JMP Storage invested in online advertising, but was having trouble competing against larger REITs for ad views with its more limited budget. By partnering with SpareFoot and harnessing the collective SEO and PPC buying power of more than 10,000 storage operators, JMP is now represented on the first page of Google.
The Goal
JMP Storage wanted to maximize its online advertising ROI by reaching the first page of Google search results for each of its target markets in Utah.
The Results
new customer reviews
new moved-in customers
in revenue from SpareFoot
national brands promoting JMP
The Challenge
Despite working with a digital marketing firm to promote its own website, larger REIT competitors consistently pushed JMP out of visibility in search results. This made it difficult to obtain new customers beyond a 3-mile radius in local search results, leaving JMP with lower than desired occupancy rates.
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.
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The Client
Jordan Wright, Operations Coordinator for JMP Storage, an independent self-storage operator in Utah with four facilities amounting to 400,000 square feet of space.
The Market
City: Salt Lake City, UT
Population: 191,180
Total facilities: 104
Number of REIT-owned facilities: 8
The Facility
Owned by: John M. Potter
Years in business: 5
Account: JMP Storage
Number of facilities on SpareFoot: 4
“A strong Internet presence through SpareFoot helps us compete more effectively to reach people we wouldn’t attract otherwise. We are able to associate quite a bit of our traffic with SpareFoot.”
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