80% Of Self Storage Facilities Have NO Marketing Plan

Most Storage Facilities Don’t Market Right — Here’s How You Can Be the One That Does

You’d think with all the competition out there in self-storage, marketing would be the first thing most owners invest in. But the truth? Less than 20% of self-storage facilities have a real marketing program in place.

Most are just coasting — hoping their location and a few Google reviews will keep the units full. But hope isn’t a strategy.

If you want to be in that top 5% of owners who consistently sit at 95%+ occupancy, you need more than a sign, a website, and a hope and a prayer. You need a marketing system — and the good news is, it’s not rocket science (but hey, Rocket Self Storage Advisors can help).

Let’s break down the opportunity and show you five practical marketing moves that can take you from average to fully rented — all 12 months of the year.

Why Most Facilities Stay Under 85% Occupied

Before we fix the problem, we need to understand it. Most facilities fail to maintain high occupancy for a few simple reasons:

They rely on outdated methods (Yellow Pages… yes, still.)
They don’t know how to track or optimize advertising.
They don’t know their audience.
They’ve never studied their competitors.
They think marketing is expensive and hard.

But the reality is, you don’t need a Madison Avenue budget to compete. You just need a smart, consistent plan.

The 5 Keys to Storage Marketing That Actually Fills Units

1. Your Website Is Either a Sales Machine or a Leaky Boat

You’ve got about 8 seconds to convince someone you’re the right facility. If your website loads slowly, looks outdated, or doesn’t show prices and unit availability, customers bounce — literally.

Fix it:

Get a fast, mobile-friendly website with live unit inventory.
Use high-quality photos of your site (clean, modern, safe).
Include testimonials and easy call-to-action buttons.

Your website isn’t just an online brochure — it’s your #1 closer.

2. Google Is the New Yellow Pages — Own It

When someone types "storage near me," where do you show up? If you’re not on the first page, you don’t exist. Simple as that.

Fix it:

Claim and optimize your Google Business Profile (GBP).
Get consistent 5-star reviews by asking happy tenants.
Use relevant keywords in your website copy (“climate-controlled storage in Waco,” etc.).

This alone can boost occupancy by 10–20% in most markets.

3. Use Paid Ads to Fill Gaps — Strategically

Running a $100/month ad during slow season can bring in thousands of dollars in new leases. Google Ads and Facebook Boost aren’t just for big brands anymore.

Fix it:

Target renters by zip code, age, and life events (moving, divorce, downsizing).
Use promotions smartly — first month free with a 3-month minimum, for example.
Track every lead. Don’t just “run ads” — run measurable campaigns.

Paid ads fill gaps, test messages, and ramp up traffic when things slow down.

4. Get in the Community — Your Competitors Won’t

Most self-storage owners stay behind the desk. But the ones who shake hands, sponsor local events, and work the referral game? They’re the ones with waiting lists.

Fix it:

Partner with local realtors, apartment complexes, and moving companies.
Sponsor school events or local sports teams.
Join your chamber of commerce and small business groups.

Become the local storage brand, not just the closest one.

5. Make Marketing a Monthly Habit — Not a Fire Drill

If you only think about marketing when your occupancy dips below 80%, you’re already behind.

Fix it:

Create a simple monthly marketing calendar.
Run small consistent campaigns vs. big erratic ones.
Track conversions from each source (website, phone calls, Google, referrals).

Consistency beats flash. A 2-hour marketing session every month can change your NOI dramatically.

Yes, You Can Stay 95% Occupied Year-Round

Here’s the truth: There’s no rule that says you have to have slow seasons. People move, downsize, renovate, store college gear, and need space all year long. If you stay in front of them, they’ll rent from you.

Smart marketing isn’t about tricks — it’s about being visible, credible, and consistent.

If you’ve been sitting at 82% and wondering what the big guys know that you don’t, the answer is simple: They market like it matters. And now, so can you.

Want Help Getting There?

At Rocket Self Storage Advisors, we help owners and developers implement custom, proven marketing systems that drive results — without wasting money or time. Whether you’re leasing up a new facility or trying to turn around a flat one, we’ve been there. And we’ll show you how to stay booked all year long.

Book a no-obligation discovery call today and let us show you how to turn your storage site into a lead machine.

Kevin Harless is a Self Storage Consulting and Management Expert, and Rocket Self Storage Advisors is your launchpad to success in the self-storage industry. They specialize in self-storage investing and development consulting, offering expert guidance from land acquisition to facility operation. Services include self-storage management, equity investing partnerships, financial and operational consulting, and strategic land sourcing for high-return projects. Whether you're a first-time investor or an experienced developer, Rocket helps you build, manage, and grow storage businesses with confidence and precision. Reach the team at liftoff@rocketstorageadvisors.com, or contact me directly at kevin@rocketstorageadvisors.com.