Will They Ever Answer?1

In this episode of Modern Storage® Unpacked, Modern Storage® takes on a topic that might seem minor on the surface but carries real weight in day-to-day storage operations: what happens when a potential customer calls your facility and ends up on hold. The title, Will They Ever Answer, sets the tone for a conversation about phone responsiveness, customer patience, and the often-overlooked role that hold experiences play in shaping first impressions of a storage brand. For self storage operators, the phone is still one of the primary ways prospective tenants make contact, especially when they are mid-move and need quick answers about unit availability, pricing, or access hours. When that call goes unanswered or drags on hold with no resolution, the odds of losing that lead to a nearby competitor increase significantly. Modern Storage® explores this dynamic with the kind of candid, practical energy that regular listeners expect from the show. The episode also touches on on-hold music as a branding element. Most operators inherit whatever default audio came with their phone system and never revisit it. But the music a caller hears while waiting communicates something about the business, whether it feels professional, dated, energetic, or simply forgettable. The hosts discuss how forward-thinking storage brands are paying more attention to these audio touchpoints as part of a broader effort to modernize the customer experience. Beyond hold music, the conversation expands into phone strategy more broadly. This includes questions about staffing, call routing, after-hours handling, and how digital tools like missed call text-back systems are helping storage facilities stay responsive without requiring someone to be physically at the desk at all times. For smaller operators especially, these tools can bridge the gap between a lean team and a professional phone presence. The episode also highlights value-added services like free box truck rentals as a way to get customers to choose your facility over another. When a prospect calls and actually gets through, what they hear matters, and being able to offer something tangible like a moving truck rental can be the detail that closes the deal. Modern Storage® use this as a jumping-off point to talk about how storage facilities can train their teams to lead with differentiators during every customer interaction. Overall, this episode is a reminder that the customer journey in self storage does not begin when someone walks through the door. It begins the moment they reach for their phone. Operators who think carefully about every step of that journey, from hold music to helpful staff to standout amenities, are the ones building lasting relationships with tenants and driving stronger occupancy over time.