The Hybrid Self-Storage Manager: A New Approach to a Position That’s Swiftly Evolving in an Automated World
More self-storage operators are embracing automation to handle a variety of tasks, from renting units and communicating with customers to opening gates and doors. This has led to a shift in facility-manager responsibilities, but even “unmanned” properties need humans for certain types of work. Enter the new hybrid manager. Find out what this role entails, the skills required and how it fits into the industry business model.
As the self-storage industry continues to modernize, the job of the facility manager is evolving. Traditional, onsite employees who handle everything from unit rentals to customer service to marketing and more are less necessary at stores where automation, online tools and other technology are being used to streamline operation and increase efficiency. In some cases, they’re being replaced by a new breed of industry professional: the hybrid manager.
This shift reflects trends in other industries where technology enables more specialized roles and responsibilities. By leveraging digital tools, self-storage operators can streamline many processes that once required manual oversight, such as billing and reservations. This reduces costs and provides customers with a more seamless and convenient experience.
Let’s explore this new role of the hybrid self-storage manager including what it entails, the skills required and how it fits into the existing business model.
What the Role Entails
Traditional self-storage managers are full-time employees responsible for a range of tasks, including but certainly not limited to:
Managing the rental process from start to finish
Addressing customer inquiries and concerns
Collecting payments and managing accounts
Making collection calls and handling lien sales
Maintaining site security
Overseeing property maintenance, including repairs and cleanliness
These employees handle virtually every aspect of facility operation. While this level of involvement can be a strength, it also requires a broad skill set and the ability to juggle multiple responsibilities simultaneously.
In contrast, a hybrid self-storage manager has a more specialized and streamlined role that combines the efficiency of remote management with a human touch. Spending 10 to 40 hours per week at each facility, they sometimes cover multiple locations, focusing on two main goals: First, they act as a concierge to assist customers; second, they’re responsible for ensuring the property remains clean and presentable.
A typical day for a hybrid self-storage manager might include:
Traveling between facilities to confirm cleanliness and maintenance. This includes checking common areas and ensuring all systems are functioning properly.
Answering customer questions. They might help prospects understand their rental options and facilitate sales using a kiosk, tablet or a QR code that links to an online portal.
Providing facility tours and showing prospects their unit options.
Communicating with remote-management teams to address issues and ensure smooth operation. This may involve relaying customer feedback, coordinating maintenance schedules or updating inventory systems.
Checking security systems and addressing potential concerns. This includes reviewing surveillance footage and access-control functions, and responding to security breaches or alarms.
Providing regular reports to supervisors and ownership on the status of each facility. This helps in tracking performance, identifying potential issues and planning future improvements.
Required Skills
A hybrid self-storage manager needs a unique skillset to succeed. They are:
Customer-service excellence: While their onsite presence is limited, they must provide outstanding client interactions.
Technical proficiency: Familiarity with online rental systems, payment platforms and other digital tools is essential.
Time management: The manager must have excellent organizational skills and the ability to prioritize tasks.
Problem-solving: They must be able to address issues as they arise, often with limited resources. This can range from handling customer complaints to troubleshooting technical issues.
Adaptability. The ability to adjust to new technologies and processes is crucial. This also extends to working with different teams and understanding each facility's unique needs.
Ideal Candidates for Hybrid Management
Not all self-storage facilities are suited for hybrid management. This business model is most effective for:
Large facilities with more than 500 units: Though they might leverage remote resources for administrative tasks, their scale often demands an onsite presence for certain activities.
Facilities transitioning to automation: When an operator doesn’t feel ready to move to a fully remote management model, hybrid staff provides a middle ground. This allows for a gradual transition, providing onsite support while increasing reliance on automated systems.
Remotely managed facilities with special needs: Some properties need more onsite support. For example, they might have high customer turnover, heightened security needs or premium services that require personal attention.
The Trend Toward Specialization
Specialization will be a core principle in the operation of self-storage moving forward. Having people or entire departments dedicated to specific tasks, such as revenue management or marketing, allows for much higher performance. For example, why would you rely on a single facility manager to take a few sales calls per day when a central sales team can field hundreds?
The self-storage rental process and most customer-service transactions can be handled remotely through online platforms or call centers. Even lien sales and other administrative and technical tasks can be handled by teams who have expertise in a particular silo. This division of labor allows a hybrid manager to concentrate on delivering an exceptional customer experience and keeping the facility in top condition. It enhances efficiency and ensures that tenants have access to immediate assistance when needed.
The hybrid-manager model represents a significant shift in self-storage, combining the benefits of automation with those of onsite management. As the industry evolves, this crucial role will ensure that facilities operate efficiently and customers receive the high level of service they expect. Embrace the change and see how this innovative approach can transform your business.
Brett Copper is a partner and president of Copper Storage Management, which offers third-party self-storage management and consulting services and owns its own facilities under the Copper Safe Storage brand. The company specializes in remote management and recently launched C3, a nationwide call center. Brett has experience in acquisitions, feasibility, management, marketing and manager training. To reach him, email [email protected].
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