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Art of Marketing: How to Start a Feeding Frenzy for Self-Storage

Derek M. Naylor Comments
Continued from page 1
If you follow this simple formula with all marketing plans, you’ll have much bigger success than if you don’t. But who are these starving crowds, and how do you reach them? Of course there are the regulars:

  • Apartment dwellers 
  • Realtors 
  • Military personnel 
  • Pharmaceutical reps 

All are great prospects and should be fully exploited, but your competition also knows about them and usually bombards this group with marketing ploys. So I’m going to reveal a few more starving crowds that are often overlooked and teach you how to serve them.

1. Existing Tenants.

Your existing tenant base is a gold mine. You know these renters need storage and are willing to pay for it. You have their contact info and, hopefully, they’ve received excellent service and trust you as their storage provider. What you might not know is they usually need more space than they’re currently renting. In addition, they’ll purchase other products and services from you, and will gladly tell their friends about you when they need storage, too.

Any storage facility not sending well-written direct mail to existing clients is leaving money on the table. Right now, many of your existing tenants would rent another or bigger space if you gave them good reason. Also, some are storing belongings who would love the peace of mind tenant insurance provides. In addition, you probably have renters who are planning on moving and would gladly buy all of their packing supplies from your site if you offer a more affordable and convenient option. Finally, there are tenants who constantly trip over clutter at their friend’s home and would love to give you a referral. Put together a 12-month schedule to reach your existing tenant base and make sure to stay in constant contact with these people.

Before moving onto the next starving crowd, I must give you a warning about tenant-based marketing: Direct-mail letters must be very high quality and intelligently written. If you’re lazy with your piece, you’ll end up annoying your customers rather than becoming a bigger resource.

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