n the world of advertising, there’s no one right time to speak to customers. Heightened visibility creates that top-of-mind awareness so that when a client is in the market for your product, you’re the one they’ll think of first. In the world of self-storage, who is your client? Who comprises your target demo? From boomers to millennials to the newer generation’s consumer profile, relevant data can help you identify—and capture—your target demographic. Because depending on where you’re located, your client base will change.

Because target demographics depend on where your facility is located, become an expert on who’s nearby. For example, if you’re setting up shop in Jacksonville, N.C., your client base will likely be military. Temporary storage needs for periodic relocations or finite timelines will make flexibility and 24-hour access key. If you’re in a college town, you’ll have a steady stream of students coming and going based on their summer and winter breaks. Data shows how catering to neighbors within a five-mile radius can significantly ramp up your rental rate and shares best practices for getting to know your community.

Is being within a business community preferable? Or is it better to be close to a residential district? Data highlights pros and cons of each, as well as how to maximize your exact location. While studies reveal that residential customers comprise the majority of the tenant mix (80.2 percent according to the 2024 Self-Storage Almanac), commercial/business customers can provide a robust business due to longevity and reliability of payment if you’re located in a business district. In fact, they represent 13.2 percent of the tenant mix—an approximately 10 percent larger segment than military or student renters.

Traditionally, baby boomers made up the bulk of storage facility patrons. And yet, in 2024, boomers comprise less than 20 percent of all self-storage customers. The number of millennial and Gen Z clients are markedly on the rise. As they sample the cities, move around, and even travel for stretches of time, these mid-20s to mid-40s customers have different rental priorities. Their units are an extension of their homes, often apartments or flats with little to no storage space. Their storage units become an extra closet, so to speak, and they visit facilities more frequently than older generations, known for storing timeless keepsakes they rarely interact with. Millennials constitute almost 40 percent of customers, with Generation X renters a close second. Gen Z clients now total nearly 15 percent of all renters, a significant shift from the pre-pandemic years. As of 2023, over half of all self-storage clients are age 42 or younger.

To cater to this younger generation, get to know who they are and what’s important to them. Studies show these clients are predominantly female, of diverse heritage, likely to be renting (not owning) in urban areas. Aside from the initial move-in logistics, younger renters also seek storage facilities they can reach by foot, bus, or bike to access overflow or recreational goods at their convenience. They tend to rent smaller units for whatever doesn’t fit in their current rental. With a disproportionate ratio of housing costs to dwelling sizes, younger renters simply need more room in their life.

Not surprisingly, with roughly 80 percent of renters hailing from residential areas, the suburbs remain a target-rich environment. Since the pandemic, however, there’s been a surprising increase in rural renters–up 5 percent since 2019–and urban dwellers are also ramping up the rental market with an increased need for space.

Numbers-wise, 46 percent of long-term renters are storing things they can’t squeeze into their homes. Roughly 15 percent store items they no longer want, need, or remember—they simply hang onto whatever’s in their unit. Inherited items and/or storing for family makes up nearly a quarter of all things locked away for prolonged safekeeping. Seasonal goods, such as portable air conditioners, patio furniture, and holiday decorations, move in and out of units, as do skis, snowboards, and other recreational equipment that can’t be stored permanently at residences. In contrast, short-term renters may be between homes or remodeling a current residence.

Catering to your client base is key, and the modern-day customer has very specific needs. The Self-Storage Almanac examines the shift in rental priorities, as renters become more willing to shop around for the right mix of qualities. Most notably, while customers want the ease of 24/7 digital access, it’s equally, if not more, important that someone’s on site during the advertised hours. When things come up or when new customers want answers, the competitive edge may go to the facility with a live person or voice available to help.

Overall, most customers still value several things:

• Round-the-clock convenience,
• Digital access,
• Climate-controlled options,
• Competitive pricing, and
• Pest control.

By taking a more in-depth look at today’s consumer profile, from age to community, timelines, and expectations, data helps facility owners set themselves apart in an increasingly competitive market.