et’s turn back the clock a few years to 2021. The pandemic was in full swing, and self-storage operators were realizing that all they had to do was open their doors and people were renting. Did you have an on-site manager, climate-controlled units, drive-up storage, gravel lots? None of that mattered. All you needed was vacant units and a basic website and you were in business. Supply was well short of demand and everyone needed storage.

Today, things are much closer to life before the pandemic, at least in regard to supply and demand. People know they have options when it comes to storage, and they are using all the tools at their disposal to find the right option for their needs. The self-storage space is becoming crowded, with each location telling a different story about what they offer.

These days, the key is figuring out how to tell your self-storage story to your potential customers in a way that is more captivating than your competitors. Ads and signs can spread the message, but if that message is wrong, indistinct, or boring, you may be wasting your time and money.

So how do you tell an effective story about your facility? How can you elevate your message and your marketing above your competition? Drone photography and video might be your answer.

Drone imagery grabs the viewers attention due to its unique vantage point. Since over 65 percent of potential customers see photos of your facility before ever visiting in person, those images need to set you apart and draw tenants in. While ground-level photography remains valuable, drone photography and videography offer advantages both in showcasing your facility and in taking advantage of the precious little time a customer will spend shopping for storage.

Drone imagery transforms the way customers view self-storage facilities. Aerial photography can showcase your entire property in a single, comprehensive shot, conveying information that would require multiple ground-level photos. Videos can enhance this view even more, as several views can be combined to tell a brief, compelling story about why a customer should choose your location. Key amenities such as unit sizes, wide driveways, security features, lighting, fencing, RV parking, and the general cleanliness and layout of your facility become immediately visible from a bird’s-eye view. This not only enhances your marketing but also builds trust by providing transparent and detailed views of your property.

Drone footage is especially impactful on mobile devices, allowing customers to quickly understand your facility’s layout and amenities without extensive scrolling or clicking. This user-friendly experience increases engagement and helps customers make informed decisions faster. More customers use mobile than desktop, sometimes at a 2:1 ratio, so make sure to keep this important benefit in mind.

If you decide to pursue aerial photography, you’ll need to hire a qualified drone pilot. This goes beyond finding someone with a drone and camera. The FAA regulates drone usage for commercial purposes, requiring pilots to have a Part 107 license, proper drone registration, and remote ID capabilities. Hiring a licensed professional ensures that your drone footage complies with federal regulations and is captured legally, avoiding potential legal complications.

Additionally, it’s important to verify the pilot’s experience with self-storage facilities. Storage is different than other commercial real estate, with unique amenities to highlight. An experienced pilot will know what to film. To make sure you have the right person, request to view their portfolio to evaluate their previous work. Also, make sure to confirm that the pilot’s equipment is professional-grade, as high-quality drones are better equipped to handle variable weather conditions and provide clear, stable, high-definition (HD) and 4K footage (four times the resolution of 1080p HD video).

When capturing drone footage, it’s crucial to highlight amenities that matter most to your potential tenants. Customers prioritize features like security (fencing, lighting, cameras), ease of access (driveway widths, automated gates), the condition of the units (cleanliness, climate control), and additional services such as covered RV parking or boat storage. Even seemingly mundane features like the condition of roofs, landscaping, and lighting become compelling when showcased through high-quality aerial images.

Nighttime drone footage can also effectively highlight security and lighting features, offering reassurance to potential renters that their belongings will remain secure 24/7.

Once you find your pilot, here are a few things to keep in mind as you approach your filming date:

• Create a detailed shot list. Clearly outline the features you want to highlight. Your pilot may not know you’ve just completed an addition or recently installed new cameras. Make sure to communicate everything you want to capture. This ensures you don’t miss critical amenities or perspectives.
• Be flexible with weather. Optimal and legal drone footage typically requires clear, sunny weather. Plan a backup day to accommodate unforeseen conditions and make sure to check the weather as filming day approaches.
• Quality matters. Ensure the footage quality meets your needs without overwhelming your website with excessively large files. HD and 4K are ideal, but editing to manageable file sizes is important, especially if you want to post to Google or upload online.
• Edit for impact. Professional editing enhances images and videos by adjusting lighting, removing distractions, and integrating branding or subtle enhancements that direct customer focus to key amenities. It can also reduce file sizes so your videos and photos won’t negatively impact your online performance.

Once you have captivating drone imagery, maximize its impact across your digital platforms and marketing channels:

• Website Integration – Utilize drone images as headers or banners on your homepage, offering immediate visual impact. Include videos on prominent pages to enhance user engagement and time spent on your site.
• Google Business Profile – Regularly update your profile with fresh drone images and videos. This significantly boosts visibility and can increase organic search rankings.
• Social Media – Drone footage makes ideal content for platforms like Instagram, Facebook, and YouTube. Short, engaging clips showcasing various amenities or events can significantly boost your facility’s online presence and engagement.
• Grassroots Marketing – Incorporate drone images or short videos in your signage or direct mail campaigns to existing and potential customers, emphasizing security features, facility upgrades, or special promotions.

The time for drone footage is now. Many operators have already moved to drone photography as they highlight their locations. REITs are already employing it across the country. If your competitors aren’t giving the bird’s-eye view yet, they soon will be. Keep an eye on your competition and consider being the market leader in using aerial photography. You don’t want to be left behind as others tell their story more effectively.

Another consideration is investing in professional photography at key milestones, such as opening a new facility, showcasing major renovations or periodically refreshing your online presence. Many capital expenditures are undertaken to increase the value of the property or improve the customer experience. In this way, professional drone footage can provide a substantial return on investment by significantly enhancing your facility’s perceived value. This also helps justify rental increases as the facility improvements are shown to your tenants.

Incorporating drone photography and videography into your self-storage marketing strategy is more than just a visual enhancement—it’s a competitive necessity. It allows your potential customers to instantly appreciate the unique value your facility offers, significantly influencing their decision to choose your business over others. By carefully selecting your drone pilot, strategically capturing key amenities, and effectively leveraging drone footage across your marketing channels, you can elevate your facility’s online presence, attract more customers, and ultimately drive higher occupancy rates.

Take advantage of the power of aerial imagery and ensure your facility stands out from the crowd, making a lasting and compelling impression in today’s digital marketplace.