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01 May 2023

7 Tips on Marketing to the Four D's of Self-storage


Garrett Byrd

Franchise Director

Self storage is a transition business.

Depending on your market you will have customers that stay with you for multiple years and their self-storage unit becomes part of their monthly expenses. You also may be in a market where businesses use your services long-term and stay for multiple years as well.

So, essentially you could be churning half of your unit mix with an avg stay of 12-14 months and short-term users. That churn is a healthy dynamic to self-storage if you know how to properly apply revenue management to your remaining units (Supply & Demand). With Storage Authority franchising we can automate that process with the facility property management software or we can guide you to review weekly or monthly for adjustments.

For the other half of your units, you will want to become an expert at marketing to the four D's of self-storage.

The "Four D's" is a common term used in the self-storage industry to describe the types of items that people typically store in self-storage units. The Four D's are:

  1. Downsizing: When people move into a smaller living space, they may need to store some of their belongings in a self-storage unit. This could include furniture, appliances, or other items that won't fit in their new home.

  2. Death: Unfortunately, when someone passes away, their belongings often need to be stored temporarily until they can be sorted through and distributed to family members or sold.

  3. Divorce: When a couple separates, they may need to store some of their shared belongings until they can be divided between the two parties.

  4. Dislocation: When people are forced to move suddenly due to a job loss, a natural disaster, or some other unexpected event, they may need to store their belongings in a self-storage unit until they can find a new place to live.

These four situations often lead people to seek out self-storage units as a solution for their temporary storage needs.

You need a solid marketing plan to get exposure to your future customers that need your self-storage service.

When marketing self-storage services to customers who may be in one of the "Four D's" situations (Downsizing, Death, Divorce, and Dislocation), it's important to approach the marketing strategy with sensitivity and empathy. Here are some tips for marketing to these customers:

  1. Develop targeted messaging: Create messaging that is specifically tailored to the Four D's situations, highlighting how self-storage can provide a solution to their needs during difficult times.

  2. Use empathetic imagery: Use imagery that is empathetic and sensitive to the customer's situation, conveying that your self-storage facility understands and cares about their needs.

  3. Create compelling calls-to-action: Encourage potential customers to take action by providing clear calls-to-action that emphasize the benefits of self-storage during a difficult life transition.

  4. Use relevant keywords: Use keywords that are relevant to the Four D's situations in your digital campaigns to help potential customers find your self-storage facility when searching for storage solutions.

  5. Leverage social media: Utilize social media platforms to reach potential customers in the Four D's situations and share empathetic messaging and imagery that will resonate with them.

  6. Provide customer testimonials: Share customer testimonials that highlight how your self-storage facility has helped others during difficult life transitions, providing social proof to potential customers.

  7. Be transparent and informative: Be transparent about pricing and terms, and provide informative content such as blog posts, videos, and infographics that educate potential customers on the benefits of self-storage during a difficult life transition.

By following these tips, you can create effective digital and print marketing campaigns that connect with customers in the Four D's of self-storage and help them find the storage solutions they need during challenging times.

If you would like to learn more and start your journey to self-storage ownership click the link here: [www.storageauthorityfranchise.com] (https://www.storageauthorityfranchise.com/opportunity3)

This article was originally published on the Storage Authority Franchise Blog, April 2023

Storage Authority Franchising is about owning your own hometown self-storage business and having the professional systems and knowledge to assist and guide you. We like to say You are in business for yourself but not by yourself. If you are thinking about self-storage you owe it to yourself to contact Garrett Byrd at Direct: 941-928-1354 or Garrett@StorageAuthority.com to learn more about the Storage Authority Franchise opportunity.

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