One facility we took over had performed well for nearly 20 years. Over the next four years, occupancy steadily declined. It was still slipping when we came in, and the property faced 27 competitors within three miles.
It would have been easy to respond by spending more on ads. Instead, we scaled back during the slower winter months and audited what a potential renter would experience before they ever moved in. Could they find the facility? Did the website load quickly? Was it easy to rent a unit? Did the property look as good in person as it did online?
We strengthened the website, local SEO, Google Business Profile, and rental experience, then reoptimized the Google Ads campaigns. With that foundation in place, we increased the ad budget in the spring. By summer, occupancy had climbed from 64% to 84%.
The Takeaway for Q4
For any facility heading into Q4: audit your marketing foundation before adding to your ad budget. Look at your website and rental funnel, page speed, signage and curb appeal, Google Business Profile, social channels, SEO, and the FAQs and content that help renters make a decision.
Google Ads can help you capture demand. First, make sure everything a renter sees after clicking is ready to turn that interest into a move-in.
Curious how ASPM approaches marketing for the facilities we manage? Get in touch with our team to talk through your facility.
Written by Sydney Marsolan, Director of Marketing at ASPM
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