Lie No. 4: Yellow Pages Are Still the Most Effective Advertising Medium
Every time I read a statistic saying that the highest percentage of tenants come from the Yellow Pages, I shudder. The statistic is absolutely real. But, a vast majority of operators only advertise in the Yellow Pages!
If you’re only doing one thing, of course it’s going to account for most of your results. Operators that test other mediums report numbers that are quite different. Once you accept the fact that other marketing mediums exist and work and begin testing them, you’ll notice your percentage of Yellow Pages rentals will drop.
The good news is other mediums are much cheaper to implement and easier to control, and you’re not stuck with them for a year if they don’t prove worthwhile. Yellow Pages still have their place in this industry, but I challenge you to test other mediums as well.
Please forgive my boldness. I realize I’m not changing beliefs of the magnitude that Christopher Columbus did 516 years ago, but I do hope that I’ve helped you think about a few of your current beliefs. Moreover, I hope you can save the fortune you may be wasting on these falsehoods and put it toward better use and more effective marketing methods.
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 firstname.lastname@example.org; visit www.storagemarketingsolutions.com.