In today’s internet-based economy, consumers rely heavily on “word-of-mouth” advice through websites, directories, blogs and more when deciding which products and services to purchase and use. When a couple can’t settle on the choice between two restaurants on a Friday night, they take out an iPhone, click on their Yelp app and view which location ranks higher based on customer-generated feedback. Not only can they compare star-averaged ratings by zip code, but, more importantly, they can also read reviews written by real people about real experiences and make a well-informed decision.

The same holds true when renting self storage. The most significant value of customer reviews is they add substantial legitimacy to your business or service. When you, as a storage owner, promote your “clean, ready-to-rent storage units,” prospective renters find security in reading a selection of testimonials from your previous tenants that reveals the clean, professional service you advertise is also delivered.

Customer feedback is a very helpful tool to use when you want to validate the services of your company and establish reliability, so your community chooses your facility to move their valuable and important items in to over others. However, what’s even more important to consider is encouraging current renters to not just read reviews, but to leave them for their fellow consumers, too. When a customer receives excellent service while renting from your facility, ask them to leave a comment online so others in the neighborhood can reap the benefits of a great business, as well. Don’t be afraid about receiving unsatisfactory reviews; think about how this information can help you improve property operations.

There will always be a demand for an array of goods and commodities and there will always be a supply, but customer testimonials let society support and utilize the best products and services in the marketplace. By encouraging customer reviews and landing on “word-of-mouth” websites like Yelp, Yahoo! Local, Google Places and Bing Local, your online presence will improve and the customer-generated content will allow the market to support your business naturally.