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

Derek M. Naylor Comments
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3. Neighbors of New Tenants.

You’ve heard about “keeping up with the Joneses,” right? Nobody wants to admit it, but if your neighbor gets a new car, big-screen TV or other home improvement, most of us will want something equal or better.

We’ve found the same to be true of storage. If everybody in a neighborhood has cluttered garages, yards and homes, we don’t feel as pressured to keep our homes clean and organized. As soon as one of our neighbors cleans up and makes his home look the best on the block, two or three will almost certainly follow suit very soon. I’ve lived in six cities in my life and watched this phenomenon transform several neighborhoods.

Human behavior is highly influenced by friends and neighbors. This has been true since the beginning of time and will probably continue forever. Use this to your advantage by marketing to the closest 25 to 50 of your new tenants’ neighbors. The list accuracy and letter you send are crucial. Regardless, this strategy is very inexpensive and highly effective once you get going.

While we’ve only covered a few starving groups here, dozens more exist in every market. Take an hour or two every week and ponder this principle. You’ll begin to notice starving crowds all over the place and capitalize on this potential feeding frenzy. 

Derek M. Naylor is president of Storage Marketing Solutions, a full-service, results-oriented marketing and advertising agency dedicated to the self-storage industry. For a free subscription to his e-newsletter, call 800.941.4805; e-mail; visit

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