service.

The problem is it takes experience and work to provide the systems, manuals, guidance and training.  Starting day one I would rather insure managers know how to really explain the price and understand the basic sales and marketing, then literally leave tons of profit on the table every month.  And that is why Storage Authority has developed Dynamic Ease Series for all aspects of self storage.

Our managers are required to email us immediately if someone did not rent because of our (higher) prices and provide their phone number and tell us what they said about price.  After training I rarely get such an email but when I do once or twice a year I love to give them a call and rent to them.

TWO Most renters choose where to rent based upon price.

There is nothing further from the truth, in fact price is often 6 or 7 down on the list. Many managers think price is the major factor in choosing a self storage because this is the first question a prospect often ask.  But customers ask this because they do not know what else to ask.  Competing on price is absolutely the worst feature to use to build a profitable self storage.  During the next 5 site walks to show units have your managers ask prospects what is important to them and price will be down on the second half of the list.

The manager’s simple do not know how to make a sale and in most cases do not even take a prospect for site walk to get to know them or know how to ask for the rental.  People do not window shop for self storage.  Typically, they are going to rent from you or someone else in the next week.

THREE  It is a lot of work to keep up with the competitions prices I don’t really need to do that.

Again a myth.  The competitions prices are simple to get with a few strokes on your key board.  I use www.stortrack.com  I can check the competitions prices when every I want and Stortrack even send me alerts when prices change.  Us our code Price20  and save 20%.  They have a couple of great options to get quick mini reports when you looking at new sites.css 22 stortrac

They provide the data in a couple of great formats for easy use.  Here is a couple of screen shots of my facilities rates and my competition rates.  As you can see there is a huge difference for form the low, average and highest.  And Coventry Facility is the price leader!

Screen Shot 2017-01-18 at 6.47.14 PM

The low is 70 and we are the high at $123 and the average is $100 but would be much lower if you took us out. We are 23% higher than the average and we about to raise rates for the spring.

I need the competitor prices to insure I am the highest. I even bring my price list to all my competition and let them know how high I am.  Hopefully this get them to raise their prices a bit.  But more importantly when they run out of a size a customer needs they refer them to me. My competition is one of my major sources of leads.  They think customers will come back to them one day because they charge less but it never happens

Screen Shot 2017-01-18 at 6.53.32 PM

The 5 x 5 average is $49/mo and the high is at my Competition Mansfield Self Storage but don’t worry I own that facility too!  Wow we are 60% higher than the average!

BONUS Quick tips how to over come the price objection

Most people do not rent is because they were never asked if they wanted to rent. So ask 3 times, “lets get that 10 x 10 in your name”

Many people did not rent because you did not overcome their concerns.  There are only seven typical concerns so its time to learn them and their responses.  So again ask if they want to rent and them overcome their concerns.

Potential renters bring up prices in typically one of the two following ways:

  • Potential Renter: That’s high      

      Your response:  Why do you say that? 

 Now you can over come their concern and rent. You will be amazed at the answers.  The only price concern you really have to compete with is, so & so down the street is cheaper by $20 and that’s simple:  I am sure you can agree we are different and we provide exception value. As you shake you head yes ask would you like to get that unit in your name. The key is not saying anything and let them response.  They either rent or come up with the real concern you can overcome.

Never Never match prices.  After the customer understands your value, you are much better off asking are you ready to rent today? And if they say yes, then offer them a $25 off the first month rent and add in free lock, if they want more.  One time discounts are so much better then ongoing monthly discounts.

  • Question: Can you give me a better price?

Your Response:  I understand your concern. You want to get the most value for your money.  From what I shared with you I am sure you can agree we provide exceptional value.  We keep our rates as low as possible and still provide the services all our clients expect. Would you like to get that 10 x 10 in your name today as you put the lease on the counter.


Marc Goodin is President of Storage Authority Franchising, the best Franchise for the busy professional.  He owns 3 self storages he designed, built and manages. He has been helping others in the self storage industry for over 25 years.   He can be reached at marc@StorageAuthority.com or directly at 860-830-6764 to answerer your development, marketing, sales and operations questions.

Self Storage Conversions for Huge Profits & 100 + Kmarts closing

100+ Kmarts for You to Convert To Self Storage for HUGE Profits!
by Marc Goodin

Conversions of exiting building into self storage is typically faster then building from scratch. And often these empty grocery stores, Wal marts, sears, Kmarts etc are located in high population and high traffic areas so they are prime self storage locations. While conversions cost about the same as new construction your the regulatory process is much easier and you can cut your time in half.


Adding the self storage units cost aprox. $10 to $12 per square foot. And often you can expect to spend another $10/sf foot on soft costs, building improvements, office build out, signage, parking improvements.

You can find these buildings by simply driving around your neighborhood. If you have a KMART or SEARS in your town you have a 1 in 10 chance it may be an option for a future self storage as sears is closing about 10% of it stores.

Sears announced a second wave of store closures on Wednesday, bringing the total number of closures scheduled for early 2017 to 150.

The company will shut down 108 Kmart stores and 42 Sears stores by April, according to an internal document obtained by Business Insider.
Upcoming Store Closures Announced 1/4/2017


Kmart 3600 Wilson Road Bakersfield CA
Kmart 25 West Polk Street Coalinga CA
Kmart 333 Sierra Street Kingsburg CA
Kmart 363 S Broadway Denver CO
Kmart 2809 North Ave Grand Junction CO
Kmart 45 Shunpike Road Cromwell CT
Kmart 3200 Macon Road Columbus GA
Kmart 365 Habersham Village Circle Cornelia GA
Kmart 1601 Highway 40 East Kingsland GA
Kmart 2600 Dodge Street Dubuque IA
Kmart 5700 Gordon Drive Sioux City IA
Kmart 3810 University Avenue Waterloo IA
Kmart 2851 Belt Line Parkway Alton IL
Kmart 3655 Nameoki Road Granite City IL
Kmart 750 Indian Boundary Road Chesterton IN
Kmart 1460 West State Road 2 La Porte IN
Kmart 4820 S 4th St Trafficway Leavenworth KS
Kmart 4200 W Kellogg Dr Wichita KS
Kmart 115 South Airline Hwy Gonzales LA
Kmart 1400 S Clearview Parkway New Orleans LA
Kmart 29600 Ford Road Garden City MI
Kmart 3555 O’Neill Drive Jackson MI
Kmart 1396 South Main Street Adrian MI
Kmart 5400 S Cedar Street Lansing MI
Kmart 1501 E Apple Ave Muskegon MI
Kmart 40855 Ann Arbor Road Plymouth MI
Kmart 17580 Frazho Road Roseville MI
Kmart 3541 Highland Road Waterford MI
Kmart 165 Wayne Road Westland MI
Kmart 6455 US 31 N Acme Township MI
Kmart 1305 Highway 10 West Detroit Lakes MN
Kmart 1477 State Highway 248 Branson MO
Kmart 2304 Missouri Blvd Jefferson City MO
Kmart 1003 S Bishop Ave Rolla MO
Kmart 3101 S Glenstone Ave Springfield MO
Kmart 6650 Manchester Ave St Louis MO
Kmart 545 US Hwy 29 North Concord NC
Kmart 1931 Skibo Road Fayetteville NC
Kmart 201 N Berkeley Blvd Goldsboro NC
Kmart 102 New Market Madison NC
Kmart 815 S College Road Wilmington NC
Kmart 1468 Clementon Road Clementon NJ
Kmart 645 Highway 18 East Brunswick NJ
Kmart 800 Black Horse Pike Pleasantville NJ
Kmart Rte 9 & Rte 47 Rio Grande NJ
Kmart 10405 S Eastern Ave Henderson NV
Kmart 1500 Coshocton Ave Mount Vernon OH
Kmart 185 Upper River Road Gallipolis OH
Kmart 1005 East Columbus St Kenton OH
Kmart 225 West Avenue New Boston OH
Kmart 1284 Brice Road Reynoldsburg OH
Kmart I-70 & Mall Road St. Clairsville OH
Kmart 3515 N Maple Avenue Zanesville OH
Kmart 4 East Shawnee St Muskogee OK
Kmart 5820 Shaffer Road Dubois PA
Kmart 1320 E Grandview Blvd Erie PA
Kmart 1890 Fruitville Pike Lancaster PA
Kmart 5600 Carlisle Pike US 11 Mechanicsburg PA
Kmart 120 Mall Blvd Monroeville PA
Kmart 100 Cross Roads Plz Mt. Pleasant PA
Kmart 3801 B Clemson Blvd Anderson SC
Kmart 254 Highway 72 By-Pass Greenwood SC
Kmart 8571 Rivers Avenue North Charleston SC
Kmart 3020 W 12th St Sioux Falls SD
Kmart 305 W Economy Road Morristown TN
Kmart 1120 Mc Rae Blvd El Paso TX
Kmart 9484 Dyer St El Paso TX
Kmart 1101 Fort Hood Street Killeen TX
Kmart 3061 S John Redditt Dr Lufkin TX
Kmart 1153 W Highway 40 Vernal UT
Kmart 2010 N Main St Layton UT
Kmart 1419 Hershberger Road N W Roanoke VA
Kmart 3655 Plank Road Fredericksburg VA
Kmart 6101 N Military Hwy Norfolk VA
Kmart 1355 West Main Street Salem VA
Kmart 1425 E Highway 151 Platteville WI
Kmart 2211 S Green Bay Road Racine WI
Kmart 1840 Dell Range Blvd Cheyenne WY
Sears* Albany Mall Albany GA
Sears 5555 Whittlesey Blvd Columbus GA
Sears 1235 S Reed Road Kokomo IN
Sears 2259 S 9th St Salina KS
Sears* 9001 Cortana Mall Baton Rouge / Cortana LA
Sears* 197 Westbank Expressway Gretna LA
Sears* 3099 28th St SE Grand Rapids MI
Sears* 12737 Riverdale Blvd NW Coon Rapids MN
Sears* 1850 Adams St Mankato MN
Sears* 3600 Country Club Dr Jefferson Cty MO
Sears 3702 Frederick Ave Saint Joseph MO
Sears* 3902 13th Ave South Fargo ND
Sears 1000 S Main St Roswell NM
Sears* 2000 Brittain Road Akron OH
Sears* 1075 N Bridge St Chillicothe OH
Sears* 1701 River Valley Circle S Lancaster OH
Sears* Richmond Mall Richmond Hts OH
Sears 428 SW C Ave Lawton OK
Sears* 1 Susquehanna Valley Mall Dr Selinsgrove PA
Sears* 1500 Mall Run Road Uniontown PA
Sears* 3595 Capital City Mall Camp Hill PA
Sears* 1500 Diamond Hill Road Woonsocket RI
Sears* 2701 David H Mcleod Blvd Florence SC
Sears* 2101 Fort Henry Dr Kingsport TN
Sears* 4101 E 42nd St Odessa TX
Sears* 500 Gate City Hwy Bristol VA

Announced 12/27/2016
Kmart 300 Highway 78 E Jasper AL
Kmart 2003 US Hwy 280 Bypass Phenix City AL
Kmart 3001 Iowa Avenue Riverside CA
Kmart 501 N Beneva Road Sarasota FL
Kmart 1801 Northwest Hwy 19 Crystal River FL
Kmart 15271 Mcgregor Blvd Fort Myers FL
Kmart 2111 S Federal Hwy Fort Pierce FL
Kmart 1501 Normandy Village Jacksonville FL
Kmart 2211 W Irlo Bronson Hwy Kissimmee FL
Kmart 19400 Cochran Blvd Port Charlotte FL
Kmart 4955 Golden Gate Parkway Naples FL
Kmart 111 Town & Country Drive Palatka FL
Kmart 33 W Montgomery Cross Road Savannah GA
Kmart 4561 Salt Lake Blvd Halawa / Honolullu HI
Kmart 191 Outer Loop Road Louisville KY
Kmart 2945 Scottsville Road Bowling Green KY
Kmart 14662 N US Highway 25 East Corbin KY
Kmart 1501 Paris Pike Georgetown KY
Kmart 3010 Fort Campbell Blvd Hopkinsville KY
Kmart 1710 West Highway 192 London KY
Kmart 2815 West Parrish Avenue Owensboro KY
Kmart 9 Plaza Way Fairhaven MA
Kmart 1130 Newport Avenue South Attleboro MA
Kmart 222 N Point Blvd Baltimore MD
Kmart 688 Hogan Road Bangor ME
Kmart 4645 Commercial Drive New Hartford NY
Kmart 5132 6th Ave Tacoma WA
Kmart 731 Beverly Pike Elkins WV
Kmart 1050 Division Street Parkersburg WV
Kmart 250 Three Springs Drive Weirton WV
Sears* 301 Cox Creek Pkwy Florence AL
Sears 1901 S Caraway Road Jonesboro AR
Sears 90 Elm St; Enfield Sq Enfield CT
Sears* 301 Eagle Ridge Dr Lake Wales FL
Sears* 5101 Hinkleville Road Paducah KY
Sears* 262 Swansea Mall Drive Swansea MA
Sears* 10 Whitten Road Augusta ME
Sears* 1261 Niagara Falls Blvd Amherst NY
Sears* 2000 Walden Ave Cheektowaga NY
Sears* 1 N Galleria Dr Middletown NY
Sears 9605 Queens Blvd Rego Park NY
Sears 1901 S Yale Ave Tulsa OK
Sears 3245 E State St Hermitage/Sharon PA
Sears* 18600 Alderwood Mall Pkwy Lynnwood WA
Sears 225 Meadowbrook Road Bridgeport WV
Sears* Towne Center Mall Charleston WV
All stores above will close at the end of March except for the following locations:

Kmart, Cromwell, CT – mid-March
Kmart, Mechanicsburg, PA – mid-February
Sears, Florence, SC – mid-February
Sears, Camp Hill, PA – mid-February

Marc Goodin is President of Storage Authority Franchising. www.StorageAuthorityFranchise.com He owns 3 self storages he designed, built and manages. He has been helping others in the self storage industry for over 25 years. He can be reached at marc@StorageAuthority or directly at 860-830-6764 to answerer your construction and development questions.

The One Hour Self Storage Demand Review

The One Hour Self Storage Preliminary Demand Review

By Marc Goodin   1/2017

Demand is one of the several items that must be reviewed to determine if a property is suitable for a new self storage development.  It is important not to over assign to much importance to Demand or any one of the item or any one the important site features.   This preliminary demand is not a substitute for a Feasibility Study by a self storage expert but rather a quick way to determine if further research and if a full demand analysis should be completed by experts.

Demand is typically measured based upon the existing population in 1 and 3-mile radius in the Urban areas and the 1, 3 and 5-mile radius in rural areas.  Typically, a combination of square foot per person is determined based upon individual State averages, National averages and micro averages, existing rental rates and occupancies.  Many experts use the state average of 8.3 sf per person as a starting point. And add and subtract based upon local conditions and features.  Additional demand may be added if there is a large commercial base that may use storage or subtract demand if poor rates or large vacancies exist.

Once the total demand is calculated the available demand for construction is determined by subtracting the demand used by the existing competition, plus competition under design, approved, or under construction

This used demand is again based upon the square footage of the existing competition.

These are quick down and dirty calculations.  If they look favorable, then it is time to get the actual square footage of each facility (often available at the city records and often online) and confirm with the city if any facilities have been approved or even submitted for approval.  There is no excuse for not driving the area to assist in your research.  Once the calculations are performed with the more accurate data look favorable and you have confirmed the site has the other characteristics of a good self storage location it is time to get a professional feasibility study done.

Example  1 – Urban Location

1 Mile Radius- Existing Population 22,000 people

 Total Demand available = 22,000 x 8.3 sf/person = 176,000 square feet

Demand used by 1 Existing self storages of 62,000   square feet

New Construction Available Demand = Total Demand available – Demand used =  176,000 sf – 62,000 = 114,000 sf available for new construction    –

Looks good for additional research


3 Mile Radius – Existing Population 86,000 people

Total Demand available = 86,000 x 8.3 sf/person = 713,800 SF

Demand used by 9 Existing self storages, assuming an average size of 60,000 sf = 9 x 60,000 = 540,000 sf

New Construction Available Demand = Total Demand available – Demand used =

713,800 sf – 540,000 = 173,800 sf available for new construction    –

Looks good for additional research

Example 2 Rural Location

1 Mile Radius- Existing Population 3,000 people

Total Demand available = 3,000 x 8.3 sf/person = 24,900 square feet

Demand used by 0 Existing self storages = 0 Square feet

New Construction Available Demand = Total Demand available – Demand used =  24,000sf – 0 sf = 24,900 available for new construction

Not enough population available in 1-mile radius but in conclusive since typical in rural low population areas.


5 Mile Radius – Existing Population 15,000 people

Total Demand available = 15,000 x 8.3 sf/person = 124,500 sf

Demand used by 1 Existing self storages = 55,000 sf

New Construction Available Demand = Total Demand available – Demand used =  124,500sf – 55,000 sf = 69,500 sf available for new construction

Looks good for additional research.  I should note, among other things, I often like to see a demand needed that is double what is to be built.

 Example 3 – Self Storage Opened In 2016 In Sarasota FL

Let’s take a look at a facility that opened in 2016 on Route 41 in Sarasota, FL and see if we come up with the same conclusion to build a new 3 story facility as the owner did.

The two items we need are the population stats and near by self storages for the 1 mile and 3-mile radius.

To do this I used programs from PAC-COMM  http://pac-comm.biz. If your business has interest in self storage acquisition, location feasibility studies, facility research for future development, or any type of self storage location research; PAC-COMM’s Google Mapping API provides an important service.

PAC-COMM offers free two and three-day trial periods for accessing and exploring both their demographic reporting and their mapping applications. To learn more about the demographic reporting and the mapping applications download this PDF:  http://freepdfhosting.com/d11807d40f.pdf . To reserve your test trial, ask additional application or licensing questions, contact Teresa Roemer at PAC-COMM, troemer@pac- comm.biz.  Let them know Marc from Storage Authority sent you.

I simply plugged in the address into the PAC-COMM demand URL form and got the demographic and population report and the existing facilities in the area.  Here are the results of the population section of the demographic report.


Next I entered the address and radius into the self storage mapping program.  The program permits for several different radius options and you can click on each facility to get the name & address to assist in further research.   Here are the results for the 1 mile & 3 mile facilities.

1 Mile Radius

As you can see there are two existing self storages in the 1 mile radius.


As you can see there are 9 self storages in the 3-mile radius.

You can zoom in and out and also get an Arial views, as well as choose other radius to help with your research.  You can also click on each facility to get the name & address to assist in further research.

For the quick and dirty calculations, I assumed all self storages are shown and the ones shown are self storages (vs RV only storages), and I simple estimated the square footages by my experience of driving by or looking at them at google earth.  I also assumed no new facilities are on the drawing boards, have been approved or are under construction in the 3-mile radius.

1 Mile Radius- Existing Population 9,504 people

Total Demand available = 9,504 x 8.3 sf/person = 78,883 square feet

Demand used by 2 existing self storages of approx. 25,000 sf and 70,000 sf for a total of 95,000 Square feet (estimated)

New Construction Available Demand = Total Demand available – Demand used =

78,833 – 95,000 sf = negative 16,167 sf for new construction


3 Mile Radius – Existing Population 60,844 people

Demand available = 60,844 x 8.3 sf/person = 505,000 sf

Demand used by 9 Existing self storages consisting of and estimated 450,000 sf

New Construction Available demand = Total Demand available – Demand used = 505,000sf – 450,000sf = 50,000 sf

Based upon these numbers you may consider this to be an A location based upon demand.  But since I live around the corner and know the area well, my initial reaction would be this is a great location and dig deeper. I would first get the actual square footages of the existing facilities and check their occupancy and rental rates.

In certain areas driving habits and drive times must be considered.  This location has an advantage as Route 41 is THE major road in town and many people head to this road to shop and access the town north and south. Making this location a shorter travel time and more often taken route leading prospects to this location vs. other locations that may be closer to home mileage wise.

The closest self storage is a haul dealer with inside multi story self storage that is not air-conditioned that concentrates on truck rental and not will not be a major competitor. And did you notice there is a long stretch to the north on 41 with facilities.  Also this area has a high commercial and retail storages that will also provide 15% plus of the renters.

Secondly did you notice how 5 of the 9 self storages are located just on the 3-mile line?  If we did a 2.9-mile radius the numbers we would have almost the same population and less than half the self storages.  Likewise, if we added area to the west we would not add any self storages but add substantial traffic.

For this location around 40% of the 3-mile radius has no population due to be located next to the ocean. Which is not the case for the 5 facilities at the three-mile radius.  I would visit these self storages and I bet they are both full at great rates.  If we go to the 5-mile radius we are not going to add any facilities to the west and the facilities to the north have a natural break at Fruitville Avenue where people to the south of Fruitville Avenue would have the tendency to go south due the better neighborhoods and shopping districts.

I would normally have to do a host of further research to determine if this site has the demand and other features to determine if this location is suitable for self storage. And my guess is many professionals would have stopped their research early on and skipped this site, but in this case we have the evidence this is a superior location.

Our newest addition to our Storage Authority Team (to help you) is Garrett Boyd who was the manager of this facility for its first 6 months of operations, before he joined Storage Authority.  In just six months under Garrett’s management this new 3 story facility went from opening to over 60% full.  This is an incredible feat! Of course we believe and give much of the credit to Garrett due to his superior self storage sales and marketing expertise.

This bring me to one very important fact over looked by most self storages.  If a manager is a simple order taker/clerk or even a good customer service agent an A location can rent as a C location.  A superior experiences sales and marketing self storage manager can literally garnish much more than their fair share of the demand.

You owe it to yourself to contact Garrett at 941-928-1354 or Garrett@StorageAuthority.com to learn more about the Storage Authority Franchise opportunity. www.StorageAuthorityFranchise.com

Marc Goodin is President of Storage Authority Franchising.  He owns 3 self storages he designed, built and manages. He has been helping others in the self storage industry for over 25 years.   He can be reached at marc@StorageAuthority.com or directly at 860-830-6764 to answerer your development, marketing, sales and operations questions.  His best selling self storage books are available at Amazon and here.

Inside Self Storage Las Vegas Expo Huge Success!

The recent ISS self storage conference had record turnout!

The response to our first Conference booth was fantastic and we want to thank everyone for their support.I am pleased to say we got to talk to a lot of first time and even many repeat attendees looking to build their first self storage.

The first round of application approvals just went out! If you missed us at the show don’t worry just send me an email at marc@storageauthority.com and we can set up a time to talk.