Humans have always been social creatures - and this is still true for our younger generations. They enjoy socializing and talking to their peers, they just do it in a different way.
In fact, the younger generations have entirely new preferences when it comes to communicating with each other and with businesses.
Unlike Gen X and Baby Boomers, most Millenials and Gen Zers are considered digital natives. Digital natives are people who grew up with technology like gaming consoles, computers, and of course, mobile phones. They're technologically skilled from a young age and would be the last people asking you for help with changing their Facebook status (because they'll just Google it instead). These generations are changing the way our world communicates, and that includes the self storage world.
Before websites and social media, there were only a few ways to find your local self storage facility (or any business, for that matter). You would probably ask your friends and family if they knew of a place, spot one while driving around town, or even locate one in the local newspaper. However, things have changed over the last 20 years. Young people would rather spend hours searching for a business on Google than asking for help from an actual person. They probably won't take note of the facility that they just drove past because they're too busy listening to their podcasts or jamming out to music. And newspapers? What are those again?
Young folk prefer digital communication, so it's important to start thinking about ways to integrate this new communication style into your business. And you might be thinking, Gen Zers are too young. They're not my customer base right now.
While this may be true today, it won't be true for much longer. According to SSA's 2023 Edition Demand Study, 16% of the Gen Z population has rented a storage unit. That comes out to a little more than 2 million self storage renters. That's a lot of tenants!
In 2023, the Millennial generation officially surpassed Baby Boomers and Gen X in numbers, and Gen Z is following closely behind. Young people are growing up and replacing their older counterparts as employees, homeowners, and yes, self storage renters. So it's time to get ahead and start planning for the next generation of renters!
In today's world, having a website for your business is essential. Your website is what communicates information to your customers via online content. However, if you have a website that looks outdated with old graphics and too many long paragraphs, then you're probably missing out.
The younger generations grew up seeing websites, so they can easily spot one that is outdated or poorly designed. They like short and clear text that provides the information they want quickly.
Here are some key ways you can improve your website:
In the height of your new business excitement, you probably made a Facebook or Instagram profile with the purpose of sharing information with your community. But let's be honest, when was the last time you updated that social media page?
Many people create social media pages to share information about their businesses but fail to update them regularly as years pass. Eventually, their page turns into a ghost town with old posts and zero interactions. While remembering to keep up with social media can be difficult, you have to think about the potential customers that might use it to search for your business. Social media is gradually becoming a popular search engine, and someone could be searching for your storage facility.
About 49% of Facebook users are Millennials, and they like to use Facebook to find information about their local businesses. If it doesn't seem like you're active on social media, then they may assume that you aren't active at all. Here are some things that you can post about on social media to stay active and in touch with your community.
Contactless is the new way in this day and age.
Contactless shopping. Banking. Schooling. Renting.
You don't have to go to the mall to find clothes. You can go online! You don't have to call the pizza shop and order over the phone. You can go online!
Even in our schools, many remote students never physically speak to or meet their teacher or professor. With incredible advancements in technology, we're able to get things done without ever having to physically see or speak to another person.
Booking and paying for something online is typically easier than visiting in person. That's why the majority of shoppers will choose a business with online booking options. Many storage facilities around the country have already adopted this form of communication (or lack thereof), and it might be time for you to consider it as well. Contactless rentals and payments mean that your customers can go online and find all of the information they need to rent a storage unit anytime, anywhere. This creates the ultimate convenience for your customers and may encourage them to rent now rather than later. Consider adding contactless rentals and payments to boost your storage rentals.
Have you ever been to a business or clinic that asked you what method of communication you preferred? It often looks something like this:
"Would you prefer to receive information by phone call, text, or email?"
With Millenials and Gen Z being the masters of texting, it's no surprise that businesses are now offering options when it comes to communication. In fact, about 65% of people thought positively of a business that offered messaging instead of just calling. With spam calls abundant, people don't want to pick up a call from a number they don't recognize, or feel pressured to pick up when they might not have the time to talk. With texting and emailing, customers will receive the same information without facing either of those scenarios. Providing this option could make communication easier and faster for you and your tenants.
Now, none of this is to say that you can no longer greet your customers in person, or give them a call when you have a question. There are still many people who prefer phone calls and face-to-face interactions. However, each generation is more techie than the last, and our style of service and communication will need to adapt. You can start adapting by making small changes to your website to make your business more modern and accommodating for your tenants. Adding a simple 'text or call' option or modifying your website headers can go a long way in convincing customers that you are the one to choose.
Keeping up with this evolving technological world can be difficult, but it may help to keep your storage units rented.
StoragePug is a modern marketing company for self storage. We create intelligent marketing websites that allow you to rent units & take payments through your facility's website.
