Self-Storage Local Leads & How to Find Them
On a sunny day you might have walked outside your self-storage facility, watching traffic and thinking, “How do I get more of them to be my tenants?”
You’re not wrong for thinking that. 85% of self-storage facility business comes from “Drive By Traffic” and 75% of your customers live or work within a 2-mile radius of your property.
As an operator and self-storage marketing professional, you see the enormous potential in your immediate area. Leveraging your local customer is critical to maintaining occupancy goals. While you may have customers who are “out-of-towners” renting a unit, they tend to blow through like the wind and are not as reliable as a local, consistent, and loyal customer.
Consider this: Data from a survey conducted by SSA indicated that 52% of tenants rented their storage unit for a year or longer. So, the benefits your storage facility can gain by targeting your local customer in your self-storage marketing strategy are substantial.
In this post you’ll learn:
- Why catering to your local customer is critical to your self-storage marketing and occupancy goals
- 3 ways your self-storage facility can leverage your immediate area to gain a local advantage
- Where your self-storage marketing team can find the Linkmedia 360 self-storage team for more help
Learning Local: 3 Ways Self-Storage facilities gain local tenants
#1: Create Hyper-Local Content
Content marketing has the potential to drive awareness, calls, and bookings that lead to lifelong tenants. Up to 93% of the buyer’s journey begins with a search online. And if that customer finds a piece of your content that serves their interest in that search online, then you have the opportunity to impact your occupancy goals. Make your content fresh and dynamic by incorporating the following to create hyper-local content topics:
- A local resource guide (country, city, town) to increase visibility
- Areas of interest in your local community
- Mention your location information
#2: Allocate Marketing Budgets to Geo-Targeted PPC Campaigns
Self-storage facilities looking to maximize the occupancy potential in their immediate area can lock their ppc budgets to a specific gated area. Since many of your customers are looking up unit prices on their phones, you can reach them immediately. Keep your keyword strategy short and specific to reach the right customers. Check out this primer guide to ppc that SSA created if your self storage marketing team is just starting their local ppc strategy. Work hard to craft the right messaging to make the most of your local geographic area.
ProTip: Try to Geo-Target a 5 to 7 mile radius for increased visibility
#3: Promote Your Self-Storage Facility with Enticing Offers
At the end of the day, your self-storage facility can’t go wrong by offering the right incentive to your local customer. Here are a few promotional offer ideas your self-storage marketing team can use to entice the local customer:
- “just for customers in this area, we’re going to give X off your unit rental price”
- Discounts for military, veterans, college students, organizations, senior citizens
- “First month free” offers specific to local customers
- Gift card promotions for tenants signing up between a specific date range
Your self-storage facility could also partner with local organizations or businesses to offer bundle discounts, by knocking off a certain percentage discount for referral traffic. There are many routes your facility can take to entice that customer who’s just a mile away from your facility.
Gaining the local edge is tough. If your facility wants to have a discussion, you’ll be able to find us at SSA’s Spring conference in less than a month.
Where Your Self-Storage Facility can find the Linkmedia 360 team at SSA Orlando 2018
Is your self-storage facility struggling with keeping or maintaining local tenants? Our team will be at booth 126 during SSA’s Spring Conference. We’ll be discussing self-storage marketing best practices concerning voice search, which your team can optimize to earn increased visibility with local customers.
Our team will also be giving away a Google Home Mini as a prize to one of the conference attendees, so if your self-storage facility plans on attending, we would be happy to put you in the running for the prize and make your acquaintance in the meantime.
Of course, if your self-storage marketing team has any questions prior to SSA Orlando 2018, or isn’t planning on attending but needs a little help with strategically targeting the tenant near your facility, contact us. We’ll be happy to help.