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What does a healthy Wait List look like?
I am wondering what a healthy wait list looks like. How many people and how far ahead should we be taking reservations?
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HOW DO YOU DECIDE WHAT MARKETING CHANNELS TO INVEST IN?
(Given unlimited resources, we would take advantage of every opportunity - but that's not realistic. So how do you choose what marketing options are worth your money?)
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WHAT DOES "SEO" MEAN TO YOU?
(...What is your unique interpretation of SEO? Or, what do you expect from 'SEO services'? Don't worry, there is no right answer!)
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WHAT ARE YOUR BIGGEST MARKETING CHALLENGES?
(...What marketing insights do you wish you had?)
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WHAT DO YOU VALUE MOST FROM A MARKETING 'EXPERT'?
(Basically, what's worth spending money on?)
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WHAT ARE YOUR BIGGEST MARKETING FRUSTRATIONS?
Don't be shy...marketing (especially internet marketing) is a big, fast, often confusing world...so let's see how much we can gain from a little vulnerability.
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PRICE IS NOT THE MOST IMPORTANT THING. VALUE IS!
Customers will pay a premium for a unit that solves their problem. Being the highest value is far better than being the lowest price. Does price matter to a customer shopping for self-storage? Absolutely! But to win the customer’s business you don’t have to be the absolute lowest price. The key to any pricing strategy is…
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How often do you change rates for current units?
For current tenants, do you raise their rates after a certain amount of time? Or maybe you give them a discount for being long-term clients. What seems to work for you?
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WHAT’S SO SPECIAL ABOUT THAT SPECIAL?
Your special should be engineered to win your ideal customer. You are missing out on a huge marketing opportunity if your offer is too similar to the competition. If everybody is offering a similar special, is it really that special? More so than pricing, the opportunity of a special is to stand out from nearby…
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WHO IS YOUR WEBSITE FOR, YOU OR THE CUSTOMER?
A website’s job is to give the customer what they are looking for. When switched to a customer first approach, 2-3 times more leads is a very realistic goal. Your website needs to answer 3 questions: 1. Do You Have a Location Near Me? 2. How Much Does it Cost, or, How Much is it Worth? 3. Why Should I Choose You vs. The…
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POSITIONING: CUSTOMER GROUPS
Be specific about the customer group you’re serving. Understand their individual needs and prove you are their best solution. Customers want storage that fits their specific style and need. Instead of going after the market as a whole, it’s better to focus on the groups that you can serve at a higher level than the…
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MOVING SUCKS
Often times, the customer’s lifestyle has been shaken up. During a frantic state of misfortune or uncertainty, they deserve some compassion. A major life event often triggers a customer’s search for self-storage. For the majority, the need for a storage unit comes during a demanding transition. Sometimes these events are…
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PRICELESS POSSESSIONS
Customers have strong emotional attachments to their belongings. As unsettling as it is, they trust that a storage facility will guard their valuables as their own. The worth that one places on their valuables is often overestimated, so it’s not surprising that customers are extremely possessive of their ‘things.’ We…
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ONLINE, THE CUSTOMER HAS THE POWER
Misalignments between the business and the customer are rooted in old marketing practices (established pre-internet). Today’s customer demands a modern approach. The internet is the first media to empower the audience. With customers in control, the business can no longer force them to obey. In web marketing this is called…