Having a strong digital presence isn’t optional—it’s essential. Self storage is only getting more competitive, and you need every advantage you can get to ensure your business stays profitable.
But digital marketing isn’t for the faint of heart. The barrier to entry is high, and trying to run everything yourself can be time-consuming, overwhelming, and costly.
Rather than spend months trying to learn the basics yourself, outsourcing your digital marketing can be a scalable, cost-affordable solution that boosts your visibility, drives occupancy, and lets you focus on what you’re good at.
Let’s break down the benefits of outsourcing digital marketing, what services can be delegated, how to choose the right partner, expected costs, and tips to ensure success.
Let’s start with why outsourcing your self storage marketing is a good idea in the first place.
Working with a marketing company grants you access to a team of experts who each specialize in different domains of digital marketing. And if the company has a short ramp up time—which they should—they can start delivering positive results in a matter of weeks.
Here’s a closer look at the main benefits of outsourcing:
Get On-Demand Expertise
Digital marketing is multifaceted—SEO, PPC, website development, social media, local listings, and more are all different skillsets. An agency brings an entire team with skilled practitioners and provides strategic guidance that can be worth its weight in gold.
Save Your Time and Money
Building an in-house team is prohibitively expensive, and trying to learn these skills yourself isn’t practical if you want results in the near-term. It takes hours upon hours of learning to understand how these systems work — and that’s only the theoretical side.
There’s still a lot of practical learning that needs to happen — all the while you’re spending funds to run campaigns that may not deliver results.
Outsourcing allows operators to scale services based on budget and need without long-term commitments.
Improve Your ROI
A skilled marketing agency will focus on key performance indicators like lead conversions, and cost-per-click (CPC), helping drive qualified leads and ultimately, rentals. Quality marketing campaigns will improve your conversion rate, meaning you spend less to acquire new customers.
Yes, you’re paying a monthly fee, but how many extra units did you rent because of your new marketing team? The math usually looks good over the long term.
Access to Tools & Technology
Agencies use advanced platforms for keyword tracking, analytics, reputation management, and automation—tools that may be cost-prohibitive for an individual operator. When you hire a third party, you get the benefit of their marketing talent and their in-house tech stack.
We’re consistently developing new tools at White Label Storage. From in-depth reporting to automation for delinquent payments, these custom tools help us optimize how we manage facilities—and deliver more value to customers.
Nearly every element of a digital marketing strategy can be outsourced, but each vendor’s service offerings will vary. Key areas include:
1. Search Engine Optimization (SEO): On-page and off-page SEO, content optimization, and backlink building to improve your ranking in Google search results.
2. Pay-Per-Click Advertising (PPC): Managing ad campaigns on Google, Bing, or Facebook to drive qualified traffic and conversions.
3. Website Design and Development: Creating responsive, mobile-friendly websites that include online booking, contact forms, and optimized content.
4. Social Media Marketing: Creating and scheduling posts, engaging with users, running social ad campaigns, and building local brand presence.
5. Reputation Management: Monitoring and responding to online reviews, maintaining Google Business Profile listings, and encouraging customer feedback.
6. Content Marketing: Writing blog posts, customer guides, FAQs, and videos to educate potential renters and improve SEO.
7. Email Marketing & Automation: Developing email campaigns, newsletters, and reminders to nurture leads and engage current customers.
Not all vendors deliver the same results. Choosing the right partner means finding someone who understands the self storage industry and can not only conceptualize a strategy but also execute it.
Here’s how evaluate potential partners:
Domain experience matters a lot. Seek out marketing firms that have self storage experience, and then kick the tires. Ask for real-world examples of their success, like case studies.
If you really want to be thorough, see if you can talk to one of their existing clients.
Industry certifications are also important. To become a Google Ads Partner, you need to
1. Maintain a minimum campaign performance level (70% optimization score)
2. Showcase sustained client growth across your account
3. Demonstrate in-depth knowledge about the Google Ads platform
These aren’t easy milestones to hit, so looking for companies with industry certifications will help you identify the real experts.
(By the way, White Label Storage is a certified Google Partner.)
Self storage is hyperlocal, so avoid one-size-fits-all solutions. Your vendor should tailor strategies to your submarket, competition, and goals.
If you’re not sure what you need, use the sales process as a method for finding out. Describe your goals or challenges and see what the agency comes back with. Push them to articulate why they think their approach will work and to provide case studies that show real results.
A good partner will provide regular performance reports and explain what the metrics mean in terms of business outcomes.
Don’t commit the cardinal sin of confusing productivity with effectiveness. Just because an agency is busy doesn’t mean they’re improving your occupancy, NOI, or other key metrics.
Ask for examples of their reporting and ensure there’s a clear line between what they’re measuring and improvements for your business.
Understand how they charge—flat fees, hourly, or a percentage of ad spend—and what’s included in each package. Long-term contracts can be a red flag. Look for performance-based agreements that allow you to hold the firm accountable without getting locked in to an annual contract.
(We only do month-to-month contracts at White Label Storage.)
Successful marketing requires the right technology. In order to convert leads from Adwords or Google search into renters, you need to have the following infrastructure in place:
Hiring a digital marketing company isn’t a one-way street. It’s also incumbent on owners and operators to work with their marketing providers to expedite onboarding and provide insight about the business.
Here are a few ways to ensure a successful partnership with a marketing agency:
1. Start Small: Marketing is a science. Test a campaign or two before pouring all your resources into one channel. Scale up once you see results.
2. Set Expectations Early: Align on KPIs, deliverables, and timelines from day one.
3. Don’t Chase Cheap: Low-cost vendors may lack the expertise or attention you need. Focus on value, not just price. The ROI will be worth it.
4. Stay Involved: Periodic check-ins help ensure alignment and accountability, even if you’re not executing day-to-day. Don’t fall into the set-it-and-forget-it trap.
Outsourcing your marketing can be a game-changer. You’ll access expertise, save time, and improve the metrics that matter to your business.
By understanding what to outsource, choosing the right partner, and staying engaged throughout the process, facility owners can turn marketing from a headache into a powerful growth engine.
If you’re ready to take your marketing to the next level, schedule a free demo with our team and learn how we deliver marketing programs that consistently improve occupancy and revenue.
