SpareFoot Case Study

The Solution

JMP Storage decided to refocus its online marketing efforts by joining SpareFoot in October 2013. Upon signing up, they immediately gained a marketing advantage over competitors not listed with SpareFoot. JMP customized the photos, amenities and details on their SpareFoot listings to show off what makes them unique and superior to many competitors.

“These days, the majority of business seems to be conducted online, so anything that helps us use the Internet to our advantage is a worthwhile investment. For us, it’s all about what activities will generate the greatest result,” Wright said.

Because many potential tenants prefer using comparison shopping marketplaces to find storage, SpareFoot gets a lot of traffic and high ranking in search results in Salt Lake City. This makes it possible for SpareFoot clients like JMP to rank on the first page of Google by proxy. As with physical shelf space in the grocery store, it’s helpful for JMP to show up in more than one place beyond their own website. It’s the same way a cookie brand would like to be placed on the main aisle, in an end cap, and in a prominent display by the store entry.

Large and small storage companies are given equal treatment on SpareFoot, so JMP can compete on an even playing field on the network. They’re promoted on big partner channels that reach customers who need storage, like Penske Truck Rental and SelfStorage.com. SpareFoot takes those channels away from competitors like the larger REITs, and gives them to operators like JMP.