REITs have a huge technology advantage over independent operators when it comes to self-storage marketing, with in-house teams and integrated tools that work together seamlessly to drive more rentals. SpareFoot gave Websco, a smaller operator, the ability to pool its resources with other independent facilities for greater buying power, resulting in high visibility in local search results and high-profile listings on large targeted partner sites.
The Goal
The company wanted to move to a simple-to-use, fully integrated and supported marketing solution that would help them gain and monetize more leads on a moderate budget. They were seeking a solution that would lure customers away from their competitors through a frictionless automated booking process that integrated with their existing facility management software.
The Results
new moved-in customers
high-quality leads
in revenue from SpareFoot
customer reviews on SpareFoot
The Challenge
Websco was relying on a mix of separate technology vendors to market their company and manage their inventory. The process was poorly integrated, took too much time to manage, and achieved lackluster visibility results. Due to budget constraints and limited resources to optimize its self-storage marketing and operations, Websco consistently lost customers to higher-profile REITs in the region.
The Solution
Websco Properties began working with SpareFoot in September 2011. They integrated with SiteLink to seamlessly track and market available inventory, with no need for manual updates in either system.
“We stay on top of tech trends and changes, and embracing technology like SpareFoot is an integral part of our management philosophy,” Wells said.
Wells and his team can pick and choose which unit types they want to promote. They’re in control of what’s displayed on their listings across SpareFoot’s network of 60+ national partners that reach customers who need storage. Those customers can make a free reservation online, or call SpareFoot’s high-performing call center to reserve by phone.
“The user-friendly interface saves time and money,” Wells said, adding that SpareFoot’s helpful client relations and account management experts are proactive in ensuring Websco gets the most out of the service.
Partnering with SpareFoot has substantially increased the breadth of Websco’s online visibility, resulting in many new leads beyond the company’s typical hyperlocal base. Websco has achieved record move-in rates of more than 77% from the highly qualified customers SpareFoot sends their way.
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The Client
Ben Wells is the president of Websco Properties, a small to midsized management company in the Los Angeles metropolitan area. They operate 12 self-storage facilities and own half of them.
The Market
City: Los Angeles, CA
Population: 3.884 million
Total facilities: 134
Number of REIT-owned facilities: 52
The Facility
Owned by: The Wells Family
Years in business: 38
Account: Websco Properties
Number of facilities on SpareFoot: 12
“Now little guys like us are able to more efficiently compete with the larger REITs’ sophisticated technologies, thanks to our easy relationship with SpareFoot.”
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