By CJ Steen

Have you ever purchased a cell phone and asked where the store keeps its chargers and cases, only to be told you’ll have to shop somewhere else? Probably not. That would be very inconvenient and frustrating. Phone providers carry these products right in their stores because they know they can upsell customers. In our consumer-driven economy, convenience is king.

I personally detest Walmart and what it’s done to small, local business owners, but there I am during my lunch break buying a tire and a loaf of bread after getting my eyebrows waxed. Everyone appreciates convenience and ease of use, and we’re willing to pay premium for it. For example, I know I can go to the grocery store to buy everything I need at a reasonable price, while a “convenience” store may charge 10 percent more. Yet, I still spend more time (and money) at CVS. Why? Convenience sells! We’ve all grown a little lazier with everything at our fingertips.

Keep this in mind in regard to you self-storage facility and use it to your advantage. Make your store the most convenient one available. One of the quickest, best ways to become the local one-stop shop for customers is by offering services such as truck rental. Moving is stressful! If you’re able to make it less nerve-wracking, you’ll have loyal, happy, referral-giving tenants.

Here are four primary benefits of adding a truck-rental service to your self-storage operation and some tips for launching your program.

Benefit 1: Visual Impressions

According to the Outdoor Advertising Association of America, mobile advertising can be the most effective and efficient form of out-of-home advertising by reaching more consumers at a lower cost per thousand impressions. By incorporating a truck-rental business at your facility, you have the ability to customize a moving truck with graphics. Your truck can be a rolling billboard for your facility, garnering 600 visual impressions for every mile driven. The more your truck is rented out, the more visibility you gain in the marketplace. This is a proven, cost-effective, efficient way to market your storage and truck-rental offerings.

Benefit 2: Image Enhancement

Your company’s image is very important. After all, people are trusting you with their possessions. They value these belongings enough to pay to store them. I know if I were to store my deceased grandparents’ things, I would want to go somewhere that had a professional, secure and caring environment.

Offering truck rentals can enhance your image within the community in several ways. Not only is a nice, clean, professional-looking truck often the first impression someone has of your business, it conveys your marketing message: that you offer a secure, safe and clean facility. The truck has the capacity to spread your image and message throughout the community. You can also expand your reach by donating the truck for use by local charities, which further demonstrates your community support and involvement.

Benefit 3: Additional Revenue

A rental truck has the ability to be rented 60 times per month, based on half-day rentals at $19.95 per day. Additionally, the customer pays a rate of 79 cents per mile. Hand trucks, blankets and damage waivers are also available for customers to rent and buy. This can add a significant amount to the bottom line.

As a result of the truck’s visibility, a typical facility can also expect three new tenants each month. These tenants have an annual value of $1,548 based on renting a 10-by-10 unit at the average rental rate for a full year.

Benefit 4: Customer Service

Customer service is the ability to ensure tenants have an easy and enjoyable experience with your business. You support and listen to their needs. Your customers may be focused solely on shopping for an actual unit and may not realize they’re going to need locks, boxes and even a truck to move in. This is where you become their trusted adviser and provide these extras. They will rave about your service to friends and family.

Putting a Program in Place

Incorporating a truck-rental program at your facility is really very simple. All you need is a place to park a truck! There are only four steps to launching:

1. Find a truck.
2. Get an insurance license that allows you to rent the truck to customers.
3. Design eye-catching graphics that can be put on the truck to advertise your business.
4. Get state-specific rental forms or software to schedule truck use and print pertinent paperwork.

There are two types of programs you can provide. The first is a local rental program in which you own the truck and schedule rentals within the area. The other is a one-way program offered by companies such as Penske. With the latter, you rent the provider’s trucks and receive a commission based on those rentals. Either one can reap great benefits for your business.

If you find these advantages and the ease of implementation appealing, then truck rental is probably the right fit for you. Call a specialist to learn more about the opportunities. He can help you find the right truck and insurance program as well as help you design your graphics.

CJ Steen has been with On The Move Inc. officially for nine years as marketing director, but unofficially for 25 years as the founder’s granddaughter. She’s been working in the self-storage industry for 16 years. Her first job was as a facility relief manager. She has a bachelor’s degree in marketing from Hawaii Pacific University and an MBA from Texas Woman’s University. For more information, call 800.645.9949; e-mail cj@onthemovetrucks.com; visit www.onthemovetrucks.com.

USstoragesearch.com, a shopping-comparison website and online directory for consumers seeking self-storage, announced it will now display facility name, address and phone number (NAP) information on member listings. The inclusion of NAP data is designed to help self-storage operators achieve better results from local search as well as organic results for their own websites, according to a company press release. Accurate information across online citation sources is important in optimizing local search results, officials said.

“Seeing how local search results are consuming more and more of the first page on search engines, we wanted a way to help provide a boost for our members in this key area of search,” said Mike Jones, vice president of operations. “Giving our members the ability to display their actual facility information on our listings is an invaluable resource, which helps reinforce to the search engines that their facility information is correct and consistent. The NAP solution will help our members with increased local [search engine optimization] and visibility.”

“Our focus has always been to boost online traffic for our clients, and by adding the NAP information to our member listings, we are doing just that,” added Nick Bilava, director of sales and marketing. “A facility’s website should be their No. 1 online source for new tenants, so however we can help supplement that, we will.”

USstoragesearch.com enables online consumers to search for storage by city, ZIP code, facility name, or specific unit sizes and amenities. The website counts more than 8,000 U.S. self-storage locations as its members. It’s owned by self-storage directory Storage.com, whose network also includes StorageUnit.com.

With the Ahwatukee, Ariz., Planning Commission scheduled to address longstanding self-storage regulations pertaining to height restrictions and security requirements today, the Ahwatukee Foothills Village Planning Committee has recommended against increasing the maximum allowable building height from 24 to 30 feet. The committee also debated whether to eliminate the municipal requirement for a 24-hour guard at storage facilities during a recent meeting, according to the source.

Though city planning staff recommended allowing self-storage facilities the same 30-foot restriction applied to most other commercial buildings, the committee preferred that storage developers continue to seek a variance, the source reported. Adam Stranieri, a liaison with the planning and development department, told committee members that most developers have received variance approval to reach 30 feet, but the process typically adds four to six weeks to their project timelines.

The height issue was recently contended by self-storage developer 1784 Capital Holdings, which received approval last year for a nearly 104,000-square-foot facility. The developer will build a three-story facility by placing one floor below grade level.

Stranieri also argued that the rule requiring self-storage facilities have a guard present 24 hours per day is outdated due to modern door locks and camera systems. Committee members were hesitant to remove the rule, fearing its absence could lead to storage units being “used for alcohol and drug-fueled parties,” the source reported.

Though committee member Mike Schiller indicated he had knowledge of self-storage facilities in the Phoenix area being used for drug trafficking and parties, the committee recommended the rule be modified to require 24-hour “monitored surveillance,” according to the source.

The planning commission is not bound to abide by the committee’s recommendations.

Rising Capital LLC, a New Jersey-based self-storage developer, has joined StoreLocal Corp., a co-operative of private self-storage operators in Canada and the United States, as a founding member. The company is developing a portfolio of storage sites to add to StoreLocal’s membership of more than 775 facilities, according to a press release.

“As I’ve watched StoreLocal’s dramatic growth over the past two years, it’s been impressive to see how well they’re delivering on their mission of helping independents compete effectively with the increasingly sophisticated public companies,” said Craig Karasin, founder of Rising Capital. “The combination of cost-savings through group buying, technology to improve operations, and education to manage better seems to me exactly what is needed for their members to continue to prosper in this changing industry. As I then learned about StoreLocal’s many exciting plans for the future, I felt that I could bring a lot of value to help the organization move forward, so I welcomed the opportunity to become a founder.”

Every prospective founder is subject to an approval process by the StoreLocal Board of Directors, and the co-op’s bylaws limit founder membership to 30 companies. Rising Capital is the 25th company to receive the honor, and more companies are under active consideration, the release stated.

“We are pleased to add Rising Capital to our list of distinguished founding StoreLocal members, and look forward to working with Craig as he builds his portfolio and uses the tools available to him that will help trim operational costs, increase his profit and provide his customers with the highest standard of service,” said StoreLocal CEO Lance Watkins. “Craig is a dynamic person who has built businesses, launched innovative new products—literally including a better mousetrap—and also coached others on business success. Quite simply, the future of self-storage is in the people like Craig and the technology that powers it.”

StoreLocal leverages the combined strength of its membership for services such as customer acquisition, financing, marketing and technology, according to the release.

Westport Properties Inc. (WPI), which operates 110 self-storage facilities under the US Storage Centers brand, has acquired StorAmerica Self Storage in Harbor City, Calif., for nearly $5 million from National Storage Affiliates Trust, a Maryland real estate investment trust specializing in self-storage. The 1.3-acre property at 1239 W. 253rd St. comprises 29,024 net rentable square feet in 333 units. Property amenities include a gated entrance with key-code access, wide drive aisles, vehicle parking and video cameras.

“This asset will be a great addition to Westport Properties portfolio. The property is strategically located within a highly populated area within the Los Angeles Harbor region with excellent demographics,” said Nick Walker, senior vice president of CBRE Group Inc., and the commercial real estate firm that brokered the transaction.

Founded in 1985 and based in Irvine, Calif., WPI is a real estate investment company that acquires, develops and operates self-storage facilities as well as provides third-party management services. Its portfolio comprises more than 7.5 million rentable square feet in 13 states. It's affiliated with Westport Memphis Self Storage LLC.

CBRE Group, a Fortune 500 and S&P 500 company headquartered in Los Angeles, employs approximately 70,000 employees, excluding affiliates, and serves real estate investors, occupiers and owners through more than 400 offices worldwide. CBRE offers strategic advice and execution for appraisal and valuation; corporate services; development services; investment management; mortgage banking; property, facilities and project management; property sales and leasing; and research and consulting.

Phoenix-based U-Haul International Inc., which operates more than 1,300 self-storage locations across North America, is converting the former Modway Furniture building in Rancho Dominguez, Calif., to self-storage. It will be the company’s first location in the city, according to a press release.

U-Haul Moving & Storage of Carson at 1930 Via Arado currently offers moving and packing supplies, truck and trailer rentals, and U-Box portable-storage containers. Renovations are underway to add 1,426 interior storage units to the 84,396-square-foot building. The site will include climate control and state-of-the-art security features, the release stated.

"This is the perfect location for us," said Erik Regan, president of U-Haul of Los Angeles South. "The facility is only a mile away from California State University – Rancho Dominguez, and is right next to growing neighborhoods and the city of Carson."

A U-Haul sustainability study shows repurposing the warehouse will prevent 384 tons of metal manufacturing and transportation from being used, avoid 4,802 tons of new concrete pours, keep 5,239 tons of construction and demolition debris out of landfills, and stop 3,479,852 pounds of greenhouse gas emissions from entering the atmosphere, the release stated.

Established in 1945, U-Haul owns more than 44 million square feet of storage space. The company’s corporate sustainability initiatives, which support infill development to help local communities lower their carbon footprint, has led to dozens of conversion projects in recent years.

Elite Stor Capital Partners LLC, an equity investor focused on the self-storage industry, is converting the Carolina Forest Flea Market in Myrtle Beach, S.C., to a Storage Rentals of America facility. The company purchased the property at 4761 U.S. 501 in October, according to the source. Its proximity to a residential area was a draw for Elite, according to Donald Toler, chief operating officer.

The flea market, which opened more than 10 years ago, will close its doors on Jan. 15. The original move-out date for vendors was changed from Dec. 31 to Jan. 15 to offer them more time, the source reported. Some of the companies plan to hold an auction on Jan. 10.

“We have a lot of sadness going on,” said Beau Singletary, owner of Wind Over The Water Inc., a vendor at the market since 2015. “Some of our regular customers come in and they’re sad to see us go.”

Elite is a real estate investment company focused on the acquisition of self-storage properties as well as direct-equity investments with developers and operators. It doubled its footprint in 2016 to nearly 3 million square feet of storage space, according to company officials.

Storage Reviewer, a website designed to help Arkansas consumers find desirable self-storage facilities, recently launched with reviews of four locations. The site recommends two self-storage locations in Conway and one each in Mayflower and Rogers. The website also includes blogs and tips about what to expect when renting a unit and characteristics of a good facility.

Individual facility reviews include information on property features and amenities, unit sizes, hours of operation, and management. “The site aims to assist individuals in gaining a thorough understanding of what the self-storage process entails, as well as help individuals get in touch with reliable facilities,” according to a press release.

The website also allows users to submit queries through a form, but requires a person’s name, e-mail and phone number.

Commissioners in Collier County, Fla., have placed a year-long ban on self-storage and several other land uses along a 7-mile stretch of U.S. Highway 41, near the Naples, Fla., city limit. The development moratorium also includes car washes, gas stations and pawn shops, while the county works on a plan to lure hotels, restaurants and retail to the area, according to the source.

The ban includes land along U.S. 41 from Palm Street to Price Street, just west of Collier Boulevard. Much of the frontage along the highway has been acquired by self-storage companies and gas stations, according to commissioner Donna Fiala, who said the area “looks like a slum.”

“Nobody is going to travel to East Naples to eat or shop at a self-storage unit,” Fiala said during the meeting. “We desperately need a hotel because there’s no place for people to stay in that corridor. We would love to have some restaurants and some shopping areas. We just need more places we can go.”

Part of the problem is zoning along the corridor allows for more than 180 uses but has never addressed the growth of residences in the vicinity, according to the source. “There’s almost no limitations on what they can put up, so it’s becoming this whole canyon of self-storage places,” Fiala said. “It’s this useless corridor, and it doesn’t help to build a well-functioning community around it. People who live there should be able to stay there to buy clothes or shoes or something to eat. They have to travel for everything.”

Kathy Curatolo, executive officer of the Collier Building Industry Association, argued commissioners were sending the wrong message to developers and suggested the county consult with builders about possibilities for the area. "We certainly understand that there are concerns about gas stations and self-storage among our public," Curatolo said. "But the way to diversify is not by implementing a moratorium. It's by communication between the public and private sectors to create a balanced approach."

During the ban, the county will examine new restrictions on self-storage and other uses, which could include distance requirements between businesses of the same type. Proposed changes will be written during the next year before being presented to the commission for approval, the source reported.