When it comes to self storage marketing, there’s no one-size-fits-all solution. Each facility has its own location, target customer base, and budget—and the strategies that work for one business may fall flat for another. That’s why successful storage operators take the time to build a marketing mix that fits their unique situation.

Whether you're just starting out or looking to level up your marketing, it’s important to understand the wide range of tools available—and how they work together to drive occupancy. Let’s take a look at a few of the key marketing channels that every operator should consider.

Start with What’s Free: Grassroots Marketing & Google Business Profile

You don’t need a big budget to make a big impact. In fact, some of the most effective strategies are free. Grassroots efforts—like partnering with local realtors, sponsoring community events, or dropping off donuts and brochures to nearby businesses—can build trust and drive word-of-mouth referrals.

And don’t underestimate the power of your Google Business Profile. This free tool helps you show up in local searches and Maps results when someone types in “storage near me.” A well-optimized profile with accurate hours, photos, and reviews can be a game-changer for attracting tenants in your area.

Your Website: The Digital Front Door

Think of your website as your facility’s 24/7 sales rep. It needs to load fast, look professional, and make it easy for people to rent a unit online—especially from a mobile phone. A strong website should:

• Clearly list unit types and pricing

• Feature high-quality photos and FAQs

• Make online rentals and payments a breeze

• Be optimized for SEO so it ranks well in search engines

If your site isn’t converting visitors into renters, it may be time for an upgrade.

Paid Strategies: Pay-Per-Click (PPC) and Beyond

When you’re ready to compete in more crowded markets, paid advertising can help you rise above the noise. Platforms like Google Ads let you show up at the top of search results for key phrases like “climate controlled storage near [your city].”

The key to success with PPC is making sure you:

• Target the right keywords for your location

• Track performance and return on investment

• Test and refine your ads over time

Other paid options include social media ads, local sponsorships, and aggregator listings—but it’s crucial to measure what’s actually driving results.

Want to Know What Works for Top Operators?

That’s exactly what we’ll explore in our upcoming ALSSA Marketing Webinar! Join Tommy Nguyen from StoragePug as he walks through the strategies, tools, and channels that successful operators are using right now.

You’ll learn:

• Which marketing channels are working—and which aren’t

• How to track and measure your marketing performance

• Who manages marketing efforts and what tools they use

Whether you handle your marketing in-house or work with a vendor, this session will give you practical, data-driven ideas to help grow your business.

Click Here to Register

How to Handle Employee Tardiness in the Workplace

It happens to every manager at some point—an employee starts showing up late, offering excuses like bad traffic, oversleeping, or a sick pet. At first, you might let it slide. But when it becomes a pattern, it can hurt productivity, impact morale, and set a bad example for the rest of your team.

According to a CareerBuilder survey, 1 in 4 employees admits to being late at least once a month, and 13% say it happens weekly. Some excuses are legitimate—like a flat tire—but repeated tardiness needs to be addressed.

Why Chronic Lateness Is a Problem

Decreases productivity – Late employees can throw off workflow and slow down projects.
Hurts team morale – Other employees may feel frustrated if they’re always on time while a coworker isn’t.
Encourages bad habits – If lateness isn’t addressed, others may start arriving late too.

How to Address Employee Lateness

✔ Talk to the Employee – Have an open and honest conversation about their tardiness.
✔ Set Clear Expectations – Make sure they understand workplace policies regarding punctuality.
✔ Offer Solutions – Flexible scheduling or remote work options might help if lateness is unavoidable.
✔ Implement Consequences – If the behavior continues, disciplinary actions may be necessary.

As a business owner or manager, tackling lateness early can prevent bigger problems down the road. Want more strategies for handling chronic tardiness? Check out this short video and article by Kelly Spors for expert tips: Watch Here.

#WorkplaceTips #EmployeeManagement #Leadership #BusinessSuccess

Every community is different, but learning what matters in the community surrounding your facility can help you stand out from the larger competition down the road. The majority of your customers are coming from only 3-5 miles away, so, while this is a small pond to fish in, it also allows you to make your marketing hyper-local! You can support the local causes to drive your brand awareness, network with local businesses to drive more referrals, and so much more. Getting involved in your community can easily promote your business at a very low cost!

This is the theme of last months Gabfocus webinar featuring one of Alabama's operators, Stephanie Tharpe. Stephanie runs A+ Management Group, a third party management company which has stores throughout the southeast, including a few locations here in Alabama.

If you want to own your local market, we recommend watching this episode, hosted by another longtime partner of the ALSSA, StoragePug.

Spring is a busy season for self-storage facilities, as customers look for extra space while they clean, move, or reorganize. A well-maintained and visually appealing property can make a significant difference in attracting and retaining tenants. Here are ten tips to enhance your curb appeal and ensure your facility is ready for the spring rush:

1. Refresh Landscaping – Trim overgrown bushes, plant seasonal flowers, and add mulch to flower beds for a polished look. A little greenery can make a big difference in your property’s appeal.

2. Pressure Wash Exterior Surfaces – Clean driveways, sidewalks, and building exteriors to remove dirt, mildew, and stains accumulated over the winter months.

3. Repaint Faded or Peeling Surfaces – Fresh paint on office doors, signage, and unit doors can revitalize the entire facility and make it more inviting.

4. Upgrade Signage – Ensure your facility’s sign is clean, well-lit, and in good condition. Consider updating any faded or outdated signage to improve visibility and professionalism.

5. Enhance Lighting – Replace any burned-out bulbs and consider upgrading to LED lighting for a brighter and more energy-efficient property, improving security and curb appeal.

6. Declutter and Organize Common Areas – Keep office spaces tidy, remove unnecessary items from walkways, and ensure public areas are welcoming to visitors.

7. Check Security Features – Test cameras, gate access systems, and perimeter fencing to ensure all security measures are functioning properly for both safety and customer confidence.

8. Repair Pavement and Parking Areas – Fix potholes, repaint parking lines, and clear debris from driving lanes to improve accessibility and safety.

9. Offer Spring Promotions – Attract new customers with limited-time offers, discounts on units, or referral programs to boost occupancy during the seasonal uptick in demand.

10. Update Online Presence – Ensure your website and social media pages reflect your latest promotions, facility improvements, and availability. High-quality photos of a well-maintained property can attract more potential renters.

By taking these steps, Alabama self-storage owners can create a welcoming environment that stands out to prospective customers. Investing time and effort in curb appeal and property maintenance not only attracts more tenants but also helps retain existing ones, leading to a more successful and profitable season ahead.

Recent events have highlighted the importance of security and operational oversight in the self-storage industry. A shocking incident in North Carolina, where a woman allegedly locked her boyfriend inside a storage unit for multiple days, has raised concerns about facility security, tenant monitoring, and liability. For self-storage owners in Alabama, this case serves as a stark reminder of the critical need for robust security measures and operational policies.

Understanding the Incident

The case involved a woman in Union County, North Carolina, who reportedly locked her boyfriend inside a storage unit at Cooper Storage. According to reports, the man was trapped for four days without food, water, or light before finally managing to call 911. While details surrounding the event remain contested, law enforcement has charged the woman with kidnapping, false imprisonment, and attempted murder. This incident has drawn national attention and raised concerns for storage facility owners across the country.

Why This Matters for Alabama Self-Storage Owners

Storage facilities are designed to provide safe and secure spaces for tenants, not to become locations of potential harm or illegal activity. This incident highlights several key concerns for self-storage operators in Alabama:

1. Security Measures & Surveillance – Adequate surveillance cameras, regular facility patrols, and controlled access are essential to ensure tenant safety and prevent unauthorized activities.

2. Tenant Screening & Policies – Having clear rental agreements and monitoring unusual tenant behaviors can help mitigate risks related to criminal activity.

3. Emergency Response Protocols – Storage operators must have clear procedures in place to handle emergencies, including situations where individuals may be trapped or in distress.

4. Legal & Liability Concerns – Owners must ensure compliance with state laws to limit liability and protect their businesses from legal ramifications should an incident occur.

How the Alabama Self Storage Association (ALSSA) Can Help

The Alabama Self Storage Association (ALSSA) provides critical resources to help facility owners stay informed and prepared for security concerns like this. Here’s how ALSSA can support Alabama self-storage owners:

• Security Training & Best Practices – Workshops and educational sessions on enhancing facility security and preventing unauthorized access.

• Legal Guidance & Compliance – Assistance in understanding legal responsibilities and how to implement policies that protect both tenants and business owners.

• Networking & Community Support – A platform to connect with other storage owners and share best practices for facility safety and operational management.

• Crisis Management Resources – Access to expert guidance on handling emergencies and protecting tenant well-being.

Conclusion

The alarming incident in North Carolina is a wake-up call for self-storage owners everywhere, emphasizing the need for strict security policies and proactive risk management. Alabama storage facility operators must take preventive steps to ensure their properties remain safe and compliant with regulations. By joining the Alabama Self Storage Association, owners can stay informed, enhance their security measures, and safeguard their businesses from potential risks.

To learn more about ALSSA and how it can support your business, consider joining today and taking advantage of the many resources available to members.

The self-storage industry is no stranger to competition and legal battles, and a recent dispute between U-Haul International Inc. and Public Storage Inc. highlights the complexities of branding in the sector. This legal fight over the use of the color and word “orange” serves as a reminder of the importance of industry associations like the Alabama Self Storage Association (ALSSA) in protecting and advocating for storage owners.

The U-Haul vs. Public Storage Legal Battle

On November 12, U-Haul filed a 75-page complaint against Public Storage, alleging that the latter was attempting to monopolize the use of the color orange in the self-storage industry. Public Storage had demanded that U-Haul cease using orange in its branding, prompting U-Haul to seek legal protection.

U-Haul argues that it has been using the color orange since 1945 and has built significant goodwill and brand recognition around it. The company also alleges that Public Storage has engaged in misleading practices, including filing fraudulent claims with the U.S. Patent and Trademark Office (USPTO) to secure exclusive rights to the color.

Public Storage, on the other hand, asserts that its association with orange dates back to its founding in 1972 and that it has made the color a central part of its branding and facility design. The company has recently enhanced its branding with more prominent use of orange in signage and building exteriors.

Why This Matters to Alabama Storage Owners

While this battle is taking place on a national level, it has significant implications for storage facility owners in Alabama. Here’s how:

1. Branding and Marketing Challenges – If Public Storage succeeds in securing exclusive rights to the color orange, smaller operators may need to reassess their branding strategies to avoid potential legal issues.

2. Legal Precedents – This case could set a precedent for how branding disputes are handled in the self-storage industry, potentially affecting how facilities in Alabama choose to market themselves.

3. The Role of Industry Associations – The Alabama Self Storage Association serves as a collective voice for local operators, helping to ensure that their interests are protected in cases of unfair competition or legal overreach.

4. Education and Compliance – ALSSA can provide guidance on trademark laws and branding best practices, ensuring that storage owners are informed and protected from potential legal entanglements.

How ALSSA Supports Storage Owners

The Alabama Self Storage Association plays a crucial role in supporting self-storage facility owners across the state. Here’s how membership can benefit you:

• Legal Advocacy – ALSSA monitors industry-related legal developments and provides resources to help members navigate regulatory challenges.

• Networking Opportunities – Members have access to industry events where they can connect with peers, share insights, and learn best practices.

• Educational Resources – ALSSA offers training sessions, webinars, and legal updates to keep owners informed about changes in the industry.

• Marketing Support – By joining ALSSA, storage owners can leverage association-backed initiatives to strengthen their local presence and customer reach.

The Alabama Self Storage Association (ALSSA) Spring Conference & Expo in Birmingham, AL, brought together industry experts to discuss the latest trends, challenges, and innovations shaping the self-storage landscape. From market trends to automation, customer service, and operational strategies, the event provided valuable insights for owners, operators, and managers alike.

A huge thank you to all the speakers who shared their expertise and made this event a success!

State of the Industry: Market Trends and Performance

Presented by Eddie Greenhalgh & Lee Thornton of Marcus & Millichap, the State of the Industry session explored the current and future outlook of the self-storage market. Key takeaways included:

• Growing Demand: Household formation continues to drive storage needs, especially among younger generations.
• Market Equilibrium: After the post-pandemic boom, demand is stabilizing, with rental rates adjusting to new supply.
• Investment Trends: While new developments are slowing, strategic acquisitions remain a key focus for investors.
• Regional Insights: Alabama’s self-storage market is seeing varied growth, with Huntsville experiencing higher construction activity compared to other metro areas.

Becoming a Better Manager: Leadership & Sales Strategies

Speakers Jennifer Downer & Sarah Beth Johnson emphasized the role of a self-storage manager in driving facility success. Topics covered:

• Understanding Customers: Identifying storage needs and offering tailored solutions.
• Building Relationships: Effective marketing and customer engagement techniques.
• Operational Best Practices: Keeping facilities clean, secure, and well-maintained.
• Sales & Retention Strategies: Strengthening sales approaches to enhance long-term customer loyalty.

Remote vs. Manned Facilities: What’s the Right Choice?

Speakers Brett Copper & Grace Totty led a discussion on the ongoing debate between traditional staffed facilities vs. remote-managed storage. Key points included:

• Cost vs. Service: Remote management reduces overhead but may shift costs to technology and support services.
• Customer Experience: On-site managers provide a personal touch, but automation is closing the gap.
• Security & Maintenance: While remote management relies on tech solutions, on-site staff can respond more quickly to security and maintenance issues.
• Scalability: Remote operations can make multi-location management more efficient.

Technology & Automation in Self Storage

Panelists Hayden Buettner, Jennifer Downer, Alonna Ross, & Adam Taylor discussed the role of technology in shaping the future of self-storage. Topics included:

• Automation Benefits: Reducing staffing needs while maintaining service quality.
• Customer Trust in Tech: How smart locks, mobile apps, and digital processes are improving the rental experience.
• Security Enhancements: Automated security features for theft prevention and risk management.
• Online Auctions: The shift to digital auctions and its impact on revenue recovery.

The Customer Journey in Self Storage

Speakers Brett Copper, Nick Moulder, & Grace Totty broke down the key touchpoints in a renter’s journey and how operators can optimize the experience:

• Awareness & Marketing: Digital strategies like SEO, paid ads, and local listings are crucial for visibility.
• Lead Nurturing: Effective follow-ups and online rentals improve conversion rates.
• Customer Service & Retention: Personalizing interactions and handling complaints effectively builds long-term relationships.
• Operational Oversights: Common mistakes like poor curb appeal, inefficient policies, and lack of customer engagement can drive tenants away.

Final Thoughts

The ALSSA Spring Conference & Expo showcased how technology, customer service, and operational strategies are evolving to meet the demands of the modern self-storage customer. Whether you’re optimizing management practices, transitioning to automation, or refining marketing strategies, the insights shared at this event provide actionable takeaways for storage operators.

A huge thank you to all the speakers who shared their expertise and made this event a valuable learning experience. Looking forward to seeing everyone at the next ALSSA event!

If you own or operate a self-storage facility, you know the industry is always evolving. Whether it's new technology, shifting customer expectations, or economic trends, staying informed is key to running a successful business. While attending state and national trade shows is a great way to learn, there are also plenty of free resources available to help you stay ahead of the curve!

One of the best places to find free self-storage education is Modern Storage Media (modernstoragemedia.com). They provide a mix of in-depth articles, expert insights, and engaging podcasts—all designed to help self-storage professionals stay informed.

Must-Read Free Articles

Here are a few great reads that are packed with useful information for storage owners:

Storing for the Future: 7 Innovations Transforming the Industry – Discover cutting-edge advancements in automation, security, and climate control that are shaping the future of self-storage.

Sustainability in Self-Storage: Eco-Friendly Practices for Facilities – Learn how facility owners can implement green initiatives to save money and appeal to eco-conscious customers.

2025 Self-Storage Outlook: 12 Industry Experts Sound Off – Hear from top industry experts about what’s ahead for self-storage in the coming years.

Listen & Learn: Self-Storage Podcasts

If you prefer learning on the go, Modern Storage Media also offers a podcast series with valuable discussions on everything from marketing to facility operations. Some key topics include:

Economic Trends & Interest Rates – How the broader economy impacts self-storage.

Marketing & Branding – Strategies for standing out in a crowded market.

Technology in Self-Storage – The latest innovations making facilities more efficient.

You can check out their podcast lineup here: Modern Storage Media Podcasts.

Stay Informed & Keep Growing

As a member of the Alabama Self Storage Association, you already know how important it is to stay connected with industry trends. These free resources from Modern Storage Media are a great way to keep learning and improving your facility—without spending a dime!

https://www.ksl.com/article/50044272/storage-gone-wrong-who-is-at-fault-after-tooele-mom-loses-a-lifetime-of-possessions

Powerful Technology Unlocked with Property Management and Communication Software Integration   Self-Storage operators will benefit from the seamless integration of a leading provider of management software and a best-in-class communication system   FOR IMMEDIATE RELEASE: Blue Bell, PA/Naperville, IL October 15, 2020, CallPotential, an omni-channel communication platform and best-in-class CRM, and E-SoftSys LLC, a leading provider of property management software for the self-storage industry announced today the integration of CallPotential’s communication platform with Self Storage Manager (SSM), an enterprise-class management software from E-SoftSys.   SSM customers can now leverage the new CallPotential integration to achieve end-to-end performance connecting a holistic ecosystem of marketing, sales, collections, and internal call center software.   "This has been a highly anticipated integration for some of our existing and potential new customers. With SSM's capabilities and CallPotential's technology, users can experience a seamless transition of customer information while gaining more insight behind-the-scenes.” shared CallPotential Founder and President, Phil Murphy. “This is a significant step for us as we continue to grow our presence in the industry and create technology that drives results".   The bi-directional API integration provides operators with an arsenal of tools complete with automation, call routing and recording, operational controls, and robust actionable data on leads, including where they come from and how quickly and effectively their store teams are following up.   "The importance of automating and facilitating timely, relevant communication for operators is rising at a rapid pace. We are pleased to announce an API integration with CallPotential which will meet the challenges of the increasing complexity of software and communications integration.", remarked Kat Shenoy, President and CEO of E-SoftSys.   About CallPotential CallPotential’s award-winning CRM and communication platform integrates seamlessly with self-storage operators’ property management software allowing systemization and automation of lead management and collection management processes using omni-channel communication tools like text messaging, email, live and recorded calls, and live chat. CallPotential also empowers owners to run their own internal contact centers without investing in expensive hardware or hiring additional labor. These products combine powerful insight, transparency, and control into operations. To learn more about CallPotential schedule a demo or call 877-552-2557.   About E-SoftSys E-SoftSys offers a complete suite of products and services that include Self Storage Manager - Comprehensive management software for single and multi-facility operators; Online Reservations and Rentals with Electronic Signature & Digital Storage of leases; e-CRM - Fully Integrated Customer Relationship Management (CRM) module; Customer Portal - A self-help interactive portal for customers to view their account history and balance, make payments, enable or disable autopay, schedule move-outs, update their contact information and more; Android Tablet/Mobile Phone based Site Walk Through & Work Order Management Module for site managers to perform lock checks, enter unit maintenance notes, mark units for move outs, create work orders for maintenance activities and much more; Other Interfaces - QlikViewTM Business Intelligence and Analytics, API integration to leading website providers, call center service providers, revenue management service providers, tenant insurance companies, cloud based gate systems and Lead Aggregators; 24/7 Customer Support - with Dedicated Team and Project Manager assigned for large operator implementations, as well as periodic upgrades to the software programs.   Self Storage Manager has been implemented by many single and multi-facility companies in North America, South America, Europe, the Middle East and Asia-Pacific. For more information, please contact E-SoftSys at 800-469-1740 Ext. 1, or by visiting www.selfstoragemanager.com or Click here to email SSM.   Request Demo