Proven Marketing Techniques for Self-Storage Success By Frank Rolfe

Marketing is an essential part of running a successful self-storage business, and effective strategies are often rooted in timeless principles. While there’s no magic formula, there are tried-and-tested methods that can make a significant difference. Here are key techniques every self-storage owner should consider:

The Power of Contrast in Signage

Color plays a crucial role in grabbing attention. The human eye naturally gravitates toward colors that contrast with their surroundings. For instance, bright orange signage is a staple for companies like Public Storage because it stands out against green landscapes and blue skies often seen while driving. Similarly, fast-food giants like McDonald’s and Wendy’s frequently use red to cut through outdoor greens. On the other hand, earth tones tend to blend into the background and fail to make an impact. For your facility, prioritize bold, contrasting colors to ensure visibility and memorability.

The Seven-Touch Rule

Research from the 1930s established that a consumer needs to encounter your marketing message seven times before it resonates. This principle holds true even today. Building awareness requires consistent and varied efforts—such as online ads, direct mail, radio spots, and compelling signage. Each "touchpoint" reinforces your brand, gradually turning potential customers into actual clients. To succeed, ensure your campaign integrates multiple channels for repeated exposure.

The Pricing Edge

Subtle pricing tactics can influence customer decisions more than you might expect. A long-standing retail strategy is pricing just below a round number—think $99.99 instead of $100. Customers instinctively focus on the first number, making $99.99 feel noticeably cheaper than $100, even though the difference is only a penny. Applying this principle to your storage unit rates can make your pricing more attractive.

Brevity Wins

When crafting advertisements, less is more. Studies consistently show that overly detailed ads lose their audience. Focus on delivering the essentials: your facility’s name, three standout benefits (like location, competitive pricing, or unit variety), and a promotional offer. Avoid overwhelming your audience with unnecessary information—keeping it concise ensures the most important details shine through.

Final Thoughts

These marketing strategies, honed through decades of research, remain as relevant today as ever. Incorporating these proven techniques can help you stand out, attract more customers, and ultimately grow your self-storage business.

By Frank Rolfe

Frank Rolfe has been an active self-storage investor for around two decades, with self-storage units in many states throughout the U.S. His nuts and bolts knowledge of what makes for a successful self-storage facility has led to a three-decade career without a single failed property.