Differentiation is the key to successfully marketing your self-storage facility. By highlighting site security, peace of mind becomes a great selling point.

The self-storage industry operates in a homogenous market with very little differentiation. Every metropolitan Yellow Pages is plastered with countless facility ads that say basically the same thing: We sell boxes. But put yourself in your customers shoes. He lives around the corner from a storage facility while yours is two miles away. Why should he rent with you?

Operators face a big challenge in rising above competition. Self-storage facilities often provide the same generic products and services. If the key to market share and high occupancy rates is differentiation, but our industry inherently has very little of this, are we in a hopeless situation?

The answer is no and for good reason: technology. First adopters can reap profitable advantage over their sleepy competition. If you have the foresight to use new technology, you have achieved some significant differentiation from fellow operators that you can market to significant advantage.

Its true. New technology hits the self-storage industry square in an often overlooked, easily marketed customer need: peace of mind. Joe Q. Public has given you the responsibility of not just storing his earthly goods but protecting them as well.

In recent years, self-storage security has evolved dramatically. The transformation has been beneficial to owners, tenants and their insurance companies. You, too, should consider capitalizing on site security as a marketing tool.

Understanding the Customer Mentality

American society is riddled with material desires. Americans are packrats, and they dont want to part with their worldly possessions. When they move, divorce or accept a temporary position out of town, they rent storage space rather than discard many of their belongings.

What better way to attract tenants than to allay their fears of losing their goods? Self-storage is often a magnet for criminals. Our facilities are full of stuff and are virtually devoid of people for several hours each day. Tenants would love to be reassured their valuables are safe. They appreciate security and, properly marketed, it can be the most important consideration for tenants deciding which facility to use.

Satisfying customer needs should be your No. 1 priority. Everything else followsrevenue, profit margins and repeat business. The most important way to satisfy consumers is to ensure the property entrusted to your facility is secure. This will make them happy. They will rent with you for as long as they need space and recommend your facility to others. This word-of-mouth marketing is highly effective and it doesnt cost you a penny. On the other hand, if you allow a break-in and tenants lose valuables, youll lose a lot more: your customers and everyone they know, forever.

Choosing Effective Systems With Marketing Appeal

Depending on the kind of security threats you have experienced at your site, there might be several security solutions for you. But when you do invest in security, flaunt it; leverage your investment as a marketing tool to gain new customers and lure tenants away from the facility next door.

Fences, gates and other barriers remain necessary but are not always effective. Most self-storage sites employ some physical barriers, which may provide a false sense of security. Criminals, too, use technology, and have found ways to circumvent them.

The application of new technologies to the security industry can and does impact self-storage. High-security tools are being increasingly adopted. There are many types of systems available for self-storage. They include access control, alarms, electronic door locks, CCTV/DVRs and network cameras.

Unit-door alarms can be a solid solution if properly applied. However, they can also be burdensome for operators due to the potential for false alarms.

The presence of security cameras alone can discourage criminal activity. When confronted with surveillance, criminal types think twice about targeting a site and are more likely to head to a less vigilant one. CCTV cameras are most commonly used. They can be very effective if they are monitored. DVRs can record criminal activity, and recordings can be used to investigate and prosecute perpetrators.

A relatively new camera technology has hit the security market and is gaining headway in the industry. The use of IP (Internet protocol) cameras, or network cameras, offers more functionality and is more cost-effective to deploy.

Even more exciting is an emerging service: remote, real-time surveillance using the Internet. With this new breed of proactive security, cameras can be monitored 24/7 at a fraction of the cost of hiring someone to do it for you. This IP-centric system can also allow customers to interact with the system and view their own units. Its a great way to differentiate your site from competition.

Effective security adds value and commands a higher price. By investing a few more dollars on marketing your security solution, return on investment will make it all worthwhile. Whatever you choose, dont think of it as an expense but an investment.

Marketing Tips

Investing in effective, affordable, state-of-the-art security not only gives you an edge, it can be the cornerstone of your marketing campaign. Flip through the self-storage advertisements in the Yellow Pages and see if your business looks better or different than others. Marketing a new security system can easily distance you from competitors.

On your print or outdoor advertisements, appeal to customers fear of losing valuables and make them feel confident about your facility. Likewise, highlight your security solution on your brochures, fliers, direct mail and other marketing materials. Most important, post signs throughout the property if you have alarms, electronic doors or cameras.

Remote, live monitoring of cameras permits a wide range of potential marketing ideas:

Beware Security Claims in Marketing Materials

The security features of your facility should be clearly defined in your marketing materials and lease agreement. Ensure that any claims you make regarding security are verifiable and legally allowed. To avoid being sued by tenants, there should be no misrepresentations.

Many properties post signs claiming they are under surveillance. While this is a powerful marketing message, it can be saddled with legal risks. When you use the word surveillance, the law can construe that to mean someone is actually watching the property at all times. You need to be careful when you use this terminology in your marketing materials and rental agreements. An angry customer who has suffered a loss can and will seek legal redress anywhere he can.

Having cameras alone, regardless of whether footage is being recorded, does not satisfy the requirements of a property-under-surveillance claim. Having cameras that are watched 24/7 by owners or security guards meets the test but is an expensive security solution. Fortunately, security companies can now monitor your cameras remotely via the Internet at a fraction of the cost.

Marketing a storage facility can and should consist of more than selling retail product. Savvy operators use security to their marketing advantage by upgrading to affordable, state-of-the-art systems, increasing the visibility of security and promoting security features to customers.

Luz A. Berg is the vice president of marketing for IntelaSight Inc., a full-service IP surveillance company based in Mesa, Ariz. IntelaSights unique integration of network cameras, the Internet, networking equipment, wired and wireless technologies, camera-management software and highly trained intervention specialists allows the company to offer real-time IP surveillance services. For information, call 800.385.8616; e-mail [email protected]; visit www.intelasight.com.