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Originally Posted On: https://www.insideselfstorage.com/marketing/a-guide-to-marketing-your-self-storage-products-and-services-to-millennials-and-gen-z

A Guide to Marketing Your Self-Storage Products and Services to Millennials and Gen Z

Millennials and Generation Z are quickly becoming the predominant customer base for self-storage facilities. Understanding how to effectively communicate with these groups of users is crucial. The following information will help differentiate your business in a competitive market and appeal to these tech-savvy, value-driven consumers.

In today’s fast-paced world, the way we live, work and store our belongings is changing rapidly. Millennials, born between 1981 and 1996, and Generation Z, born 1997 to 2012, are at the forefront of this transformation. Understanding their unique needs and behaviors is crucial for self-storage operators who want to craft effective marketing for these audiences, who are quickly becoming the predominant customer base. Following is insight to help you successfully adjust your approach.

What Are They Like?

Let’s get to know these two generations a bit, so you can begin to understand their preferences and motivations.

Lifestyle. Millennials marry, have children and buy homes later than previous generations; and this delay often means that they require self-storage during significant life transitions. They value experiences over possessions; but when they need to store their belongings, they prefer flexible solutions that accommodate their adaptable lifestyle.

Gen Z also values independence and flexibility, often engaging in freelance or gig-economy jobs from a young age. They prefer storage solutions that support a mobile lifestyle, favoring smaller, more affordable units with high accessibility.

Tech savvy. Millennials are known for their adaptability, having witnessed the rapid evolution of technology from the pre-internet era to the digital age. Generation Z has grown up entirely in a digital world. They’re tech-savvy, with smartphones and social media being integral to their lives. They have high standards for digital engagement and expect seamless interactions with online platforms.

Media consumption. Both generations are digital natives, but they have distinct habits when it comes to using technology. Millennials are versatile in their use of devices, from smartphones and tablets to laptops, and they consume a lot of content on platforms like Facebook, YouTube and Instagram. Gen Z prefers mobile devices and gravitates towards platforms like Snapchat, TikTok and Instagram, favoring short-form content that suits their shorter attention span. This distinction is vital to consider when delivering your self-storage marketing messages.

Purchasing behavior. Millennials are loyal to brands that align with their values and provide a seamless omnichannel experience. They rely heavily on online reviews and peer recommendations before making a purchase. Gen Z values brand authenticity and strongly emphasizes privacy, sustainability and ethical production. They’re more likely to support brands that positively impact society and the environment. Their buying decisions are influenced by interactive and highly visual marketing efforts. Bear that in mind when building your self-storage marketing campaigns!

Money mindset. Millennials, who came of age during the recession, are budget-conscious and skeptical about significant investments. They prefer cost-effective storage options without long-term commitments. Gen Z is similarly prudent but more optimistic about the economy. They prioritize spending on technology and experiences over big-ticket items, suggesting a need for storage solutions that help manage their active and change-driven lifestyles.

Marketing to Millennials and Gen Z

To effectively reach these demographics, self-storage operators should adopt a mobile-first marketing strategy. Here are some key tactics:

• Optimize for mobile devices. Ensure your website is mobile-friendly with fast load times, simple navigation and prioritized content.

• Create a mobile app. Develop one that offers features like secure login, push notifications, virtual tours and personalized dashboards.

• Leverage SMS. Use targeted, engaging text campaigns to promote offers, send reminders and provide updates.

• Use social media. Focus on platforms like Instagram, TikTok and Snapchat. Develop a content calendar with daily posts, interactive content, influencer collaborations and live sessions.

By understanding and catering to the unique preferences of Millennials and Gen Z, you can ensure that your marketing messages are relevant and impactful, effectively engaging these influential consumer segments. Incorporating the above strategies can help your self-storage business attract and retain younger generations as tenants, guaranteeing long-term success in a competitive market.

Alison Tyler is the social media manager for Atomic Storage Group, a Chattanooga, Tennessee-based management and consulting company that operates 75 self-storage facilities in several states. Alison has seven years of experience in content marketing and social media management. She began her self-storage career at National Storage Affiliates Trust, where she was a search engine optimization manager and spearheaded successful digital-marketing strategies for iStorage and SecurCare Storage. To reach her, email info@atomicstoragegroup.com.