Winning new renters online isn’t just about how much you’re willing to spend on advertising. Because marketing a storage unit business online is more competitive than ever, each part of your digital presence needs to work in harmony.
The operators who see the best results focus on marketing automation, consistent listings, smart use of internet listing services (ILS), a website designed to convert and tight coordination between marketing and operations. They also make the most of market data, prioritize their Google Business Profile and track performance relentlessly.
Let’s look at how to use all these marketing tactics to build a foundation for your storage unit business.
Key takeaways
- Use an ILS to automate listings, pricing and reservations
- Pick ILS partners that integrate with your management software for smoother lead-to-lease flow
- Make your website fast, mobile-friendly and conversion-focused with self-service options
- Integrate marketing, operations and communications so updates occur seamlessly
- Treat your Google Business Profile like a storefront — complete company info, photos, posts and replies to customer reviews.
- Rely on market data to set pricing and promotions strategically, not reactively
- Track performance with tools like Google Analytics, Google Search Console and UTM tags
1. Use an ILS to attract customers automatically
Today’s renters expect to search, compare and rent units online without calling or visiting the office. If your self storage business is set up to meet them where they are, your leasing process can run 24/7.
With the right self storage features, your available units, rates and promotions can be updated on an ILS and automatically syndicated to other listing sites. Whenever a prospect clicks through, they can reserve a unit or complete a lease right from your site. Your follow-ups can be sent automatically by email or text.
Accurate listings ensure customers always see the same price and unit features. Accuracy protects your reviews and provides consistency across your Google listing, website and ILS pages. This consistency is a fundamental part of building a trusted brand.
2. Understand not every ILS is the same
ILS platforms vary widely in how they display your units, refresh data and collect leads. It’s worth choosing a partner that not only reaches the right audience but also integrates tightly with your management software.
For example, our RentCafe and StorageCafe ILSs integrate seamlessly with Yardi Breeze Premier to connect marketing directly to your leasing process. The entire customer experience is optimized for simple leasing and fast conversion.
3. Develop your company website
Your website is often the first place customers engage with your brand, so it needs to load quickly, look great on mobile, have all the information your customers need to make a decision and make renting easy.
With RentCafe websites, you can give customers a self-service experience, letting them access live availability, real-time pricing, online payments, promos and electronic leasing options. Built-in SEO best practices and structured data help search engines understand your content, so you show up in the right searches.
A dated or slow site sends prospects elsewhere — sometimes straight to your competitors.
4. Integrate marketing, operations & communications
Marketing shouldn’t live in a silo. Every promotion you run and every update you make to your inventory should flow automatically into the channels customers see, backed by operations that can deliver on those promises.
With Breeze Premier, your marketing, leasing, communications and accounting live in one system. That means:
- Your promotions and pricing changes update everywhere at once
- Every SMS or email reply is logged and connected to the customer record
- Portfolio-wide reports show exactly how marketing spend translates into revenue
This kind of integration allows you to test campaigns faster, adjust pricing in real time and prove ROI — even during slower leasing seasons.
5. Treat your Google Business Profile like a storefront
For many customers, your Google Business Profile (GBP) is the first thing they see. In fact, for “near me” searches, it often outranks your own homepage.
Think of your GBP as a second website:
- Complete every field, including categories, hours and services
- Add new photos regularly
- Post updates about promotions or new unit sizes
- Respond to every review, positive or negative
These updates are free and easy to make, and they can have a measurable impact on your visibility and conversion rates.
6. Use market data to set prices & promos
Pricing and promotions work best when they’re tied to real market trends. Resources like Yardi Matrix self storage industry reports can help you track local supply, demand and rate changes. That way, you can adjust pricing strategically rather than react blindly.
Data also helps you plan ahead for seasonality. For instance, many operators see move-ins peak in spring and summer, reserving their most aggressive promotions for those seasons. Market data keeps your storage unit business in step with local pricing trends, helping you adjust your strategy in real time.
7. Measure online performance & take action
Marketing is only as good as your ability to measure it. Without tracking, you risk overspending on underperforming channels. Use Google Analytics 4 and Search Console to see which keywords, landing pages and campaigns lead to reservations. Apply UTM tags to every ad, listing and email so you know exactly where your leads originate. When your self storage software is linked to your marketing data, your team can measure the true cost per lease, cost per lead and other data that matters to your business.
Frequently asked questions
How do Yardi Breeze Premier & StorageCafe work together?
Breeze Premier, StorageCafe and RentCafe work together by keeping your marketing accurate, integrated and measurable for higher occupancy and less wasted expenditure.
How do you market a self storage unit business online?
To market your storage unit business online, focus on automation, consistent listings, smart ILS partnerships, a conversion-ready website and data-backed decisions. If you’re looking for all-in-one self storage software, Breeze Premier gives you everything you need to manage accounting, marketing, leasing, operations and communications in one place.
Can you sync information across your website and ILS?
Customer information can be syndicated directly to StorageCafe, a Yardi-powered internet listing service that attracts ready-to-rent customers. Combine StorageCafe with RentCafe websites for seamless browsing, reservations and electronic lease signing. Now you have a complete lead-to-lease solution designed to help your business grow.
