Help Your Bottom Line with Mystery Shopping

Your First Step Towards a Better Bottom Line

Let’s discuss mystery shopping as your first step when challenges arise at your self-storage facility. It’s akin to trying to get healthier; you need to examine every aspect of what you’re doing, such as what you’re eating and how much time you spend on physical activities.

If you own a self-storage property and are unsure why it’s not performing as well as it should, the first thing to assess is the day-to-day management—specifically, who is managing the property and how it’s being managed. These are two distinct factors. If you have no managers, that presents another hurdle to overcome. However, if you do have managers, you should evaluate how effectively they are performing their sales roles.

When a customer approaches us and says, “We’re struggling; our occupancy is down,” the first thing we do is recommend a telephone and in-person mystery shop for their managers. That should be step one.

You must ensure that your self-storage managers are performing at their best on the phone and in person, whether they are seasoned professionals, new to the role, or somewhere in between. It’s essential that they are all on the same page, and mystery shopping can help uncover any inconsistencies.

Statistically, if a customer is only calling around three to five stores, your managers need to be exceptional. You must stand out in that small pool. In a less competitive market, this may not matter as much since there are only a couple of options. However, in a competitive market, you can’t leave anything to chance.

Your Marketing Dollars Can’t be Wasted

You should also consider your website. In today’s market, having a well-designed and functional website is essential. It’s crucial to ensure your website is optimized so that when someone searches for storage in your city, your site ranks well and doesn’t end up buried on the third page of search results.

Yes, the people aspect is crucial. But you should also focus on analytics, such as rate surveys and competition performance. When considering the people aspect, it’s essential to quantify it, and that’s where mystery shopping comes in. You may have managers who are burned out or inexperienced, both of which can contribute to a struggling bottom line.

Some managers may think, “If I don’t try hard anymore, it’s okay because someone else should take care of advertising.” However, even with a significant advertising investment, if they lack the necessary skills, that money is wasted. Without adequate training and continual development of staff before spending a lot on a campaign, you’re just flushing money down the drain. The costs of web promotions alone mean that it can no longer happen.

Low SkilCheck mystery shopping score results could come from both training and motivation issues. It’s essential that managers have some incentive to improve, and I’ve always offered some form of bonus to encourage them.

Unmanned Self-Storage Facilities Need to Be SkilCheck’d, Too!

There might even be properties attempting to operate remotely and floundering because they require an actual onsite manager.

At SkilCheck, we often conduct unmanned, in-person mystery shops. Our shoppers report that while a property may look good from the outside, they will not feel safe storing their belongings there if it lacks a gate or a person on-site. This is a significant issue currently.

Are you struggling to implement the remote management model? Is it time to reconsider having a manager back in the office? SkilCheck can help you understand what potential local renters are experiencing at your unmanned facility. Their feedback can help you determine whether the remote management model is suitable for you.

Our Free Monthly Manager Training Sessions are a Hit!

The free monthly manager training sessions we conduct have been incredibly enjoyable and productive. The self-storage managers genuinely love participating. They are excited to engage with each other and share experiences about the unique challenges they face on a daily basis. During these manager training sessions, we maintain a positive atmosphere. We emphasize that we are here to help them improve, as the managers also want to raise their occupancy rates. Our approach stems from a place of encouragement, which is why I believe these monthly sessions have been so beneficial for everyone; they understand that we aren’t just trying to criticize them, but rather to support them.

When considering the cost of training through SkilCheck, the average cost is approximately $60. This includes the shop, feedback, recording, and this hour of live, interactive training for the manager. An important aspect is that this feedback comes from an external party rather than the owner, which can reduce resistance to criticism. We are aiming to help them improve.

Every business should recognize that when the phone rings, it signifies potential income. Those opportunities should be exciting rather than disregarded.

When we evaluate the affordability of SkilCheck in relation to all other expenses at a facility—especially when operating multimillion-dollar properties—it’s clear that investing less than $100 is justifiable. Moreover, managers can connect with each other during these sessions, leading to renewed enthusiasm. I often feel a sense of satisfaction at the end of our meetings, as the managers leave with smiles, having shared a positive experience for that hour. They hear that others are facing similar struggles, which fosters a sense of community and motivation to improve, even when call volumes may fluctuate.