How ‘sentimental trash’ became these brothers’ treasure

Let’s say you’re rock star Joey “Pepe” Smith and you own around 100 guitars. Where are you going to store all that?

Or you’re singer Billy Crawford and have collected years of personal memorabilia that won’t fit anymore in your current home. Where do you put it?

Let’s face it: we’re all pack rats. And now that many of us live in space-challenged condos, we no longer have the luxury of a bodega or garage to store the detritus we can’t bear to part with.

This is where SafeHouse Storage comes in. A business set up by two brothers from an extremely enterprising family, self-storage is relatively new here but already a booming industry in the United States — so popular that a reality show has sprung up around the concept: Storage Wars.

Brothers Macky and Carlo Coronel are from the real estate side of the Coronel clan, which is noteworthy for their involvement in retail (Cinderella) and food (CPK, IHOP). The core business of their father Edgar Coronel’s CCMC Development Corporation is in warehousing — leasing big spaces to corporate clients.

Growing up, the brothers say that business was always the topic of conversation at the dinner table. “We were trained by our parents to be really business-minded,” says Carlo, 27. “Every dinner, 70 percent of the talk was about business and 30 percent was about other matters.”

Macky, 32, agrees. “Growing up we were more interested in real estate than fashion.”

In the course of helping their dad, an interesting opportunity came up. “One company needed storage for their files, so since we were already in the warehousing business, we decided to rent a room to them and charge a specific rate,” recalls Carlo. “It started like weekend money for us.”

Further research on the Internet revealed that this opportunity was already a thriving industry called “self-storage” in the United States. “It’s like McDonald’s where every corner there’s self-storage,” Carlo says.

If you’re wondering what self-storage is, exactly, it’s the modern version of a bodega. Folks who don’t have enough storage space in their homes or offices can rent a unit from SafeHouse and they take care of all your storage needs for you, from packing and moving to trucking and insuring your more precious items, if you so choose.

“It’s really a one-stop shop,” says Carlo. “We even sell boxes and padlocks, and you (and only you) have access 24 hours.”

Seeing the potential for growth in the Philippines, in 2010 Macky and Carlo set up SafeHouse Storage in Taguig, a facility offering units of different sizes where people could store their belongings safely, and the idea has been slowly but surely catching on among Pinoys. Aside from Pepe Smith and Billy Crawford, SafeHouse’s famous clients include Paolo Bediones, PBA player Gabe Norwood and Bianca Elizalde.

“Sixty percent of our clientele is personal — people living in condos and residences who store furniture with us,” Macky says. “Forty percent are corporate clients who store their files, financial statements, records, and office equipment.”

Aside from being the first self-storage company in the Philippines, SafeHouse is the biggest in terms of unit size and number. They started with 16 units and did all the legwork themselves. Now they have five employees, a branch in Quezon City and around 400 units of different sizes, from a locker type unit that can store eight balikbayan boxes to as big as you want it — they can customize units to client specifications.

“Every day is a learning experience for us,” says Carlo. “We listen to our clients on what to improve with regard to service and facilities. It’s important because they know better and they’re always correct.”

Although clients typically store items not much more exotic than furniture and files, unusual requests have included 24-hour air-conditioning for a company that sells PS3 games.

“Sometimes it’s just funny what people store,” observes Carlo. “’Sentimental trash’ — that’s what they call it. Filipinos have become hoarders.”

“People ask us, ‘Is it the same concept as Storage Wars?’” adds Macky. “Yeah, it’s similar, except we don’t sell the items.”

For people who can’t pay their rent anymore, anything is possible, however. “We invite them to auction the items inside and we’ll even do the auction for them,” offers Carlo.

The brothers pride themselves on being more customer-service-oriented than the competitors that have sprung up in Metro Manila. “We’re not just a storage company; we provide several services that make it a hassle-free experience for the clients,” Carlo says, from packing to racking, boxing to trucking. “They don’t need to think of anything, from the moving side to the storage side. From the start, as soon as they call, within 30 minutes they receive a quotation. If they avail of our moving services, we arrive 20 minutes earlier than the scheduled time. We even train employees how to answer the phone.”

They also offer special deals like free trucking for six months of storage, or one month’s free storage if you lease for a year.

In the beginning the brothers’ main challenge was educating Filipinos on what the self-storage concept was all about, but their excellent working relationship has seen them through all the growing pains of their business. Neither one claims to be “the boss.”

“We’re both the boss,” they agree. “We complement each other, basically.”

Macky says Carlo handles most of the marketing, while he handles most of the construction of the storage units. They stay in touch constantly and rarely disagree, despite the five-year age gap. After all, coming from a brood of four with two older sisters forced the boys to play together growing up and the dynamic has stuck: until now they do extracurricular activities together like the Iron Man Cebu triathlon last year.

“We have a team,” says Carlo. “We’re taking a break now. Maybe we’ll do it again next year.”

“We’re trying to fix everything now to have it smooth sailing,” adds Macky, “so we can afford to train during weekends.”

It’s telling that the brothers have never worked outside the family, or for anyone other than their dad. The siblings even put up their own company, Cscape, which focuses on building and selling single detached houses in New Manila.

As young entrepreneurs they got a lot of help from the family patriarch, and still do. They say dad’s most valuable piece of advice is to be hands-on, and passionate about everything they do. “In any business, that’s really important,” they claim.

At present they’re building another storage facility in Taguig, complete with a biometric system and pin-code access to upgrade security. In the future they’re planning to build another facility in the south to serve that market.

The brothers say the most fulfilling part of the job is seeing their business grow and helping their clients out with creative solutions. “It’s a good, addictive feeling when you hear the client say that you gave them good service,” Carlo says.

“When we see that our service helps them in their business or personal stuff, then that’s a great feeling for us,” Macky concludes.

And for those Filipinos who are worried about their “sentimental trash” taking up space — here’s two guys who have plenty of it to rent out.

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SafeHouse Storage’s head office is on the fourth floor of the VFPI Bldg., Veterans Center, Taguig City, tel. nos. 622-2181, 478-1985 or mobile (0917) 815-SAFE (7233). The Quezon City branch is at 1139 Panorama Bldg., Barangay Veterans Village, Project 7, EDSA, QC, tel. nos. 922-9625, 966-0856 or (0917) 714-SAFE (7233). Email info@safehouse.com.ph for inquiries or visit their website at www.safehouse.com.ph.