The role of the self storage manager is shifting in today’s fast-paced world where rental rates, promotions, lien sales, social media marketing and of course tenant relations are all major factors in the success of a business. Managers need to be on their toes with day-to-day operations and up-to-date on the latest marketing techniques.
“You must wear a lot of different hats,” said Stephanie Tharpe, a property manager for A Plus Storage in Nashville, Tenn. “It’s not just renting units, collecting rent and picking up trash. You have to have superb sales skills, over-the-top customer service, know your competition, set goals, know your product, council and educate your customers, and hit the streets with marketing.”
Vying for customers is still a major role for managers and the process has changed greatly. They need to be skilled with sales and engage customers from the beginning.
“There’s a tremendous amount of competition for each customer, and the store manager needs the sales skill set to be able to build trust with the customer, understand his needs, and fill the need with one of the available units,” said Noah Springer, director of strategic partnerships for Extra Space Storage. “Information-givers will not cut it. It’s also important managers know how to sell the strengths of their facilities. The manager must ‘un-commeditize’ his product by selling the features and benefits of the site. It isn’t just about price.”
Continued training and education is essential if the manager is to keep up to date on industry changes. Tharpe said it’s no longer enough to just make a sale during a walk-through.
“Good managers need to know everyday procedures and why they’re important. When training staff members I try to explain why we do what we do and why it works. Managers who are confident in their capabilities do a fabulous job,” Tharpe said.
Industry professionals agree that managers should take an active role in their training, such as listening to a webinar. And taking training classes that incorporate sales, marketing and operational effectiveness is essential in getting a balanced education.
“There must be an ongoing training program in all areas of sales, marketing and operational effectiveness,” says Brad North, founder of Advantage Consulting & Management. “It must be comprehensive, measured and improved over time.”
Marketing has unquestionably graduated from the Yellow Pages and it has become one of the most important aspects of a manager’s job. Online strategies are crucial as a majority of people use the Internet to search for self storage. Online marketing encompasses a facility’s website, the use of social media like Facebook, online directories and Internet classified ads. The potential customer can use the Internet to communicate with a number of facilities and the manager who is most savvy in communicating will get the sale.
Sources Used:
Campbell, Amy. “Self-Storage State of the Industry 2011: Management and Marketing.” Inside Self-Storage. March 1, 2011.