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Community Relations Create Self-Storage Profit

Brian Johnston Comments

For many, these are bleak times. People face hard decisions. During an economic downturn, they find it more difficult to meet financial obligations, and they seek answers to business and personal problems.

A residential community can make up 70 percent of a self-storage facility’s customer base. Consumers are dealing with changes such as downsizing a home, making room for a returning family member, or creating space for a home-based business. As self-storage managers and operators, we need to stop reacting to economic challenges and anticipate the needs of our tenants. We need to turn our thoughts from competitively wooing consumers to finding creative ways to help them.

This is not a new concept. It is simply examining consumer needs to find a niche market, and then providing the service it wants. However, the process does require us to change the way we think and do business.

Wouldn’t it feel good to know you made a positive impact in your community? The goodwill you generate now could have real marketing equity once the economy improves. If we stop focusing on profit and consider how we can meet the needs of customers and prospects, abundance will follow like metal to a magnet.

If you consistently seek ways to help customers, improving existing services and developing new ones, your facility will not only be profitable, it will be recognized as a community resource. To attract and keep customers, look for ways to help them.

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