This interview is with John Reinesch, CMO at 159 Self Storage.
John Reinesch, CMO, 159 Self Storage
John, can you tell us a bit about yourself and your journey to becoming an expert in self storage marketing?
My journey started working for local marketing agencies, where I built a strong foundation in SEO and PPC. From there, I transitioned into freelancing, which allowed me to refine my skills and work with a diverse range of businesses. Eventually, I got into the self-storage industry, where I’ve been able to apply my expertise in SEO and PPC to help facilities improve their visibility and occupancy, delivering measurable results.
What key experiences or insights sparked your passion for this specific niche within the marketing world?
My passion for self-storage marketing sparked while researching real estate investing options. I found that self-storage is one of the few real estate assets where marketing, SEO, and PPC can directly add value to the business. I was drawn to the unique combination of real estate and business operations, and I saw an opportunity to apply my digital marketing skills to make a real impact in this niche.
Thinking back to your early days in self storage marketing, what’s the most valuable lesson you learned that you still apply to your strategies today?
The most valuable lesson I learned early on was to refine my process by cutting out anything unnecessary for self-storage marketing. The focus had to be on maximizing rentals. That led me to emphasize local SEO strategies over pure content production, which has been a key factor in driving results for self-storage facilities.
Many of our readers are business owners themselves. What’s one common misconception about self storage marketing that you often encounter?
One common misconception is that once marketing is set up, the job is done. Many storage owners and operators believe it’s a one-time effort, but continuous optimization is key. You need to regularly adjust SEO and PPC strategies, run new ad campaigns, and analyze performance data to stay competitive and keep occupancy rates and revenue high. The market and competition are always evolving, so your marketing efforts have to evolve with them.
Can you share an example of a successful self storage marketing campaign you’ve spearheaded and break down the key elements that made it effective?
A successful storage-marketing campaign I led involved a strategic combination of PPC and SEO. We started by using PPC to drive immediate traffic and rentals during the lease-up phase, while simultaneously working on long-term SEO improvements. As SEO began to deliver results, we gradually reduced PPC spend, which helped manage costs while maximizing NOI. This approach not only generated quick results but also ensured sustainable growth over time, making it highly effective for our clients.
The digital landscape is constantly evolving. How do you stay ahead of the curve and adapt your marketing strategies for the self storage industry?
The key to staying ahead is practicing what you preach and regularly analyzing the data. I’m actively involved in doing the work every day, refining strategies through real-world application. You can study trends and theories, but nothing compares to hands-on experience. By constantly testing and adapting in real-time, I can stay on top of changes and ensure my strategies remain effective for the self-storage industry.
What are some creative, outside-the-box tactics you’ve used to attract customers to self storage facilities?
One of the most effective and creative tactics I use is the concept of completely covering the first page of Google. Many businesses approach SEO and PPC as separate strategies, but I like to look at how they can work together to dominate search results. For self-storage facilities, we aim to show up in multiple places on the first page. Organically, we target four spots: Google Maps, traditional organic search results, ranking high on directory sites like SpareFoot, and appearing in the ‘People Also Ask’ section. On top of that, we run two ads—one text ad and one map ad—ensuring that our clients can have as many as six listings on the first page of Google. This is a huge advantage because most competitors only show up once or twice. By taking over these prime spots, we significantly increase our visibility, attract more clicks, and ultimately drive more rentals. This strategy ensures that no matter how someone searches, they will see our client’s facility multiple times.
For business owners with limited budgets, what’s one cost-effective self storage marketing strategy you’d recommend they prioritize?
For business owners with limited budgets, I recommend prioritizing ranking in Google Maps. This can often drive the most rentals at a lower cost compared to other channels. We have an audit process that covers all the important ranking factors, from optimizing the Google Business Profile to ensuring consistency across directories. By focusing on local SEO and ranking in Maps, facilities can capture high-intent customers who are searching nearby.
Looking ahead, what are the biggest trends you foresee shaping the future of self storage marketing, and how can businesses prepare for them?
As the self-storage industry becomes increasingly competitive, one of the biggest trends I see shaping the future is the need for ongoing, consistent marketing efforts. It’s no longer enough to only focus on marketing when occupancy drops or when you’re in a lease-up phase. If you wait until you need it, it’s often too late. Businesses that prioritize continual improvement each month—whether through SEO, PPC, or local marketing—will be the ones that succeed in the long term.