Family Launch Briefing
One page for the whole week. The numbers first, then who does what, then scripts and every contact — phone numbers are tap-to-call, addresses open Maps. ⚑ = call to verify before driving.
Why people rent storage — StorageCafe survey, n=2,824 (2024–25)
Moving + overflow ≈ two-thirds of all demand — that's why movers, apartment managers and realtors are the doors we knock.
10×10 street rates in Las Cruces — web-listed, July 2026 snapshot (dynamic pricing: treat as bands)
Our $105 listing sits near the top of the market. The occupancy sweep decides where the final rate lands ($79–95 band).
What one new tenant costs us, by channel — vs ~$1,100–1,500 lifetime value per tenant
This is why the referral circuit is the week's mission: the cheapest channel by 4–6×, and it compounds.
The fill target
① Partner reward: "We pay a $50 gift card for every rental that comes from you." (Movers, small shops, independent landlords. Industry-standard — StoragePug.)
② Client perk: "Your tenants/clients get an extra half-month free with your code." (For corporate-managed complexes whose staff can't accept gifts. Makes the manager the hero; costs us less.)
Lead with whichever fits; both is fine. Referral tracking codes/cards are coming with the new website — until then, tell partners "have them mention you by name at checkout or on the phone."
Brother — the door circuit (your lane: in-person)
- Work the day-one route below, then the full mover / apartment / property-manager / brokerage / contractor tables.
- Goal per stop: a name, a yes to one of the two offers, and permission to drop off cards later. Ask every stop: "who else should I talk to?"
- The documented playbook is business doors — we found no source recommending residential knocking and none reporting results either way. Your call if you want to test a neighborhood; track rentals-per-hour against the business circuit.
Sister — the phone lane
- Occupancy sweep (do this first — it sets our prices): call the competitors below as a customer. Note: do they HAVE a 10×10 now? Real move-in price? Waitlist? — If most are full → we price high ($95+). If everyone has vacancies → we price at market ($85).
- Call every ⚑-flagged entry in the tables to verify before anyone drives.
- Pitch the phone-first businesses (estate-sale companies, El Paso movers) with the same script as the door circuit.
| Competitor to sweep | Phone | Their listed 10×10 |
|---|---|---|
| South Main Self Storage | look up — 1910 S Main St | $49–50 |
| Picacho Self Storage | look up — 1760 W Picacho Ave | $50 |
| Discount Self Storage (Holiday Rd) | look up — 2190 Holiday Rd | $85 |
| I-25 Self Storage | look up — 960 S Triviz Dr | $39 |
| Highway 70 Self Storage | via site — 2405 Bataan Memorial W | $46–55 |
| Las Alturas Self Storage | look up — 4005 Johnson Ln | $19–49 |
| Metro Verde Storage | look up — 4629 Peachtree Hills Rd | $80 |
| Roadrunner Self Storage | look up — 170 N Roadrunner Pkwy | $105–129 |
Time-sensitive setup (whoever is at the property first)
- Google Business Profile — the single most time-sensitive task of the week. Create it at the property, start verification immediately (it takes ~2 weeks to rank, and Google's local results are where most renters will find us). Add photos, hours (24/7 access), and the phone number that gets answered.
- Photograph a unit lock up close (both sides + any hub/gateway box) — this decides our software.
Mom (if willing) — the Spanish line
- 30% of Las Cruces households speak Spanish at home (ACS). Several staffed competitors advertise bilingual staff during office hours (Las Alturas, for one). We couldn't find a local facility pairing Spanish phone support with 24/7 phone-first rental — that combination looks open. If she's in: she's the Spanish half of the answered line, and later QCs the Spanish site.
- Residential door-knocking: no industry source we found recommends it and none reports results either way — the documented playbook is business doors. Not banned; if you test a neighborhood, track rentals-per-hour against the business circuit and let the numbers decide.
- No "review and get a discount" — violates Google policy + FTC; can get our reviews nuked right when we need them. Asking is fine, paying isn't.
- Never say "unmanned" or "no staff" to customers — say "24/7, rent from your phone, real people answer."
- Don't quote final prices yet. Instead, capture the lead: "Grand-opening rates lock this month — founding renters get the best price we'll ever offer. Give me your number and you get first pick." Collect name + number at every stop.
- Don't sign anything new with the website vendor before we have account ownership answers.
- ☐ Lock photo (close-up, both sides, + any gateway/hub device)
- ☐ Feasibility study (photo of every page is fine)
- ☐ GoHighLevel ownership answer from Katrina
- ☐ Occupancy sweep results (the price sheet writes itself from this)
- ☐ Google Business Profile created + verification started
- ☐ ≥15 partner conversations logged (who, offer accepted?, follow-up)
- ☐ Website photo shot list captured
Every door and phone number, by category
- NM Construction Alliance (Home Builders Assoc.) — 2825 N Main St · (575) 526-6126 · Exec Dir Nicole Perez (575) 993-9288 — one meeting reaches every contractor in town; ask about Showcase of Homes.
- Steinborn & Associates — 141 Roadrunner Pkwy · brokerage (575) 522-3698 / PM arm (575) 521-7368 — biggest brokerage + property management in one building.
- Two Men and a Truck — 741 W May Ave · (575) 249-2533 ⚑ second number floating: (575) 213-7288 — highest-volume mover brand in town.
- Organ Mountain Graphix (U-Haul) — 1771 W Hadley Ave · (575) 680-1431 — closest U-Haul point to the facility (~0.9 mi); every customer is moving today.
- Pinnacle Management Group — 1804 Wyoming Ave · (575) 532-1290 — local PM, 35+ yrs, complexes near NMSU.
- ServiceMaster Fire & Water — 3040 Harrelson St · (575) 373-1706 — restoration pack-outs are literally "belongings into storage," recurring.
- NMSU Housing & Residential Life — Corbett Center Ste 230 · (575) 646-3202 · housing@nmsu.edu — ask to be listed as a student moving/storage resource.
| Company | Address | Phone | Notes |
|---|---|---|---|
| Two Men and a Truck | 741 W May Ave | (575) 249-2533 | 4.46★/150 · biggest brand ⚑ verify phone |
| American Moving & Storage (United) | 780 W Palms Blvd | (575) 524-3667 | Van-line agent — long-distance inbound = storage demand |
| Excellent Movers | 1729 Payne St | (575) 571-2086 | 659 U-Haul Moving-Help reviews — high job volume |
| Homestretch Movers | 1934 La Jolla Ave | (575) 805-7223 | BBB A+ · same zip as facility |
| Affordable American Movers | 1150 Sandy Hill Dr | (575) 405-7718 | BBB A+ · 13 yrs |
| Voyage Moving | 1986 Stanton Ave | (575) 300-5976 | 4.24★/72 |
| Zia Movers | 1595 Branding Iron Cir | (575) 888-3406 | Tiny; same zip |
| Pack Wrap & Move | PO Box ⚑ phone-first | (575) 496-6719 | Labor-only crew |
| Las Cruces Moving & Storage | 4071 Bataan Memorial W | (575) 382-9040 | ⚑ conflicting reviews — judge in person |
| Big Guys Movers | 4825 High Hopes Rd | (575) 373-5906 | Mixed reviews — low priority |
| Chaparral Van Lines / Bekins | 1300 Florida Dr | (505) 842-8778 | ⚑ BBB F (licensing) — check before partnering |
| All Around Moving (Bekins) | 2315 S Valley Dr | (800) 248-7903 | ⚑ possibly out of business — call first |
El Paso majors (Central Transportation, Coleman, All My Sons) serve LC from ~45 min away — pitch by phone, don't drive. College Hunks/Meathead: no LC storefront, skip.
| Location | Address | Phone | Notes |
|---|---|---|---|
| Organ Mountain Graphix (U-Haul) | 1771 W Hadley Ave | (575) 680-1431 | ~0.9 mi — closest |
| M&A Auto Sales (U-Haul) | 1880 W Picacho Ave | (575) 680-2939 | ~1.1 mi |
| Integrity Body Shop (U-Haul) | 2417 W Picacho | (575) 680-1782 | ~1.4 mi |
| J & B Auto Sales (U-Haul) | 1315 N Main St | (575) 449-2526 | ~1.4 mi |
| G&P Tire Center (U-Haul) | 200 N Solano Dr | (575) 680-1620 | trucks + trailers |
| The Fixx Salon (U-Haul) | 2655 Missouri Ave | (575) 523-0156 | |
| Desert Moon Rod & Kustom (U-Haul) | 5130 Bataan Memorial E | (575) 680-1183 | |
| Penske @ Adams Rental & Storage | 2001 S Valley Dr | (575) 526-9024 | closest Penske; same zip |
| Penske @ Pak Self Storage | 3495 Bataan Memorial W | (575) 680-3184 | |
| Budget Truck @ GGRS | 700 S Telshor Blvd | (575) 521-0249 | only confirmed Budget |
Skip: U-Haul corporate centers (El Paseo, Northrise) and dealer-storage combos (North Main Storage, North Telshor) — they sell their own storage; competitors.
| Property | Address | Phone | Mgmt / note |
|---|---|---|---|
| Casa Bandera | 855 E University Ave | (575) 647-0881 | across from NMSU — student-heavy (~1.5 mi) |
| The Verge | 320 E Union Ave | (575) 517-3532 | Cardinal Group · student housing (~1.6 mi) |
| The Miranda | 1155 N Miranda St | (575) 386-5560 | same zip ⚑ mgmt conflict — ask |
| Flats at Ridgeview | 2050 E Wisconsin Ave | (575) 267-6564 | independent owner — can say yes on the spot |
| Omni Apartments | 2049 S Triviz Dr | (575) 522-6664 | self-managed · near NMSU |
| Wyndchase | 201 Three Crosses Ave | (575) 526-0004 | same zip · on-site mgr April Maese |
| Copperstone | 2775 N Roadrunner Pkwy | (575) 532-0120 | Crestline |
| Cuestas | 2800 N Roadrunner Pkwy | (833) 322-0530 | ⚑ mgmt unverified |
| High Range Village | 301 N Roadrunner Pkwy | (575) 522-7707 | FPI (national) — resident-perk pitch |
| Pavilions at South Fork | 435 Ithaca Ct | (575) 521-3260 | |
| Park Place | 3245 E University Ave | (575) 522-7888 | 292 units — one of the largest |
Do NOT hunt for these — they don't exist in Las Cruces: "The Cottages," "University Terrace," "Aggie Village," "Redpoint," "Casitas de Nopal." On-campus villages route through NMSU Housing (day-one route #7).
| Firm | Address | Phone | Note |
|---|---|---|---|
| Pinnacle Management Group | 1804 Wyoming Ave | (575) 532-1290 | top PM target — NMSU-area complexes |
| Monarch Real Estate | 1716 S Solano Dr | (575) 522-8222 | 55+ yrs; half of portfolio walkable to NMSU |
| First Valley Management | 1155 S Telshor Blvd #305 | (575) 556-0470 | 100+ unit multifamily specialist |
| Steinborn PM | 141 Roadrunner Pkwy | (575) 521-7368 | combined with brokerage stop |
| Desert Sky Realty | 626 N Alameda Blvd | (575) 339-6060 | same zip · 167+ units |
| Executive Rentals | 151 S Walnut St | (575) 532-9191 | |
| Kaycasa Properties | 544 N Campo St | (575) 649-4686 |
| Brokerage | Address | Phone | Note |
|---|---|---|---|
| Steinborn & Associates | 141 Roadrunner Pkwy Ste 141 | (575) 522-3698 | market leader since 1969 |
| Coldwell Banker Legacy Elite | 2990 N Main St | (575) 521-1000 | |
| Keller Williams | 3780 Foothills Rd Ste C | (575) 527-0880 | |
| RE/MAX Classic | 2805 Doral Ct | (575) 524-8788 | office mgr Rene Weinrich |
| Century 21 / Haggerty | 901 E University Ave Bldg 965 | (575) 647-2100 | two brands, one building; Haggerty also PM |
| EXIT Realty Horizons | 3519 Foothills Rd | (575) 532-5678 |
Where contractors congregate: Rawson Builders Supply — 2355 Nevada Ave · (575) 524-3568 · L&P Building Supply — 101 N Archuleta · (575) 527-8000 · ABC Supply Interiors — 716 W Hadley Ave · (575) 541-1234 · Home Depot Pro Desk — 225 Telshor Blvd. Ask each about posting a flyer/counter card at the pro counter. 10×20 = year-round tenants
Restoration (pack-outs → storage, recurring): ServiceMaster — (575) 373-1706 · SERVPRO — 724 W Palms · (575) 522-0130 · Rainbow Int'l — 669 S Solano Dr · (575) 323-0203 · Advanced Restoration — (575) 888-4789
Estate sales (phone-first, most have no storefront): Las Cruces Estate Sales (Daniele Bernard, BBB A+) — (575) 993-3426 · Estate Sales NM — (575) 650-0322 · Gold Mine — (575) 222-3436 · Mesilla Valley (also cleanouts) — (575) 639-0213 · Action — (575) 200-1749
Landscapers/painters (10×20 prospects): A+ Landscaping — 400 Monte Vista · (575) 526-7962 · Green Lizard — 300 S Walnut · (575) 571-4356 · Knights Painting (5.0★/478) — 1809 W Picacho · (575) 323-0670
Open niche No senior-move-manager serves Las Cruces (nearest: Albuquerque). "The downsizing storage partner" position is unclaimed — worth a page on the new site + pitching estate-sale companies as the channel.
- Housing & Residential Life — Corbett Center Ste 230 · (575) 646-3202 · housing@nmsu.edu — ask to be listed as a moving/storage resource (covers all on-campus villages).
- Student Life / off-campus housing page — Corbett Ste 207 · (575) 646-1722 · dos@nmsu.edu — it's a curated links page, no ad slot; ask for a storage-resource link.
- Family & Friends Weekend vendor table — (575) 646-1600 · families@nmsu.edu — parents are the buyers; fees unpublished, call.
- Space overflow at home ~35% · moving ~31% · downsizing 8% · business 5% (StorageCafe survey n=2,824, 2024–25).
- 12.6% of US households rent storage (SSA 2025) — and rising.
- >50% rent from the first facility they contact; online search + drive-by = 70%+ of discovery. Speed and visibility win, not persuasion.
- The "4 Ds drive 70% of demand" line is folklore — no primary source; don't repeat it.