Second, a directory is set up to convert as many online visitors as possible. Whether it’s a flat-fee directory, a pay-per-conversion directory or some combination of the two, if it doesn’t convert users to paying tenants, it will not retain facility operators as customers.
Directory websites invest thousands of dollars every year into watching the online behavior of Web visitors, testing new variations and implementing hundreds of tiny changes to reach optimum conversion rates. Do you have time to do this with your website? If not, this is an intangible benefit you receive by being listed in directories.
Which leads to reason No. 3: Operators of industry directories keep up with online trends and know what consumers want. Outside of conversion, they look at overall consumer behavior, how to capture and retain visitors, and how to keep them returning to the website.
You may have concerns about being listed among your competitors in these directories, but the reality is you can’t afford not to be. A directory is a consumer-friendly website that allows storage seekers to shop facilities and reserve/rent units. If your facility isn’t listed, it will never be in the mix for the traffic these sites are getting from potential customers.
As stated earlier, a directory’s success is tied to customer conversions. Membership in these websites is generally short-term, so immediate results are a must if the directory wants to keep your business. Some directories only charge a fee when a customer calls a facility, visits the facility website or reserves/rents a unit. Whatever the fee structure is, one rental will generally cover the cost of directory membership for quite some time.
The bottom line is self-storage directories are additional websites on which your facility can be found and through which you can capture what every storage operator wants: more rentals.
Nick Bilava is the director of sales and marketing for USstoragesearch.com , an Internet hub that connects online consumers with self-storage facilities nationwide. Bilava works with storage operators to help them capture more tenants online through USstoragesearch.com and a partner network of sites including StorageUnit.com and Storage.com . Over the past five years, he has worked with thousands of facilities to help them get more rentals online. He can be reached at 866.880.0742 or firstname.lastname@example.org .