Introduction
A marketing plan isn't just a document—it's your roadmap to higher occupancy and predictable revenue growth. But most storage facilities operate without one, reacting to occupancy drops rather than preventing them.
After creating marketing plans for 20+ facilities (including our own), we've learned what actually works. This guide walks you through creating a plan that fills units, with a free downloadable template to get you started.
Step 1: Analyze Your Current Situation
Before planning where you're going, understand where you are.
Market Analysis
Your Local Market: How many competitors are within 3-5 miles? What are their occupancy rates (check SpareFoot or call)? What do they charge? What amenities do they offer?
Market Demand: Is your area growing or shrinking? New construction happening? Any major employers moving in or out? These trends impact future demand.
Your Competitive Position: Where do you rank on Google for "storage near [city]"? What's your average rating vs competitors? What makes you different?
Competitor Review
Visit or mystery shop your top 3-5 competitors. Note their pricing, cleanliness, customer service, security features, and any promotions they're running. This isn't about copying—it's about identifying gaps you can exploit.
Current Performance Baseline
Document where you are today: Current occupancy rate, average rental rate by unit type, leads per month by source (organic, PPC, walk-ins, referrals), cost per lead by channel, lead-to-rental conversion rate, customer acquisition cost.
Without a baseline, you can't measure improvement.
Step 2: Define Your Target Customer
Not everyone needs storage. Focus on your best customers.
The "4 Ds" of Self Storage
The traditional demand drivers: Death (estate cleanouts), Divorce (splitting households), Dislocation (moving/relocating), Downsizing (seniors or lifestyle changes).
Additional Segments
Business Storage: Small businesses, contractors, e-commerce sellers needing inventory space. Students: Summer storage during college breaks. Military: Frequent movers needing flexible terms. Renovators: Homeowners during remodels.
Creating Customer Personas
For each key segment, define: Demographics (age, income, location), motivations (why they need storage), pain points (what they're worried about), decision criteria (what influences their choice), where they search (Google, driving by, referrals).
Example: "Moving Millennials" - Ages 25-35, renting apartments, relocating for work, price-conscious but values convenience, searches on mobile, influenced by reviews.
Step 3: Set Marketing Goals
Vague goals like "get more customers" don't work. Specific goals drive action.
Occupancy Targets
Where are you now? Where do you want to be in 3, 6, and 12 months? Be realistic: 5-10% improvement per quarter is solid for facilities below 80% occupancy.
Revenue Goals
Revenue per available unit (RevPAU) matters more than just occupancy. Calculate: Total monthly rental revenue ÷ total number of units = RevPAU. Set targets for growing RevPAU through mix management (filling larger units) and rate optimization.
Cost Per Acquisition Benchmarks
Industry average is $150-250 per new rental. If you're above that, your marketing needs work. Set targets for reducing CAC over time through better conversion and lower cost channels (SEO vs PPC).
SMART Goal Framework
Specific: "Increase occupancy from 72% to 82%"
Measurable: Track weekly in your management software
Achievable: Based on market analysis and budget
Relevant: Directly impacts revenue
Time-bound: Achieve by end of Q3 2026
Step 4: Choose Your Marketing Channels
Not every channel works for every facility. Choose based on your goals, budget, and timeline.
Channel Overview with Pros/Cons
Google Business Profile: Free, immediate visibility, but requires ongoing activity. Best for local search dominance.
Local SEO: Compounds over time, lower cost per lead long-term, but 3-6 months to see results. Best for sustainable lead generation.
Google Ads (PPC): Immediate leads, predictable volume, but ongoing cost and competition drives up prices. Best for quick occupancy boosts.
Facebook/Instagram Ads: Good for brand awareness and retargeting, lower intent than search. Best as supporting channel.
Website Optimization: Improves all digital channels, one-time investment compounds. Best foundational investment.
Partnerships (Realtors, Movers): Low cost, high trust, but requires relationship building. Best for consistent referral stream.
Signage & Local Visibility: Passive but effective, one-time cost. Best for drive-by traffic.
Budget Allocation Recommendations
Based on your situation:
New Facility (Year 1): 50% PPC, 20% SEO, 20% Website/GBP, 10% Partnerships
Established (<80% Occ): 40% PPC, 30% SEO, 20% Website/GBP, 10% Partnerships
High Occupancy (>85%): 20% PPC, 40% SEO, 20% Retention, 20% Partnerships
Link: Want specific tactics? Check out our [27 self storage marketing ideas.]
Step 5: Create Your Budget
How much should you spend on marketing?
Industry Benchmarks
Most profitable storage facilities invest 5-8% of gross revenue in marketing. New facilities or those growing aggressively may invest 10-15% temporarily.
Calculate: If your facility generates $50K/month in revenue, budget $2,500-4,000/month for marketing.
Budget Allocation by Channel
Sample monthly budget ($3,000 example):
- Google Ads: $1,200 (40%)
- SEO Services: $900 (30%)
- GBP Management & Website: $600 (20%)
- Partnerships & Local: $300 (10%)
Adjust based on your priorities from Step 4.
Sample Budgets for Different Facility Sizes
Small Facility (50-100 units, $25K revenue): $1,500-2,000/month total marketing budget
Medium Facility (200-300 units, $50K revenue): $3,000-4,000/month
Large Facility (500+ units, $100K+ revenue): $6,000-10,000/month
Step 6: Build Your Marketing Calendar
Storage demand has seasonal patterns. Plan accordingly.
Seasonality in Self Storage
Peak Season (May-August): Moving season, students, highest demand. Maximize visibility, optimize pricing.
Shoulder Season (Mar-Apr, Sep-Oct): Moderate demand. Balance aggressive pricing with marketing push.
Off-Season (Nov-Feb): Lower demand. Focus on retention, run promotions, prepare for spring.
Monthly Focus Areas
January-February: Review prior year performance, plan annual strategy, focus on retention.
March-April: Ramp up PPC, launch spring promotions, target spring movers.
May-August: Peak lead generation, optimize for conversions, maximize pricing.
September-October: Target students returning, capture fall movers, prepare winter promotions.
November-December: Holiday storage campaigns, year-end retention focus, plan next year.
Campaign Planning
For each major campaign (seasonal promotion, new facility launch, competitor response): Define goal (occupancy boost, specific units filled), set budget, choose channels, create timeline, assign responsibilities.
Step 7: Measure and Optimize
Plans are living documents. Regular measurement enables optimization.
KPIs to Track
Weekly: Occupancy rate, leads by source, website traffic and conversions
Monthly: Cost per lead by channel, lead-to-rental conversion rate, customer acquisition cost, revenue per available unit (RevPAU), marketing ROI (revenue attributed to marketing ÷ marketing spend)
Quarterly: Occupancy trend vs. market, customer lifetime value, churn rate, competitive position changes
Reporting Cadence
Weekly Dashboard: Quick metrics review (occupancy, leads, conversions)
Monthly Deep Dive: Channel performance, budget pacing, optimization opportunities
Quarterly Business Review: Strategic assessment, annual plan adjustment, major changes
When to Adjust
Adjust tactics: If a channel underperforms for 2-3 months (pause or optimize)
Adjust budget: If ROI is strong (invest more) or poor (reallocate)
Adjust strategy: If market conditions change (new competition, economic shift)
Download Your Free Marketing Plan Template
We've created a free, fillable template that walks you through each step of this guide. It includes:
- Situation analysis worksheet
- Customer persona templates
- Goal-setting frameworks
- Budget allocation calculator
- 12-month marketing calendar
- KPI tracking dashboard
[PLACEHOLDER: Lead capture form would go here - users enter email to receive template]
Conclusion
A marketing plan doesn't have to be complicated. It needs to be:
- Specific (clear goals and tactics)
- Realistic (based on budget and market)
- Measurable (trackable KPIs)
- Flexible (adjusted based on results)
The facilities that consistently outperform their market are the ones that plan, execute, measure, and optimize. Not the ones with the biggest budgets.
Want Help Creating Your Plan? If you'd like expert guidance on building a marketing plan specific to your facility and market, we offer free consultations. We'll review your situation and recommend a strategic approach—no obligation. Schedule a consultation or learn more about our self storage marketing services.