Essential Tips for Self Storage Operators: Insights from Industry Expert Sarah Manning

The self storage industry in the UK has seen rapid growth, with increasing demand from both individuals and businesses for secure and flexible storage solutions. As competition intensifies, staying ahead requires not only sharp business acumen but also a deep understanding of industry trends and customer needs. Sarah Manning, a highly respected expert in the self storage sector, recently shared her invaluable insights on how operators can optimise their self-storage businesses. In this article, we distil Sarah’s key advice to help you navigate the complexities of the self storage market and achieve long-term success.

Check out the full interview our partners over at Explorage.com did with Sarah, in which she shared her tips for setting up a self storage company using shipping containers as storage.

Understanding the Current Container Self-Storage Landscape

Growth of the Self Storage Industry

The self-storage industry has experienced significant growth over the past decade, driven by an increasing need for new storage from both individuals and businesses. With over 2,700 self-storage facilities across the UK, millions of self-storage units, and more being added every year, the self-storage market presents both opportunities and challenges. The demand for storage isn't going away, and many facilities are being created simply by spotting the opportunity shipping container self storage presents for making a profitable business. According to the Self Storage Association UK there has been a 37% increase in container self-storage, also known as shipping container storage (or as the SSAUK correctly refers to it, "external storage"), alongside traditional storage unit facilities. This has diversified the options available to customers and reduced the barriers to entry for storage operators wanting to start small businesses in the industry and scale in a more phased approach. This makes it crucial for operators to adapt to a competitive landscape while meeting evolving customer expectations.

Key Trends Shaping the Self-Storage Industry

Several key trends are currently shaping the industry. Firstly, there is a growing demand for more flexible storage options, including smaller storage units and short-term leases. Customers increasingly seek storage options that fit their specific needs, whether for personal belongings, business storage, or temporary storage during a move. Secondly, the rise of technology is transforming the way self-storage facilities operate, with advancements in security, customer management, and online booking systems such as SelfStorageBooker.com and Explorage.com playing a crucial role in enhancing the customer experience.

Additionally, the use of shipping containers for self-storage has become a popular and cost-effective option. Shipping containers are durable, secure, and versatile, making them ideal for both personal and business storage needs. This trend towards container storage is particularly appealing to operators looking for a lower initial capital expenditure but with the ability to grow quickly as demand dictates, meaning there is less risk.

Sarah Manning’s Expert Advice for Storage Container Self Storage Operators

Focus on Customer Experience

One of Sarah Manning’s core messages is the importance of delivering an exceptional customer experience. In an industry where competition is fierce, operators who prioritise customer satisfaction are more likely to succeed. This includes providing clean, secure, and well-maintained storage facilities, offering flexible pricing and contract options, and ensuring that staff are trained to handle customer inquiries efficiently and professionally.

Sarah emphasises the value of understanding your customers’ needs and tailoring your services accordingly. For instance, offering a variety of unit sizes and types, such as climate-controlled storage or shipping containers for storage, can help attract a wider range of customers. Additionally, implementing user-friendly technology, such as online booking and payment systems, can significantly improve the customer experience and streamline operations. Ensuring that your storage units, whether traditional or container-based, meet the specific storage requirements of your customers is key to maintaining high occupancy rates.

Leverage Technology for Operational Efficiency

Another key area highlighted by Sarah is the role of technology in improving operational efficiency. In the modern self storage industry, technology is no longer a luxury but a necessity. From advanced security systems, including CCTV and access control, to automated customer management tools, leveraging technology can help operators reduce costs, improve service delivery, and enhance security.

Sarah recommends investing in reliable self-storage software that can handle various aspects of the business, including inventory management, billing, and customer relationship management (CRM). Such systems not only make day-to-day operations more efficient but also provide valuable data insights that can inform strategic decisions. For example, understanding customer behaviour through data analytics can help you tailor marketing efforts, optimise storage space usage, and improve occupancy rates.

As business owners storage companies should also have a well thought out business plan which considers all aspects of setting up a self-storage business.

Prioritise Security Measures

Security is a top priority for self storage customers, and as Sarah points out, it should be a top priority for operators as well. Ensuring that your facility is safe and secure not only protects your customers’ belongings but also builds trust and credibility. Sarah advises operators to invest in high-quality security features, such as 24/7 CCTV surveillance, secure access control systems, and regular maintenance of security equipment. Even secure storage signage can help to deter opportunists.

For container self-storage businesses, additional security measures such as robust padlocks, individual unit alarms, and well-lit premises are essential. These features not only protect the stored items but also give potential customers peace of mind, making them more likely to choose your facility over competitors. Highlighting these security features on your website and marketing materials can be a powerful selling point.

Stay Informed About Industry Regulations

Compliance with industry regulations is essential for any self storage operator. Sarah Manning underscores the importance of staying informed about the latest legal requirements and industry standards. This includes understanding fire safety regulations, data protection laws, and health and safety requirements that apply to your storage facility.

Sarah also highlights the importance of regularly reviewing and updating your policies and procedures to ensure compliance. This not only protects your business from legal risks but also demonstrates your commitment to maintaining high standards of operation. Engaging with industry associations, such as the Self Storage Association UK (SSA UK), can provide valuable resources and updates on regulatory changes.

Adapting to Changing Customer Needs

Flexibility in Services and Pricing

The self storage market is evolving, and customers’ needs are changing with it. Sarah Manning advises operators to remain flexible in their service offerings and pricing models. This might include offering short-term rental options, discounts for long-term storage, or customised solutions for business clients.

Flexibility also extends to the types of storage units available. Sarah suggests that operators consider offering a mix of traditional storage units, container storage, and specialised units, such as climate-controlled or drive-up access self storage facilities, to cater to diverse customer needs. By offering a range of options, you can attract a broader customer base and increase your facility’s occupancy rate.

Shipping containers, in particular, are becoming increasingly popular for self-storage due to their durability and cost-effectiveness. By offering shipping containers as storage units, you can provide customers with a secure, affordable option that meets their storage needs while maximising your storage yard's capacity.

When you're setting up a container storage business speak to your self-storage container supplier to really get to grips with the nuances for this side of the business. Typically you have 20ft containers and 10ft containers but there are also many things to consider which you may not have even thought about. For example the logistical differences between 20ft and 40ft containers, whether putting containers on top of each other is a viable consideration, one trip shipping vs a well used 20ft shipping container, the lead in time for buying new containers etc.

Enhancing the Customer Journey

As well as just wanting additional storage space, in today’s digital age, the customer journey often begins online. Sarah Manning stresses the importance of having a strong online presence, with a user-friendly website that offers detailed information about your services, transparent pricing, and easy booking options. Optimising your website for search engines (SEO) is crucial to ensure that potential customers can find your facility when searching for storage solutions online.

Moreover, Sarah advises operators to engage with customers across multiple channels, including social media, email newsletters, and online reviews. Positive customer reviews and testimonials can significantly influence potential customers’ decisions, so it’s important to encourage satisfied clients to share their experiences online. Engaging with customers through digital platforms also allows you to respond promptly to inquiries and concerns, further enhancing the customer experience. Many storage operators use online review services such as Google reviews or Trustpilot.

The Importance of Strategic Marketing

Targeted Marketing Campaigns

Effective marketing is key to attracting and retaining customers in the competitive self industry. Sarah Manning recommends developing targeted marketing campaigns that speak directly to your ideal customer segments. This could involve using data analytics to identify trends in customer behaviour and tailoring your marketing messages accordingly.

For instance, if you notice an increase in demand for business storage, consider running a campaign that highlights your facility’s suitability for other storage purposes - storing business inventory, documents, or even palletised goods. Similarly, if your data shows that a significant portion of your customers are homeowners in the process of moving, you might focus on promoting short-term storage solutions that are convenient and cost-effective.

Leveraging digital marketing channels, such as Google Ads and social media, can help you reach a broader audience and drive more traffic to your website. Offering special promotions or discounts to new customers can also be an effective way to attract and retain business.

Building Strong Community Connections

Sarah also highlights the value of building strong connections within your local community. Participating in local events, sponsoring community initiatives, or partnering with local businesses can help raise your facility’s profile and generate goodwill. Additionally, local partnerships can create cross-promotional opportunities, such as offering discounts to customers referred by a partner business.

For example, partnering with a local moving company could be mutually beneficial as your business grows, providing your customers with a seamless transition from moving to storage. Being actively involved in the community not only helps to build brand awareness but also establishes your facility as a trusted and reliable storage provider in the area.

Learning from Industry Leaders

Our wonderful partners at Explorage.com recently interviewed the hugely respected Sarah Manning, who shared her invaluable insights into the world of self storage operations. Sarah discussed the importance of customer experience, the role of technology, and strategies for staying competitive in a rapidly evolving market. You can watch the full interview with Sarah Manning here.

Running a successful self storage business requires a combination of industry knowledge, customer focus, and strategic thinking. Sarah Manning’s expert advice offers a valuable roadmap for operators looking to enhance their operations and stay ahead of the competition. By prioritising customer experience, leveraging technology, ensuring security, and staying flexible in your service offerings, you can build a thriving self storage business that meets the needs of today’s customers.

As the self storage industry continues to grow, operators who stay informed, adapt to changing market conditions, and invest in their facilities and staff will be well-positioned for long-term success. Keep these tips in mind as you navigate the challenges and opportunities of the self storage market, and consider how you can apply them to your own business strategy.

To discuss how SelfStorageBooker.com can help you build a successful self-storage site just get in touch at support@selfstoragebooker.com or call 0800 4947511.