Hummingbird July 2021
How We Helped StorPlace Grow their Occupancy to 95.6%
In about three months, we created a PPC campaign for StorPlace that substantially grew organic traffic and brand awareness and led to sky-high occupancy.
Reduction in PPC campaign cost
Increase in number of leads
Three months after starting a new PPC campaign, StorPlace saw the following results:Lowered Campaign Costs
Using the new plan, StorePlace reached a larger area with a budget that you’d expect for a one-property campaign. StorPlace’s campaign cost went down by $9,524.21 (32.7%) and the operator’s cost per click lowered went down $3.57 (38.4%) quarter over quarter.
StorPlace’s website saw 9.2% more clicks directed to their website, click-through rates increased by 0.3%, and impressions grew by 15.08%.
Increased Leads and Occupancy
The number of leads StorPlace saw grew by 6.9%. This growth in leads led to an almost 5% gain in average occupancy across the operator’s portfolio in 3 months. Of the 10,000 self storage spaces that StorPlace manages, a little over 350 spaces are available to rent. This averages to about 19 spaces per store.
StorPlace Self Storage manages over 10,000 self storage spaces across 18 properties. You'll find most of its properties in Nashville and within a 20-mile radius of the heart of the city.
After about a year of working together, StorPlace came to us with a request. StorPlace was happy with our PPC partnership, but it wanted to change things up. The summer months were coming up and they felt this was an ideal time to make a change to increase its occupancy.
The goal we landed on: break a 90% average occupancy rate across all 18 of its properties.
How We Helped
We analyzed the market that StorPlace operates in to determine our ideal approach. After our analysis, we determined that our "Combined Experience" approach would be ideal.
We'd used this approach with a similar partner and saw success. All we needed to do was adapt the approach to StorePlace's market.
The approach looked a little like this:
- Figure out the proximity of each StorPlace location to each other. This would let us know how we could be more efficient with our campaigns.
- Combine campaigns for locations closest to each other. This ended up shrinking 18 campaigns down to 6.
- Create a combined budget based on each new campaign.
- Launch and watch the new combined campaigns.
We worked with StorPlace hand-in-hand to ensure this plan delivered the best ROI.
We made sure to maintain clear communications with their team. We also sat down with their team every month to discuss how the new approach was doing. If there were things we could change to maximize their growth potential, we made sure to do so.
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