Amax Marketing Team
Unveiling the SSA UK's 2023 Report: Key Statistics and Implications for Marketing Strategies
Amax Marketing is excited to present the latest UK Self Storage Industry Report for 2023, shedding light on the key statistics, trends, and insights within the self-storage sector. The report provides valuable information on rental returns, occupancy rates, customer demographics, sustainability initiatives, and evolving customer needs.
With the self-storage industry continuing to thrive, the report offers a comprehensive overview of the current state of affairs.
Rental returns up 4% to £27.19 per SQ ft
Occupancy stable at 83.3%
Churn at 81%
Ebitda up 3%
Growth in self-storage space up 5.7%
78% of operators making sustainability improvements to their business
Over 2M SQ ft of additional space occupied compared to last year
55% of self-storage customers earn above the national average wage
32% of customers have used storage before
17% of customers say their needs for self-storage have changed due to cost of living
20% of business customers run their entire business from their self-storage unit
20% of customers have had their unit for over 5 years
62% of customers travel less than 15 minutes to their unit
35% of the public think self-storage is too expensive
Less than 50% of the public have a good understanding of self-storage
66% of people identified a self-storage brand from its roadside store presence
Rental Returns and Occupancy Rates:
The UK Self Storage Industry has witnessed a significant boost in rental returns, with a notable increase of 4% to reach an average of £27.19 per square foot. This growth reflects the sustained demand for self-storage solutions across the country. Furthermore, occupancy rates have remained stable at an impressive 83.3%, showcasing the industry's ability to meet the needs of customers effectively.
Customer Behaviour and Trends:
Churn, which measures the rate at which customers leave the service, stands at 81%, suggesting a healthy turnover and a continuous influx of new customers. The report reveals that 32% of customers have used self-storage before, emphasising the recurring need for these services in various life situations.
Changing customer needs due to the rising cost of living have impacted the self-storage industry, with 17% of customers indicating that their storage requirements have been influenced by economic factors.
This insight highlights the industry's flexibility in adapting to evolving customer needs. Moreover, a notable finding from the report is that 55% of self-storage customers earn above the national average wage.
In a positive stride towards environmental consciousness, 78% of self-storage operators have implemented sustainability improvements within their businesses. This commitment to sustainability demonstrates the industry's dedication to reducing its carbon footprint and addressing broader environmental concerns.
Industry Growth and Expansion:
The UK self-storage industry continues to experience robust growth, with an increase of 5.7% in self-storage space compared to the previous year.
The report indicates that over 2 million square feet of additional space has been occupied compared to the previous year. This growth demonstrates the increasing reliance on self-storage services in both personal and commercial circumstances.
The report sheds light on the habits and preferences of self-storage customers.
20% of business customers revealed that they run their entire business operations from their self-storage units.
This finding highlights the flexibility and affordability that self-storage provides for entrepreneurs and small businesses. Long term commitment to self-storage is also shining through, as 20% of customers have retained their storage unit for over 5 years.
Convenience also plays a crucial role for customers, as 62% travel less than 15 minutes to access their storage units.
Public Perception and Awareness:
The report reveals that public perception and understanding of self-storage need improvement. While 66% of people can identify a self-storage brand based on its roadside store presence, less than 50% have a good understanding of self-storage as a concept.
This presents an opportunity for industry players to further educate the public and raise awareness about the benefits and affordability of self-storage.
Furthermore, 35% of the public believes that self-storage is too expensive. This perception may stem from a lack of awareness about the range of affordable options available.
How Can Digital Marketing Help You Improve Your Self Storage Business?
62% of Customers Travel Less than 15 Minutes to Their Unit
Local SEO (Search Engine Optimisation) focuses on optimising online presence to attract customers in a specific geographic area. The proximity of customers to storage facilities plays a crucial role in local SEO efforts.
Here's how this key finding influences local SEO marketing:
Emphasising Location: With a majority of customers located within a short distance of their storage units, self-storage operators can capitalise on this proximity in their local SEO strategies. They can highlight the convenience and accessibility of their facility's location in website content, metadata, and online directory listings. Including location specific keywords and geo-targeted advertising can enhance visibility for potential customers searching for storage options in the area.
Localised Keyword Targeting: Understanding that customers are likely to search for storage solutions near their location, self-storage operators can optimise their website and online content with localised keywords. This involves incorporating specific location names and relevant landmarks to align with search intent. By targeting keywords that reflect customers' search queries, self-storage operators can increase their chances of appearing prominently in local search engine results.
Online Reviews and Local Citations: The proximity of customers to self-storage facilities presents an opportunity for operators to generate positive online reviews and local citations. Satisfied customers who live nearby are more likely to leave reviews and recommendations, further boosting the local SEO efforts. Self Storage providers can actively encourage customers to share their positive experiences through review platforms like Google My Business, Bing, and industry-specific directories. These reviews and citations not only improve search engine rankings but also contribute to building trust and credibility among local customers.
In conclusion, the finding that 62% of customers travel less than 15 minutes to their storage units significantly impacts local SEO marketing strategies for self-storage operators. By emphasising location, targeting localised keywords, and leveraging online reviews operators can enhance their online visibility and attract customers who live locally.
Navigating the Crowded Digital Marketing Landscape with a 5.7% Growth in Self Storage Space
The UK Self Storage Industry Report 2023 highlights a remarkable growth rate of 5.7% in self-storage space. While this expansion presents opportunities for the industry, it also highlights the importance of effective digital marketing strategies to stay ahead in a crowded and competitive landscape.
As the self-storage market grows, more operators are looking for customers' attention and online visibility. Here's how self-storage providers can navigate the crowded digital marketing landscape to maintain a competitive edge:
Comprehensive Online Presence: A robust online presence is essential in today's digital world. Self-storage operators should invest in building a comprehensive website that showcases their facilities, services, and unique selling points. The website should be mobile friendly, visually appealing, and optimised for search engines. Providing informative and engaging content, such as storage guides, packing tips, and frequently asked questions, can also establish the operator as a valuable resource for customers and enhance their online visibility.
Content Marketing: Producing valuable and relevant content can help self storage operators establish themselves as industry leaders and attract organic traffic. Creating blog posts, articles, videos, or infographics that address common customer pain points, provide storage tips, or showcase success stories can engage and educate potential customers. Sharing this content through social media channels and email newsletters helps to increase brand visibility and nurture customer relationships.
Social Media Engagement: Social media platforms offer a valuable opportunity to connect with customers, showcase facility features, and build a community around the self storage brand. Operators should identify the platforms most relevant to their target audience and consistently share engaging content, respond to comments and messages promptly, and leverage social media advertising to reach a wider audience. Building a strong social media presence can foster brand loyalty and generate word-of-mouth referrals.
Not sure where to start?
Why not get in touch with our dedicated team of experts at Amax Marketing? We’re here to help you get up the ranks, get seen, and ultimately get growth.
The Wrap Up
The UK Self Storage Industry Report 2023 highlights a thriving sector that continues to meet the evolving needs of customers across the country. The industry has experienced steady growth, with increased rental returns, stable occupancy rates, and expansion in self storage space.
The report also provides valuable insights into customer behaviour and preferences. It demonstrates that self storage is utilised by a diverse customer base, including small businesses that run their operations entirely from their units. Moreover, the long-term commitment shown by a large proportion of customers speaks to the industry's ability to foster strong relationships and provide reliable storage solutions.
While the industry is enjoying overall success, there are opportunities to improve public perception and awareness. Educating the public about the affordability and benefits of self storage, as well as highlighting the convenience and accessibility of facilities, can help address misconceptions and expand the customer base further.