Your Self-Storage Audience: Tailored Marketing Strategies

Understanding your target audience is the easiest way to refine your marketing message. When it comes to self-storage demographics, you could be speaking to students storing their belongings before a gap year, or you could be talking to business owners looking for somewhere to store their excess stock.

When delivering a presentation, you want to know who you are speaking to because the presentation you would deliver to teenagers could be very different to the presentation you would deliver to a room of senior citizens. In the case of self-storage, while the solution might always be the same thing, the problem will vary from customer to customer.

At the start of every marketing strategy planning session, the first goal is always to understand the audience. Marketers often have assumptions about their audience. But these assumptions can be limiting and even damaging. A one-size-fits-all approach will limit your reach, prevent you from starting a real conversation, and could make your marketing appear very dull.

To avoid this common mistake, carrying out market research can help fill the gaps in your knowledge. Understanding self-storage demographics, why customers need self-storage and how to reach them effectively will make your marketing campaigns more profitable and less costly.

This blog will explore some of the key self-storage customer demographics that will help to inform your marketing campaigns and messaging.

Self-storage demographics: an overview

Our research into self-storage marketing has revealed some interesting statistics about self-storage customers and their spending habits.

• 28% of self-storage customers are aged 25-34
• 39% of self-storage customers have never used self-storage before
• Over 70% of customers live within 20 minutes of their storage facility
• The average time spent on a self-storage website is just 2 minutes and 21 seconds
• 76% of customers are using a mobile device to gather quotes

Meet Your Tribe: Age Matters!

Contrary to popular belief, self-storage isn’t just for decluttering retirees. Millennials (25-34) are the largest user group, accounting for a whopping 28%. This tech-savvy bunch often research online, prioritise convenience and transparency and might be swayed by contactless solutions like online booking and keypad entry.

Don’t underestimate the growing power of Gen Z (18-24) either, making up 15% of the market. They’re budget-conscious and heavily influenced by social media. Tailoring your message to their specific needs and channels can attract this valuable demographic.

Beyond Age: Understanding Motivations

While the unit itself remains the same, the reasons people seek it differ vastly. Young professionals might need storage during a gap year, while families juggling a new baby could use the extra space. Downsizing retirees, on the other hand, might require storage after their children leave the nest. By understanding these life stages and triggers, you can craft targeted messages that resonate deeply.

The Digital Path to Storage:

Remember, most self-storage customers are researching online before visiting in person. They spend an average of 2 minutes and 21 seconds per provider, so your website needs to be fast, informative, and quote-ready. Don’t rely solely on traditional marketing; focus on local SEO to be found when they’re searching and consider targeted social media ads during key life events like moving or having a baby.

Timely Touches & Transparency Rule:

Right-time marketing is crucial. Leverage tools like email marketing to re-engage past customers and offer relevant solutions as their needs evolve. Ensure your website is transparent about location, price, and access to build trust and convert more leads. Remember, clarity and convenience are king (and queen)!

The Takeaway:

Self-storage marketing is all about knowing your audience and speaking their language. By understanding the demographics, motivations, and research habits of your target customers, you can craft targeted messages that resonate, convert leads, and ultimately drive your business forward.

Bonus Tip: Looking for expert help? Partner with a specialised self-storage marketing agency like Assisted, We can unlock the full potential of your campaigns. Helping you navigate the nuances of your audience and create data-driven strategies that deliver results.

Remember, it’s not just about selling storage; it’s about understanding the people who need it and providing them with a seamless, stress-free solution.