Internet Marketing Seen as Dominant Factor in Self Storage Success

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Full Occupancy CEO Publishes Notes From 2013 Self Storage Association Ski Retreat.

These poll results indicate that smaller self storage operators are waking up. Unfortunately many think they can’t compete with companies like Public Storage and Extra Space, but that’s the beauty of the Internet--they can.

Full Occupancy CEO Joshua Steimle has published notes on the Full Occupancy blog from a presentation given yesterday morning at the 2013 Self Storage Association Ski Retreat currently being held in Avon, Colorado. According to those notes, over 100 industry experts including representatives of public self storage companies, smaller private self storage operators, consultants, and vendors to the storage industry, rated “Internet marketing” as the dominant factor influencing the success of self storage companies in today’s environment.

In electronic polling 33% of respondents said that market share gains by larger self storage operators was due to their expertise with Internet marketing. 24% of respondents felt that the large storage companies benefited primarily from better revenue management.

The polling was performed through an anonymous electronic system during a presentation by Chris Marr, CIO of CubeSmart.

“The larger storage operators have exercised online marketing to their advantage for several years now,” said Joshua Steimle, CEO of Full Occupancy, a firm providing Internet marketing services to self storage operators. “These poll results indicate that smaller operators are waking up to this fact. Unfortunately many think they can’t compete because of the scale and dominant positions of companies like Public Storage and Extra Space, but that’s the beauty of the Internet--they can.”

During his presentation Marr also pointed out that the top 10 largest self storage companies only make up 11% of the overall self storage industry. The vast majority of storage operators are smaller companies with 1-3 locations. Many operators foresee a future of consolidation where the large companies dominate and smaller companies cannot compete, but he pointed out that this was also the consensus 10 years ago and that while the large companies have grown over the past decade, entrepreneurs have entered the market starting new self storage companies and the growth of smaller companies has outstripped that of the larger ones.

About Full Occupancy
Full Occupancy provides website and Internet marketing services exclusively to the self storage industry, offering affordable SEO and web design services to smaller self storage operators. Full Occupancy’s headquarters is in Salt Lake City, Utah and the company will be opening a branch office in Hong Kong in June, 2013.

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Kyle Green
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