Before you decorated your self storage facility, you made sure it had a strong foundation. You’ve got to do the same for your marketing. But when you’re just starting out, it can be hard to pin down what you need to focus on first.
Worse, it’s easy to waste money on useless efforts if you haven’t taken the right steps first.
Today, let’s make sure your marketing efforts are on solid ground–which means learning what to prioritize in the early days of your self storage journey, and how to take those first steps.
Use this article as a reference document for your self storage marketing basics. Here’s the quick version:
You’ve probably done your research on where to build your facility, how to get your business set up, current market trends…and it’s likely you have some existing marketing knowledge to top it all off.
But it can’t be said enough: self storage is different.
Why? Because self storage is hyper-localized.
You aren’t aiming to reach customers in other states, or even other towns. According to the SSA Demand Study (2023), around 69% of renters came from under 20 minutes away from their chosen storage facility.
And with so many storage facilities to choose from, why drive farther?
Consider these general truths about self storage marketing:
In short, you’re not marketing your self storage facility the same way you would a clothing line. That’s okay–we have a set of best practices that will represent your marketing foundation.
Your Google Business Profile is your digital storefront. It’s most often what people see first when they interact with your business online.
Not only does your GBP tell Google what your business is, but it communicates that information to potential customers as well. When Google has that info, it raises the chances you’ll show up in results for an online search. When customers have it, they’ll be one step closer to renting from you.
You can learn more about how to set up your Google Business Profile on our blog. Once you’re set up, make sure that your GBP…
It’s easy to overlook that last one, but your digital storefront is as important as your physical one. It’s easy to get lost in the specifics of your online presence, but keep these basics in mind as you’re setting up.
And speaking of your website, let’s go a step deeper.
We could go deep into website design–you can read more about getting a website that converts here.
What you need to know at this stage is simple. Your website needs to get you renters. Talk with your web developer to make sure your website accomplishes these basics before focusing on anything high-tech:
It might seem like a no-brainer to you, but for a long time, self storage didn’t really need web traffic. That’s different now, and your competitors definitely know it. Your website will drive your sales–or drive customers away. It’s one of the most important parts of your marketing plan.
If you’re feeling a little nervous about showing off photos of your facility online, that likely means this next step is for you.
If you’ve never heard the term curb appeal, you’ve still experienced it if you’ve passed a run-down looking restaurant and avoided it because it looked like food poisoning.
Your storage facility is no different. Potential renters avoid places they don’t feel safe–so make your facility inviting!
You don’t have to set up flashing signs or crazy mascots to accomplish good curb appeal, though. It’s about showing that you put time and effort into maintaining your space. Lighting, a fence and gate in good repair, good lawn care if you have grass, well-painted parking spaces–these are all part of your curb appeal.
And while you don’t need a wacky flailing tube guy like you see at a car dealership, you DO need big signage. According to the SSA Demand Study in 2023, around 30% of renters learned about their chosen facility by noticing it on their way to and from home or work.
People passing your facility may not need you today. But they’ll remember you when they do. We have some advanced tips to upgrade your curb appeal, but keep these basics in mind:
An inviting facility brings in customers. But there’s one last bit of foundational work to consider. After all, if every facility in your area commits to these basics, how do you stand out?
You want your storage facility to look the same when it comes to industry standards, and different when it comes to what you offer. You must let potential customers know what sets you apart from the competition.
Different can mean the kind of storage you offer. If you’re the only game in town with individually alarmed storage units, for example, let your customers know!
But other selling points include special incentives like your referral program or discounts, your general vibe, or your involvement in your community.
Your website is a good place to advertise the following:
You don’t have to do all of these things, but remember that self storage is hyper-localized. Take care of your community, and they’ll take care of you.
When you’re starting out in self storage, there’s never a shortage of things to do. But setting up a solid foundation for your marketing strategy determines how well you can get renters and drive up occupancy.
In the early days of your self storage marketing, focus on your Google Business Profile, website, curb appeal, and localized uniqueness to give customers a clear understanding of who you are and why they should rent from you.
Ready to learn more your first steps into the self storage industry? We’ve got you covered.
At StoragePug, we build self storage websites that make it easy for new customers to find you and easy for them to rent from you.
