Essential Marketing Tasks And Tactics

Interestingly, in terms of the raw number of facilities nationwide, the large operators control less than 30% of our industry, a statistic that has remained remarkably consistent. Nevertheless, the large operators have moved into a dominant position in recent years when it comes to facility performance Let's face it; large operators have some enormous advantages.

Buying Power Of Large Facilities

Their facilities are typically well located and well branded, both critical to the perception of the American consumer. They have hiring and training departments and massive buying power which enables them to control operating costs. While they are typically not the low price operator on rates, they have the ability to do whatever is necessary to obtain customers via rate manipulation.

Competing As A Small Operator

In recent years, the larger operators have spent the time and money necessary to take a dominant and visible position on internet search engines, which these days is where many customers originate. The independent operator can get left in the dust, unless they have a viable and calculated marketing strategy in place.

Article Contributions by: Scott Styer - Marketing Director at United Self-Storage Affiliates

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