How Self-Storage Operators Can Use Local Partnerships For Cross-Promotion

June 14, 2024
4 minutes

Are you a self-storage facility operator looking to drive more unit rentals?

Operators are continuously seeking innovative ways to drive unit rentals and improve their bottom line. One highly effective strategy is leveraging local partnerships for cross-promotion. This approach not only enhances local visibility but also should help strengthen community relationships.

In this article, part of our series on strategies for running a successful self-storage business, we'll explore how self-storage operators can effectively use local partnerships to their advantage.

What Are Local Partnerships For Cross-Promotion?

We are defining local partnerships as collaborations between businesses that operate within the same community. For self-storage operators, these partnerships are often a goldmine for cross-promotion opportunities. When aligning with local movers, real estate agents, home improvement stores, and other relevant businesses, self-storage facilities can tap into a steady stream of potential tenants.

5 Key Local Partnership Opportunities For Storage Facilities

As you look to explore local partnership opportunities, ask yourself the following questions:

  • How can you create win-win situations?
  • How can you generate “value-add” opportunities?
  • What unique needs do your potential partners have that your facility can address?
  • How can you integrate your services into your partners' customer experience?

1 - Real Estate Agents

Real estate agents often work with clients who are in transition - either moving in or out of homes. Self-storage operators can partner with real estate agents to offer a convenient solution for clients who need temporary storage during their move. In return, real estate agents can benefit from having a trusted storage solution to recommend to their clients. It’s about creating no-brainer win-win situations.

2 - Moving Companies

Moving companies are another natural partner for self-storage operators. These companies can refer their customers to your storage facility when they need extra space before, during, or after a move. On the flip side, your self-storage business can recommend reliable moving services to your tenants. This is another win-win situation for both parties. It’s all about establishing these relationships.

3 - Home Improvement Stores

Local residents undertaking home renovation projects often need temporary storage for their belongings. Partnering with local home improvement stores allows self-storage operators to reach out to these people at a critical time. Offering exclusive discounts or promotions through these stores, your storage facility can attract new tenants while providing added value to the store's clientele.

4 - Local Businesses

Many local businesses require storage solutions of their own for inventory, equipment, and seasonal items. Self-storage operators should look to form partnerships with these businesses to secure long-term, steady tenants. Many of these partnerships are potentially just an email away from getting off the ground.

5 - Community Events

Sponsoring or participating in community events is a fantastic way to increase your facility's visibility and connect with potential customers. Events like local fairs, farmers markets, and charity runs can provide ample opportunity for cross-promotion.

How Can You Maximize The Benefits Of Cross-Promotion?

To fully leverage local partnerships for cross-promotion, it's essential to be proactive and strategic. Here are some tips to maximize the benefits:

Create Exclusive Offers

You should consider developing special promotions that are exclusive to your partners' customers. As an example, you could offer a discount on the first month's rent or a referral bonus.

Leverage Social Media

You can collaborate with your partners to promote each other's services on social media. Joint giveaways or contests can enable you to increase engagement and reach a broader local audience.

Read: How Self-Storage Operators Can Use Social Media To Build Brand Awareness

Track & Analyze

With a simple spreadsheet, it’s worth tracking the effectiveness of your partnerships. You should monitor which partnerships generate the most referrals and adjust your strategies accordingly. For instance, if social media giveaways (in partnership with a local business) are outperforming all other partnership efforts, this is a clear indicator that you should lean into those types of partnerships.

Maintain Relationships

It’s important to regularly communicate with your partners to ensure the relationship remains beneficial for both parties. You should consider hosting joint events or even creating co-branded marketing materials.

Final Thoughts

Local partnerships are a powerful tool for self-storage operators looking to increase unit rentals and grow their business. This article is part of a series exploring strategies to run a successful self-storage business. For more insights, be sure to check out our main article: "How To Run A Self-Storage Business: 5 Strategies To Drive Unit Rentals."

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