Effective Strategies to Drive Demand for Self-Storage Facilities

Demand has fallen since the all-time highs of the pandemic era, which means innovating demand strategies is imperative. There are four components that contribute to an overall increase in demand and these include creating new leads, thinking competitively, driving conversions, and reducing turnover rates. 

The demand driving strategies we are about to lead you through originate from our latest ebook, Guide to Driving Demand. 

Creating New Leads

From local ads, to drive-buys, phone calls and digital marketing— operators know that leads can come from all types of places! 

Grassroots marketing is all about tapping into your local network and getting involved with the community. An operator might consider networking locally by joining business groups, or the chamber of commerce, and attending community events.

In today’s digital age, it’s incredibly valuable to be one of the first things a potential customer sees during their search. In 2022, the Universal Storage Group reported that 43% of self-storage traffic was sourced from the Internet. 

Before you start any paid or organic marketing, you’ve got to have the foundation. Having a facility website is just as important as a physical rental office. It’s your online storefront and customers should be able to do everything there that they can do in person, including reserving a unit, signing a lease, choosing insurance and making payments. Storable’s Digital Marketing Team can help you achieve this by managing paid Google ads and optimizing your SEO. 

Once you have your website launched and optimized, it’s time to supercharge its reach with online listings and paid & organic marketing!

Improving Online Presence and Marketing

Building a full-spectrum marketing engine around your self-storage business can feel daunting. Where do you even begin? To have all your bases covered, you’ll need organic and paid marketing strategies, along with a Google listing. 

Organic Advertising

Storable data revealed that more than 41% of storage customers have used self-storage previously which means sending occasional emails to past customers can be highly effective. Additionally, you can send email reminders to customers who have requested a quote on your website or contacted your facility.

Key strategies to boost organic reach:

• Email Past Customers: Reconnect with previous customers who may need storage again.
• Send Reminders: Follow up with customers who have requested quotes or contacted your facility.
• Offer Special Discounts: Encourage quick bookings with time-limited offers for past and potential customers.
• Request Reviews & Referrals: Engage existing customers by asking for reviews or offer incentives to customers who refer friends to your facility.

By leveraging your email contacts and engaging with your customers, you can effectively boost your organic marketing efforts and increase occupancy rates.

Paid Advertising

Pay-Per-Click (PPC) advertising is a cost-effective strategy because you only pay when someone clicks on your ad. 

Key strategies to optimize paid marketing:

• Budget and Settings: Each PPC campaign has its own budget and settings to determine ad placement.
• Ad Groups: Campaigns contain ad groups with sets of similar ads and keywords, typically representing different locations and facilities.
• Customer Experience: Write ads with your buyer personas in mind, clearly expressing the benefits and value of your services.
• Continuous Testing: Draft multiple ad copy options and test them continuously to find the most effective version.

By structuring your PPC campaigns and ad groups thoughtfully and optimizing your ad copy, you can maximize the impact of your paid traffic strategy.

Online Local Listing

One of the most effective, free tools at your disposal is your Google Business Profile (GBP). This listing makes it easier for potential customers to find, contact, and choose your self-storage facility. 

Key strategies to maximize your GBP:

• Claim Your Profile: Ensure all information—business name, address, phone number, website, and hours of operation—is accurate and up-to-date.
• Use Keywords: Incorporate relevant keywords like “self storage,” “secure storage,” and “storage units in [Your Location]” to improve your search rankings.
• Add Visual Content: Upload high-quality photos and videos of your facility, showcasing units, security features, and amenities.
• Encourage Reviews: Positive customer reviews are invaluable. Encourage satisfied customers to leave feedback on your GBP.
• Engage with Q&A: Monitor and promptly answer questions on your profile to provide valuable information and demonstrate your commitment to customer service.

By optimizing your Google Business Profile, you can stand out in the digital crowd and attract more customers to your self-storage facility.

Outsmarting the Competition

When consumers are in need of a self-storage unit, they will typically compare several options and weigh factors like price points, amenities, accessibility, and more. At this crucial point in the customer journey, it’s important that you come prepared to outsmart the competition.

Access to best-in-class technology helps you compete by getting your listings alongside those from big brands like Public Storage and Extra Space Storage. While your online listings help you earn more leads, technology will also streamline conversions by making leasing and unit access simple. 

The Storable Marketplace (SpareFoot) is a platform where your listing can get promoted via +60 partners so millions of people in need of storage can find you.

SpareFoot offers:

1. The Biggest Unified Network: The largest unified network of self-storage facilities in the US that lets you showcase what makes your business unique.
2. Side-by-Side Comparisons: SpareFoot allows users to compare prices, features, and availability of various storage units, ensuring they find the best fit for their needs and budget. 
3. Bidding for Marketplace Placements: Decide where you want to appear within search results by placing a bid in the SpareFoot dashboard.
4. Displayed Reviews: Customers are 50% more likely to rent from a facility with reviews which is why they are a central focus on SpareFoot listings.
5. Seamless Integration and Tracking: Integrated management software lets you keep your inventory and pricing up-to-date.

Conclusion: 

Driving demand for self-storage facilities in a competitive market requires innovation and a well-rounded approach. We’ve explored essential strategies like enhancing your online presence and leveraging the power of technology to outsmart the competition. Implementing these strategies in your business can boost your facility’s occupancy rates and ensure long-term success.

By focusing on grassroots marketing, optimizing your online presence, and utilizing platforms like the SpareFoot, you can attract and convert more customers. Now is the time to put these strategies into action and watch your demand grow.

To dive deeper into driving demand, check out our latest ebook: Guide to Driving Demand