How Matt Used His Own Algorithms to Find the Perfect Self Storage Site | Self Storage Explained #9

Episode 9: Bien Sûr

Summary

In this episode, Gavin Shields interviews Matt from Bien Sûr to explore the journey of building and scaling a self storage business in France. They discuss the challenges of entering a competitive market, the importance of site selection, and the lessons learned from their early attempts to disrupt the industry. The conversation also covers effective marketing strategies, the use of technology in streamlining operations, and tips for new operators looking to enter the self storage space. Matt shares his insights on what it takes to succeed in self storage, including managing staff, optimizing occupancy rates, and future growth plans.

Takeaways

• The Importance of Site Selection: Matt emphasizes that choosing the right location is crucial for success, sharing how they used data-driven approaches to identify underserved areas in the Paris suburbs.
• Learning from Failure: Initially, Bien Sûr tried to disrupt the self storage market with a valet storage model but pivoted to a traditional self storage approach after realizing the operational complexities.
• Effective Marketing Strategies: Matt discusses how they leverage digital marketing, SEO, and Google Ads to attract customers, even in less visible locations.
• Operational Insights: Managing occupancy rates, staff, and customer service are highlighted as key operational challenges and how Bien Sûr has navigated them.
• Customer Experience Matters: Matt shares how offering various communication channels (phone, email, WhatsApp) and a smooth online booking process enhances customer satisfaction.
• Scalability and Future Plans: Bien Sûr plans to expand further in the Paris area and potentially explore third-party management or franchising options in the future.
• Utilizing Technology: While they don’t use smart locks, Bien Sûr focuses on technology for customer access and management, ensuring smooth operations.
• Lessons for New Operators: Matt advises new entrants to thoroughly research and seek guidance from industry experts to avoid common pitfalls.
• Building a Strong Brand: The importance of creating a recognizable and trusted brand in a competitive market is crucial for long-term success.
• Maintaining Flexibility: Bien Sûr remains open to adapting and exploring new opportunities as they continue to grow and evolve in the self storage industry.

This episode is packed with valuable insights for anyone interested in the self storage business, whether you're just starting out or looking to scale your existing operations.