Introduction
Marketing and operations have two distinct functions, but that doesn’t mean they aren’t closely related. Stated simply, marketing is the creation of customer demand and operations is the efficient management of the inner workings of a business. Marketing is tasked with the responsibility of turning operational visions into reality.
When marketing and operations aren’t in sync, it can lead to business inefficiencies and unsatisfied customers. But, when marketing and operations function with a specific focus, growth, and profitability are almost assured.
About Pinnacle Storage Managers
Pinnacle Storage Managers is a third-party management company that prides itself on being able to increase the value of your investment through proven operational and marketing techniques. You can rely on Pinnacle Storage Managers to give you a competitive advantage and improve your profitability while minimizing the time you spend on your day-to-day operations.
Whether you’re a hands-on owner looking for guidance or you want us to take 100% control of your facility, we’re here to help. Based on 75 combined years of experience in the self storage industry, you can trust us to clarify your operations and management issues and give you pragmatic solutions to maximize your revenue.
About FineView Marketing
FineView Marketing is a full-service, boutique marketing agency dedicated to working with independently owned and operated self storage and commercial real estate companies. We work with each customer to discover their unique challenges, strategies, and goals. For that reason, our services are structured to offer solutions for a variety of marketing needs.
By combining marketing strategy, operational knowledge, and design theory we deliver campaigns that not only attract and convert high-value customers but drive results. With a high-quality team and an extensive network of marketing professionals, we can act as an in-house marketing team to provide the extra manpower you need that will drive more leads and convert more rentals.
Overview
Pinnacle Storage Managers, based in Texas, managed a small, independently owned, and operated storage property in Katy, TX with the intention of adding 550 additional units on the undeveloped land adjacent to the property.
Because of a 6-month delay in bringing the product to market, the facility faced financial pressure and had to use contingency funds to pay the lender and ensure a return for investors.
Challenge
With no revenue from lease-ups, Pinnacle Storage Managers had to find a way to substantially increase occupancy in order to increase revenue. FineView Marketing was tasked with the challenge of increasing the location’s online visibility and working with operations to implement strategies that would attract customers and drive results.
Marketing and Operations Work Together
FineView Marketing increased the property’s online presence with search engine optimization (SEO) to increase traffic and attract leads, an enhanced social media presence that was focused on the target audience, and data analytics to inform and support decision making.
FineView developed a systematic review program providing vital feedback to strengthen the company’s credibility. Additionally, they compiled and supplied data to improve business performance.
Specials were designed to attract leads and generate conversions. A $50 move-in special on any size or type of unit was offered.
Operations focused on training staff to be tenacious with all customer communication and to accommodate prospective tenants by using innovative thinking along with best practices. High demand for larger units was met by converting small units into larger spaces and running “two for one” specials – offering two 10 x 10 units for the price of one.
The staff worked as a team making repairs and upgrades to make units more compatible with customer requirements. Other company locations in the area were asked to direct any customers that they were unable to accommodate to this facility. Large, colorful banners, positioned in front of the facility and facing in both directions, were another major factor in attracting prospective customers.
A community marketing program, designed by FineView Marketing, played a significant role in this effort. Store managers connected with competitors and visited new businesses and apartment complexes in the area to generate leads.
Results
- Website traffic increased 119% year to date, year over year
- Website reservations increase 366% year to date, year over year
- 80+ rentals achieved in a one-month period
- 6 new 5-star reviews raising overall rating from 3.9 to 4.2 with 100% response rate
- 550 units constructed
- Lease up to 85% occupancy in 7 months.
119% INCREASE
Website Traffic
366% INCREASE
Website Reservations
80+ RENTALS
In a One-Month Period
