Hunter Webb
When I was 17, I used these 10 steps to take my self storage facility from 60% to 96% occupancy. (Check out how I made $500k in highschool with self storage) The best part? You only have to complete these steps once and you'll get the same results for your facility: when people in your area search for self-storage the first thing they’ll find is your website.
- Create a website
- Analyze how people search for self-storage near you
- Market your website on websites like Google Maps
- How to get great reviews
- Converting leads into customers
- While your website grows, setup a cheap Google Ad Campaign
- Reach out to previous customers
- Get signs on the highway and even outdoor billboards
- Get a waiting list
- Upsell new and existing customers on discounts for renting multiple units
1. Create a Self-Storage Website
In today's world, if you're not online, you don't exist. When I turned around that self-storage facility at 17, the first thing I did was create a website. It doesn't have to be fancy, just functional.
Think of your website as your 24/7 salesperson. It should clearly show your unit sizes, prices, and location. Make sure to include plenty of good photos - people want to see what they're renting.
Almost all self-storage software providers include packages that include a website. The average monthly cost for a website ranges from $15-$50 depending on how complex it is and how many monthly users it has to handle. (at DeepRent you can get one setup for you within 24 hours for $14.99, you can check out our pricing here).
2. Understand How People Find Storage
Understanding how people in your area search for self-storage on Google is like having a crystal ball for finding customers. This search term is your “keyword” because it has the key words you need to include on your website to have customers find you.
The easy way to find your key words:
A. Assume it is your town name (or the nearest town/city) name + self storage. For my first facility in Lady Lake, I found out that 40 people each month looked for "lady lake self storage".
B. Buy a domain that is as close to this search term as possible. It gives you a headstart with Google, and I struck gold with my first domain of ladylakeselfstorage.com. Some good alternate names I could have gotten would be storageladylake.com, ladylakeselfstorage.com, etc.
C. Setup your website to naturally mention this search term as much as possible on the page so Google understands what to show your website for. If you look at the actual website I made, you'll notice that the first and largest text on the website is "Self Storage in Lady Lake, FL".
The comprehensive way to find your key words:
A. Get the cheapest Ahrefs subscription
B. Click “Site Explorer” and enter your competitor's website into Ahrefs
C. Navigate to the "Organic Keywords" section
D. Sort by search volume to see the most popular search terms that people use to find their website
D. Choose the most relevant keywords for your business
3. Make your website easy to find
Here's a secret: most people don't look past the first page of Google results. But getting your facility listed on Google Maps can put you right at the top of local searches.
This step is crucial because it's where many of your potential customers will first find you. Make sure your listing is complete with your full information of address, phone number, website, and operating hours for Google to show it as a top recommendation.
To setup a business account for your self-storage facility check out Google’s guide here.
4.How to get great reviews
When you’re looking for a business to trust with your belongings, you don’t just walk into the first place you see. You search online, you read reviews, and you decide based on what others are saying.
98% of consumers look up online reviews for local businesses. If you want to convince customers to choose your self-storage facility, you need to amass a large number of 5-star ratings.
How to Get the Google Maps Review Link
To get customers to leave a review you need to ask for it and make it easy for them to do so. First step is getting a link you can send text/email them to leave a review, here’s how you can do it:
A. Open Google Maps on your computer or phone.
B. Search for your business name (in our case, "Lady Lake Self Storage").
C. Click on your business name to open the listing.
D Look for the option that says “Share” or “Share Your Business Profile.”
E. Copy the link provided.
Now, you have the magic link you can send directly to your customers!
Don’t Be Afraid to Ask
Now, here’s the trick: Be shameless about asking for reviews. Every time you have a positive interaction with a customer, ask them for this small favor. It’s not too big of a burden for them to take 15 seconds to leave a review, and the impact on your business will be monumental.
So, when a customer is smiling through the phone after you helped them find the perfect unit, you say, “Hey, I’m really glad we could help you out today. Would you mind doing us a small favor and leaving a quick review? I can email you a link.”
Displaying Your Best Reviews
Once you start collecting those 5-star reviews, don’t let them sit idle on Google. Put the best reviews on your website. This serves as social proof that you’re running a top-notch facility.
5. Converting leads into customers
One of the biggest mistakes businesses make is letting potential customers slip through the cracks.
For any setup you use, make sure you:
A. Start with a simple form that asks for their name, email, and phone number. Make it the first step of the process.
B. Offer something in return for their information, like the ability to see unit prices or a discount on their first month.
C. Save a standard email template that you can send to each potential leads to save you time.
This way, even if they decide not to rent immediately, you can follow up with them. A friendly email or call a few days later will turn a "maybe" into a "yes."
Make Renting and Paying Easy
The second aspect of converting leads is not letting anyone get frustrated with a complicated process and give up.
Here are some tips:
A. Streamline the rental process: Use clear, simple language and reduce the number of steps it takes to complete a rental. If possible, allow customers to complete the entire process online with the least amount of hassle.
B. Offer multiple payment options: Some people prefer to pay with a credit card, others with cash or check. The more options you offer, the fewer customers you’ll lose.
6. While your website grows, setup a cheap Google Ad Campaign
After you make a website, it takes Google up to 2-3 months to evaluate it. During this period, they are seeing: Is it credible? Is it providing valuable content? Are people engaging with it? All of these factors play a role in determining where your site ranks. However, we want to make sure you don’t miss out on getting immediate results.
How to use Google PPC while your website is growing its rank
That’s where Google PPC (Pay-Per-Click) comes in. This is the fast track line to getting your business to the top of every self-storage search. You just have to pay a small amount for each click they get to your website.
How to Set Up a Google PPC Campaign
Setting up a Google PPC campaign is straightforward, but it requires some strategy to get the most out of your investment. Here’s a simple guide to get you started:
A. Create a Google Ads Account: Go to the Google Ads website and sign up for an account. If you already have a Google account, it’s even easier.
B. Choose Your Campaign Type: For most small businesses, starting with a “Search Network” campaign is best. This type of campaign shows your ads in Google’s search results.
C. Set Your Budget: Decide how much you’re willing to spend each day. The beauty of PPC is that you only pay when someone clicks on your ad, so you can control your costs.
D. Select Keywords: Keywords are the search terms you want your ad to show up for. For a self storage facility, you might choose terms like “self-storage near me,” “storage units,” or “cheap storage.” Make sure to include keywords that include your city’s name and other cities within ~20 miles.
E. Write Your Ad: Your ad should be clear, compelling, and include a call to action. Something like, “Need Storage? Reserve Your Unit Today!” works well. Make sure to include your main keyword in the ad.
F. Launch Your Campaign: Once everything is set up, hit “Launch.” Your ads will start showing almost immediately, and you’ll begin seeing traffic to your website.
7. Reach out to previous customers
They’ve done business with you before, so they’re more likely to come back and use a storage service again.
Here’s a simple strategy to reconnect with old customers:
A. Create a List: Go through your customer database and make a list of people who haven’t used your service in the last 6-12 months.
B. Send a Personalized Email or Text: Reach out with a friendly message. Something like, “Hi [Customer’s Name], we hope you’re doing well! We wanted to let you know about some new promotions we’re offering for returning customers. If you need storage again, we’re here to help!”
C. Offer a Special Deal: Sweeten the deal by offering a discount for returning customers. A small percentage off the first month can be enough to bring them back.
8. Get signs on the highway and even outdoor billboards
For self storage marketing, local visibility is incredibly helpful. A simple, well-placed sign with your company’s contact information near a busy road (or even a billboard ad if you can afford it) will serve as a constant reminder that you’re nearby and ready to help.
9. Get a waiting list
In the self-storage business, certain unit types are always in higher demand, especially the larger units. These tend to fill up fast, leaving you with potential customers who might go elsewhere if you can’t meet their needs right away. That’s why having a waiting list is essential.
Make sure your storage software has the ability to collect the contact information of customers waiting to rent a unit in a certain size, and if a larger unit is unavailable, suggest renting multiple smaller units at a discounted rate.
10. Offers discounts to get customers into units
The hardest part is getting a tenant into a unit. Once someone has moved their items into your facility, they’re not going to want to go through the hassle of moving them out again. Think about it: people who need self-storage are usually dealing with a lack of space at home or during a move. By the time they decide to rent from you, they’re already stressed and looking for an easy solution.
Many of our clients have found success offering a discount such as $1 for the first month with a three-month commitment.
