By Jim Breunig - Storage Authority Franchise Director
According to industry data, a minimum of 25% of all new rentals are now coming directly from the web, in many cases that number can be much higher with an effective digital advertising campaign. Using data from G5 and Sitelink we now have the ability to see step by step from the initial point of contact with a tenant, to the actual lease signing. (Including phone calls) Understanding and improving upon these data points will ultimately lead to more rentals with higher rates.
Below is a quick breakdown of the top 4 drivers for increased online rentals.
#1 Source is Google my Business. Update daily if possible, photos, specials, announcements, etc. Make sure hours of operation and access times are posted correctly. Post property features like hands free gate access with a photo, along with merchandise offerings.
#2 Organic/Direct Contact - This is when someone specifically searches for your site, or types the website in the search bar. A few great ways to drive this free traffic are; Website prominently displayed on your Road Sign, and an effective Gorilla Marketing campaign that includes hand-out marketing collateral with your brand and website easily identifiable.
#3 Pay-Per-Click - Paid search is served up at the top of the search page, typically above the organic results. This prominent location helps your self-storage website stand out. Depending on the size and location of your facilities you must plan on spending a minimum of $1000 to 3,000 per month. In the age of Amazon you cannot afford to under utilize this marketing strategy. Do not do a 30-60 day run and try to evaluate the effectiveness based on immediate results. Typical campaigns take at minimum 90 days to a year to effectively evaluate. Be patient and follow the data.
#4 Social Media - Paid Ads directing traffic to your website. Put a $100 in the budget and run $25 weekly campaigns. This is an inexpensive way to drive traffic to your website. Advertising on social media gives your property more chances to connect with potential renters. Simply put, social media isn’t just a channel to see cute puppy videos or share moving tips. It is also an excellent way to help drive traffic to your website and increase rentals utilizing paid advertising.
If you have questions please feel free to reach out, I love marketing and Self Storage strategizing!
Jim Breunig is a franchise director at Storage Authority. His passion and focus is helping new and existing franchisees in the area's of operations, sales, and marketing. Jim has over 15 years of experience in the self storage industry working with some of the largest REIT's and Privately held organizations in the business. Jim is excited to share his knowledge and is available at Jim@StorageAuthority.com, or by phone, 941-312-1964 to answer any questions you may have, or to share the Storage Authority Franchise opportunity and advantages with you.