ISSUE: Sep/Oct 2008

Manager’s Helper

Eight People You Should Know

By Elizabeth Ferrin

Even the hardest working managers might be missing out on one of the best, most effective marketing opportunities available—networking. Managers know that effective networking often leads to those ever coveted referrals. Are you talking self-storage to everyone you meet? If not, you may be missing an opportunity to gain a new customer. Here’s a quick rundown of the top eight people whose potential referrals you may be overlooking.

1. Your renters.

You’ve probably developed a solid relationship with many tenants, but have you reached out to those you don’t interact with on a regular basis? Something as simple as a mailer or e-mail can keep you connected. Remember to make sure you close the note by asking for referrals.

2. Your competition.

Other self-storage managers can always send new customers your way when someone comes in looking for a size or service they don’t offer. Make sure you get to know all the industry professionals in your area and offer to set up a referral program with those businesses whose practices and facilities meet your own personal standards.

3. Local moving companies.

Many moving companies offer packing, loading, and driving services, but lack the ability to provide their customers with storage. Talk to movers and let them know that you would like to be the first storage company they refer to their clients.

4. Apartment managers.
Apartment managers are constantly dealing with move-ins and move-outs. This makes a self-storage facility a natural partner. Go the extra mile and offer the apartment residents a special discount.

5. Real estate managers.

Do you know the names of the most successful real estate agents in your area? More importantly, do they know you? If not, you have some work to do. Call local real estate offices and let them know that your facility offers both long- and short-term storage solutions for movers.

6. Contractors.

Whether working a standard remodeling job or salvaging a home after a natural disaster, many contractors work for people who need self-storage. Get to know these professionals.

7. Corporate relocation department heads.

Is there a large corporation headquartered in your town? What about a growing medium- or small-sized business? Corporate relocation departments bring in new employees from the other side of the state and across the country. More often than not, these long-distance movers need self-storage to make their relocation possible. Tell the relo department that you want to fill this need for their new hires and then let them know all the services you have to offer their employees.

8. Local business owners.

Some businesses regularly need storage and others have never even heard of a self-storage facility. Either way, offer to form a partnership with business owners and operators in your area. Consider exchanging business cards, pamphlets, and signage. You can even take it a step further and offer to display the business owner’s cards in exchange for the owner displaying and distributing your cards, as well.

Elizabeth Ferrin is the Editor of Self-Storage Now! Based in Maple Grove, Minnesota, she is also a frequent contributor to the Mini-Storage Messenger, Mobile Self-Storage Magazine, and RV & Boat Storage Today.