If you own or manage a self storage facility, you already know competition can be fierce. A few small differences, such as location, pricing, cleanliness, or even online reviews, can be the reason someone chooses the facility down the road instead of yours. That’s why a self storage competitive analysis is so valuable. It’s a way to look closely at what’s happening in your market so you can make smarter decisions about pricing, marketing, and improvements. You don’t need fancy tools or a big research team — just a structured way to gather and use information.
Here’s how to do it in six easy steps:
Step 1: Know Who You’re Competing Against
Start your self storage competitive analysis by mapping out who’s nearby. Most renters will pick a storage facility within three to five miles of their home or business — sometimes less in cities, sometimes more in rural areas.
Hop on Google Maps or Radius+ and search “storage near me.” Write down each facility’s name, address, and website. Take note of:
- Who’s corporate-owned and who’s locally owned
- What kind of storage do they offer (drive-up, climate-controlled, RV, etc)
- How easy they are to find online
This step gives you the big picture: how many options customers have, and how your facility stacks up in convenience and visibility.
Step 2: Visit (or Virtually Visit) Your Competitors
Nothing beats seeing a facility for yourself. Drive by or take a virtual look online. Check for things you’d notice as a customer:
- Is the property clean and well-lit?
- Is signage easy to see from the road?
- Does the website make it simple to rent a unit or contact someone?
- Are there security cameras, fences, or gate access controls?
You’ll quickly see who’s investing in upkeep and who’s not, and that tells you a lot about their business health.
If you don’t have time to visit in person, look at Google Street View, photos, and online reviews to get a sense of quality and customer satisfaction.
Self Storage 101’s consultants often begin with a field audit to check out whether competitors’ online information matches real life, something many owners overlook.
Step 3: Compare Pricing and Promotions
Pricing is one of the easiest comparisons to make — and one of the most telling. Look at competitors’ rates by unit size and type, and note any special offers like:
- First month free
- 50% off for the first three months
- $1 move-in
Write down these promotions and check back every month or so. If you see prices dropping or more discounts popping up, it could mean occupancy is softening in your market.
You can also check out your competition’s marketing materials to see which audiences they’re targeting and which messages they’re promoting.
Also, keep in mind that cheaper doesn’t always mean better. If your facility offers extra value, like climate control, strong security, or amazing customer service, that’s worth highlighting in your marketing instead of just lowering prices.
Step 4: Pay Attention to What Customers Are Saying
Reviews tell you what renters really think. Check out Google and Yelp reviews for your competitors and your own facility.
Ask yourself:
- What are people praising — cleanliness, staff friendliness, convenience?
- What complaints come up most often — billing issues, pests, limited access hours?
- How are competitors responding to reviews?
Tracking this info can help you spot trends and act on customers’ concerns. If multiple nearby facilities get poor marks for customer service, then you could market your personalized, local support to help you stand out to potential customers.
Step 5: Gauge Local Demand
Next, zoom out and look at the bigger picture. Is your market growing or shrinking? Here’s how to get a feel for demand:
- Check whether new apartments or neighborhoods are being built nearby. More people = more storage needs.
- Look up your city’s population trends and housing turnover rates, or check out industry trends through the Small Business Administration.
- Watch for new self storage construction. If three new facilities open within five miles, you’ll need a strong marketing plan to stay competitive.
You can also ask your local planning office if any new self storage developments are approved or under construction. That kind of insight can help you plan ahead.
Step 6: Put What You’ve Learned to Work
Now it’s time to take action. Once you’ve gathered your notes, ask yourself three questions:
- Where do we shine? Maybe your facility has the best security, the friendliest team, or the cleanest property. Lean into those strengths in your advertising and online listings.
- Where can we improve? If your website isn’t easy to use or your lighting feels dated, prioritize upgrades that matter most to customers.
- Where do we stand on price? Adjust rates to stay competitive — but don’t race to the bottom. A better experience often justifies a slightly higher rate.
Even small adjustments can make a big difference in occupancy and retention.
Use Expert Help for Your Self Storage Competitive Analysis When You Need It
Even the most experienced owners make these missteps when analyzing competitors:
- Skipping the site visit. Photos don’t always show the true condition.
- Focusing only on price. Customer experience and location are equally important.
- Ignoring online reviews. They’re a free window into how people make choices.
- Doing it once and forgetting about it. Your market changes, so revisit your self storage competitive analysis at least once a year.
If you’re short on time or want a deeper look at your market, consider working with a professional advisor. At Self Storage 101, we specialize in market and feasibility studies, site selection, and operational audits, and more.
Our team can help you interpret what your local data really means by turning your competitive research into clear strategies for pricing, marketing, and growth.
With years of experience in every type of market, Self Storage 101’s team knows what drives occupancy and how to help you outperform your peers.
Turning Insight Into Growth
While many owners can complete basic research independently, experienced advisors provide the analytical depth that turns data into strategy.
A thorough self storage competitive analysis is more than a spreadsheet — it’s the foundation for wise investment, optimized pricing, and stronger occupancy. By understanding your competitors’ strengths and weaknesses, you position your business to stand out and succeed.
We can help. Our consultants combine data, field experience, and proven methodology to help you make confident decisions — whether you’re developing, acquiring, or improving your facility’s performance.
Ready to turn insights into measurable growth? Let’s talk.
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