Why Self-Storage Businesses Are Losing Customers And How to Get Them Back
Customer Service Issues
Let’s face it, if your customers feel like they’re being ignored or treated like just another number, they’re going to bounce. You can have the best storage units in the world, but if your customer service stinks, it’s game over. Let’s break it down:
Long wait times on the phone
Nobody has time to wait for ages to get an answer, right? If a customer calls and they’re put on hold for 15 minutes or more, guess what? They’re probably already thinking about calling your competitor. Fast response times can make or break a business, so make sure your team is answering calls quickly and with a smile.
Staff not trained to handle customer concerns
It’s super frustrating when you need help, but the person on the other end of the line has no clue what they’re talking about. If your staff doesn’t know their stuff, customers are going to feel like they’ve wasted their time. Ensure your team knows the ins and outs of your business. Get them trained, and keep them in the loop. A little knowledge goes a long way!
Unclear or confusing communication
Don’t make your customers guess what’s going on. If you don’t clearly explain things like pricing, availability, and policies, people are going to get annoyed. If they don’t understand what they’re signing up for, they’ll find someone who does. Make sure your communication is crystal clear and easy to follow.
Outdated or Poor User Experience
If you’re still running an old, clunky website that looks like it was designed in the early 2000s, you’ve got a problem. Customers want smooth, easy-to-use online experiences, and if your website isn’t up to snuff, they’ll click off faster than a toddler running from broccoli. Let’s dive into the specifics:
Clunky website or reservation system
If your website loads slower than a snail on a lazy day, that’s a red flag. People don’t want to wait forever to book a unit or check availability. Make sure your site is fast, mobile-friendly, and easy to navigate. If they can’t book a unit in under 2 minutes, you’re losing them. Time is money, and your website needs to keep up.
Complicated rental process
If the process to rent a storage unit feels like signing up for a new social media account (and we all know how exhausting that can be), you’re probably doing it wrong. Make sure your rental process is simple and takes only a couple of steps. If you make it too complicated, customers will bail and take their business elsewhere.
Lack of online features customers expect
Today’s customers expect more than just a phone call. They want to rent a unit online, pay their bills online, and even check the status of their unit. If you’re still relying on paper forms and face-to-face meetings, you’re behind the times. Get your customers what they want by offering those online features, like an easy-to-use online booking system and payment options.
Poorly Managed Pricing and Availability
If your pricing’s all over the place and your units are constantly out of stock, customers are going to get frustrated. Nothing kills customer loyalty faster than being hit with surprise fees or finding out their unit is unavailable when they need it. Here’s how to keep things running smoothly:
Not offering flexible payment options
Some customers might not want to pay for 6 months in advance or pay all at once. Make sure you offer different payment plans that cater to various needs. Whether it’s monthly, quarterly, or annual payments, offering flexibility helps your customers feel like they have control over their finances.
Prices that don’t reflect the market
If your prices are way higher or lower than the competition, customers are going to notice. Make sure you’re checking what others are charging in your area and adjusting accordingly. If you’re priced too high, you’ll push people away; if you’re too cheap, they might think you’re not reliable. Find that sweet spot!
Units being unavailable at peak times
People tend to need storage most during certain times of the year—think summer moves or post-holiday cleaning. If your units are always full during these times, you’re missing out on a bunch of potential customers. Keep an eye on demand and adjust accordingly so that you can serve those customers who are scrambling for a spot.
Lack of Marketing and Online Presence
It doesn’t matter how great your storage units are if nobody knows about them. If you’re not actively marketing online, you’re practically invisible. Let’s get into how to boost your presence:
Not showing up on search engines
If people search for storage in your area and you’re nowhere to be found, you’re invisible! Get your SEO game on point by including keywords people are searching for. A little bit of SEO love can go a long way in getting your business noticed on Google, and that’s where most people will look first.
No social media presence to stay connected with customers
It’s 2024. If you’re not on social media, do you even exist? People love to follow businesses they like on Facebook or Instagram. It helps build relationships, trust, and awareness. Post consistently, share some behind-the-scenes fun, and engage with your followers. The more active you are, the more people will remember your business when they need storage.
Missing out on online reviews and feedback
If your customers are happy (and they should be), ask them to leave a review! Good reviews on platforms like Google or Yelp can do wonders for your reputation. They show that you’re trusted, and they can help convince new customers to give you a try. So, don’t ignore those reviews—respond to them, thank your customers, and improve based on their feedback.
Failure to Offer Additional Services
People want more than just a box to store their stuff. If you’re not offering extra services, like packing materials or moving help, you might be losing business to others who do. Let’s look at how you can stand out:
Not providing packing or moving supplies
Customers hate making extra stops when they’re moving their stuff into a storage unit. If you offer packing supplies like boxes, tape, and bubble wrap, you’ll be their hero. Not to mention, it’s an extra revenue stream for you! Don’t let your customers drive around looking for supplies—have them right there on your property.
Missing out on offering climate-controlled units
Some people have really sensitive stuff they need to store—like antiques, artwork, or electronics. If you’re not offering climate-controlled units, you might be losing out on those customers. It’s a small investment for you, but it could open up a whole new customer base that’s willing to pay a little extra for peace of mind.
Not making use of automation for convenience
It’s 2024. People expect convenience. If your process is still all manual, you’re falling behind. Automation tools, like online booking, automated reminders for payments, or even automatic gate access, can make things way easier for both you and your customers. The less they have to deal with, the more they’ll keep coming back.
Bad Location or Lack of Visibility
If your storage facility is hidden in the middle of nowhere and hard to find, you’re making things way harder for potential customers. The location of your business plays a huge role in how many people walk through the door or visit your website. Let’s talk about how to tackle this problem:
Hard to find or inconvenient location
If customers have to circle the block 10 times just to find your facility, you’re probably not winning any popularity contests. Make sure your location is easy to find with clear signage and easy access. If you’re off the beaten path, make sure your online presence is strong enough so people can find you without any hassle.
Not visible enough from the road
If your facility is tucked away and no one can see it, that’s a problem. The more visible your storage units are from the road, the more likely someone will think, “Hey, I might need that!” It’s worth investing in signage that pops and directs people right to your front door. You never know when someone will drive by and need a storage unit on the spot!
Not leveraging local advertising
Online is great, but don’t forget about old-school advertising, especially if you’re in a smaller community. Yard signs, local flyers, or even sponsoring a local event can help get the word out. People love to support local businesses, so don’t be shy about making your presence known offline too.
Unfriendly or Unhelpful Staff
We all know that one grumpy person at the counter who makes you want to run away before you even finish your transaction. If your staff isn’t friendly, it can seriously hurt your reputation. Here’s how to make sure your staff isn’t the reason people leave:
Staff with bad attitudes
No one wants to deal with a staff member who’s rude or uninterested in helping. If your employees come off as grumpy or uninterested, customers are going to feel it. A smile, a friendly tone, and a willingness to help go a long way. Customers want to feel like they matter to you. Don’t let your team mess that up.
Staff not being helpful or attentive
There’s nothing worse than needing help and getting no response. Whether it’s helping customers find the right unit or answering questions about policies, your staff needs to be on the ball. Encourage your employees to listen actively and make sure they’re available when customers need them. People appreciate personal service.
Not offering personalized assistance
Customers love when they feel like they’re treated as individuals, not just a number. If your staff can offer personalized assistance, it can make all the difference. Whether it’s helping someone find the right size unit or offering advice on how to store fragile items, it’ll make your customers feel cared for, and they’ll be more likely to stick around.
Not Keeping Up with Technology
Let’s be real. Technology is everywhere. If you’re not using it to make life easier for your customers, you’re missing out. From managing reservations to tracking payments, technology can streamline so much. Here’s how to stay ahead of the curve:
Not having an online reservation system
If you don’t let customers book a unit online, you’re missing out on a lot of business. People want to reserve things on their own time, without having to pick up the phone or drive over to your facility. An online reservation system is a must-have for staying competitive. Make it easy for customers to choose their unit and pay—all from their phone or computer.
Not offering online account management
Customers don’t want to remember all their details every time they need to log in. Make it easy for them to access their accounts online, pay bills, and manage their units. The more convenience you offer online, the happier your customers will be. Plus, you don’t have to worry about them showing up at your facility at 2 a.m. asking about their next payment.
Not using a mobile app for your facility
In today’s world, everyone’s glued to their phones. Why not make your storage facility available at their fingertips? With a mobile app, customers can manage their account, check unit availability, make payments, and even access their units with a digital key! If you’re not offering this type of tech, you’re making it harder for customers to stick with you long-term.
Inconsistent or Hidden Fees
Nothing gets a customer more upset than feeling like they’ve been hit with surprise fees after signing up. If you’re not transparent about your pricing, customers are going to feel cheated. Here’s how to keep things honest:
Surprise fees that pop up later
If you’ve got hidden fees lurking around, customers are going to be mad when they find out. If your prices are $100 but then suddenly they see a “maintenance fee” or “admin fee” added, they’re going to feel tricked. Be upfront about all fees so customers aren’t left scratching their heads later on. Transparency is key!
Price changes without warning
If you change your prices without letting people know first, you’re asking for trouble. It’s one thing to raise prices if you’ve given a heads-up, but if you’re doing it out of the blue, you’re going to lose trust. Always notify your customers before you adjust prices. And maybe give them a little discount or incentive for sticking around. That’ll keep them happy!
Not providing a breakdown of charges
People like to know where their money’s going. If you’re just throwing a lump sum at them with no explanation, they might not be too happy. Be sure to provide a detailed breakdown of charges, whether it’s for a monthly rental, a security deposit, or any other fees. Clear, upfront charges will make your customers feel more comfortable—and more likely to stick with you!