Better marketing can help your parking facility capture the highest volume of available demand, grow brand awareness, and create new income streams. As a revenue-sharing management provider, we’re incentivized to explore and test the best avenues for driving more business, whether that’s through untapped marketing channels or creative use cases. When our partners succeed, so do we.
Our process starts with a detailed review of your regional market to learn the driver types, competitors, pricing, neighborhood walkability, demographics, and more. This review helps us find potential opportunities to improve performance. Based on this understanding, we work to maximize occupancy using available marketing tactics, including increasing listings on parking aggregator platforms to increase your exposure. Through wider exposure and integrations that offer a seamless customer discovery and booking experience, we keep drivers happy and reinforce brand preference.
This article outlines our unique marketing approach and capabilities, from market research to specific tactics and creative examples of alternate property use cases.
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Approach: Use proprietary research methods to assess parking demand, identify growth opportunities, and set performance benchmarks.
Our first goal when managing a new facility is to understand your regional market potential (demand levels), how well you’re capturing the available potential (based on revenue and capacity), and your specific goals. This data helps us assess if you have unused capacity due to challenges with pricing, awareness, increasing competition, or other factors. If performance is already strong and your parking asset is filling up regularly, additional marketing may not be necessary or worthwhile.
However, if there’s room to improve, we can craft pricing tests and create a marketing strategy to take advantage of growth opportunities. Depending on your facility location and type, we may use on-site research methods and regional demand data that include:
Our goal during this phase is simple: determine what the level of demand/utilization should be (optimally) and compare it to historical levels. When there’s unused capacity, we can explore ways to maximize occupancy through marketing efforts. For us, this typically starts with better exposure on parking aggregation and booking platforms.
Approach: Increase the visibility of your parking facility by adding listings to top-rated parking aggregation and reservation platforms.
Improving your brand awareness through exposure on parking aggregation sites is often the first and most impactful method to increase occupancy. But creating these listings, managing multiple platforms, and keeping profiles updated can be a significant burden. As your management partner, we assume responsibility for increasing your presence across the network of parking aggregation platforms, which we call Advertising Partners.
Whether we’re looking to attract a new customer type (e.g., monthly parking reservations) or maximize occupancy, our team will fine-tune listing descriptions, pricing, capacity limits, and more to help drive bookings. Our direct platform integration with the leading aggregators makes quick listing updates and consolidated reporting simple.
Our approach to reaching drivers (hourly and monthly) who reserve and pre-pay on aggregator websites and apps includes:
We offer drivers a seamless reservation and payment experience, regardless of their booking preference. Plus, you get a consolidated view of reservation activity in a single dashboard, allowing you to see performance from all booking sources.
Approach: use targeted online and offline marketing tactics to drive awareness and maximize occupancy.
Not every parking facility requires the same level or types of marketing efforts. So, our first step is usually to craft a custom strategy outlining the marketing activities that can help us meet your goals. Based on data from tests and campaigns across all of our managed properties, we can quickly identify marketing channels with the most opportunity. Then we can apply proven best practices to specific tactics, from optimized listing descriptions to enhanced curb appeal and attention.
Overall, our goal is to ensure consistency and proper formatting across listings, with updated information and placement on the most widely-used reservation and search tools. Our experienced team handles each step of the marketing process, including details like asset creation (e.g., signage, pictures, web pages, listings, etc.) or physical facility changes, and marketing expenses are absorbed into our operating costs as part of the revenue sharing management agreement.
Our marketing approach leverages both physical (on-site) and digital opportunities for exposure, including:
Digital - focused on reaching drivers who are searching ahead and pre-booking.
SEO
Listing Optimization
Local Search Ads
Customer Loyalty
Physical/On-Site: focused on reaching drivers that need parking in real time.
We consolidate data from all marketing activities into a simple, easily digestible dashboard for performance monitoring. In the dashboard, owners can see exactly how much uplift marketing activities have driven. Plus, the top three channels are highlighted to show exactly which efforts are impacting revenue most. You can also monitor driver reviews to gauge their experience at your property, from cleanliness to ease of checkout and pricing.
Approach: once demand is met, find new opportunities to use available parking space.
In more densely populated areas, alternate use cases for available parking space can help drive additional revenue.
Parking facilities that could be a good fit for this type of rental arrangement typically have predictable demand levels and a fairly uniform driver type. They also need to have the right physical layout to support multiple uses. A good example is an open or partially-covered parking lot that’s primarily used by office workers during normal operating hours on weekdays. The lot may be consistently open during off hours or weekends, leaving capacity for other use cases.
We explore potential opportunities in your locality and assess whether they match your facility type, location, and demand levels. Using this method, we’ve helped owners take advantage of partnerships like the following:
This approach doesn’t work for all property types, but we have helped owners realize hundreds of thousands of dollars in revenue uplift from renting out unused parking space.
