How Target Marketing to Your Ideal Audience Can Transform Your Self-Storage Business

By Josh Huff, originally published by Inside Self-Storage on June 8, 2025

When a North Georgia self-storage operator listened closely to customer feedback, they uncovered a surprising competitive edge and used it to grow occupancy. By focusing their marketing on what mattered most to renters, they built stronger relationships and stood out in a crowded market. This article explores how targeted messaging, local insight and a smart strategy can transform your marketing results.

I recently started working with a self-storage operator in North Georgia who wants to improve their marketing. As we reviewed their competition and explored ways their facility could stand out, they explained that several of their prospective tenants had expressed frustration to them about nearby facilities that operated without an onsite manager. In some cases, there was no manager at all, just a kiosk or virtual system.

This operator has an onsite manager, which gives them a distinct market advantage; so, we decided to focus their marketing campaign on customer service. The messaging highlighted the fact that this facility is locally owned and staffed by people who are ready to deliver a personal touch in every customer interaction.

That simple shift in direction made a measurable difference. Occupancy began to climb, and several new customer reviews mentioned how much they appreciated the friendly, helpful staff who took the time to answer questions and simplify the move-in process.

Shortly after, new tenants began sharing that they had left previous storage providers due to frequent and frustrating rate hikes. In response, this operator refined their marketing message again, promoting a “rate guarantee.” Again, by directly addressing the concerns and priorities of their target audience, they strengthened their market position and continued to boost occupancy.

Why Target Marketing Matters

In self-storage, trying to appeal to everyone often means your message doesn’t connect with anyone. Targeted marketing helps maximize your budget by putting resources where they'll have the greatest impact. When your message resonates with a specific group of customers, you’re more likely to see higher conversion rates, better retention and stronger relationships built on trust and understanding...(read more at Inside Self-Storage)

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