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Getting to Know Your
 Consumer Trends in Self Storage

November 20, 2018

Self Storage Target Audience@5x
3 min

StoragePug is a modern marketing company for self storage. We create intelligent marketing websites that allow you to rent units & take payments through your facility’s website.

Let’s face it; knowing who your customer is should be an integral part of every entrepreneur's business plan. It can drive marketing and promotional efforts, the way you interact with potential customers, and even the way you handle day to day business.

We’re going to take some of the guesswork out of that by dropping some good intel on you. We think some of it might surprise you.

Your customers are almost overwhelmingly female.

You heard us right. Despite every beer commercial during every televised sporting event hyping the splendor of the refinished garage or basement “man-cave,” storage outside the home seems to be the ladies’ domain.

According to a recent survey conducted by Inside Self Storage, when it comes to the selection of a storage facility, 62% of the decision-makers are female. Other studies put that number as high as 84%

Most potential unit renters will only contact three facilities before making a selection.

While it’s human nature to plan what model Ferrari we would buy if we hit the lottery, the fact is that the more mundane things in life don’t get nearly the same amount of our attention.

Moreover, as much as we here at StoragePug have self storage on the brain 24/7/365, most people don’t give it a second thought until they’re moving or their space is filled to max capacity and bursting at the seams. Most of them want it, and they want it soon.

Consumers are typically going to pick who gets their business after contacting or researching just a few facilities, so when you’re on the receiving end of one of those calls, make sure you put your best foot forward.

You might not get another shot.

Most storage customers want or expect some sort of deal.

80% of storage customers surveyed by Inside Self Storage utilized a promotional sale or coupon when they selected a facility. Mention deals and incentives when speaking to potential customers, but as we’ve noted in the past, not all deals are created equal.

If you’re offering something that sets you apart and adds value over and above your competitor that makes your offering superior, even without a promotion, let it be known when you field those research calls. If you are offering a deal, make sure it’s an effective one.

Check out our post on tricks and tips for offering effective promos here.

The vast majority of customers are under the age of 55.

Of the 9.5% of U.S. households currently renting a self storage unit, 88% of them fall between the ages of 21 and 55. 

There is also current “less is more” minimalization trend among millennials (think that show “Tiny Houses” where young couples shoehorn themselves into 150 square foot abodes and try to live there without things getting Lord of the Flies level dystopian).

Between that and the number of ambitious 20 to 30 somethings flocking to big cities with hefty per-square-foot price tags, storage facility owners can certainly make an effort to continue to entice that younger customer base.

All the stuff from their previous, maximized lifestyle has to go somewhere, doesn’t it? Mom already made their old bedroom into a sewing room, and we all know there’s no going back from that.

Your customers are your neighbors…literally.

That’s right. 75% of your customers live within 2 miles of your facility. Makes sense, because they want easy access to their stuff when they need it.

However, it also means that it would behoove facility owners to get to know the area. Seek out ways to promote locally, through signs, local newspapers, and flyers so that people know you’re there and want their business.

At the end of the day, it can only help your business to get to know your customer. Identify who they are, what matters to them, and the best method to reach them. Then use that information as a guide when you’re brainstorming new promo ideas or ads.

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