2023 Self storage owner & operator marketing guide
Self storage is a highly competitive industry, and as a result, it's important for owners and operators to stay on top of their marketing efforts in order to attract and retain tenants. Here are 21 self storage marketing ideas to help you do just that:
Create a professional website: A well-designed website is crucial for any business, and self storage is no exception. Make sure your website is easy to navigate and includes all the necessary information, such as unit sizes and pricing. Don't overthink your website. Website visitors will care most that they're able to easily get a hold of you and gain a good high level understanding of your storage facility. Also be sure to check the website on a mobile device. Often times this is overlooked and you could be alienating 50% or more of your website visitors.
Optimize for SEO: Search engine optimization (SEO) is the process of improving your website's visibility on search engines like Google. By using relevant keywords, creating quality content, and building backlinks, you can improve your search engine rankings and drive more traffic to your website. Focus on local keywords that are most important for you and your location(s) not broad general terms like "self storage" but rather "clean self storage in McKinney TX" for example.
Use social media: Social media platforms like Facebook, Twitter, and Instagram are powerful marketing tools that can help you connect with potential tenants. Use these platforms to share updates, promotions, and customer testimonials. You don't need to overdo it here. Most importantly just have a presence on major platforms like Facebook and Instagram so that if potential tenants look up your self storage facility you don't look out of business.
Run online ads: Online advertising, such as Google Ads and Facebook Ads, can help you reach a wider audience and drive more traffic to your website. There is quite a steep learning curve however this is what we specialize in so feel free to reach out to us and find out how for a flat fee we get self storage owners and operators setup with winning ad campaigns and then empower you to generate your own leads.
Attend networking events: Attend local networking events and trade shows in order to connect with potential tenants and other industry professionals. Key in on your local opportunities as they will often bring the most impact to your business.
Offer promotions: Offer promotions, such as a discount for first-time renters or a referral program, to incentivize potential tenants to rent from your facility. Make sure that your promotions align with your financial goals meaning maybe offer a smaller discount but spread it out over more months vs. a big discount upfront. Don't be afraid to test and see what works best in your market.
Create a blog: A blog can be a great way to share information, tips, and other content with potential tenants. Use it to share industry news, storage tips, and more. Most self storage facilities don't have a blog. If you're looking for a way to dominate Google search traffic in your local market and no competitors have blogs it's the #1 thing you can implement and relatively quickly. Double down on local keywords. This is also something we specialize in so reach out and we can layout an entire content plan for you to win on Google with a self storage blog.
Send out newsletters: Use email marketing to stay in touch with current and potential tenants. Send out newsletters with updates, promotions, and other information. This really depends on the size of your facility and how many tenants you have. If you have a small facility this may not be the best use of your time and energy.
Use flyers and brochures: Create flyers and brochures that you can hand out to potential tenants or leave at local businesses. Local postal annex type stores are a great place for these. You know your market best, explore the surrounding area and talk to other business owners.
Host events: Host events, such as a community garage sale, at your facility in order to attract tenants and their friends and family. This can also be a great way for tenants to move unwanted items out of their units. Extra points if you include a dumpster for the day/weekend that all un-sold items can be tossed in. Great way to provide extra value to your self storage tenants.
Utilize Local Listings: Make sure to list your facility on all local directories and review sites, this will help potential tenants find your facility easily. If you have local magazines and newspapers with an online presence that's a great place to start these efforts. Sometimes cities have very large and active Facebook groups as well that you can look into.
Create a video tour: Create a video tour of your facility that potential tenants can watch to get a feel for the layout, security measures, and other features. This does not need to be an extremely high production value video but if you're tight on a budget I would recommend contacting the local high school or college to see if a student wants to come out and make a 1-2 minute video for you. They will probably be thrilled and it may only cost you $100.
Offer 24-hour access: Highlight the fact that your facility offers 24-hour access to tenants, which can be especially appealing to those who need to access their units at odd hours. Many facilities already offer this but if your facility is setup this way you may be at an advantage over competitors.
Offer online bill pay: Make it easy for tenants to pay their bills by offering online bill pay options. There are many different ways to process online payments nowadays so get familiar with your options and offer as little friction as possible to collect payment. Bonus points if you can get people set on automatic payments. One of my favorite payment processors is Stripe.
Use Vehicle Advertising: Utilize your company vehicle as a mobile billboard by wrapping it with your company logo and information. You can also go a simpler and less costly route and just use decal stickers for your vehicle as well.
Create a referral program: Encourage current tenants to refer friends and family by offering incentives, such as a discounted rent. We actually wrote an entire blog post about this topic, be sure to read it here.
Use Direct Mail: Send postcards and brochures to potential tenants in the area to attract them to your facility. Direct mail when targeted correctly can be very powerful. Make sure to truly figure out who your target customer is before spending money on direct mail as the costs can add up quick!
Use Yellow Pages: Listing in Yellow Pages is a great way to attract potential tenants that are looking for a self storage facility. It's also free to get your business on there and will help with local SEO ranking as well.
Implementing these marketing ideas can help to attract and retain tenants, as well as increase revenue for your self storage facility. Remember to track the results of your marketing efforts, so you can see what's working and what's not, and adjust accordingly. With a little effort and creativity, you can make your self storage facility stand out in a competitive industry.