Section 8 • Marketing
seek out a self-storage solution. Relocation, lack of space, and a change in family situation are a few of the most common moti- vators that bring new tenants to self-storage facilities. While different drivers bring customers to self-storage facili-
ties, most potential tenants share the same top concern when renting a unit: How much will this cost every month? As they reach out to self-storage stores, customers say that pricing is the number one question they want answered. In fact, approximate- ly 92 percent of customers said they contacted the self-storage business specifically to get information about rental rates. Potential customers recalled contacting self-storage proper- ties for information on other topics as well. (See Chart 8.1). More than three-fourths said they reached out to a self-storage store to learn more about unit sizes and 70 percent indicated that
they asked about unit availability. Approximately 42 percent of customers said they contacted the facility for information about the site’s location and 30 percent of potential renters reached out to hear more about specific unit features. When customers attempt to connect with a facility, they of-
ten need storage space immediately. More than half of custom- ers said they rented at the first facility they contacted. (See Chart 8.2). Slightly less than 20 percent said they reached out to two businesses, while the remaining 27 percent of customers indi- cated they connected with three or more self-storage facilities before signing a lease agreement to rent storage space. As seen in Chart 8.3, customers in the West appeared to do
Chart 8.4 – Number of Facilities Contacted by Location
Rented From 1st Facility Contacted Contacted More Than 2 Facilities Contacted 1 Additional Facility
0 Percentage of Renters
the most investigating when it comes to identifying the best fa- cility to meet their individual needs. In this region, nearly 35 per- cent of potential customers reached out to more than two storage stores before deciding where to rent a stor- age unit. Less than half of these po- tential tenants—47 percent—decided to rent at the first self-storage facility contacted, placing the region last in the category of customers renting at the first store they contact. The opposite is true in the North-
Suburban Rural
Urban
102030405060 Source: SSA 2013 Self Storage Demand Study
Chart 8.5 – Number of Facilities Contacted by Business Customers
Rented from 1st Facility Contacted 50% Contacted More Than 2 Facilities 25% Contacted 1 Additional Facility 25%
Source: 2013 SSA Self Storage Demand Study
east, where data suggests that poten- tial renters are less likely to shop the competition. Almost two-thirds of po- tential tenants in this region reported renting a unit at the first facility they
contacted. Approximately 18 percent of customers said they reached out to one other storage store and 19 percent of potential tenants indicated they connected with several businesses before renting. In the South and Midwest regions, just over
half of potential tenants rented a space at the first facility they contacted. Approximately 20 percent reached out to one additional storage store and just over one-fourth of customers connected with more than two storage businesses. Urban and rural customers were slightly more
likely to rent at the first store contacted than were suburban renters. As seen in Chart 8.4, 51 percent of suburban tenants leased space at the first self- storage property they contacted. About one in five
Chart 8.6 – First Contact With Facility Chosen
Facility's Website Email Other
In-Person Visit Phone
0 Percentage of Renters 88 Self-Storage Almanac 2015
1020304050 Source: SSA 2013 Self Storage Demand Study
customers reached out to two self-storage stores be- fore renting a unit and nearly 30 percent of potential tenants in the area communicated with three or more self-storage properties. Rural and urban tenants were almost equally likely
to rent a unit at the first store they contact. In these population areas, 55 percent of rural customers de- cided to rent a space at the first store contacted and 56 percent of urban tenants signed a lease agreement after connecting with a single business. Close to 20 percent of customers from both demographic areas
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