By Ciera Rupp

By Ciera Rupp

here are many forms of marketing, but as SEO, AI, and technology overall play a vital role in marketing, adapting to a data sourced form of extracting customer information is integral to tracking growth.

The self-storage industry has long been known for its resilience and adaptability. From economic downturns to shifting consumer habits, operators have found ways to meet the demands of their local markets and maintain a steadfast environment. Data-driven marketing is ultimately playing a key role in business’ tracking of losses, gains, and future improvement.

Data-driven marketing has become a cornerstone of modern facility management, reshaping how companies price units, attract customers, and retain long-term renters. While word of mouth and location once carried much of the weight in bringing in business, today’s operators have access to sophisticated tools that track customer behavior, optimize revenue, and provide insight into how to spend every marketing dollar.

Industry professionals agree that leaning into data—and the technologies that collect and analyze it—is no longer optional. It is the path forward for operators seeking to stay competitive in an increasingly crowded market.

At its core, marketing is about connecting with the right customer at the right time. In self-storage, that means being visible when a potential renter needs a unit, whether due to a move, life transition, or business storage need. For decades, operators relied on location visibility, signage, and traditional advertising to generate rentals. But now, the conversation has shifted to measurable data and actionable insights.

“Quality of the marketing platform is critical for competent management,” says Chris Sonne of Newmark Valuation. “The ability for customer data helps marketing and it’s really useful in pricing models—what to charge in rent, how to raise prices, or even how to get customers to rent at all.”

Data isn’t just about filling units; it’s about creating a total pricing strategy that takes into account customer behavior, market competition, and long-term profitability. Big data models track details such as whether a rental came from an online search, a phone call, or a walk-in visit. These insights reveal not only how customers find a facility but also how they prefer to interact with it.

“It varies per place,” Sonne says. “How you attract or keep that customer depends on looking at those behavioral trends.”

This shift in perspective highlights the growing sophistication of revenue management in self-storage. Instead of simply posting a fixed rental rate, operators now use dynamic pricing models similar to those in the airline and hospitality industries. By leveraging data, they can adjust prices based on demand, seasonality, and competitor actions, ultimately maximizing revenue while still offering customers fair and competitive rates.

Traditionally, many self-storage operators relied on instinct and local knowledge to guide their business decisions. While experience remains invaluable, the rise of technology has allowed operators to back up their intuition with hard numbers.

Armand Aghadjanians of RHW Capital explains how his company applies data directly to marketing decisions. “Much of the data we utilize has to do with customer behavior at every particular site to understand revenue management and optimization,” he says. “We track how consumers behave during office hours or online to better optimize our expenditures—how we use our marketing budget, what our office hours should be, etc.”

Aghadjanians emphasizes the importance of deliberate spending. Instead of casting a wide net with general brand awareness campaigns, his team focuses on capturing renters when they are actively seeking storage. “We use our marketing budget very deliberately to capture rentals when consumers present a need,” he says. “Rather than running broader campaigns focused on brand awareness, we focus on conversions when the consumer is ready.”

This approach relies heavily on technology. For underwriting in new markets, RHW Capital uses TractIQ, while their existing facilities rely on Veritec for revenue management. These tools allow the company to analyze local market conditions, monitor consumer behavior, and make informed decisions about pricing and marketing allocation.

The benefits are clear. “Data-focused marketing allows us to help drive significant traffic to our sites beyond just drive-by traffic,” Aghadjanians says. “We embrace it, and frankly, it benefits us if fewer competitors adopt the same tools.”

For many smaller operators, the idea of competing with national brands can feel daunting. Large companies often have entire marketing departments dedicated to analyzing customer data. Now that these data tracking tools are tangible to smaller businesses, there is equal opportunity to grow, relative to the size of the facility.

“Self-storage is 70 percent smaller operators,” Sonne states. “Even they have tools and resources with existing software. When you figure out how to optimize these, it can enhance your performance.”

Management software platforms now include built-in marketing and revenue management features that provide valuable insights without requiring specialized staff. From tracking online rental conversions to identifying which advertising channels generate the most leads, these tools give smaller operators the ability to compete strategically.

“People who invest in tech and management software are much more complex today compared to 10 years ago,” says Sonne. “Facilities that keep up and use these technologies, their investment in technology pays off.” While the demographics fluctuate in their self-storage needs, so should the approach to marketing.

Operators on the fence about adopting advanced tools need to realize that data-driven technology is no longer a luxury—it is an investment with measurable financial returns.

The rise of digital advertising has created new opportunities for operators but also new challenges. As more facilities compete for visibility on platforms like Google Ads and social media, the cost of online marketing has risen significantly.

“Marketing has gotten more expensive as the competitive set continues to adopt and compete on the same platforms,” Aghadjanians says. This makes it even more important for operators to use data to guide their marketing budgets. Knowing which channels generate the highest interactions and return on investment can mean the difference between wasted time and money versus quantitative growth.

Sonne echoes this sentiment, noting that operators must avoid complacency. “Don’t settle for easy or fine,” he says. “In this industry, there’s a separation among operators—those utilizing technology available and those falling behind. Nothing is wrong, but there is room for improvement.”

While there is apprehension surrounding new marketing platforms, it is forward-thinking, innovative, and beneficial to take on the support that will allow for a much more effective reach towards customers and further understanding their needs and behaviors.

While technology and big data dominate the conversation, industry leaders caution against losing sight of the human element. Self-storage is still a people-oriented business, and customer service remains central to success.

Sonne emphasizes caution when using customer data. “Be careful of profiling,” he says. “It’s about how you attract or keep that customer, not about pigeonholing them.”

This perspective reminds operators that while data provides invaluable insights, it must be applied responsibly. Customers expect personalization, but they also value trust and respect. Striking the right balance is essential for long-term loyalty.

Many operators in the self-storage industry value the personable experience that their facilities provide. There is a balance that can be struck between maintaining the invaluable face-to-face customer service while also expanding their outreach via online marketing platforms.

What’s the trajectory of the self-storage industry? Data-driven marketing will continue to grow in importance. As operators invest more heavily in technology, the gap between those who embrace data and those who resist it will only expand.

“Marketing resources related to data science are available,” Sonne says. “Lean into it—it’s good for the industry. Why not maximize your returns?”

For operators who are willing to invest time and money, the rewards are significant. Whether through pricing optimization, targeted advertising, or operational efficiency, data-driven strategies allow facilities to enhance performance and profitability.

Aghadjanians sums it up by saying, “We have a fairly tight team. Decisions are made quickly, and we try to reduce the barriers of processes and procedures by empowering our operations teams to take action based on the platforms we utilize.”

This ability to turn data into action is what sets leading operators apart. It’s not just about collecting information but about making decisions that directly impact growth.

Facilities that embrace technology are already seeing enhanced financial performance; they demonstrate how data-driven marketing leads to deliberate spending, higher conversions, and stronger customer engagement.

For smaller operators, the message is one of opportunity. With accessible tools and management software, even facilities with limited resources can compete on a level playing field.

Ultimately, data-driven marketing is not just a trend—it is the future of self-storage.