Is Your Agency Guiding You? Or Are You Guiding Your Agency?

If you’re spending five figures a month on digital marketing and you’re the one bringing ideas to the table, something’s broken.

It’s a pattern we see constantly in self-storage. An operator signs with an agency, expects strategic partnership, and instead gets a team that waits for direction. You ask for a report, you get a report. You ask about SEO, you get a recommendation. But nobody’s proactively telling you what to do next — or why.

That’s not a partnership. That’s an order-taker.

What You Should Expect From Your Agency

Your agency should know your market better than you do — or at least be working toward it. That means understanding your competitive landscape, monitoring what the REITs are doing in your local markets, and bringing you insights before you have to ask.

Here’s a quick gut check. In the last 90 days, has your agency:

• Told you something you didn’t already know about your market?
• Proactively recommended a change to your strategy?
• Connected your marketing spend to actual move-ins — not just clicks?
• Shown you how you stack up against your local competition?
• If the answer is no across the board, you’re not getting what you’re paying for.

The Problem With “Set It and Forget It”

A lot of agencies win the pitch, launch your campaigns, and then move into maintenance mode. The reports keep coming, the ads keep running, but nobody’s actively optimizing. Nobody’s thinking about your business between meetings.

For an operator running 10, 15, 20+ locations, that kind of autopilot is expensive. Markets shift. Competitors adjust. Google changes the rules. If your agency isn’t adapting your strategy in real time, you’re falling behind — even if the reports look fine.

It’s Bigger Than Marketing Now

Here’s the thing operators are starting to realize: the best partners aren’t just running your ads and managing your SEO anymore. They’re helping you think about technology — how your website converts, how automation can reduce your workload, how AI is changing the way renters find and choose a facility.

The line between marketing and technology is disappearing. If your current partner only knows one side of that equation, you’re getting half the picture.

The Bottom Line

You shouldn’t have to be your agency’s strategist. You’ve got facilities to run, teams to manage, and growth targets to hit. The right partner brings you the plan, backs it with data, and adapts when things change — without waiting to be asked.

If that’s not what you’re getting, it might be time for a different conversation.

Let’s talk. Contact Go Local Interactive to find out what a real partnership looks like.

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