You need a good networking ground game to be the hometown self-storage facility and lease up quickly. If you’re only using digital advertising and a call center, expect to be a commodity that competes on price with lower rates and slower lease-up. Rather, you should have a system and model in place so there’s no reactive marketing. It should be proactive, planned and executed with consistency.
With interest rates rising, every dollar counts, and you can't afford to sit back and wait for potential tenants to come to you. Instead, aim to be the price leader in your market, with a first-class facility deploying a community- and customer-centric approach. This can be challenging, but there are several strategies that’ll help you maximize your efforts and achieve a high occupancy rate swiftly. Here are 10 simple but powerful tactics.
1. Advertise Aggressively
Use a variety of channels to promote your self-storage facility, including social media, paid search, local publications, billboards, bandit signs and feather flags. Make sure your messaging highlights the benefits of storing with you, such as convenience, security, automation and value.
2. Leverage Partnerships
Build relationships with local real estate agents, moving companies and other businesses that may refer their clients to you. Offer to promote their businesses to your customer base as well.
3. Optimize Your Website
Your self-storage website should be user-friendly, visually appealing and optimized for search engines. Make sure it includes all the information potential tenants need to make a decision, including unit sizes, pricing and availability.
4. Enhance Your Online Presence
Create and optimize your Google Business Profile and other online directories to ensure your self-storage facility appears in local search results. Respond to customer reviews and engage with potential tenants on social media to build trust and credibility.
5. Participate in Local Events
Join or sponsor community initiatives to increase awareness of your self-storage facility. You can also host an open house or a grand opening to give potential tenants a tour of your property and showcase your amenities.
6. Create a Sense of Urgency
Emphasize the scarcity of your available units and create a sense of urgency in your marketing materials. Tell your target audience that your premium units with the best access are renting fast. This can encourage potential tenants to act quickly and secure a unit before they’re taken.
7. Highlight Facility Benefits
Focus on the value and benefits of storing with your facility. Highlight features such as convenient location, 24/7 security, climate-controlled units and easy access. Communicate these benefits through your marketing materials, short videos and social media channels.
8. Offer Value-Added Services
Consider offering value-add services that are unique to your self-storage facility. For example, you could provide free use of your moving truck with every rental. By offering ancillaries, you differentiate your business from competitors and attract potential tenants who are willing to pay a premium for those services.
9. Leverage Online Reviews
Positive online reviews can be a powerful tool for attracting new self-storage tenants. Encourage satisfied customers to leave reviews on platforms like Facebook, Google or Yelp; then share those posts on your website and social media channels. This can build trust with potential renters and increase your online visibility.
10. Implement a Referral Program
Word-of-mouth referrals can be a powerful way to attract new self-storage tenants. Consider implementing a referral program that rewards current renters for referring new customers. This can incentivize them to promote your facility to their friends, family and colleagues.
By implementing these 10 marketing strategies, you can generate more leads and rental activity, thereby increasing your chances of leasing your self-storage facility quickly without the use of discounts. Remember to track your results and adjust your efforts accordingly to ensure you're achieving the best possible results.
Garrett Byrd is the vice president for Storage Authority LLC, which offers a self-storage franchise model guiding owners through finding land, development and operation. He has more than 20 years of experience in real estate and self-storage management. To reach him, call 941.928.1354 or email [email protected].