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Three women walking through a brightly lit self-storage facility with rows of red storage doors, discussing strategies for increasing storage demand. The graphic includes bold text reading 'Drive Storage Demand: A Complete Guide for Storage Owners.
_ _ Debbie Kuo_ 0 Comments

How to Drive Self-Storage Demand: A Comprehensive Strategy for Owners and Operators

A Call to Evaluate Your Self-Storage Business

In today’s competitive self-storage landscape, maintaining high occupancy rates and growing revenue is more challenging than ever. To drive self-storage demand effectively, operators must navigate rising new facility completions and increasing vacancies, which signal heightened supply pressures and softening demand. Whether you’re an experienced operator or new to the industry, understanding the factors driving demand and how to effectively leverage them is crucial. Before diving into strategies, it’s essential to take stock of where your business currently stands.

Are you fully utilizing the resources at your disposal? Are your sales and operations as efficient as they could be? These are critical questions that self-storage operators must answer to thrive in this fast-evolving industry. We invite you to take our Storage Business Performance Check survey to perform a health check of your facility management practices. This survey will provide immediate insights into your operational strengths and highlight areas that could benefit from strategic adjustments. With these insights, you’ll be better prepared to implement the strategic advice outlined in this post.

Table of Contents

Source: 2024 Self-Storage National Investment Forecast by Marcus & Millichap

1. Understanding What Drives Self-Storage Demand

The 6Ds of Self-Storage Demand

To effectively manage and grow your business while driving self-storage demand, it’s crucial to understand the key drivers of demand. At Cubix Asset Management, we refer to these as the 6Ds:

  1. Downsizing: As baby boomers retire and move into smaller homes, the need for self-storage increases. Downsizing households require additional space to store excess furniture, memorabilia, and other items that no longer fit in their new living arrangements.
  2. Decluttering: In the age of minimalism, many people are decluttering their homes. However, they are not always ready to part with their possessions. Self-storage provides a convenient solution for those looking to clear their living spaces without permanently getting rid of their belongings.
  3. Dislocation: Life events such as job relocations, temporary assignments, or natural disasters can create sudden and immediate demand for self-storage. People need a place to store their belongings while they transition to a new location or rebuild their homes.
  4. Density and Space Limitations: Urban living often means limited space. High-density areas, where homes and apartments are smaller, drive the need for additional storage options. Self-storage facilities located near urban centers can capitalize on this demand.
  5. Divorce: Divorce often leads to the splitting of households, creating a need for storage space as individuals move into smaller living spaces or temporarily need a place to store their possessions.
  6. Deployment: Military deployment or extended travel can result in the need for temporary storage solutions. Service members and travelers often require secure places to store their belongings until they return home.

Understanding how these factors drive self-storage demand allows you to tailor your marketing and operational strategies to attract specific customer segments. For example, targeting baby boomers with messages about downsizing or offering specialized military discounts can directly address their needs and boost your occupancy rates.

Covered RV storage area with multiple recreational vehicles parked in a spacious facility

2. Expanding Your Reach: A Holistic Omnichannel Approach

Diversify Your Target Demographic

Creating a robust pipeline of leads is essential for sustaining and growing your self-storage business. Cubix’s approach emphasizes a holistic prospecting process that meets potential customers wherever they are in their journey. Here’s how you can diversify and expand your target demographic:

  • Urban Renters: Focus on convenience, accessibility, and amenities like enhanced security systems and flexible rental terms, which are highly valued in dense urban areas. Promote the benefits of storing seasonal items or business inventory.
  • Suburban and Rural Renters: Emphasize security and ease of access. These customers often need space for recreational vehicles, farming equipment, or home renovation materials. Offering amenities like large vehicle storage and 24/7 access can make your facility more appealing to this demographic.
  • Small Businesses: Offer solutions for businesses that need space for inventory, equipment, or document storage. Highlight the flexibility and security of your facility.

Improve Online Presence & Marketing

In the digital age, your online presence is as important as your physical location. At Cubix, we leverage data science and smart marketing technology to drive leads through a multichannel approach:

  • Search Engine Optimization (SEO): Ensure your website is optimized for search engines with relevant keywords, quality content, and fast load times. This not only improves your ranking on search engines like Google but also makes it easier for potential customers to find your business.
  • Pay-Per-Click (PPC) Advertising: Target your ads to specific demographics and geographic areas to attract potential customers who are actively searching for storage solutions. This approach ensures that your marketing budget is spent efficiently, reaching only those who are most likely to convert.
  • Social Media Marketing: Engage with your audience on platforms like Facebook, Instagram, and Yelp. Use targeted ads to reach potential customers based on their interests and behaviors. Social media is also an excellent platform for sharing customer testimonials, showcasing your facilities, and running promotions.
  • Google Business Profile Optimization: Ensure your business profile is up-to-date with accurate information, high-quality images, and positive reviews. This increases your visibility in local searches and makes it easier for potential customers to choose your facility over competitors.

Encourage and Manage Reviews to Get More Referrals

Customer reviews play a significant role in attracting new tenants. Potential customers are more likely to trust a business that has positive reviews and high ratings on platforms like Google and Yelp. At Cubix, we provide tools to help you manage these reviews effectively, ensuring that potential customers see your facility in the best possible light.

  • Encourage Positive Reviews: After a customer has had a positive experience, encourage them to leave a review. This can be done through follow-up emails, in-person requests, or by offering a small incentive.
  • Respond to Reviews: Engage with your customers by responding to their reviews. Whether the feedback is positive or negative, a thoughtful response shows that you value customer feedback and are committed to improving your service.
  • Monitor and Manage Your Online Reputation: Regularly monitor review sites and social media platforms for mentions of your business. This allows you to address any issues quickly and maintain a positive online presence.
Outdoor self-storage units with blue rolling doors under a clear sky.

3. Staying Ahead in Fierce Competition

Developing a Competitive Market Strategy

The self-storage industry is increasingly competitive, with large REITs (Real Estate Investment Trusts) like Public Storage and Extra Space Storage leading the charge. To stay ahead, smaller operators need to be strategic:

  • Leverage Technology: Use tools like Cubix’s AI-driven tenant acquisition and dynamic pricing strategies to compete with larger operators. Technology can level the playing field, allowing you to offer services comparable to those of the big players.

Case Study: Rohnert Park Facility QuickView

Rohnert Park facility implemented Cubix’s AI-driven marketing strategies to streamline tenant acquisition. By automating customer interactions and utilizing dynamic pricing, Rohnert Park facility was able to improve operational efficiency and significantly increase its occupancy rates in competitive markets.

  • Highlight Unique Selling Points: Differentiate your facility by focusing on what makes you unique. This could be superior customer service, specialized storage options, or involvement in community events.
  • Focus on Customer Experience: Providing exceptional customer service is one of the best ways to retain tenants and generate referrals. Cubix’s 5-star service management ensures positive customer interactions, leading to higher retention rates.

Strategic Use of Space and Amenities

Maximizing the use of your facility’s space is key to maintaining high occupancy rates:

  • Flexible Unit Sizes: Offer a variety of unit sizes to cater to different customer needs, from small lockers to large storage spaces.
  • Enhanced Amenities: Consider offering advanced security with individual unit alarms, 24/7 surveillance cameras, electronic gate access, on-site security personnel, motion-activated lighting, personalized access codes, and a fenced and gated perimeter to ensure your belongings are safe and secure.

4. Converting Leads to Rentals

Improve Website Functionality

Your website is often the first point of contact for potential customers. A well-designed, easy-to-navigate website can significantly improve conversion rates:

  • Online Reservations and Payments: Allow customers to reserve units and make payments online. This convenience can be a major selling point, especially for younger, tech-savvy customers.
  • Integrated Customer Experience: Ensure your website integrates with your facility management software for real-time updates on unit availability and pricing.

Automated Marketing and Analytics

Use data-driven insights to refine your marketing efforts:

  • Email Campaigns: Send targeted emails to past customers, offering them discounts or reminding them of your services.
  • Analytics Tracking: Use tools like Google Analytics to track customer behavior on your website. This data can help you identify areas for improvement and optimize your marketing strategy.
Modern self-storage facility with a landscaped exterior, clear signage, and a bio-retention pond at Gilroy Self Storage Depot

5. Boosting Tenant Retention

Strategic Pricing and Revenue Management

Balancing rent increases with tenant retention is a delicate act:

  • Dynamic Pricing: Use market data to adjust your rates in real-time, ensuring you remain competitive without sacrificing revenue.
  • Regular Communication: Keep tenants informed about upcoming rate increases and any changes to their service. Transparency builds trust and reduces the likelihood of turnover.

Operational Efficiency

Streamlining your operations can reduce costs and improve tenant satisfaction:

  • Automated Workflows: Implement systems that automate routine tasks like billing, collections, and tenant communication. This allows your staff to focus on providing excellent customer service.
  • Efficient Use of Technology: Use property management software that integrates with your other systems, providing a seamless experience for both your staff and your tenants.

Understanding and adapting to current marketing trends is crucial for staying competitive in the self-storage industry. Here’s a concise overview of key insights*:

  • Sector Consolidation: The self-storage industry is experiencing consolidation, with REITs like Extra Space Storage and Public Storage expanding through strategic acquisitions. These large operators benefit from economies of scale, allowing them to implement advanced technologies and dynamic pricing models that adjust rates in real-time based on market demand​.
  • Increased Competition: As REITs dominate the market, competition intensifies. However, this also presents opportunities for smaller operators. By offering personalized service and focusing on niche markets, independent operators can differentiate themselves. Leveraging technology to streamline operations and enhance customer experience can help smaller facilities compete effectively.
  • Opportunities for Growth: Independent operators can thrive by targeting underserved areas and offering specialized services that larger operators may overlook. Focusing on local expertise and building strong customer relationships can also give smaller facilities a competitive edge.

By staying informed about these trends and strategically positioning your facility, you can navigate the competitive landscape and capitalize on growth opportunities in the self-storage industry.

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Smiling customer service representatives wearing headsets, working in a bright office environment.

7. Enhancing Sales Through Efficient Call Center Management

In today’s fast-paced environment, immediate and professional customer service can be the difference between a closed deal and a lost opportunity. A well-managed call center is more than just a customer service hub—it’s a critical component of any strategy to close deals quickly and efficiently.

  • Streamline Operations: By handling all inbound and outbound communications, processing rentals, and managing payments, a call center allows your onsite staff to focus on the essential tasks of move-ins, move-outs, and maintenance. This shift in focus not only enhances operational efficiency but also significantly increases your booking rates.
  • Maximize Lead Conversion: Every call is an opportunity. A call center staffed by highly trained sales specialists who understand the intricacies of the self-storage industry is designed to convert inquiries into rentals. Ensuring that no lead goes unattended maximizes your facility’s revenue potential.

Cubix Call Center provides this supreme service to boost your storage business. Read more about our call center to discover how we can help you close more deals and grow your revenue.

Population Shifts and New Markets

Keep an eye on population trends to identify new opportunities:

  • Migration Patterns: As people move to suburban and rural areas, there is an increased demand for self-storage in these regions. Facilities in high-growth states like Texas and Florida are particularly well-positioned.
  • Urbanization Trends: Conversely, urban centers continue to face space limitations, driving demand for conveniently located storage solutions.

Technology and Innovation

Staying ahead of technological advancements is essential for maintaining a competitive edge:

  • Smart Access Control: Implement systems that allow for remote access and monitoring, providing convenience for tenants and reducing the need for on-site staff.
  • Automation: Use automation to streamline operations, from online reservations to payment processing and customer communications.

Conclusion: Take Action with a Storage Management Health Check

Driving demand in the self-storage industry requires a comprehensive, strategic approach that addresses the unique challenges and opportunities of your market. By understanding the key drivers of demand and implementing targeted marketing, pricing, and operational strategies, you can position your facility for sustained growth.

As a next step, we encourage you to take our Storage Business Performance Check survey to assess how well your practices align with efforts to drive self-storage demand. This will provide you with a personalized analysis of your strengths and areas for improvement, helping you to refine your strategy and achieve your business goals.

At Cubix Asset Management, we are here to support you at every step of your journey. Whether you’re looking to optimize your current operations, expand your facility, or stay ahead of market trends, our team of experts is ready to help you succeed. Call us today at (925) 489-1114.

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Reference

*https://sjk044.p3cdn1.secureserver.net/wp-content/uploads/2024/02/2024-Self-Storage-National-Investment-Forecast-by-Marcus-Millichap.pdf

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Author

Debbie Kuo

A dynamic digital advisor, weaving innovation into financial consulting, biotech, and commercial real estate. Crafting marketing success through full-funnel mastery and creative demand generation.