The Impact of Self-Storage Digital Marketing On Occupancy Rates

With many self-storage facilities nearby, standing out from the competition has become more difficult than ever. Simply having available units and a welcoming facility is not enough to guarantee a steady flow of tenants. Increasing occupancy rates requires a strong self-storage digital marketing strategy that grabs attention and positions your business as the best in town.

This article is here to help you navigate self-storage digital marketing, attract new tenants, and maintain high occupancy rates.

Creating Awareness in a Competitive Market

In a crowded market, making your business known is half the battle. The purpose of self-storage digital marketing is to increase visibility within your community and help you rise above the competition. Potential tenants will easily be able to find you if you use a multifaceted approach that includes search engine optimization (SEO), Google Ads, and local listings.

SEO focuses on making your website rank higher in search engine results. Pair this with Google Ads, which targets users actively searching for storage services, and you’ve created a powerful system that drives traffic to your website. Additionally, local listings on Google My Business put your business on the map – literally. When potential customers look for nearby storage options, your facility will appear on Google Maps.

You can also reach potential tenants through educational content, in which you explain your services and build relationships with your audience. If customers understand exactly what your facility offers and feel connected to your business, they’re more likely to choose you over a nearby competitor. 

Regular posts that include updates, customer testimonials, and promotions can increase your local awareness and keep your brand top of mind. Plus, publishing online content is a great way to boost your SEO and Google search ranking.

Targeting the Right Audience

Effective self-storage digital marketing is all about knowing your audience and their needs. When you understand your target demographic, you can create digital ads focusing on specific local groups. For example, if your business is just outside of an urban area with smaller living spaces, you might target people who need extra storage. If you’re located in an “up-and-coming” neighborhood, you could advertise to people who are moving into or renovating a home.

When making digital ads, be sure to implement local SEO. The right keywords (like “storage space in [Neighborhood]”) can make your facility pop up when people nearby are actively looking for storage units. The more specific you can be with your location and offerings, the better. 

Although we live in a digital age, online ads aren't your only option. You can also offer local promotions to residents and businesses in need of storage with direct mail campaigns. A well-timed postcard with a special offer could be all someone needs to check out your facility. 

Building Trust and Credibility

The self-storage business is all about people entrusting you with their personal belongings. So, building trust is paramount, and it begins online. Publish customer testimonials on your website and social media platforms to show potential tenants that your facility is reliable and well-liked. 

The more testimonials you have, the better – there is no such thing as too many. Think of it this way: would you rather give your business to a storage facility with ten 5-star reviews or one with 1,500 4.5-star reviews? When people see that plenty of others have had positive experiences, they’re more likely to follow suit.

Google My Business can collect reviews for you, and so can Yelp. You can integrate these platforms with your website or take screenshots of great reviews and post them on social media.

Additionally, create video walkthroughs of your facility and share informational content, like details about your security features or cleaning protocols. Potential tenants are more likely to choose you over the competition if they already feel they know their way around your facility and have no doubts about its cleanliness or security.

Driving Consistent Lead Generation

Generating awareness is only one aspect of self-storage digital marketing. The other part is about driving a steady stream of leads. One of the most effective ways to do this is through local SEO and paid search ads – these target high-intent users who are actively searching for storage solutions, which means you’re catching them at the exact moment they need you most. A well-placed ad can drive them straight to your facility.

You can also use automation tools to help streamline your lead-generation process. Email drip campaigns, for example, automatically send pre-written emails to potential customers who enter their contact information on your website. With this strategy, you can deliver timely, targeted messages to nurture leads and convert them into tenants – without any manual effort.

Don’t forget about social media platforms like Facebook and Instagram. Showcase your facility with a mix of compelling visuals, engaging content, promotions, and paid ads – do this consistently, and you can turn social media into a lead-generating machine.

Differentiating Your Facility from Competitors

One way to stand out in a competitive market is by highlighting your facility’s unique features – climate control, 24/7 access, advanced security, multiple convenient locations, etc. Showcasing these standout aspects will make you the obvious choice compared to facilities that don’t offer the same.

Unique and consistent branding will also help you stand out. Give your facility a professional and cohesive image across your self-storage digital marketing efforts, including ads, website design, social media profiles, and print materials. Your branding should reflect the quality of your facility and the level of care you provide tenants.

Finally, position your business as an industry leader by publishing content that covers relevant topics from a unique perspective. Draw on your expertise and experience to answer your audience’s questions before they ask. You can discuss things like How to Estimate Your Storage Space Needs, or What Happens To An Abandoned Storage Unit?, or What’s Included With A Self-Storage Rental Unit?

Self-Storage Digital Marketing with Storage Commander

With so many options for self-storage, you need to get your business in front of customers, build their trust, and highlight how your business is better than the competition. By investing in a self-storage digital marketing strategy, you can consistently attract new tenants, build long-term relationships, and improve occupancy rates.

If you’re ready to elevate your marketing efforts, don’t hesitate to get a free online brand audit from Storage Commander. With our marketing services, you can unlock new growth opportunities and unprecedented profit margins.