Rarely does a month go by that we don’t read in the news how self storage facilities are improving their websites and increasing their use of online technology. More and more, self storage owners are learning and understanding how to use a website for marketing, for getting information out to prospective and current customers, and for making it easier for people to sign up for and to pay for storage units.
A study conducted by comScore and iProspect indicated that potential clients were twice as likely to visit a business’ website before visiting a physical location. Two-thirds of shoppers start their shopping process by going online. American Classic Self Storage in Virginia realizes how critical a good website is for a business.
American Classic has recently launched an updated website. The old site was outdated and “busy” and there wasn’t any way to get accurate site statistics. When they started looking for a web design company to work with, they wanted to work with a company that was familiar with the self storage industry. So, American Classic hired WebWorks to overhaul their site.
With the new site design, John Wharton, American Classic marketing manager/district manager, can view the site statistics in the site’s dashboard. Based on that information, he changes and adapts his marketing efforts accordingly.
Wharton can now see how many unique visitors their site gets, where the traffic comes from, the number of phone calls each facility receives, the number of coupons printed, the number of inquiries, and the number of reservations made.
Knowing these statistics allows Wharton to create special sales according to where the highest demand is or to provide more employee training if necessary. For example, because of the site statistics, American Classic is running a move-in contest and will post pictures and results to their website.
“We are seeing improvement with manager response time, and managers understanding the whole sales and marketing cycle, from a customer researching a storage unit, reserving it, renting it, and becoming a customer,” Wharton said. “The process is important. The more we can learn about our customers and the process in how they find us, the better American Classic can take care of them.”
American Classic was in the process of incorporating Site Link to all of its 11 facilities. Site Link allows customers to rent units and pay their monthly bill online. American Classis was also starting to use Twitter and Facebook. WebWorks incorporated all of those features into the new site.
American Classic Storage has 4 locations in Virginia Beach, 2 in Williamsburg, and 1 in each of Portsmouth, Hampton, Newport News, Chesapeake, and Fredericksburg.
“American Classic Self Storage Getting the Most out of its New Website.” PRWeb, 29 April 2012.
“How Important is a Business Website?” Nuanced Media; 2 March 2011.