Self-storage has been one of the fastest-growing real estate sectors in the last 40 years. Though an unprecedented number of self-storage units have been built over the last ten years, the demand growth is faster than the rate at which units are being built. Moreover, there is a marked growth in demand for specialized units like car storage and climate-controlled spaces (Mordor Intelligence). There are several additional reasons to be excited about the growth of the self-storage industry:
- The substantial increase in rent prices necessitated a demand for self-storage because of the preference for smaller apartment spaces (Mordor Intelligence).
- A surge in the migrant population and college enrollment of international students support the demand for external personal storage (Mordor Intelligence).
- 42% of renters use self-storage when moving to a new home (Alan’s Factory Outlet).
- Though self-storage revenues increased during the COVID-19 pandemic, lifestyle changes, an increase in relocations, and the growth of remote work have fueled further growth in subsequent years (Consumer Affairs).
- Though taking only 3% of the top reasons for self-storage, storing for business purposes still lands among the top five (RentCafe).
Based on these positive numbers, it is essential for self-storage companies to use the following lead generation methods to maximize the opportunities:
Optimize for Local SEO
A vast majority of self-storage renters are renting for personal storage (RentCafe). Many of these are located within the local area of self-storage units. With a substantial percentage of these having moved into the area recently, many of them use the internet to search for self-storage units, making it extremely necessary for self-storage companies to stay visible in local searches. Here are a few ways self-storage companies can leverage the power of local SEO to get high-quality leads:
- Optimizing their Google Business Profile to ensure their business ranks prominently in map searches
- Making the website mobile-friendly
- Promptly responding to reviews on their Google Business Profile and other platforms, such as Yelp and NextDoor.
- Conducting keyword research to look for the most oft-searched words in local queries and optimizing website and published content for those words. These will enable their websites to rank well in local search queries.
- Publishing industry-related content through blogs and FAQs to generate trust and establish themselves as a local authority in self-storage (more on this later).
- Placing links to higher-authority websites, specifically with business partners (more on this later).
Working with digital marketing professionals like WebPower can help self-storage companies efficiently conduct local SEO campaigns. Through WebPower, they can focus on other aspects of their business while leaving the technical nuances of their local SEO campaigns to professionals.
Investing in Social Media Marketing
Investing in social media is another way of leveraging the power of the internet. Aside from publishing local-specific content, such as community activities, self-storage companies can use helpful features of paid social media to target specific groups of people. For instance, many renters belong to the Gen X market segment, which relies heavily on social media for information about businesses.
Being Involved in Community Activities
Though the Internet is an indispensable field in looking for self-storage leads, several traditional in-person marketing methods can also prove effective:
- Community involvement presents an opportunity to stay visible and generate trust.
- These activities are also excellent ways for them to network and stay connected with their local business groups, such as their respective chambers of commerce.
- Moreover, these activities provide fuel for content that can be published on the website and on the company’s social media pages.
Establishing Partnerships
Partnerships are excellent sources of leads:
- Business partnerships with local sources, like real estate and property management companies, are direct sources of referrals as many home buyers and renters use self-storage units, especially when they downsize from larger dwellings.
- Self-storage companies can partner with related local industries, such as trucking and packing supply companies.
- Self-storage companies may ask these business partners for backlinks to help with their local SEO campaigns by building authority and widening their reach.
Conduct Guerilla Marketing
Though traditional marketing methods have not been a primary source of leads recently, they can still generate high-quality leads. There are a variety of methods, beyond handing out flyers, that allow self-storage companies to make themselves visible to a broad range of potential customers:
- Painting their fleet of vehicles with their company colors, contact number, and webpage.
- Asking business partners to display their business information through posters, mentions in marketing efforts, and even yard signs near rental properties.
- Don’t ignore the possibility of using print media or being mentioned in radio broadcasts.
Content Marketing
Content marketing strategies are essential in an effective local SEO campaign. Publishing helpful content can help self-storage companies generate leads. Blogs are effective because:
- Starting a business blog can generate interest in a self-storage company through authoritative content on the website. Websites that inform users and give helpful tips can develop trust among their customer base.
- Blogs can also present opportunities to include relevant keywords to help their website appear in relevant search queries.
- These blogs may also be published on partners’ websites to help self-storage companies widen their reach.
Provide Excellent Customer Service
Word-of-mouth and reviews are excellent opportunities to sway purchase decisions among your customer base. Self-storage businesses with outstanding customer service generate high-quality leads because:
- Excellent customer service translates to more positive reviews and more conversions.
- Happy customers are excellent sources of referral traffic.
- Satisfied customers are more likely to continue giving a company their business or purchase upgrades.
Turn Leads Into Loyal Customers! Take the Road to Self-Storage Success.
The self-storage industry is on an uptrend, driven by rising rents, population shifts, and lifestyle and buying habits changes. Self-storage businesses can capitalize on these exciting market opportunities by implementing these lead generation strategies, from optimizing local SEO to fostering strong customer and business relationships.
WebPower is here to help self-storage companies navigate the ever-evolving online environment and develop a customized plan through their Online Growth Accelerator program (OGA) to attract new customers and maximize occupancy rates. Contact WebPower today to unlock the full potential of your self-storage business.