Tips For Self-Storage Advertising

As a self-storage investor, you are likely well aware of the benefits and perks of renting a storage unit. But your prospective customers may not be, and it’s your job to persuade them. This means establishing a solid self storage marketing plan, which will doubtlessly include some advertising efforts. 

In many ways, advertising a storage unit for rent is the same as advertising any vacant property—you’ll need detailed listings, a strong online presence, and a deep understanding of the local market. 

This article will walk you through the various techniques you can use to advertise your storage unit rental.  

#1 Consider Size, Features, and Amenities 

Before you write any listings or pay for any ads, your first step should be to consider what your storage unit has to offer. You should gather all information and details about the unit, including: 

• Size – List the length and width dimensions, as well as total square footage. Height and volume aren’t normally included in self-storage unit listings, but if your unit has unusually high ceilings, you can advertise these dimensions too.  
• Features – Include the features of your unit based on its type: Is it a drive-up unit, or indoor-access? What kind of security does the unit have? What makes your facility or storage units unique? 
• Amenities – Does your unit offer any additional amenities that renters should know about? E.g., climate control, electricity and power outlets; kiosk/mobile entry, smart security, etc. 
• Location– Where is your storage facility located? What are the nearby roads and/or interstate exits? Within your facility, what is the unit number and location of the unit you’re advertising?  

#2 Write a Compelling Listing 

Next, use this information to write a clear and compelling storage rental listing. 

When local renters search the internet for nearby self storage, you want your facility to be the first to pop up. That means making sure your listings are consistent and crystal-clear across the internet, so that Google and other search engines know exactly what your business is and what it does. If it isn’t clear from your website or your listings that your company is a self-storage business, it won’t appear in related search results. 

Like any residential or commercial property listing, your storage unit listing should include the major features and details listed above as well as the monthly rate of the unit and your contact information should prospective renters want to get in touch. Keep your listing as concise as possible – state the facts and avoid hiding any information, especially the rate.  

#3 Post Your Listing Online 

Next, you’ll need to post your rental listing online. But where should you post it so that your target customers will find it? Here are a few options: 

Personal Website 

First and foremost, listings for all your vacant storage units should appear on your personal website. Your website is not only a landing page for online storage browsers, but it will also be the first place customers will visit after seeing a sign for your company in person or driving past it. These customers aren’t likely to call you by phone or visit your business in person without first seeing that you are an established business online, so it is important that you create a positive rental search experience from the start with your website. 

In addition to housing listings, your website should also enable visitors to complete as much of the onboarding process as possible, including reserving a unit and paying all the corresponding fees. It should also prominently feature high-quality photographs of your facility and units as well as your contact information, address, and business hours so that interested customers can get in touch with questions. 

Self-Storage Listing Sites and Directories 

The fastest way to increase your local SEO and daily site visits is to get listed on industry-specific listing sites and directories. While it’s always beneficial to get your business verified on general directories like Google Business or My Places, it’s even better to be listed on self-storage-specific directories. Here are a few to look into: 

• SpareFoot is one of the largest self-storage directories available, boasting over 20,000 facilities listed across the U.S. You can think of it like the “Zillow” of self-storage listings. The site allows prospective renters to search by zip code, features, amenities, type, size, or discounts. 
• SelfStorageFinders is a comprehensive self-storage directory with units searchable by location, featured cities and large metro areas, and general information for storage renters. 
• Neighbor.com is a peer-to-peer (P2P) storage marketplace. It offers cheaper, closer, and safer storage by having owners sign up as “Neighbor hosts” who advertise their available space to local peers. It works a little differently than a traditional directory, so it is best for people who don’t own a storage facility but do have extra garage or lot space. 

The more listing sites and directories you can get listed on, the more search results for your company will appear for a renter’s search query about units in their area, and the more visibility you’ll have online as a whole. 

Paid Advertising 

You can also advertise your units via paid advertisements or PPC (pay-per-click) advertisements. PPC ads appear at the very top of a search results page—you may have seen them before as ‘sponsored’ results at the top of your Google search results. For newer self-storage owners without a lot of visibility or reviews online, PPC ads are a good way to get to the top of the page and get seen by prospective renters. The ads direct traffic toward your website, where you can post and maintain your listings. 

Social Media 

If you’re looking for a slightly cheaper alternative to Google, Facebook ads are another opportunity. Facebook allows users to indicate target specific audiences, set objectives for results, define a budget, and measure ad results and marketing growth.  

If you plan to dedicate funds toward paid advertising, having an effective marketing strategy is especially important. You want to put your money towards a strategy you know will reward you back with rent payments and revenue.  

#4 Advertise the Traditional Way 

Paper ads are another option for self-storage advertising. While paper ads may be ineffective for traditional residential or commercial units, they tend to work well for storage facilities since their audiences are highly local. If you want to spread the word about your storage units, a simple first step may be to design and print some attractive flyers with all your details to post at local shops, university bulletin boards, or other community areas. 

#5 Purchase Billboard Ad Space 

Billboards are another classic marketing tactic that have proven particularly effective for storage facilities. Since storage facilities attract a highly local audience and rely on drive-by traffic to generate leads, a billboard could be a huge asset to your marketing approach. 

Consider purchasing billboard space near your facility in a high-traffic area, such as near an interstate exit. It should prominently feature your company’s name, the word “self-storage,” a few words to provide directions to your facility, and your best features, specials, or discounts. 

#6 Run a Review Campaign 

For more established storage facilities, a review campaign can have a massive impact on your overall marketing success by helping you build a positive reputation online. You can start a simple review campaign by asking a few loyal customers to write brief reviews of your company online. Reviews are a critical aspect of self storage advertising because Google and other search engines consider reviews (and their numbers, frequencies, and your responses to them) in determining search rankings. You can read more about review campaigns and referral programs in our article on marketing self-storage units. 

Conclusion 

Advertising is a critical component of the marketing process that all property owners must contend with. For self-storage owners, advertising can be made exceptionally straightforward with the help of the online listing directories and local-based approaches described in this article.