Based in Brisbane, Andy Pudmenzky is a marketing consultant with over two decades of experience in web technologies, marketing, graphic design, theatre audio / visual and event management. | More...
Most of the time the ideas for my posts come from random moments of inspiration while waiting for something (be it the coffee machine or traffic lights), but today’s post actually comes from Thom – a client who suggested I tackle this one for him. So let’s dive right in and look at five ways to help keep your self storage facility (or any business, for that matter) full.
For every $92 spent acquiring customers, only $1 is spent converting them (source). Statistics like this show precisely why it’s so important for your website to convert a prospect into something more.
If someone’s on your website, it’s because they’re hungry for information, answers and pricing – so it makes sense to give them the online tools they need to make a commitment while their buying intent is high.
Take a look at your website right now and check a few things for me;
Did you know that 72% of consumers who performed a local search then went on to visit a store within eight kilometres? (source). With location and website conversion playing such an important part of the buyer’s journey and decision making process, how do you target those from your catchment area without paying a fortune in Google ads for certain keywords? Easy: Use a different tool.
Facebook, for example, lets you target people right down to the suburb level, as well as by interest (ie. moving house, renovating, etc) – ensuring your money is spent wisely. Get in touch if you need a hand with this.
I’ve posted on this topic previously, but in short, this allows you to find like-minded people by diverting advertising spend to the right type of customers (e.g. certain types of businesses) via the right channels – purely by looking at what already works for your business.
Do you have a refer-a-friend program in place at your business? People are 90% more likely to trust and buy from a brand recommended by a friend (source) – so this is a great way to drive business from your existing customer base.
Of course, word of mouth works both ways – if your business has issues, then people could be spreading negativity, so ensure you’re asking customers to provide feedback when they churn away.
Following on from the previous point, the best way to keep customer numbers high is to stop them from leaving in the first place. Keeping an existing customer is much, much cheaper than advertising for a new one.
Be sure to run an exit survey to find out why people are leaving; this will let you ascertain whether it’s due to normal churn, or due to something you can control – such as price, brand image, security perceptions, an undetected pest problem, etc.
Furthermore, it’s often a great idea to transition customers onto a set & forget automatic payment arrangement. Not only does this mean you can collect up to 96% of payments on time each month, but your arrears will be lower, you’ll spend less time chasing late payers and it means your storers won’t be ‘thinking’ about storage (and thus, re-evaluating their need for it) at least once a month come invoice time.
By using a regular auto payment (such as a direct debit from a credit card or bank account), it becomes a little less ‘fresh’ in their mind and they’re likely to keep that unit for longer.
Lastly, use the ‘Reason for Move Out’ field in Storman to track why they’re leaving. Storman’s Customer Analysis Report lets you drill down into this detail, too. Use this to discover trends and make improvements.
There you have it – five different ways to help keep your facility full. Can you think of any others? Leave a comment below or get in touch if you’d like me to help with your self storage marketing.
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