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 to offer the best value for the price you’re asking. Highest value is only held in the mind of each consumer, so to align our thinking we ask the master question: “If I was the ideal customer, why should I buy from THIS facility instead of THAT one?”
Some customers value security. Others care deeply about a facility’s visual appeal. Regardless, you need to know what customers in your market value and how much they think it is worth.
Marketing Communications Director
"How Storage Customers Think About Things"