Thread: Wall Street Journal article

http://online.wsj.com/article/SB1000....html?mod=e2tw

Thanks Julie, great info.

I find it amusing that the article calls self-storage buildings the "usually drab buildings on city outskirts where people stash their old sofas, heirlooms and other keepsakes." I'm sure most in the industry would agree that's no longer the case. There are hundreds of beautiful facilities across the nation. And they're hardly relegated to industrial parks any more.

Do you think self-storage is still perceived that way by the public in general? Is it just in the media? Self-storage has been the top real estate investment for several years in a row. What will it take to change this perception of the industry?

Perceptions die hard. Especially among those who have no interest in checking their biases. I mean, who at the Journal could possibly be bothered by going online or walking around and seeing what facilities actually look like. And the legacy media wonders why it is losing circulation.

Exactly. Being involved in the industry, I have a better feel for what self-storage looks like today. But a journalist from the WSJ should be seasoned enough to at least do a Google search before making such a bold statement. I'd like to think that perception began to fade a decade ago. Yet I still see it in the media all the time.

Its not just the media - Some people outside of the self storage industry still have old fashion beliefs buried deep in their subconscious that liken a self storage business to a pawn shop; a little dangerous, a little mysterious. Regular marketing and a great drive by appearance is what is going to make a difference. I vote for a flower garden at the entrance of every self storage - haha. The good news we can control these things!