Monday, August 18, 2014

Data from Marchex Study Could Help Improve Self Storage Sales

Marchex, a mobile advertising technology company based in Seattle, has produced some valuable market research that could help the self storage industry increase its sales. The company’s mandate is that it can deliver new customers to its clients through innovative advertising campaigns. The insight it has shared could potentially help those in the self storage industry increase their sales and businesses overall.

The information Marchex is offering up seems surprisingly simple enough – answer questions thoroughly when customers call. While you may think that this is a very basic solution to the complex problem of increasing sales, given further thought, you’ll be able to uncover why it is important and impactful advice.

Marchex analyzed over 20,000 calls in its study and concluded that people view self storage as more than just a place to stash excess belongings. John Busbby, SVP of Marchex Institute, which is the research side of the company, stated, “People really value safety, protection and privacy when choosing where to store their stuff.”

The data from the study revealed that over 70% of callers who inquired about video surveillance, climate control and privacy ended up renting a self storage unit. There were also certain patterns reveled based on where the callers were located. For instance, people in Minnesota, Washington D.C., Missouri, Indiana and North Carolina were most likely to inquire about privacy while those in Louisiana, Mississippi, Tennessee, and Alabama were more concerned about the availability of climate controlled storage. Another interesting revelation of the study was that 68% of callers wanted to discuss appointments in the morning, which indicates that this is a prime time for business transactions. In the afternoon and evening, only 32% of callers were interested in appointments.

How can self storage facilities use this information to their advantage? Well, the first step as simple as picking up the phone. Many self storage facilities tend to get caught up in the day-to-day operations of the business and tend to forget the value of a phone call. In this day and age, where technology has taken over almost every aspect of life and self storage reservations have moved to the Internet, do not neglect the customers who still prefer to do business over the phone.

While many self storage operators may not have the manpower and resources needed to answer calls all day, the available data can be helpful in determining the best times to do business and exactly how to follow up on calls. Aside from providing valuable insight for self storage business owners, Marchex also has a suite of products and services for businesses that depend on consumer phone calls to drive sales. Its mobile advertising platform delivers new customer phone calls to businesses, while its technology analyzes the data in these calls to help maximize ad campaign results.


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