epending on your RV and boat storage facility’s position in relation to highways, lakes, marinas, or RV destinations, you may need to rethink your marketing radius and demographic.

“Knowing your market and your tenants is crucial,” says Sarah Beth DeFazio, vice president of sales and development at Universal Storage Group. “Stay on top of what’s in demand in your area. It’s important to know what unit sizes and types are full at your competitors. If you’re having trouble filling up your facility, it may not be your marketing—your unit mix could be the issue. Are customers looking for covered RV storage, extra-wide parking spaces, or pull-through options that you don’t currently offer?”

Don’t abandon your marketing efforts, just make sure you’re promoting the right product for your target customer.

“Amenities can be a secret weapon,” says DeFazio. “A quick survey at move-in or via email can help you prioritize offerings like ice machines, dog washes, dump/pump stations, wash bays, or even a community lounge. These thoughtful extras don’t just boost satisfaction—they can become selling points in your marketing campaigns.”

Listening to your tenants and adapting to their preferences is one of the most effective ways to stand out from the competition.

“Stay on top of the latest technology,” adds DeFazio. “RV and boat owners spend a lot of money on their toys, and in most cases, they’re willing to pay a premium to store them at a facility that pampers them and their ‘baby.’ Consider smart security systems, app-based gate access, covered and climate-conscious storage, and even remote monitoring options that help owners feel connected to their vehicle even when it’s parked.”

When it comes to knowing your customer, marketing RV and boat storage isn’t a one-size-fits-all approach, especially when location plays such a huge role in where your tenants come from compared to the proximity radius of traditional self-storage renters. DeFazio shares five marketing tips on how to attract and keep RV and boat storage tenants filling your units in any season.

Strategically placed signage can grab the attention of boaters and RV owners enroute to their weekend adventures. Targeted digital marketing along those same travel paths (using geofencing or location-based campaigns) can also make a strong impact.

Dealers, marinas, service shops, and RV parks are often the first point of contact for new RV and boat owners. Partner with them to cross-promote services, swap website banners, or leave business cards and flyers at their check-in desks. If they’re full, they’ll refer—and you should do the same.

Attend or sponsor happenings at lakes, marinas, RV rallies, or boat shows. Bring fun branded giveaways like floating keychains, koozies, dry sacks, cooler bags, collapsible cups, beach towels embroidered with logos, sunglasses, handheld fans, or portable grills. These practical items stay in people’s hands (and boats), keeping your name top of mind.

Run a photo contest where tenants submit snapshots of their RVs or boats in beautiful places. Offer up prizes like a Yeti cooler, outdoor gear, or a store gift card. It creates a buzz and builds community while generating great user-generated content for your marketing and social media.

Don’t underestimate the power of word-of-mouth marketing. RV and boat owners talk. They share where they store, service, and fuel up. A well-designed referral program can turn current tenants into your best brand ambassadors. Don’t forget your competitors. When they’re full, or when you are, having a friendly referral relationship helps both businesses maintain excellent service.