A Beginner’s Guide to Starting a Self Storage Business

Starting your self-storage business? Here are the most vital considerations:

1. Location — Select a location with high visibility and easy access. Consider factors such as proximity to residential areas, businesses, and major roads.
2. Zoning permits — Ensure your chosen location complies with local zoning laws for operating a self-storage facility.
3. Facility design — Plan the layout of your facility to maximize space utilization. Include a mix of unit sizes, wide driveways, security features, and customer amenities.
4. Storage units — Purchase high-quality storage units, including climate-controlled units, if necessary. Ensure the units are secure, clean, and well-maintained.
5. Security Systems: Invest in robust security systems, such as surveillance cameras, access control systems, alarms, and adequate lighting.
6. Register your business — A limited liability company (LLC) is the best legal structure for new businesses because it is fast and simple. Form your business immediately using ZenBusiness LLC formation service or hire one of the best LLC services on the market.
7. Legal business aspects — Register for taxes, open a business bank account, and get an EIN.
8. Insurance — Get liability, property, and tenant insurance to protect your business and your customers’ belongings.
9. Partnerships — Build relationships with local businesses, real estate agents, and moving companies to generate referrals and collaborate on marketing efforts.

You May Also Wonder:

How profitable is a self-storage business?

A self-storage business can be very profitable and is a great way to get a nice passive income. Your best bet to be successful is to offer superior customer service and provide value added services like valet storage services.

How can I find the right location for a self-storage facility?

To find the right location for a self-storage facility, consider factors such as population density, proximity to residential areas, accessibility to major roads or highways, and competition in the area. Conduct thorough market research to assess the demand for self-storage services and identify underserved areas.

How can I attract customers and market my self-storage services?

To attract customers and market your self-storage services, utilize various strategies. Develop a user-friendly website that showcases your facility’s features, security measures, and pricing options. Utilize online platforms and social media to promote your services and engage with potential customers. Implement targeted online advertising or local directories to increase visibility in your area. 

How can I differentiate my self-storage business from competitors in the market?

To differentiate your self-storage business from competitors, focus on providing exceptional customer service and unique features. Implement top-notch security measures, such as video surveillance, access control systems, and well-lit facilities. Offer convenient amenities, such as 24-hour access, climate-controlled units, or online reservation and payment options.

Step 1: Decide if the Business Is Right for You

Pros and cons

Starting a self-storage business has pros and cons to consider before deciding if it’s right for you. 

Self-storage industry trends

Industry size and growth

• Industry size and past growth – The US self-storage industry was worth $23.2 billion in 2021 after growing 2.5% annually the previous five years.((https://www.ibisworld.com/united-states/market-research-reports/storage-warehouse-leasing-industry/)) 
• Growth forecast – The global self-storage industry is projected to grow 35% by 2026.((https://www.mordorintelligence.com/industry-reports/self-storage-market))
• Number of businesses – In 2021, 182,063 self-storage businesses were operating in the US.
• Number of people employed – In 2021, the US self-storage industry employed 211,300 people. 

Trends and challenges

Trends in the self-storage industry include:

• A concept called valet self-storage is taking off as an ancillary service for self-storage businesses. With the valet service, items for storage are picked up by the self-storage company at the customer’s home and transported to the facility. This presents a huge opportunity for self-storage businesses to earn additional revenue by offering this service.
• Many self-storage businesses are also offering moving truck rentals and storage box sales to increase revenue.
• A growing number of ecommerce businesses are using self-storage units to store their inventory, increasing the potential market of customers for self-storage businesses.

Challenges in the self-storage industry include:

• A growing number of publicly traded real estate investment trusts (REITs) are buying up warehouses and opening up their own self-storage businesses, increasing competition. These REITs have strong financial backing and can advertise more and charge lower rental rates.
• Security for self-storage units is a growing issue, making it necessary for self-storage businesses to implement additional security measures, which come at a cost.

Demand hotspots

• Most popular states – The most popular states for property managers are New York, Washington, and California.((https://www.zippia.com/property-manager-jobs/best-states/))
• Least popular states – The least popular states for property managers are South Carolina, Tennessee, and Mississippi.

What kind of people work in self-storage?

• Gender – 59.5% of property managers are female, while 36.5% are male.((https://www.zippia.com/property-manager-jobs/demographics/))
• Average level of education –The average property manager has a bachelor’s degree.
• Average age – The average property manager in the US is 47.6 years old.

How much does it cost to start a self-storage business?

Startup costs for a self-storage business range from $300,000 to $600,000. These costs are for purchasing an existing self-storage facility. Alternatively, you could purchase land and build the self-storage units, but you’ll easily spend well over $1 million. 

Start-up Costs	Ballpark Range	Average
Setting up a business name and corporation	$150 - $200	$175
Business licenses and permits	$100 - $300	$200
Insurance	$100-$300	$200
Business cards and brochures	$200 - $300	$250
Website setup	$1,000 - $3,000	$2,000
Down payment on a self storage property	$300,000 - $600,000	$450,000
Total	$301,550 - $604,100	$452,825

How much can you earn from a self-storage business?

The average monthly rate for a self-storage unit is around $100. If your facility has 200 units, your profit margin will be about 40% after your mortgage payment and overhead costs. 

In your first year or two, you could have 70% of your units rented year-round, bringing in $168,000 in annual revenue. This would mean more than $67,000 in profit, assuming that 40% margin. As your marketing efforts bring in more business, you could have 95% of units rented. With annual revenue of nearly $230,000, you’d make $90,000.

What barriers to entry are there?

The only barrier to entry for a self-storage business is the high startup costs. You’ll need at least a 30% down payment and most storage facilities cost $1 million or more.

Step 2: Hone Your Idea

Now that you know what’s involved in starting a self-storage business, it’s a good idea to hone your concept in preparation to enter a competitive market. 

Market research will give you the upper hand, even if you’re already positive that you have a perfect product or service. Conducting market research is important, because it can help you understand your customers better, who your competitors are, and your business landscape.

Why? Identify an opportunity

Research self-storage businesses in your area to examine their services, price points, and customer reviews. You’re looking for a market gap to fill. For instance, maybe the local market is missing a self-storage business that offers pick-up, or valet service. 

This could jumpstart your word-of-mouth marketing and attract clients right away. 

What? Determine your services

In addition to storage unit rentals, you could offer valet services, moving truck rental, storage box sales, and even packing services. 

How much should you charge for storage units?

Prices vary based on the size of the units and whether they are climate-controlled. They could range anywhere from $40 per month up to $200 per month. The average storage unit price across the country is around $100. You should check other storage facilities in your area to see what they charge to make sure that you’re competitive. Your costs will be for your mortgage payment and overhead. You should aim for a profit margin of at least 40%.

Once you know your costs, you can use this Step By Step profit margin calculator to determine your mark-up and final price points. Remember, the prices you use at launch should be subject to change if warranted by the market.

Who? Identify your target market

Your target market will be very broad. You should spread out your marketing to include sites like TikTok, Instagram, and Facebook. You should also market on LinkedIn, which is where you’re likely to find local ecommerce business owners.

Where? Choose self-storage location

The location of your self-storage business is a critical factor in its success. Look for a spot in a busy commercial district with high visibility and easy access, such as near major highways or busy intersections.

Also, consider the demographics of the area, such as population density, income levels, and the presence of businesses or residential areas that may require storage solutions.

When selecting your location, ensure that it meets all necessary zoning and regulatory requirements for self-storage businesses.

By strategically choosing the right location for your self-storage business, you can establish a profitable and successful enterprise that meets the needs of customers and stands out from competitors.

Step 3: Brainstorm a Storage Facility Business Name

Here are some ideas for brainstorming your business name:

• Short, unique, and catchy names tend to stand out
• Names that are easy to say and spell tend to do better 
• Name should be relevant to your product or service offerings
• Ask around — family, friends, colleagues, social media — for suggestions
• Including keywords, such as “storage” or “self-storage”, boosts SEO
• Name should allow for expansion, for ex: “SecureSpace” over “Garage Storage”
• A location-based name can help establish a strong connection with your local community and help with the SEO but might hinder future expansion

Once you’ve got a list of potential names, visit the website of the US Patent and Trademark Office to make sure they are available for registration and check the availability of related domain names using our Domain Name Search tool. Using “.com” or “.org” sharply increases credibility, so it’s best to focus on these. 

Finally, make your choice among the names that pass this screening and go ahead with domain registration and social media account creation. Your business name is one of the key differentiators that sets your business apart. Once you pick your company name, and start with the branding, it is hard to change the business name. Therefore, it’s important to carefully consider your choice before you start a business entity.

Step 4: Create a Self Storage Business Plan

Here are the key components of a business plan:

• Executive Summary: Summarize the key aspects of your self-storage business, showcasing how it will meet the storage needs of your target market with a variety of unit sizes and secure facilities.
• Business Overview: Explain the types of storage solutions your business offers, such as climate-controlled units, vehicle storage, and flexible rental terms.
• Product and Services: Detail the specific storage options available, including unit sizes, security features, and any additional services like moving supplies or truck rentals.
• Market Analysis: Assess the local demand for self-storage, identifying the customer base, such as homeowners, apartment dwellers, or small businesses.
• Competitive Analysis: Compare your facility to local competitors, highlighting advantages like better location, security, or customer service.
• Sales and Marketing: Describe your strategy to attract tenants through online listings, promotions, and partnerships with local movers or real estate agents.
• Management Team: Present the qualifications and roles of your management team, emphasizing their experience in property management and customer service.
• Operations Plan: Outline the day-to-day operations, including facility maintenance, customer service, and security management.
• Financial Plan: Provide an overview of startup costs, unit pricing, expected occupancy rates, and revenue projections.
• Appendix: Include supplementary materials like site plans, insurance policies, or market research data that support your business strategy.

If you’ve never created a business plan, it can be an intimidating task. You might consider hiring a business plan specialist to create a top-notch business plan for you.

Step 5: Register Your Business

Plus, registration is exciting because it makes the entire process official. Once it’s complete, you’ll have your own business! 

Choose where to register your company

Your business location is important because it can affect taxes, legal requirements, and revenue. Most people will register their business in the state where they live, but if you’re planning to expand, you might consider looking elsewhere, as some states could offer real advantages when it comes to self-storage businesses. 

If you’re willing to move, you could really maximize your business! Keep in mind, it’s relatively easy to transfer your business to another state. 

Choose your business structure

Business entities come in several varieties, each with its pros and cons. The legal structure you choose for your self-storage business will shape your taxes, personal liability, and business registration requirements, so choose wisely. 

Here are the main options:

• Sole Proprietorship – The most common structure for small businesses makes no legal distinction between company and owner. All income goes to the owner, who’s also liable for any debts, losses, or liabilities incurred by the business. The owner pays taxes on business income on his or her personal tax return.
• General Partnership – Similar to a sole proprietorship, but for two or more people. Again, owners keep the profits and are liable for losses. The partners pay taxes on their share of business income on their personal tax returns.
• Limited Liability Company (LLC) – Combines the characteristics of corporations with those of sole proprietorships or partnerships. Again, the owners are not personally liable for debts.
• C Corp – Under this structure, the business is a distinct legal entity and the owner or owners are not personally liable for its debts. Owners take profits through shareholder dividends, rather than directly. The corporation pays taxes, and owners pay taxes on their dividends, which is sometimes referred to as double taxation.
• S Corp – An S-Corporation refers to the tax classification of the business but is not a business entity. An S-Corp can be either a corporation or an LLC, which just need to elect to be an S-Corp for tax status. In an S-Corp, income is passed through directly to shareholders, who pay taxes on their share of business income on their personal tax returns.

We recommend that new business owners choose LLC as it offers liability protection and pass-through taxation while being simpler to form than a corporation. You can form an LLC in as little as five minutes using an online LLC formation service. They will check that your business name is available before filing, submit your articles of organization, and answer any questions you might have. 

Step 6: Register for Taxes

The final step before you’re able to pay taxes is getting an Employer Identification Number, or EIN. You can file for your EIN online or by mail or fax: visit the IRS website to learn more. Keep in mind, if you’ve chosen to be a sole proprietorship you can simply use your social security number as your EIN. 

Once you have your EIN, you’ll need to choose your tax year. Financially speaking, your business will operate in a calendar year (January–December) or a fiscal year, a 12-month period that can start in any month. This will determine your tax cycle, while your business structure will determine which taxes you’ll pay.

It is important to consult an accountant or other professional to help you with your taxes to ensure you’re completing them correctly.

Step 7: Fund your Business

Securing financing is your next step and there are plenty of ways to raise capital:

• Bank loans: This is the most common method but getting approved requires a rock-solid business plan and strong credit history.
• SBA-guaranteed loans: The Small Business Administration can act as guarantor, helping gain that elusive bank approval via an SBA-guaranteed loan.
• Government grants: A handful of financial assistance programs help fund entrepreneurs. Visit Grants.gov to learn which might work for you.
• Friends and Family: Reach out to friends and family to provide a business loan or investment in your concept. It’s a good idea to have legal advice when doing so because SEC regulations apply.
• Crowdfunding: Websites like Kickstarter and Indiegogo offer an increasingly popular low-risk option, in which donors fund your vision. Entrepreneurial crowdfunding sites like Fundable and WeFunder enable multiple investors to fund your business.
• Personal: Self-fund your business via your savings or the sale of property or other assets.

Bank and SBA loans are probably the best options, other than friends and family, for funding a self-storage business.

Step 8: Apply for Self Storage Business Licenses and Permits

Starting a self-storage business requires obtaining a number of licenses and permits from local, state, and federal governments.

Federal regulations, licenses, and permits associated with starting your business include doing business as (DBA), health licenses and permits from the Occupational Safety and Health Administration (OSHA), trademarks, copyrights, patents, and other intellectual properties, as well as industry-specific licenses and permits. 

You may also need state-level and local county or city-based licenses and permits. The license requirements and how to obtain them vary, so check the websites of your state, city, and county governments or contact the appropriate person to learn more. 

You could also check this SBA guide for your state’s requirements, but we recommend using MyCorporation’s Business License Compliance Package. They will research the exact forms you need for your business and state and provide them to ensure you’re fully compliant.

If you feel overwhelmed by this step or don’t know how to begin, it might be a good idea to hire a professional to help you check all the legal boxes.

Step 9: Open a Business Bank Account

Before you start making money, you’ll need a place to keep it, and that requires opening a bank account.

Keeping your business finances separate from your personal account makes it easy to file taxes and track your company’s income, so it’s worth doing even if you’re running your self-storage business as a sole proprietorship. Opening a business bank account is quite simple, and similar to opening a personal one. Most major banks offer accounts tailored for businesses — just inquire at your preferred bank to learn about their rates and features.

Banks vary in terms of offerings, so it’s a good idea to examine your options and select the best plan for you. Once you choose your bank, bring in your EIN (or Social Security Number if you decide on a sole proprietorship), articles of incorporation, and other legal documents and open your new account. 

Step 10: Get Business Insurance

Business insurance is an area that often gets overlooked yet it can be vital to your success as an entrepreneur. Insurance protects you from unexpected events that can have a devastating impact on your business.

Here are some types of insurance to consider:

• General liability: The most comprehensive type of insurance, acting as a catch-all for many business elements that require coverage. If you get just one kind of insurance, this is it. It even protects against bodily injury and property damage.
• Business Property: Provides coverage for your equipment and supplies.
• Equipment Breakdown Insurance: Covers the cost of replacing or repairing equipment that has broken due to mechanical issues.
• Worker’s compensation: Provides compensation to employees injured on the job.
• Property: Covers your physical space, whether it is a cart, storefront, or office.
• Commercial auto: Protection for your company-owned vehicle.
• Professional liability: Protects against claims from a client who says they suffered a loss due to an error or omission in your work.
• Business owner’s policy (BOP): This is an insurance plan that acts as an all-in-one insurance policy, a combination of the above insurance types.

Step 11: Prepare to Launch

As opening day nears, prepare for launch by reviewing and improving some key elements of your business. 

Essential software and tools

Being an entrepreneur often means wearing many hats, from marketing to sales to accounting, which can be overwhelming. Fortunately, many websites and digital tools are available to help simplify many business tasks. 

You may want to use industry-specific software, such as TRACKUM, Storable, or easystorage, to manage your units, billing, and payments.

Accounting

• Popular web-based accounting programs for smaller businesses include Quickbooks, Freshbooks, and Xero. 
• If you’re unfamiliar with basic accounting, you may want to hire a professional, especially as you begin. The consequences for filing incorrect tax documents can be harsh, so accuracy is crucial. 

Develop your website

Website development is crucial because your site is your online presence and needs to convince prospective clients of your expertise and professionalism.

You can create your own website using services like WordPress, Wix, or Squarespace. This route is very affordable, but figuring out how to build a website can be time-consuming. If you lack tech-savvy, you can hire a web designer or developer to create a custom website for your business.

They are unlikely to find your website, however, unless you follow Search Engine Optimization (SEO) practices. These are steps that help pages rank higher in the results of top search engines like Google. 

Marketing

Here are some powerful marketing strategies for your future business:

• Local Partnerships: Forge partnerships with local moving companies, real estate agents, and home renovation businesses to establish a network that can refer clients to your storage facility.
• Local SEO — Optimize your online presence with local SEO strategies, ensuring your business appears in local searches and maps when potential customers are looking for storage solutions. Regularly update your Google My Business and Yelp profiles to strengthen your local search presence.
• Seasonal Promotions: Offer seasonal promotions or discounts during peak moving times to encourage customers to choose your facility over competitors.
• Referral Programs: Implement a referral program that rewards existing customers for referring new clients, creating a word-of-mouth marketing engine.
• Community Events Sponsorship: Sponsor or participate in local community events, fairs, or markets to increase visibility and connect with potential customers directly.
• Security Assurance: Highlight your facility’s top-notch security features in marketing materials and online to instill trust in potential customers concerned about the safety of their belongings.
• Targeted Social Media Advertising: Use targeted social media advertising to reach specific demographics in your local area, showcasing the convenience and benefits of your storage solutions.
• Flexible Rental Options: Advertise flexible rental terms, such as month-to-month leases, to appeal to customers seeking short-term storage solutions during transitional phases.
• Customer Testimonials: Feature real customer testimonials in your marketing materials and online platforms to build credibility and showcase positive experiences with your facility.

Focus on USPs

Unique selling propositions, or USPs, are the characteristics of a product or service that sets it apart from the competition. Customers today are inundated with buying options, so you’ll have a real advantage if they are able to quickly grasp how your self-storage business meets their needs or wishes. It’s wise to do all you can to ensure your USPs stand out on your website and in your marketing and promotional materials, stimulating buyer desire. 

Global pizza chain Domino’s is renowned for its USP: “Hot pizza in 30 minutes or less, guaranteed.” Signature USPs for your self-storage business could be: 

• Valet storage services – we come to get your stuff for you!
• Super secure storage for your valuables and heirlooms
• We not only store it, we pack it!

Networking

You may not like to network or use personal connections for business gain. But your personal and professional networks likely offer considerable untapped business potential. Maybe that Facebook friend you met in college is now running a self-storage business or a LinkedIn contact of yours is connected to dozens of potential clients. Maybe your cousin or neighbor has been working in self-storage for years and can offer invaluable insight and industry connections. 

The possibilities are endless, so it’s a good idea to review your personal and professional networks and reach out to those with possible links to or interest in self-storage. You’ll probably generate new customers or find companies with which you could establish a partnership. 

Step 12: Build Your Team

You may just want to work alone, or you may need workers to fill various roles. Potential positions for a self-storage business include:

• Facility Manager –rent units, customer service, accounting
• Movers – pick up items for valet storage
• Marketing Lead – SEO strategies, social media

At some point, you may need to hire all of these positions or simply a few, depending on the size and needs of your business. You might also hire multiple workers for a single role or a single worker for multiple roles, again depending on need. 

Free-of-charge methods to recruit employees include posting ads on popular platforms such as LinkedIn, Facebook, or Jobs.com. You might also consider a premium recruitment option, such as advertising on Indeed, Glassdoor, or ZipRecruiter. Further, if you have the resources, you could consider hiring a recruitment agency to help you find talent. 

Step 13: Run a Self Storage Business – Start Making Money!

People have so much stuff it often doesn’t fit in their homes, which is why the self-storage industry is worth $23 billion. Starting your own self-storage business takes a significant investment, but it can provide a relatively passive income for a very long time. Demand for storage units is always high, so you shouldn’t have trouble keeping your units full. 

Now that you know the business side, it’s time to jump into self-storage entrepreneurship!