Marketing • Section 7


by someone who is already renting from the facility or has rented from that store in the past are also likely. Many fa- cilities will even offer incentives for customers who refer someone to the facility.


Technology, including online searches and websites,


also ranked high on the list. Online searches via Google, Bing, or some other search engine ranked third in terms of learning about a facility; 12.2 percent reported this as their method. Nine percent reported that they found the facility online on their website, while 5.2 percent said they learned about the facility from online reviews.


More than 19 percent of millennials reported learning about the facility by a referral from a friend, family member, or coworker. And 14.5 percent found the facility online via a search engine like Google or Bing.


Online social media (such as Facebook, Pinterest, or You-


Tube) accounted for 1.6 percent of the surveyed customers finding the facility of their choice. It is interesting to note that only 2.9 percent reported finding the facil- ity through an aggregator’s website.


Table 7.3 looks at this data by generation. In-


terestingly, 44.6 percent of Greatest Generation customers first learned about the facility while driv- ing by it. And, while 38.2 percent of baby boomers and 30.8 percent of Gen-X renters reported this was the method of discovery, only 19.9 percent of millen- nials learned about the facility while driving by it.


More than 19 percent of millennials reported learning about the facility by a referral from a friend, family member, or coworker. And 14.5 percent found the facility online via a search engine like Google or Bing. Eleven percent of millennials reported finding the facility through the facility’s website, and 10.7 percent turned to online reviews.


As previously stated, 2.9 percent of the custom-


ers surveyed reported finding the facility from an aggregator’s website. This is the same percentage of millennials that found the facility in this manner. Nevertheless, only 3.3 percent of both baby boomers


    


Line ad in phone book Display ad in phone book


Family/friends/co-workers word-of mouth


Saw self storage facility while driving to/from home/work Flyer – promotional brochure


Online – Google, Bing, or other general search engine


Online – reviews


Online – website aggregators (pulls together multiple sites)


Online – self storage facility or related website


3.5% 3.9% 5.1% 6.7% 2.0%


3.3% 1.9% 0.8% 19.2% 17.5% 19.3% 33.6%


19.9% 30.8% 38.2% 44.6% 5.2% 1.8% 0.8% 0.7%


N/A 13.1% 12.4% 0.4% 10.7% 5.4% 1.4% 0.4%


Online – social media site (Facebook, Pinterest, YouTube, etc.) 3.7% 1.6% 0.2% 0.0%


2.9% 3.3% 3.3% 0.0% 11.0%


Other 1.6% Don’t Know


Source: 2017 Self Storage Demand Study (SSA) 2018 Self-Storage Almanac 83


9.7% 7.9% 3.2% 3.9%


3.7% 4.5% 5.8% 5.7% 5.7% 5.2%


and Gen-X renters used an aggregator’s site. And absolutely no one from the Greatest Generation reported this method for finding the facility.


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