You spend time, effort, and cash to get a possible renter talking to you. At the last minute, that lead turns away and rents somewhere else. You were so close!

So what went wrong?

Self storage facilities spend plenty of money to get leads. But knowing follow-up techniques to turn leads into renters is a critical piece of the self storage sales cycle.

In this article, we’ll explore best practices for self storage sales and follow-up methods. We’ll share advanced tips for effective self storage follow-ups by lead type, including in-person visitors, telephone calls, e-mails, and website leads.

Too many leads, not enough time? Here’s the condensed version:

Follow up with leads quickly (within 30 minutes)
Calling is best; match the platform you were contacted on otherwise
Show leads why you’re the best fit
Include a call to action. Invite them to rent or to tour.
Have a schedule for follow-ups. Follow intervals you can keep consistent.
Classify leads by importance–hot, warm, cold, for example.
Inform staff of any marketing efforts or promotions.
Train staff for a consistent experience when talking to leads and recording them.
Use a lead management system to automate some of your process.
Regardless of the platform, make your call to action clear–whether that’s starting a rental or getting them to come tour.

What are the Best Practices for Following Up With Self Storage Leads?

When following up with self storage leads, experts recommend the following best practices.

Follow up with all leads within 30 minutes or less. Renters looking for a self storage unit already know they need storage. They’re ready to make a decision–follow up fast! If you don’t, your competitors will.
Respond on the phone if you can. Use the platform the lead prefers otherwise. Phone calls let you establish a rapport and move toward a call to action. If you don’t have a phone number, use the method they used to contact your facility. If they asked for information on social media, respond on social media.
Emphasize the features you offer and how your facility is better than the competition. Don’t try to sell your facility on price alone, especially if your competitors have similar rates.
Invite leads to rent a storage unit during the follow-up. If they turn you down, have a backup ready—like an invitation to come by for a tour. These “invitations” are calls to action, the marketing term for prompting customers to perform the action you want.
Have a schedule for follow-ups. Your first follow-up happens within 30 minutes of a lead reaching out to you. After that, follow-up a few more times. You’ll want to follow up consistently without becoming a nuisance. Reach out again within 24 hours and then again after 48 hours. After a few days, chances are your lead’s gone cold instead of hot, which brings us to the next tip.
Classify your leads. All leads are not created equal. They have different degrees of urgency, so your messaging and frequency of follow-ups will vary. A common tactic separates leads into Hot, Warm, and Cold. Hot leads require immediate and more frequent follow-up. Frequency and urgency decrease as you work your way down the temperature scale.
Communicate with all staff about promotions or marketing efforts. Make sure everyone who interacts with potential renters knows about current or ongoing marketing efforts, especially if they include discounts. Leads that reached you from your marketing efforts won’t appreciate it if the staff member they talk to doesn’t know the specifics of a promotional deal.
Train your staff for a consistent experience. Your facility will convert leads more effectively with a system in place for recording, responding to, and following up with leads. This can involve scripts for telephone calls, templates for emails, or a lead management system.
Use a lead management system. Many facilities use a lead management system or contact relationship management system (CRM) to track and record outreach to potential renters. Some storage management software (like SiteLink) even has CRM features integrated into the software. If needed, even an Excel spreadsheet can get the job done.

Which Sales Follow-Up Tactics Best Drive Conversion?

Leads come into your storage facility in different ways. Adjust your follow-up techniques based on the type of interaction—from people who stop by the office to online rentals from your website.

When should I follow up with a self storage lead?

How long should you wait to follow up with a lead? No longer than 30 minutes. You should follow up as soon as possible, and within 30 minutes or less.

In-Person Follow-Ups

When potential renters walk into your office, you have one chance to make a good first impression. You have four major goals here:

Build a rapport
Gather information (including contact information)
Provide a tour (if appropriate)
Rent a storage unit

Greet new self storage customers warmly, introduce yourself, and ask for their name. Give potential customers your undivided attention. If you’re with a customer when someone arrives, take a moment to greet them. Let them know you’ll be with them shortly.

Before launching into a sales pitch, take a moment to listen to their needs. Ask questions about:

What type of items they want to store
How long they think they need to rent
How soon they need a unit

These are key customer service tactics. Now that you know more, invite them to tour units that fit their needs.

Use the tour as a chance to point out amenities and features—your security cameras, access hours, and so forth. Once you identify a suitable storage unit, ask for and complete the sale.

People who stop by a storage facility usually come ready to rent. It’s up to you to convince them that your facility is the best option. By placing the customer and their needs first, you’ll create a good rapport, which gives you a better chance of closing the sale.

Telephone Call Follow-Ups

Potential renters may call your facility to ask about rates and availability. Do you just answer their questions and hang up? Of course not!

Use similar techniques from your in-person interactions:

Greet them warmly
Inquire about their needs
Get their contact information
Ask open-ended questions
Share information about your facility’s features
Make recommendations
Ask if you can reserve a storage unit

The key part is getting the caller’s contact information. You can begin by asking for their name and a phone number so you can call back if you get disconnected. Or ask for their email address—tell them that you’d like to send a discount code.

If they’re not ready to reserve a storage unit during the call, try to make an appointment for a tour.

Use phrases like “Are you available this afternoon, or is the weekend better?”

After the call, send a text or email to thank them for their interest and provide any promised information. You can follow up with another phone call within 24 hours if you didn’t get the reservation or an appointment for a tour.

Many facilities find it useful to have basic sales script to follow, especially if your staff are new or not used to selling. The script doesn’t need to be read word for word, but should give staff enough information to cover everything described above.

E-Mail Follow-Ups

What’s the key to quick and efficient self storage email follow-ups? An easy-to-customize template. Make sure the email:

Answers common questions
Highlights your facility’s features and amenities
Explains why your facility is better than the competition

Include a clear call to action like “Reserve Now” with a link to your online rental system or “Call to Schedule A Tour.”

If the email or contact form included a phone number, follow up with a telephone call using the techniques described above.

Website Traffic Follow-Ups

If a lead comes to you from your website, follow up with an email or phone call—or both! Email is great for sharing information about your facility, but a personal phone call gives you the best opportunity to build rapport and close the sale.

If the customer completed a rental online, follow up with an email to:

Thank them for their business
Confirm the details of their rental
Invite them to stop by the office when they move in
Offer information about their move-in day

If they just want information, use a modified version of your email template and follow up with a phone call.

Summary

Learning how to effectively follow up with self storage leads is a critical part of the self storage sales cycle. Following best practices for following up with leads includes responding quickly, classifying leads, using a lead management system, and providing staff with resources and training. No matter what medium a lead uses to contact you, remember your goal of getting contact information, a tour, or a rental. Get out there and follow up on those leads today!

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At StoragePug, we build self storage websites that make it easy for new customers to find you and easy for them to rent from you.

Convert More Leads: Best Follow-Up Methods for Self Storage Managers