06 Nov 2025
The following article is reprinted with permission from Inside Self-Storage, the premier magazine of self-storage professionals. For information, visit www.insideselfstorage.com.
I recently toured a gym I was thinking about joining. As I entered, though, I couldn’t get past the smell—damp, sweaty, musty, funky. Hoping it was just an off day, I went back again via a guest pass only to be assaulted by the same odors. That experience stuck with me, so I took my business elsewhere.
My experience got me thinking about how much the smell of a space can shape consumer impressions and decisions. In fact, scent is one of the most powerful yet often overlooked elements of the customer experience. Whether it’s the inviting aroma of a coffee shop or an off-putting odor in a grocery-store aisle, what people detect through their nose can instantly shape the way they feel about a business, and that includes your self-storage facility! Addressing this isn’t just about cleanliness, either. It’s a key part of marketing, tenant retention and your brand’s reputation.
Close your eyes and think about the last time a scent stopped you in your tracks. Maybe it was the mouth-watering sweetness of waffle cones drifting from an ice-cream shop or the familiar, comforting fragrance of a favorite perfume. That emotional reaction isn’t just nostalgia. It’s strategy, and some of the world’s most iconic brands have mastered it.
At Disney Parks, the magic isn’t just in the visuals, it’s in the air. Disney famously uses carefully curated scents to shape guest experiences. Main Street U.S.A. has whiffs of freshly baked cookies, while a cool, musty breeze fills the air on the Pirates of the Caribbean ride. It’s all intentional, designed to create an emotional response and lasting memory.
Cinnabon also knows the power of smell. Its locations are strategically placed in malls and airports where the scent of warm cinnamon rolls can drift freely. Stores bake continuously, sometimes even just warm trays of cinnamon and brown sugar to keep the aroma alive.
In retail, hospitality and even healthcare, scent has quietly become a secret weapon in shaping customer behavior and deepening brand loyalty. There’s good reason for it. Smell is the strongest of the five human senses and the one most closely tied to memory and emotion. We’re 100 times more likely to remember something we smell more than something we see, hear or touch. That means the odors that emanate from your self-storage facility, good or bad, can strongly influence the way people feel about doing business with you.
Pleasant scents can improve mood by up to 40%. They can even guide behavior. For example, citrus and lavender can help your self-storage tenants feel calm and cared for, while mint and rosemary might energize them on a busy move-in day. Whether your customers realize it or not, they’re taking in that first impression the second they enter your property; and that impression can stick, for better or worse.
Let’s be clear: No amount of vanilla-scented spray will mask the odor of a dead mouse. Scent can’t just be a cover-up. It must be part of a deeper commitment to facility cleanliness and maintenance. Unpleasant aromas are often red flags indicating mold, pests, excess humidity or deteriorating items.
When dealing with an unpleasant smell at your self-storage property, the first step is to identify and eliminate the source, not attempt to disguise it. That might mean calling a tenant whose unit smells like a forgotten gym bag or gently alerting someone that perhaps their unplugged mini fridge might still be full of mystery meals.
Proper ventilation is crucial, too. As buildings become more airtight, air circulation and humidity control become even more crucial. Without them, stenches linger, and so do the impressions they leave behind.
The goal is to make your self-storage facility feel fresh, leaving tenants with confidence that their belongings will be well-preserved while in storage. To keep it smelling clean:
Be proactive, not reactive. Walk your property regularly to catch odor issues before tenants do.
Sniff it out and act fast. Identify the source of any odd odor immediately. Don’t just spray and pray. Dispose of the item creating the smell, clean as necessary and ventilate the space.
Manage what is stored. If a unit reeks, call the tenant and ask them to check their space. Remind them that food or damp items can attract pests and damage their belongings. If the smell persists, inspect the unit with them to determine the source.
Ventilate properly. Make sure your HVAC and ventilation systems meet the air-change needs of the building. Conduct annual inspections yourself or hire a specialist to perform them. Aim to keep humidity between 40% and 50% to prevent mold and odor buildup.
Clean smarter. Don’t underestimate Grandma’s favorite cleaning method: Use vinegar and water to wipe down musty spaces. Add air purifiers or automated scent dispensers in the office and common areas. Have a cleaning checklist for when tenants move out to ensure smells aren’t being passed on to the next renter.
Be helpful. Offer moisture absorbers and deodorizing products at the front desk to help tenants protect their stored items. Also, review common sources of odors with tenants during the lease signing.
A fresh-smelling self-storage facility isn’t just a pleasant atmosphere, it builds trust. Whether it’s a subtle citrus note in your office or simply the absence of any funky aromas in your hallways, it sends a silent but powerful message: This place is clean, safe and well-maintained.
Customers may not comment on a neutral smell, but they’ll definitely notice a bad one. The best course of action is to simply trust your nose. If something smells off, it probably is. Act quickly and you won’t just improve the air, you’ll elevate the entire customer experience. In self-storage, even the smallest whiff can make a lasting impression.
View the original article here
Jen Conlon is director of marketing for StoragePro Management, a Walnut Creek, California-based firm specializing in self-storage. With more than 20 years of experience in industry operations, she leverages her deep industry knowledge and strategic expertise to implement multi-channel marketing campaigns, drive brand growth, increase revenue and occupancy, enhance the customer experience, and support business-development initiatives. To reach her, email jen.conlon@storagepro.com.
