AN INDUSTRY LEADER SINCE 1973 METRO STORAGE LLC. June 9, 2014 BRIAN D. BLANKENSHIP EXECUTIVE VICE PRESIDENT

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1 AN INDUSTRY LEADER SINCE 1973 METRO STORAGE LLC & June 9, 2014 BRIAN D. BLANKENSHIP EXECUTIVE VICE PRESIDENT METRO STORAGE LLC

2 Agenda Overview of Metro Self Storage Yesterday, Today & Tomorrow Chicago Self Storage Performance Best Practices & Operational Insight Lead Management Citations & Business Listings 2

3 Metro Storage LLC is a privately held, fully integrated, self-administered and selfmanaged real estate company specializing in the acquisition, development, and management of self storage facilities. Today, it has positioned itself as one of the nation s premier self storage operators (under the brand name Metro Self Storage ) and is the 5th largest private self storage company in the country and the 11th largest among private, non-reit and REIT self storage companies. 1 Today, Metro currently manages over 6.1 million rentable square feet of self storage space, consisting of over 55,000 self storage units in 91 properties in 13 MSA s. 2 Metro either owns or has a joint venture interest in 82 self storage properties it manages. 1 Source: 2013 Top Operators. Mini Storage Messenger. September Current portfolio is 80 properties; remaining properties are scheduled to close over next 60 days. Metro Storage LLC Corporate Office Lake Forest, Illinois 3

4 The Metro Self Storage Brand National self storage brand with a customer-focused company culture. Based in Lake Forest, Illinois Well respected, well known brand. Providing superior service to the customer and their self storage experience since

5 History of Metro Self Storage in Chicago Karl Nagel industry patriarch Predecessor company formed in 1973 The Vault ( ). First location in Wheeling Metro Self Storage Replaces The Vault in 1979 The Company introduces the new, modernized logo with its bold green and yellow image and softer, friendly font Present 5

6 metrostorage.com launched in

7 metrostorage.com today 7

8 Metro and Chicago - Then 8

9 Metro - Now 9

10 Metro - Tomorrow 10

11 Metro - Tomorrow - Internationally 11

12 Citations & Business Listings Business Listings & Citations What are they? Impact on me? NAP what is it? Know it. Be Consistent. Be Complete. Be Accurate. Trust is based on consistency. 12

13 NAP (Name, Address, Phone) Accurate Business Listings and Citations Start Here! 13

14 BL s & Citation s Reach Are they critical? 14

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19 Oversight & Management New: Start off with the right information. Be Complete. NAP Poor citations lead to problems, duplicates A complete citation-business name, phone number, address (and link) Five primary data providers InfoGroup Acxiom Localeze Factual Google 19

20 Monitoring your listings Once and done? Nope. Easy to Change. No real standards. No authority. emove.com, sparefoot.com, storagefront.com, others Use a system. It s inexpensive; provides needed recurrence to keep information updated (every 30 to 180 days). Also serves as a safety net to those providers who borrow a store s listing. Monitoring program with annual audits These only work to manage going forward. These will not fix bad citations. Don t submit duplicates. 20

21 Claim or Submit, Maintenance 21

22 Oversight & Management Bad Citations? Only one fix Hard work, persistence and dedication. So why is all of this so important? 22

23 Property Management/Operations Lead Generation - Marketing Metro s focus evolves around maintaining and promoting what matters most to our customer when searching for storage and ultimately making their choice. 1. Conveniently located near their home. (Digital marketing strategy) 2. A clean and market-ready self storage unit along with a wellmaintained property and common areas. (Property appearance, strong curb appeal and well-maintained assets.) 3. The property and the self storage is secure. (Technology & Systems) 4. Friendly, resourceful and professional staff to assist (Human Resources & Training) 5. Competitive price. (Revenue Management) 23

24 Property Management/Operations Lead Generation - Marketing The property s image and visibility - #1 Marketing Strategy Strong curb appeal, bright color scheme, Metro Self Storage signage, banners, and other external marketing items create our visible image. 24

25 Property Management/Operations Lead Generation - Marketing Digital Marketing Strategy 25

26 Property Management/Operations Lead Generation - Marketing Metro s Digital Marketing Strategy Is Powerful & Relevant Our internet and mobile platform ( a significant number of our reservations, leads and quotes. SEO, SEM, PPC campaigns support the strategy Google+ social media strategy Social Media signals on Facebook & Twitter Reputation Management signals on Yelp and Google Business listing management Mobile marketing is an advantage. Our mobile platform is integrated with all systems Metrostorage.com mobile started 3Q11 Mobile traffic is significant % of total unique visits and grows monthly. Channel specific rate, promotion, reservation and quote options offered on both platforms. 26

27 Lead Generation Lead Capture to Lead Closing 27

28 Velocify is designed around these practices Lead Capture De-duplication / Re- Inquiry Engine B2C Sales Fundamentals Lead Quality Appropriate Speed Consistent Process Appropriate Persistence Intelligent Distribution Prioritization / Scoring Dial-IQ Marketing Automation Integrations / Analytics Workflow Automation Flexibility

29 Ultimate Contact Strategy 29

30 Today s Takeaways Chicago self storage performance is strong. Business Listings & Citations Know your information Check out one of the sites; get a free analysis and develop an approach Be patient Lead Generation do what s best for the property Lead Management Follow-up Speed to contact Know your numbers Monitor your numbers Questions? Thank you. 30

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