MEMBER SPOTLIGHT

MEMBER SPOTLIGHT: Regional Focus

Renee Reynolds

West Orange Self Storage

Insider: Tell us about your facility Renee:We have one facility with 210 storage spaces in Orange, New South Wales. We have just completed stage four renovation and the landscaping beautification on the frontage of the block. With planning and insight from my husband Mark, we started building the new business from the ground up in 2012. Stage One with 84 units constructed and fully booked out was completed in the first six months. Stage Two began in 2013, building an additional 47 units, which were immediately full. In 2014, the third stage was a drive-through area, the first in Orange, complete with another 50 units and all spaces sold before completion. Stage Four saw the second drivethrough area completed in May 2021 with another 32 units. This stage included finalising the frontage and improving the office area to look after clients.

Insider: What improvements have you made aside from the extensions over the years? Renee: With the latest upgrade, we have value-added sensor lights in these units, wider, higher roller doors, bigger sizes, and a public restroom area. The reason for this is we have noted the majority of our clients in this area are tradies and small businesses who love the convenience of the storage space. The Orange area of New South Wales was completely sold when we gained occupancy, and we had 32 move-ins in three days. Our occupancy levels break all of the averages, with 100 per cent occupancy for the last five years, and the average length of stay is 28 months. A large percentage of our storers have been with us since the beginning in 2012. Insider: Who helped you with the builds? Renee: For the first stage of build in 2012 we used StorCo builders. My husband built stage two and three and StorCo did the latest build. The last build was completed in the expected time frame with plenty of communication despite the bad weather and a few obstacles thrown in which we believe were ‘character building’.

“Our point of difference is that we are a business that cares, not just an investment.

Insider: Before you were in self storage, what did you do? Renee: For three generations and 40 years, our family had a Luxaflex window furnishings business. Being brought up in a family business, I learned that customer service was the key to success, especially in a rural setting. I have a lot of experience in that area and treat every person with warm regard, and as a result, we had a very good name around town. We sold that business as we did not want the ongoing responsibility of 30 staff and the logistics of managing a growing business. Insider: What skills have you brought from your previous business to self storage? Renee: I learned from experience that every customer deserves a personalised approach to their storage needs, and we try to offer that to take the hassle out of storing. I learned how to sell our product and present our point of difference, consistently deliver what you promise and exceed expectations, or if you can’t, to be upfront quickly.

Our point of difference is that we are a business that cares, not just an investment. We ask many questions to quantify which details are essential and work out what size is required.

We have two drive-through areas on site, which are extremely popular with storers for convenience, weather protection when unloading, and security, and have a big following of tradespeople who will be ongoing storers for years to come.

Insider:How have the past two years changed the way you’ve worked? Renee: The COVID-19 climate has not affected us in a negative sense as a business, and our town is booming. However, sensing the trends and predictions of when people are vacating and when we can help place new customers with their storage needs has been a lot harder. The demand is huge, and we cannot service what we are asked for despite always running a standby/waiting list. Insider: Given the demand for your facility, how do you choose the customers that are right for you? Renee: I use my gut instincts to feel out potential customers. If I get a bad feeling, I tend to ask more questions. Not every contact made is a good fit for our business. I remind myself regularly that you don’t have to turn every potential customer into a storer. We offer excellent customer service and a great facility, but I also expect the customer to hold up their end of the bargain. I can be tough when I need to. No one else is going to care about your business as you do. If someone is not adhering to the terms of the agreement that you both have agreed to, you have to talk to them in a confident, calm and assertive manner to rectify the problem; otherwise, you risk it never being resolved.

Insider: How do you feel about your self storage journey? Renee: I am proud of the business we have built and excited to have new business partners (Simon and Lisa) on board for our final stage build and with whom to share future operations and planning. My husband, Mark, does all the building maintenance and computer tech/security and our new partners assist us with operations and planning. I look after the management, customer service and operations. We have been 100 per cent full for a long time, and I feel that is due to the love and care we put into our business. Insider: How has the SSAA helped you? Renee: I have found the SSAA to be a fantastic resource and backstop if I deal with any problem storers. It’s great to have the security of legal support behind you and to grow your knowledge with the evolution of the industry. l