5 Ways to Attract Millennials to Your Self-Storage Business

Millennials are becoming the largest U.S. demographic, expected to surpass Baby Boomers in 2019. Learn five strategies to help your self-storage business tap into this flourishing market.

Darina Murashev

August 24, 2018

3 Min Read
5 Ways to Attract Millennials to Your Self-Storage Business

Millennials are about to become the largest U.S. demographic, expected to surpass Baby Boomers in 2019, according to Pew Research Center’s “Fact Tank.” This young group is a major economic force, but it takes the right business strategies to appeal to its members.

Moving companies are already capitalizing on Millennials’ desire for convenience and other preferences. Self-storage companies also have a big opportunity for success if their marketing and operation can attract this generation. Below are five strategies to help your business tap into this flourishing market.

1. Leverage Online Marketing

If you want to reach Millennials, you need to cultivate your Web presence. Try to be a local Google hit with numerous customer reviews, active social media pages and a fully functioning, mobile-friendly website. These basic steps communicate your service to a younger generation. Build these resources to stand out before your local competitors get their hold in the market.

Start by asking your best customers to leave you a review on Google or Yelp. This tactic helps build your digital footprint, and a few glowing reviews can often draw new customers away from larger competitors that have a poor social media presence.

2. Highlight Convenience

Self-storage companies provide a convenient service, making them a natural fit for the Millennial market. Maximizing the visibility of your offerings can draw new customers while encouraging existing ones to stay longer. For instance, if you can highlight facility features in your marketing such as extended gate hours or your easy-to-access location, you’ll catch attention.

Some younger Millennials may not even be aware of how self-storage works. Use your marketing to explain the benefits of storage with relatable situations. For example, discuss how a storage unit can serve as an organizational staging space during a move.

3. Establish Trust

Millennials care about trust just as much as other customers. They want to do business with companies they can count on, and they’re willing to pay for it. For a storage company, trust can be doubly important since the entire business revolves around safely storing a person’s belongings. Make sure your marketing showcases your security and monitoring systems; and consider adding more security features to a handful of units to appeal to customers with high-end valuables.

4. Work in Your Community

Even a small business can have a big presence in a community, and the extra effort will resonate with younger customers. Consider sponsoring a local sports team, contribute to a fundraiser or provide space for a charity. If your business is near a college campus or trade school, look for opportunities to participate in their events.

These community-building activities highlight your company’s commitment to social responsibility, and they make for great public-relations and marketing opportunities. If you can build reputation by word-of-mouth at a local university or community center, you could find yourself flooded with new customers.

5. Offer Competitive Rates

Millennials spend their money carefully, and they know exactly how to shop around for the best deal. There’s no way around it; if you want to capture this demographic, offer the best prices in town. Discounting your rates can be worth the profit cut depending on your local market and if you can fill empty units. You can make back some of the difference with the sale of additional services and items, such as moving and packing supplies.

While attracting new customers is important, keeping them is the foundation of a successful self-storage business. Millennials won’t stick around if your services aren’t consistent, honest and fairly priced. As you attract more of these customers to your self-storage business, try to develop lasting relationships to grow your company over time.

Darina Murashev is a freelance writer from Chicago, who’s now based in Salt Lake City. She writes about home maintenance, relocation and big lifestyle changes. She enjoys travel, live music and spending time in the outdoors. To reach her, e-mail [email protected].

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