How To Develop A Self-Storage Marketing Plan

A self-storage marketing plan gives facility operators the structure needed to increase revenue and secure more booked units. Crafting the right strategy means actively positioning your facility as the best option for customers in need of storage.

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Are you...

• Unsure how to attract more local customers to your facility?
• Finding it difficult to convert website visitors into tenants?
• Looking for creative ways to promote your self-storage business?

These are challenges many facility operators face. A strategic marketing plan will help you overcome these obstacles and generate consistent growth.

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This article is for:

• Self-storage operators trying to increase tenant revenue and fill more units.
• Owners looking for effective ways to boost local visibility and engagement.
• Facility managers seeking new strategies to improve their marketing efforts.

Key Steps To Develop A Successful Self-Storage Marketing Plan

1 - Who Are Your Tenants?

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Knowing who your tenants are is key to crafting effective marketing messages. 87% of self-storage tenants are over 35 years old, with 58% of tenants aged between 50 and 74. Many of these tenants, 32%, are involved in moving house, while businesses using self-storage tend to be smaller, with 72% having fewer than 10 employees.

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Next Step: Segment your audience into categories like age group, moving status, and business needs, then tailor your advertising messages to each group.

2 - Optimize For Local & Mobile Searches

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Most self-storage tenants live close to their facility, with 62% traveling less than 20 minutes to their unit. Additionally, mobile traffic makes up 84% of “near me” searches, emphasizing the importance of optimizing your online presence for local and mobile searches. A strong Google My Business profile is essential to making your facility visible to people searching for nearby storage solutions.

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Next Step: Optimize your Google My Business listing with up-to-date information, high-quality images, and positive tenant reviews.

3 - Build A User-Friendly Website

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Your website is a crucial tool in converting visitors into paying tenants. It should clearly present important details such as unit availability, pricing, and a straightforward booking process. Given that mobile traffic is so dominant, ensuring your site works seamlessly on all devices is critical.

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Next Step: Implement a mobile-friendly design and ensure that your website includes clear, easy-to-use features like online booking and live chat.

4 - Leverage Online Reviews & Testimonials

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Online reviews play a significant role in customer decision-making. Nearly 90% of consumers read online reviews before choosing a business, and positive testimonials help build trust with potential tenants. Encouraging satisfied tenants to leave feedback can boost your facility's credibility.

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Next Step: Set up an automated follow-up email asking tenants to leave reviews on Google, Yelp, or other platforms, and showcase these testimonials on your website.

5 - Use Paid Advertising Strategically

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Paid advertising is an excellent way to increase your facility’s visibility, particularly for keywords like “self-storage near me.” This is especially useful when targeting local tenants who are actively searching for storage solutions. Platforms like Google Ads and Facebook offer precise targeting features to ensure your ads reach the right audience.

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Next Step: Launch a paid ad campaign focused on local and mobile users, highlighting your proximity and unique features.

6 - Build Partnerships With Local Businesses

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Partnering with local moving companies, real estate agents, and even small businesses can be a mutually beneficial way to gain more referrals. Since 32% of storage users are moving house, working with moving-related businesses is particularly advantageous.

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Next Step: Establish a referral program where local businesses earn incentives for referring tenants to your self-storage facility.

7 - Implement Email & SMS Campaigns

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Email and SMS marketing are powerful tools for both acquiring and retaining tenants. Sending out reminders about available units or promotions directly to your tenants’ phones can encourage immediate action, especially when targeting individuals who may have visited your website but haven’t yet booked a unit.

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Next Step: Create automated email and SMS campaigns offering discounts or promoting time-sensitive offers to encourage conversions.

8 - Offer Promotions & Discounts

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Discounts and promotions can be the extra push potential tenants need to book a unit. For example, offering a percentage off the first month’s rent or a discount for long-term leases can attract new tenants and encourage long-term commitments.

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Action Step: Develop a promotion schedule that includes limited-time offers and advertise these discounts through your website and social media platforms.

9 - Use Content Marketing To Educate Tenants

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Content marketing is an excellent way to build your brand’s authority while helping potential tenants. Blog posts, videos, and how-to guides on topics such as moving tips or choosing the right storage unit can attract traffic and establish your facility as an expert in the industry.

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Action Step: Start a blog or YouTube channel where you provide valuable tips and information related to storage, moving, and organizing.

10 - Track & Analyze Performance

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A marketing plan is only effective if it’s being measured. Track how different strategies are performing and adjust accordingly. Using tools like Google Analytics, you can monitor website traffic, conversion rates, and the success of your paid ad campaigns to identify what’s working and where improvements are needed.

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Action Step: Set up monthly performance reviews to assess your marketing strategies, making changes where necessary to ensure continued success.

Closing Thoughts

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Creating a self-storage marketing plan involves structuring strategies that align with the needs of your facility and the behaviors of your target tenants. Focusing on clear, actionable tactics positions your business as the preferred choice for local storage solutions.

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A thoughtful mix of online visibility, customer engagement, and strategic partnerships boosts tenant occupancy and drives long-term growth. Adaptability and continuous refinement are essential to meeting changing market demands while maintaining a strong connection with your audience.

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