Watch for These Self-Storage Marketing Trends in 2025Watch for These Self-Storage Marketing Trends in 2025

If you thought 2024 was a transformative year for self-storage marketing, prepare yourself. You can expect a slew of new trends this year that can impact your business, for good or ill. Read what to expect and how you can better position your business for success.

Lisa Porter

January 13, 2025

6 Min Read
A magnifying glass over the date 2025

As we plunge into 2025, self-storage operators are well-positioned to adapt to shifting consumer expectations, though it’ll take some effort. Those who are flexible and innovative will be better equipped to thrive in this evolving environment. Let’s examine some marketing trends you can expect to see this year and how they might impact your business.

Changing Legislation

Now’s a good time to look at any recently updated industry legislation and what it might mean for your self-storage operation. One of the most recent laws passed in California relates to “junk fees,” defined as unexpected or hidden fees a company charges its customers. It’s now illegal to advertise a product at a low price without disclosing any mandatory charges. So, when offering a discounted rate via their websites, for example, local storage operators must reveal any administrative or other fees that are added on top of rent.

The same goes for any other advertising. When offering an initial, discounted rate, they must disclose how long it’ll last and the price the tenant will be charged once it ends.

It’s important to note that while California is the first state to move in this direction, many others have proposed similar legislation. More than ever, it’s important to be transparent in all your self-storage marketing efforts about move-in rates, the right to increase rent and any fees that can be charged to the customer.

Related:Perplexed About Pay-Per-Click Advertising? Here’s a Quick Primer for Self-Storage Operators

Artificial Intelligence (AI)

AI allows people to work smarter, not harder. In 2025, it’ll be at the core of many marketing strategies, enabling self-storage operators to scale their campaigns while reducing manual effort. It can be used to automate tasks such as email personalization and customer segmentation, for example. Start small with email personalization or chatbots, then gradually expand into predictive analytics to optimize ad spending and boost your return on investment (ROI).

Interactive and Immersive Content

Introducing interactive content to your marketing can be the next step in not just improving the self-storage experience but getting to know your customers on a more personal level. Quizzes, polls and questionnaires serve as a way to strategically collect data that tells you way more about your audience than what a demographic chart could.

According to Forbes, 81% of marketers agree that interactive content is much more effective at grabbing people’s attention than static content, generating 52.6% higher engagement. It’s a great way to create new leads and grow your contact list. The more time a user spends on your self-storage website, the better. This signals to search engines that what you’re sharing is valuable, meaning you’ll rank higher in results and people will be able to find your business more easily.

Related:The Feedback Factor: Unleash the Power of Google Reviews to Enhance Your Self-Storage Business

Hyperlocal Marketing

Hyperlocal marketing is seeing explosive growth as consumers increasingly value localized experiences. Google reports that searches for “near me” have increased by more than 500% in the past five years. Self-storage brands that tailor their marketing campaigns to specific locations or communities achieve greater relevance and return on investment (ROI). Similarly, businesses that leverage Google My Business (GMB) gain a 70% higher chance of attracting walk-in customers.

Hyperlocal marketing allows you to meet self-storage customers where they are. Here are the best ways to implement it:

  • Register on GMB to appear in local searches.

  • Use geotargeting tools like Google or Facebook Ads, which allow precise, location-based targeting.

  • Partner with local micro or nano influencers in your target area to build credibility.

  • Optimize your self-storage website for local search engine optimization by including location-specific keywords in your content.

  • Host community events or sponsor local causes to foster connections with potential self-storage tenants.

  • Leverage localized social media ads by creating region-specific campaigns that speak directly to your customers and community values.

  • Send geo-targeted push notifications. For example, use mobile apps to send real-time updates or offers when customers are near your self-storage facility.

  • Use analytics tools to monitor the performance of your hyperlocal marketing campaigns and optimize them for better results.

Related:Marketing Attribution: What It Is and How It Can Improve Your Online Self-Storage Advertising

Short-Form Video Content

Short-form videos dominated in 2024 and will continue to do so into 2025, with Instagram Reels, TikTok and YouTube Shorts leading the charge. Studies show that 73% of consumers prefer watching a short video to learn about a product over other formats. Here are some suggestions for leveraging this type of content:

  • Plan 10- to 15-second videos featuring behind-the-scenes looks at your self-storage facility, storage tips, or tenant testimonials.

  • Focus on storytelling that takes less than 60 seconds. Use hooks within the first three seconds, and always include a call-to-action.

  • Cut longer YouTube videos into bite-sized highlights for various platforms.

  • Use popular songs or sounds to boost algorithmic visibility. The TrendTok Analytics tool can help you identify what’s trending.

  • Share your videos across Facebook, Instagram, LinkedIn and YouTube. You can also post them on your self-storage website and through email campaigns to reach a wider audience.

  • Finally, analyze performance. Review metrics like views, shares and saves weekly to determine what’s working best for your self-storage business.

Adaptation Is Critical

To stay relevant in the self-storage industry in 2025, you must adapt your marketing strategy to accommodate and reflect the latest trends. Here are some ways to seamlessly integrate them into your approach:

Audit your current strategy. Start by analyzing your existing marketing efforts to identify gaps and opportunities. Tools like Google Analytics can provide insight to what’s working and where you’re falling behind. For example, if your website isn’t optimized for mobile, prioritize responsive design.

Invest in the right tools. Trends like AI-driven personalization and short-form video content require the right technology. According to marketing firm HubSpot, 91% of marketers who invested in video production in 2024 saw improved ROI, making it a crucial area to allocate budget.

Focus on customer-centricity. Consumer behaviors are driving trends such as hyperlocal marketing. Conduct surveys to understand your audience’s preferences, then build campaigns that speak directly to their needs.

Experiment and optimize continuously. The digital landscape changes rapidly. Track your performance on everything—email campaigns, landing pages and ad creatives—to identify what is working best. For example, if you’re exploring Google ads, start with smaller campaigns to test engagement before scaling. Performance tracking ensures you aren’t investing heavily in channels with low ROI.

Collaborate with experts. Leverage influencers, agencies or consultants who are experienced in the above marketing trends. 

Plan for scalability. Ensure your self-storage marketing strategy is flexible and scalable. Adapting isn’t about jumping on every trend; it’s about aligning with those that drive value for your business and audience. Start small, monitor results and adjust your strategy for long-term success.

The self-storage landscape is dynamic and innovation-driven, and operators who fail to adapt risk being left behind as competition intensifies. Staying ahead means embracing trends early and closely monitoring performance to see what’s working for your customers and business. By integrating the above advice into your marketing plan, you can position your facility as a leader in your community. Start small, experiment and scale—because in 2025, the only constant is change.

Lisa Porter is the founder of P3 Creative, a full-service digital-marketing agency serving clients from start-ups to Fortune 500 firms. Her company has been working in the self-storage market for the last three years, assisting clients in all aspects of marketing such branding and logo design, grand openings, public relations, websites and search engine optimization, social media, video production, and more. For more information, email [email protected].

About the Author

Lisa Porter

Lisa Porter is the founder of P3 Creative, a full-service, digital-marketing agency serving business clients from start-ups to Fortune 500 companies. She helps customers in all aspects of marketing including branding, logo design, websites, search engine marketing, social media marketing, email campaigns, public relations, video production, grand openings, and more.

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