The Inside Self-Storage (ISS) Store, an e-commerce website providing research and education products for industry professionals, has released its 2018 Guidebook Series covering all aspects of the storage business. The new series includes the buyer’s choice of digital or softcover publications available individually or in a discounted package. Created for facility owners, managers, investors and developers, it includes:

• Building/Investing Guidebook: Designed to help those interested in self-storage investing as well as those who want to establish or expand an operation, this 84-page book addresses real estate, finance, development and construction.
• Facility-Operation Guidebook: Designed for managers and owners, this 164-page book addresses key aspects to self-storage operation, providing insight to revenue, sales, legal issues, marketing, maintenance, liability, technology, security and much more.

The softcover versions come in magazine format and are priced at $59.95 for the Building/Investing Guidebook and $89.95 for the Facility-Operation Guidebook. The pair can be purchased in a bundled discount package for $129. U.S. Postal Service shipping rates apply. The digital versions come in a PDF format that’s easy to view on a computer screen or tablet. They’re available for immediate download upon completion of purchase. The price is $49.95 for the building book and $79.95 for the operation book, while the discount package is $99.

Additional details on individual Guidebook contents can be found at iss-store.com. Previous issues of the annual series are also available for purchase.

Conceived as a central hub that allows self-storage owners, operators, developers and investors to obtain cutting-edge information and resources, the ISS Store is owned and operated by ISS, a dynamic services provider that has served the self-storage industry for more than 26 years. The brand includes ISS magazine, the ISS Expo and Self-Storage Talk, the industry’s largest online community.

Johnson Development Associates Inc. has opened a facility in Mount Pleasant, S.C., that will be managed by self-storage real estate investment trust CubeSmart and branded under its name. The three-story property at 1640 James Nelson Road is just off U.S. Highway 17 S., within the Indigo Square Master Development. Property features include climate-controlled units, covered loading areas, keypad access and video cameras, according to the source.

CubeSmart celebrated the opening on Dec. 11 with a ribbon-cutting ceremony. Attendees included Mount Pleasant Mayor Will Haynie and Chris Staubes, president of the Mount Pleasant Chamber of Commerce. “We are delighted to have CubeSmart in Mount Pleasant,” Haynie said. “Their tastefully designed new facility is sure to be of great service to our citizens and an asset to our business community.”

Built by Johnson Development, the 38-acre Indigo community will also contain multi-family, retail and hospitality projects. The Haven at Indigo Square Apartments and Home2Suites hotel also opened this month.

Based in Spartanburg, S.C., Johnson Development is a multi-division real estate developer of commercial properties including industrial, multi-family and self-storage. The privately held company is part of the Johnson family of companies, which also includes OTO Development and American Credit Acceptance.

CubeSmart owns or manages 910 self-storage facilities across the United States. Its operating portfolio comprises more than 60.5 million square feet.

Inside Self-Storage (ISS) has released a new slideshow highlighting strategies facility operators can use to secure more rentals. “Living on the Edge: 12 Secrets to Close Every Self-Storage Sales Lead” offers guidance on how to better track leads, follow up with prospects and manage rental discounts. It also addresses rapport with customers, professional image, customer service and ancillary sales.

Content for the slideshow was provided by Sean Landry, owner and president of Expert Storage Management LLC, which offers third-party management and consulting services to the self-storage industry. Founded in 2016, the firm offers services related to staff hiring and training, revenue management, pricing, unit-mix optimization, marketing strategies, and more.

The publication is available for viewing and free download from the ISS Resource Center, which can be found on the website’s primary navigation menu.

For more than 26 years, ISS has provided informational resources for the self-storage industry. Its educational offerings include ISS magazine, the annual ISS World Expo, an extensive website, the ISS Store, and Self-Storage Talk, the industry’s largest online community.

Update 12/14/17 – Value Store It hosted a community event last month to celebrate the grand opening of its six-story self-storage facility in Little Havana. The gathering included a ribbon-cutting ceremony, a food buffet and live music. Attendees included employees, tenants, neighborhood residents and members of the Greater Miami Chamber of Commerce, according to the source.

The climate-controlled facility comprises more than 800 units. It includes an upscale reception area, covered parking and retail space. Offerings include truck rentals, and a business center with conference rooms, which are available to tenants at no charge, the source reported.

The lunch buffet tied into the culture of Little Havana, featuring roasted pig, rice, beans and yucca among its selections. Music was provided by saxophonist Mark Bejenaru.

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9/1/15 – Value Store It Inc., which operates 14 properties on the East Coast under the Value Store It Self Storage brand, has begun construction on a new facility in the Little Havana neighborhood of Miami. The property at 3141, 3151 and 3161 S.W. 8th St. will include 114,576 square feet of self-storage as well as 1,800 square feet of retail space, according to the source.

Named Value Store It Little Havana, the facility will be managed by Miami Lakes, Fla.-based MMR Investments LLC and company principal Todd A. Ruderman. Oden-Hardy Construction will be the general contractor on the project.

Financial-services company Northern Trust Corp. supplied the $10 million, seven-year mortgage for the property. The 33,750-square-foot site was previously home to a hotel and residential building. Value Store It acquired it in three transactions for a combined $2.3 million in 2014, the source reported.  

Based in Miami, Value Store It is a privately owned company that operates nearly 1,000,000 square feet of self-storage space in Connecticut, Florida and New York. Its facilities offer commercial and residential storage, truck rentals, and moving and packing supplies.

Sources:
Miami’s Community Newspapers, Value-Store-It Packs the House at Its Grand Opening in Little Havana Community
South Journal Business Journal, Northern Trust Lends $10M to Build Miami Self-Storage Facility

Westy Self Storage, which operates 15 properties in Connecticut, New Jersey and New York, is working with the Norwalk Veterinary Hospital to collect donations for local fire victims. A fire this week at the StoneWood Condominium Complex in Norwalk, Conn., left several residents displaced and without personal belongings. The companies are asking for contributions of clothing, including undergarments and jackets, as well as toiletries. Gift cards will also be accepted, according to the source.

The hospital at 726 Connecticut Ave. will serve as the primary drop-off point, with the Westy location at 50 Keeler Ave. also accepting items. All donations will be temporarily housed and organized at the self-storage facility before being distributed to those in need. Westy is also offering two months of complimentary storage to anyone affected by the blaze.

The fire broke out on Monday evening, leaving 54 condos unfit for occupancy. Investigators have determined it was caused by discarded smoking materials, the source reported.

Westy employees distributed free moving boxes to victims at the scene for any items that were salvageable. The company also offered free use of its moving truck.

“Westy jumped right in when they heard we were collecting donations for the fire victims,” said Suzanne Gabriele, fundraising coordinator for the hospital. “They have been beyond helpful in this devastating situation.”

“When we saw the opportunity to assist those in need, we extended our hands to help out,” said Yessenia Martinez, director of the Westy Norwalk location. “It is absolutely heartbreaking to see the magnitude of destruction and how many in our community were affected.”

Founded in 1990 by The Arredondo Family, Westy Self Storage is headquartered in Stamford, Conn. It operates four facilities in Connecticut, four in New Jersey and seven in New York.

CubeSmart, a self-storage real estate investment trust and third-party management firm, has purchased a newly constructed facility in Delray Beach, Fla., from the builder, Kaufman Lynn Construction. The six-story property at 3195 S. Congress Ave. is near the downtown area and comprises 132,000 square feet of space, according to the source. It sold for $17.8 million.

Kaufman paid $3.2 million last year for the nearly 3-acre property, which is next to the company’s new 23,000-square-foot headquarters at 3185 S. Congress Ave. The new facility is also close to a former Office Depot headquarters, which has been vacant 2008, the source reported.

Florida Community Bank provided the $11.08 million construction loan. 

Last fall, CubeSmart acquired Four Seasons Self Storage in Oakland Park, Fla., for $14.5 million. In addition, a multi-story, mixed-use property that will include a CubeSmart-branded facility is under construction in Winter Park, Fla. Part of the Ravaudage Complex, the site will also feature restaurant and retail components.

CubeSmart owns or manages 910 self-storage facilities across the United States. Its operating portfolio comprises more than 60.5 million square feet.

Metro Storage LLC, which operates more than 125 self-storage locations in 14 states, plans to build a new facility in Woodridge, N.J. The three-story property at 765 Route 17 is expected to open by the end of the year or in early 2018, according to the source.

The urban-infill project is on the former site of Rudox Engine and Equipment Co. Once complete, it’ll include fire alarms and suppression systems, and storage-to-office communication speakers. Security features will include keypad access, motion-sensor lighting and video cameras.

Metro was represented in the land purchase by Anthony and Eugene Rivera, directors of real estate firm Pure Properties. The seller was represented by David Thurston, first vice president of investments for Marcus & Millichap, a commercial-property investment company.

Headquartered in Lake Forest, Ill., Metro Storage operates the Metro Self Storage brand, including facilities in Andover, Pennsauken, Springfield and Stanhope, N.J. The privately owned, fully integrated real estate company specializes in the acquisition, development and management of self-storage facilities nationwide. Its facilities comprise more than 8.6 million square feet of storage space.

Once upon a time, lead aggregators established their place in the self-storage industry. This was back when the Internet was young, the barriers to entry were more expensive, and facility operators still relied on the Yellow Pages for advertising. Because the storage industry is historically slow to adopt new technologies, aggregators could position themselves as a cost-effective way for a business to gain a Web presence.

Today, many facility operators are still reliant on these lead sources. But at what cost? And how qualified are the leads being generated? Here are four truths about lead aggregators:

1. You’re paying to compete with yourself. Lead aggregators are your competition on organic search results queries and paid ad positioning. This is because they bid competitively on popular industry keywords and even on branded terms. This results in your business showing lower on the search engine results and your pay-per-click (PPC) campaigns having a higher cost per click.
    
2. Aggregators provide quantity over quality. Often, consumers use aggregators to shop without having an intent to buy. Most high-intent shoppers—almost 65 percent—are instead clicking on digital advertising.
    
3. You’re listed next to your competitors. Instead of directing your customers to take specific actions on your website, lead aggregators list you among your direct competitors. Alternatively, if you take leads directly to your website, you gain control over the conversation and their journey to lease.
    
4. Aggregators can misconstrue your brand messaging. Your digital presence is your presence, and you need to take ownership. There’s no longer a distinction between your online and physical presence, so consistency is key.

Aggregators are no longer the most efficient way to get leads. In fact, many other industries such as airlines, hotels, etc., regret letting them infiltrate the trade. Why? Because aggregators discount a company’s brand image, compete with it for traffic, and ultimately it pay a fee for unqualified leads. So, how do you reduce your reliance and budget spend on aggregators? Invest in direct channels such a digital advertising and your website. Consider the following four tips to “wake up” your facility’s online presence.

Understand How Leads Get to Your Website

The buying process for self-storage is often last-minute and moves fast. One month before a move, only 55 percent of customers have begun to research storage, and only 44 percent have rented a unit. Even on the day of their move, though 99 percent have begun to research, only 89 percent have leased.

When prospects move into the consideration or purchase phase, they turn to Google to find the information they seek. However, Google tells us that 82 percent of prospects don’t have a particular company in mind when they start. This leaves a large opportunity to earn business by being in the right place at the right time.

Most people are searching mid-move, which means they’re looking from their mobile phone. Digital ads currently take up 100 percent of the mobile-search space, which means to show up, you must have a digital advertising strategy in place. This puts you in front of qualified customers during the most crucial micro-moments, whether they’re searching one month in advance or on the day of their move.

Incorporate ‘Near Me’ Keywords in Your PPC Campaigns

When it comes to self-storage, studies show that 75 percent of customers won’t venture farther than five miles from their home, and 90 percent won’t store beyond a 10-mile radius. Sometimes convenience plays an even bigger role than pricing in purchasing decisions.

“Near me” search queries are up 146 percent year-over-year. In fact, my company is seeing a 234 percent increase in “near me” ad clicks. As mobile use continues to rise, so will these types of searches. Again, if you want your property to show up on mobile devices for these queries, you need to optimize your digital advertising strategy.

Invest in a Conversion-Rate Optimization Website

Now that you’ve invested in digital advertising and directing prospects to your website, make sure it leads potential customers to a specific type of action. For users in research mode, provide a lighter call to action (CTA) such as “Get a Quote Today” or “Online Special” button. For visitors who are ready to buy, add a stronger CTA, such as a “Rent Now” toggle. These CTAs should be easy to find and take the user directly to the page they’re expecting.

Make Online Leasing Fast

In today’s mobile world, people want to make online purchases quickly, in as few clicks as possible, and preferably without having to make a phone call or visit an office. If you’re set up for online leasing, you can make this process seamless and easy.

In turn, this will increase your revenue and could potentially lower operating costs. Make sure users don’t have to dig too deep into your website to find your units and pricing. Ensure your navigation bar contains well-labeled links so customers can intuitively find what they’re seeking. Now’s the time to take control of your digital presence, drive more qualified traffic to your website, avoid lead-aggregator fees and add to your bottom line.

Ashleigh Hinrichs is the marketing campaign manager at G5, which provides Digital Experience Management software and marketing services to the self-storage industry. The company’s offerings include responsive-design websites, search engine marketing, social media, reputation management, lead tracking and management, analytics, and client-performance management. For more information, call 800.656.8183; visit www.getg5.com.