same old storage space

How do you prevent self storage from being a standard commodity? In the minds of many consumers a 5×5 is a 5×5 no matter how you slice it and the only difference is the price from one to the other. Self storage insiders would say, “Wait a minute. My store is worth every penny, because…”.

You may think your place is special and indeed it may be. But how do you get your prospective customers to agree with you? Take a look at how some other industries try to fight off becoming common. Many businesses private label all kinds of run-of the–mill products to try and set them apart. Some use celebrity endorsement to make themselves seem different.

Auto dealers have a problem because the same make and model is available at many dealerships. The pricing comparisons are on the internet. This makes it hard to get a customer to come into the dealership. As in storage, if you can get someone to come to the store, the chances of making a sale are great. Some car makers are mixing up and varying package options and discounts so much that you can’t just call the dealer and get a firm quote. You have to select a specific vehicle that the dealer runs a search on through their direct connection to the maker to check current discounts, incentives, etc. These incentives change from day to day, so you have to make your buying decision immediately to get the incentives on the exact model you want. I don’t’ know how well this plan is working. We’ll see if auto dealers expand this plan, change it, or drop it.

Many in the self storage industry use demand based pricing so that stores are changing rates almost every day depending on demand cycles. This can help create urgency, when trying to convince someone to come down and rent immediately. You have some unique features at your property that other people may not have. You certainly point these out to people.

I’d be curious to read how you try to set yourself apart and get people to come in and decide right away. Email me and tell me what works for you.

Bye for now,
Tron

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Disclamer: This entry is intended to promote our partner StorageMart and some or all participants received compensation.

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