Mastering the Art (or Science) of Target Marketing, So You Can Reach the Right Self-Storage Audience

It’s a fact: Some products and services are easier to sell than others. Sometimes it’s because they’re necessities and everyone needs them, like toilet paper or soap. Other times it’s because they’re trending and in high demand. Remember, for example, what happened when Popeyes Louisiana Kitchen released its chicken sandwich in late 2019. People were literally beating each other to get one!

Self-storage doesn’t enjoy that luxury. Your facility may be gorgeous and your customer service stellar; you may even have excellent marketing. Still, not everyone needs storage. In fact, according to the 2023 Demand Study published by the Self Storage Association, only about 11% of U.S. households use it. There’s also fierce competition for that customer base. As a result, it’s very easy to spend your marketing budget and receive nothing meaningful in return.

If you want to maximize the impact of your hard-earned marketing dollars, you must direct your campaigns toward qualified self-storage leads. This is called target marketing. Using it means understanding who needs storage in your area and who is most likely to rent from you, then forming a strategy to reach those consumers specifically.

Focus on the Why

Traditionally, the self-storage industry has benefitted from the five Ds: death, divorce, downsizing, disaster and displacement. These are common reasons a person might suddenly need a lot more space. But the No. 1 reason people use the product today is they’re simply running out of room for their stuff.

A primary factor driving this demand is the escalating cost of housing. People can afford to buy fun toys like RVs, kayaks and mountain bikes well before they can afford a larger garage in which to keep them. Renting a storage unit is much cheaper than renting or purchasing a bigger house.

Knowing why people need self-storage will help you execute target marketing. The trick is to be visible where they are when they need you. For example, how would you find and connect with folks who are moving? One approach is to create partnerships with local businesses such as realtors and moving companies. To reach consumers who may have large toys they need to store, talk to RV and boat dealers in your area as well as any retailers that sell bikes and kayaks. Establish a referral program in which you send potential customers to each other.

Focus on the Where

Self-storage is a hyper-local business, and your customers are generally going to come from a short distance from your facility. The SSA Demand Study says most will travel from less than 20 minutes away. If you’re in a competitive area, that drive time will be drastically less.

Your potential customers are looking for convenience and a good price. If someone is experiencing one of the five Ds mentioned above, they’re likely feeling stress or grief and just want a place to stash their stuff. They aren’t likely to drive out of their way to rent from a facility unless the closer facilities are subpar.

That said, “convenient” could mean a lot of things. You don’t necessarily have to be near a customer’s home. You might be near their work, on their commute route, near their kids’ school, or close to one of their frequently visited spots like a gym or supermarket. So, while you don’t have to limit your marketing efforts to homes within a certain radius of your facility, you do need to target customers who would see you as a convenient choice.

Reaching Your (Seemingly Small) Target

So, we know that only 11% of U.S. households are using self-storage. We also know that the best potential customers both need the product and are close enough to your facility that they see you as being a convenient choice. That narrows your prospect pool quite a bit, which might seem scary. How are you going to maximize your revenue potential if you’re fishing in such a small pond?

The good news is you don’t need to catch many fish. Every self-storage renter provides a lot of reliable revenue, and they’ll typically rent from you for many months. Some tenants stay for years! The question is, how will you reel them in?

People who regularly drive past your self-storage facility are good candidates to choose you based on convenience. To lure these customers, your priority should be curb appeal. Make sure your signage is clean, up-to-date and attractive. The landscaping and grounds should be tidy and well-kept. Your fencing, driveways and parking lot should be clear of debris. Your buildings should be fresh and free of damage.

Facebook ads can also work well as a way to reach people nearby. You can target specific demographics and neighborhoods, which is better than reaching out to the entire town. You can also home in on applicable interests such as boats and RVs, which is great if you offer vehicle storage, or certain job titles such as “contractor,” which might help you fill your commercial units. You can even target prospects by income level for premium vs. affordable storage.

Finally, leverage local search engine optimization (SEO). People who search for “storage units near me” and are, in fact, close to your facility are your exact target. Google will send these folks to you for free—as long your website and SEO are up to par.

Google ads are fantastic because they let you target a buyer’s location and intent. You can choose keywords and phrases to optimize where your ads show up. Start with “storage units” and “self-storage units,” as well as anything else you offer. Don’t overthink this one.

If you successfully add local businesses to your self-storage referral program, they serve as a pipeline of new customers that are relevant to you based on proximity and need. Start with those that overlap with your customer base (realtors, apartment managers, movers), but don’t leave anyone out. This tactic is ideal because it helps you build relationships in the community, establish your brand and keep the renters coming.

A Straight Shot

If these strategies are leaving you scratching your head because you don’t know where to start, try talking to your current self-storage tenants. Where do they live? What are they storing? How did they find you? Why did they choose you? The answers will give you hints about where to find more customers, so you can better optimize your target marketing.

Some property-management software can show you a map of where your customers live, but if not, you can do the work yourself. If you find clusters of tenants in a certain area, that’s a great spot to direct your marketing efforts.

When it comes to filling your self-storage units, think smart, not big. By using target marketing to focus on the people who need storage near you, you'll land the right customers without wasting time or money.

David Austin is search engine optimization (SEO) content manager at StoragePug, a Knoxville, Tennessee-based technology company focused on self-storage website development and management. It aims to help facility operators attract new leads, convert them to paying tenants and rent units online. David previously worked as a content writer for the restaurant industry. You can contact him at [email protected] or 865.240.0295.