An established self-storage operator spanning 14 core markets had plateaued: online rentals and organic move-ins were flat, and that stagnation was holding back growth initiatives. In November 2024, the operator partnered with Cubby & StorIQ to overhaul their rental experience, SEO, and paid-media strategy, aiming to reignite demand across every market.
Summary
- Move-Ins
- Increased from 154 (November 2024) to 269 (June 2025)
- Increased from 179 to 269 year over year
- Online Rentals
- Increased from 64 to 127 (+98%)
- Online Rentals From SEO
- Increased from 33 to 89 (+170%)
- Organic Traffic
- Increased from 941 to 1,696 (+80%)
Challenges
- Stagnant Demand:
- Monthly online rentals hovered around 60–65 units despite seasonal peaks.
- Organic search move-ins averaged under 35 per month.
- Complex Market Footprint:
- Fourteen distinct local markets, each with unique competitive and search dynamics.
- Low local search volumes in several smaller towns required spilling into adjacent areas.
- Cumbersome Online Rental Flow
- Legacy facility management software created friction: lengthy forms and low-quality online rental process.
- Tracking online rentals in Google Analytics 4 was difficult.
Our Approach
- Website & Online Rental Process Optimization
- Cubby FMS Migration (Nov 2024)
- Using Cubby’s online rental process reduced friction and helped drive more online rentals.
- Conversion analytics: Implemented online rental tracking to match up online rentals with the marketing source that drove the rental.
- Local & Organic SEO Expansion
- Google Business Profiles were fully rebuilt across all 14 locations, settings adjusted, products added, posts, optimized categories, fresh photos.
- On-Page Content: Optimized all facility pages and started title tag and meta description testing process.
- Backlink & Citation Campaign: Gained high-authority local citations and backlinks on industry relevant and local specific websites.
- Precision Paid Media
- Geo-Fenced Google Ads (“Pin Mode”) targeting overflow demand in adjacent metro areas.
- High-Intent Keyword Sets: Focused budget on searches with highest conversion rates; paused underperformers monthly.
- Local Services Ads: Rolled out in Q1 2025 to capture immediate-need renters.
Key Results
- Move-Ins
- Increased from 154 (November 2024) to 269 (June 2025)
- Increased from 179 to 269 year over year
- Online Rentals
- Increased from 64 to 127 (+98%)
- Online Rentals From SEO
- Increased from 33 to 89 (+170%)
- Organic Traffic
- Increased from 941 to 1,696 (+80%)
Why It Worked
- Frictionless UX: Cubby migration slashed form drop-offs and accelerated bookings.
- Comprehensive Local SEO: 14 GBPs and niche pages unlocked long-tail and adjacent-city demand.
- Data-Driven Paid Search: Geo-fenced ads and LSAs captured renters exactly when and where they searched.
This integrated approach not only broke a years-long plateau but set the operator on track for full stabilization across every market by mid-2025, paving the way for new site expansions.
Ready for Similar Results?
Get a Free Marketing Plan tailored to your facility:
- Marketing Tactics Analysis to drive more online rentals and move-ins
- Promo & Competitor Rate Review to optimize your pricing strategy
- Conversion Rate Audit revealing what’s stopping visitors from booking
- Keyword Forecast identifies the highest-return search terms in your market
Contact us for your no-obligation Free Marketing Plan and discover how you can increase move-ins, even in the slow seasons.
