Your Storage Facility Reviews Matter More Than Ever

Thanks so much to our guest blogger, Kale Leavitt of StorageReach, for some amazing statistics and information about online reviews for the self-storage industry!

Your Online Reviews Matter!

The first thing I typically mention to storage owners and managers is that approximately 75% of people searching for self-storage facilities online first look at reviews. Reviews can either attract potential customers to your facility and website or drive them away. Therefore, it’s crucial to ensure your reviews are compelling enough to draw them in.

The second point I emphasize is how to improve your Google ranking using those reviews. Google considers three main factors: quality, quantity, and consistency. They prefer a steady stream of reviews to a spike of 10 in one day, followed by nothing for a couple of months. Ideally, it’s better to receive two reviews per week over a five-week period.

Additionally, about 60% of people trust only reviews posted within the last three months. This highlights the importance of not only accumulating a good number of reviews but also maintaining a consistent flow, as this can significantly improve conversion rates and enhance Google rankings. Overall, it’s essential to actively collect reviews, as potential customers are looking for them. That’s typically where I start the conversation.

You Have a Lot to Do…But Getting Reviews Should be Top of the List

Self-storage managers have a LOT on their plates, and it’s understandable that paying attention to reviews sometimes slips to the back burner.  Stores tend to rely on reviews from several years ago, thinking they are sufficient. Those past reviews don’t carry as much weight as more recent ones, especially today. Customers are increasingly aware of reviews—they expect to be treated well and to have a positive experience. They also understand how quickly businesses can change, so recent reviews indicate that a business is still performing well and striving to provide a good customer experience. If the last review was a year ago, potential customers might wonder, “What happened in the last year? Why has there been no feedback? It’s gone dark.”

Conversely, we sometimes see facilities with low ratings that suddenly receive numerous five-star reviews in just a couple of months. The comments often reflect positive changes, such as “The new managers are amazing” or “The new owners are really paying attention.” This can greatly influence public perception of the business, particularly in the facilities sector.

Customers are Shopping Around

I really put a lot of thought into my shopping decisions. Over time, I’ve learned to interpret customer reviews more effectively. For instance, if I see a review from a clearly upset customer, I consider their perspective but also look at the rest of the feedback. If the majority of reviews are positive, I feel reassured about making a purchase.

In my presentations at events like the Inside Self-Storage Expo and the Self-Storage Association show, I stress a surprising statistic: around 80% of people trust online reviews more than recommendations from family and friends. This may seem odd at first, but I can relate to it from my own experiences. For example, my sister once recommended something for me to buy on Amazon, but when I looked at the product, it had terrible reviews. At that point, I thought, “My sister must be mistaken.” It’s a common situation that many of us encounter.

The Statistics Prove How Important Reviews Are

We found facilities with recent reviews (within the last three months) that show a 25% increase in rental inquiries compared to facilities with older reviews. That’s a significant number of people! You’re looking at thousands of dollars in monthly rentals if you capitalize on that trend. This increase is primarily due to focusing on reviews.

Additionally, storage facilities with 50 reviews and a 4.5-star rating tend to fill their units 30% faster than those with lower ratings. However, it’s worth noting that this statistic can vary by market, so the figure represents an average we found.

So, it’s clear that while many factors influence rental closures, if reviews can make such a substantial difference, we should prioritize them.

Does Google Really Pay Attention to Reviews?

We previously discussed the importance of conversion rates, and I want to emphasize that facilities focused on generating consistent reviews typically see a 21% increase in click-through rates on their websites and Google Business pages. Additionally, it’s crucial to understand that Google reviews can also improve pay-per-click (PPC) performance. Advertisers who invest in Google PPC and use review extensions with positive ratings often see a 15% increase in click-through rates. This improvement leads to higher quality scores, which ultimately result in a lower cost per click. 

AI Search Results Seem to be Paying Attention, Also!

To explain the importance of Google’s AI search results, take into consideration the Google Map Pack.  It’s estimated that about 20% of the ranking factors come from Google reviews. For AI search, it’s estimated that around 17% of ranking factors are also influenced by Google reviews and review signals. The only factor that ranks higher than reviews in both search methods is on-page signals. Essentially, if your website doesn’t mention the relevant product or service that users are searching for, it won’t rank well. Therefore, review signals are the second most significant factor affecting rankings.

The smaller companies no longer feel like they are constantly battling against the larger ones, especially with the emergence of AI. For instance, real estate investment trusts (REITs) can spend heavily on Google Ads, which gives them a prominent position in search results. However, AI has begun to level the playing field a bit. Google reviews play a crucial role in this process.

Don’t Underestimate Showing Up in Google’s Map Results

I often discuss this in my presentations. REITs can invest heavily in pay-per-click ads, making it challenging for smaller facilities to compete. Yet, in terms of Google rankings, particularly in the map pack, smaller operators have a significant opportunity. Approximately 50% of users selecting options on a search engine results page click on the map pack. Meanwhile, 20% click on Google ads, and 30% opt for organic rankings.

One advantage of the map pack is that it doesn’t require a substantial cash outlay to appear there. To rank well in the map pack, businesses primarily need to be located near the search area. The second most important factor is user reviews. This means that smaller operators can compete effectively with REITs without a massive advertising budget; they just need to leverage the positive customer experiences they already provide.

Even if a smaller operator is just down the street from a larger competitor, there’s still a chance they can rank higher in the map results. Personally, I tend to look at the map results first, whether I’m on mobile or desktop. In today’s fast-paced world, no one wants to spend extra time traveling.

When searching for services, I call the places closest to me first, regardless of whether they are big or small. There’s a certain comfort in choosing nearby options, and the statistics show this: about 50% of people prefer to go with businesses in their vicinity.

Approximately 44% of people click on one of the top three listings that appear, while another 8% click on the ‘More Places’ button. This means that 52% of users interact with options in the map pack.

Can StorageReach Make Getting Reviews Easier?

The focus at StorageReach is on creating an automated system so that property managers don’t have to worry about the review process; it happens seamlessly. We integrate with management software to automate review request campaigns. We send out review requests at three key touchpoints.

The first touchpoint is the move-in process, where we expect to achieve the highest success rate for collecting reviews. Our review requests include several strategies, such as drip campaigns, optional surveys for negative feedback, and incentives for internal reviews. Although we cannot incentivize Google reviews, we encourage positive internal reviews to potentially convert them into favorable external reviews. For those who do not interact with the initial review request, we send a follow-up message.

The second touchpoint focuses on current tenants. Google prefers a steady influx of reviews, ideally 2 per week, rather than a single burst of 20 reviews. Our automated system sends review requests to a selection of current tenants, depending on the size of the facility, typically ranging from 5 to 15 tenants each week. Once selected, a tenant will not receive another review request for six months. We also check the integration to ensure that tenants are not in late-payment status, auction status, or have had their rates increased, as these factors could negatively affect their willingness to leave a review.

Negative Reviews Happen

In the StorageReach system, customers can leave either a negative internal review or an external review. Most of the time, we successfully encourage customers to submit an internal negative review that is not published on Google. Instead, it is sent directly to you, allowing you to address and resolve any issues they may have.

For example, just last week, one of our clients received an internal negative review. They discovered that the customer was frustrated with the rental rates. The client reached out to the customer and offered to slightly lower the rental rate, which pleased the customer. As a result, the customer, who had been considering moving out, decided to stay. By identifying and addressing the issue early on, the client retained their customer and avoided a larger problem.

That’s a significant point of discussion, especially since customers often won’t approach the manager with their issues; instead, they’ll turn to Google and express their concerns online. If a business can address the problem effectively, it’s impressive, as it allows them to retain the customer. This is critical because the issue can be resolved without escalating it to a global audience.

Negative Google Reviews Can and Should be Addressed Right Away

It’s also essential to acknowledge that negative reviews can happen to any business; after all, businesses are human. Mistakes can occur, or a customer may simply have a poor experience. Therefore, it’s crucial to respond to these reviews. We have a tool that uses AI to help craft responses and manage reviews across different locations.

Many potential customers will actively seek out negative reviews to see how a business reacts. Thus, we need to ensure our responses are professional. How we address these reviews reflects our commitment to providing a good customer experience. If potential customers see a professional response to a negative situation, they may recognize our dedication to resolving issues.

Just Ask!

I like to remind people that just a single positive review can lead to multiple new rentals. If you have a good interaction with someone, be sure to ask them for a review. Many people are willing to leave positive feedback if only they’re asked.

In fact, a statistic shows that around 68% of people say they would leave a positive review; they just need to be prompted. So, if you’re speaking to someone in person, don’t hesitate to ask, “Would you be willing to leave us a review?” You might find that many are happy to do so. Even if someone declines, you can still gain valuable internal feedback on their reasons.

Every review can significantly impact your business, so it’s essential to seize every opportunity you have to request them.