04 Nov 2025
In an industry where competition can change block by block, strong marketing isn’t optional; it’s essential. Yet many self-storage operators still overlook the fundamentals of digital marketing, leaving valuable leads and visibility on the table.
The good news: most of these mistakes are easy to fix.
Here are some of the most common missteps still seen across the industry, and how operators can correct them to attract more tenants and strengthen their brand presence.
Your Google Business Profile is often the first thing potential tenants see, long before your website. But many facilities still fail to keep their listings up to date.
Missing hours, outdated photos, or no recent reviews can cause searchers to move on to the next option.
Fix it:
Update your business hours, address, and phone number quarterly.
Add 10-15 high-quality, well-lit photos that show the facility exterior, clean units, and front office.
Encourage happy tenants to leave reviews, and respond to each one, positive or negative.
These simple updates can dramatically improve local ranking and click-through rates.
Most storage customers search phrases like “storage near me” or “climate-controlled storage [city name].”
If your website doesn’t include location-specific keywords or meta descriptions, you’re missing organic traffic.
Fix it:
Use city and neighborhood names throughout your site content, image alt text, and meta titles.
Create individual landing pages for each facility rather than relying on one “locations” page.
Link your GBP, social profiles, and directory listings consistently to reinforce local authority.
When optimized, local SEO drives free, high-intent traffic from customers already looking to rent.
Paid ads can boost visibility, but they’re expensive if not paired with an organic strategy. Many operators lean too heavily on Google Ads or aggregators without building long-term equity in their brand.
Fix it:
Balance ad spend with SEO, content marketing, and email retention campaigns. Paid ads should complement, not replace, your overall marketing ecosystem.
A grainy street-view photo doesn’t build trust. Yet many listings still feature outdated or inconsistent visuals.
Fix it:
Invest in fresh photography at least once per year. Show clean units, signage, and access points. Short videos (10-30 seconds) can also boost engagement across social media and Google listings, especially if they show the facility in action or highlight security features.
Tenants often choose storage facilities based on reviews and responsiveness. Ignoring this channel can quietly harm conversion rates.
Fix it:
Monitor and respond to reviews weekly.
Address complaints quickly and professionally.
Use feedback to improve operations; every review is an insight into customer experience.
Reputation management isn’t just PR; it’s conversion optimization.
Operators often track occupancy and revenue but skip metrics like website visits, lead source attribution, and conversion rate. Without these, it’s impossible to know what’s working.
Fix it:
Use analytics tools or your PMS dashboard to identify top lead sources, ad ROI, and web performance trends. Data-driven marketing consistently outperforms guesswork.
Today’s storage customer expects professionalism, convenience, and trust, long before they ever step on-site. Modern marketing isn’t just about being visible; it’s about being relevant, consistent, and data-informed.
The most effective operators pair strong local marketing with real market intelligence.
Radius+ helps owners, investors, and developers make smarter, data-backed decisions about pricing, supply, and competition, all in one platform.
Explore how Radius+ can enhance your strategy at www.radiusplus.com
Alexander Reams is a Product Specialist at Radius+, where he helps operators, investors, and developers uncover smarter ways to use self-storage data. His role focuses on translating technical tools into everyday workflows that save time and drive results.
