How Are Misconceptions Around Self-Storage Impacting Your Occupancy Rates
A car drives past your facility thinking, ‘Self-storage, not for me.’ Another driver goes by, eyes wide, considering, ‘Wow, it must be expensive to hire a unit from there.’ And the last driver, the kicker, speeds by with no idea what your business is for at all.
The problem with self-storage is that some persistent misconceptions are strongly impacting your occupancy rates. Whilst the Self-Storage Association Report 2025 revealed that turnover is up to £1.2 billion, the sector has seen occupancy down 1%. So, how do you work on turning this downturn into an uplift? How can you debunk these misconceptions?
Changing perception? That’s a marketing job!
Let us show you how to shatter these myths and boost your occupancy rates.
Let’s first look at what these misconceptions are:
Customer misconception #1 –“Self-storage is just for businesses.”
It’s disheartening to imagine potential customers driving right past your facility, unaware that self-storage is an option for them. Yet this happens often. The root of the problem is that many people believe self-storage is only for businesses.
In reality, businesses actually only account for a quarter of self-storage customers and private clients make up the other three quarters, according to the SSA Annual Report 2025. While businesses often rent larger units, the key to filling your facility lies in targeting domestic customers.
How to debunk this misconception:
It’s time to educate the public! Send out postcards or flyers featuring relatable images; a family storing furniture during a renovation, a couple loading boxes up next to their sold house or someone packing up a nursery or garage. Sharing real-life stories like this helps shift perceptions, showing that self-storage is a practical solution for everyday people, not just businesses. The SSA Annual Report 2025 found that some people have a solid grasp of self-storage, but there’s a significant number of people who lack understanding. To drive growth, facilities need to educate the public.
Customer misconception #2 – “Self-storage is too expensive.”
Many people assume that self-storage is a luxury service with sky-high prices and is out of reach for everyday needs. This prevents people from considering a solution that will actually save them time, space and stress!
How to debunk this misconception:
Be transparent about pricing to demonstrate that self-storage offers flexible options that suit a wide range of budgets. Make sure your pricing is displayed on your website and marketing materials. Many businesses hesitate to reveal their pricing openly, worrying that competitors might gain an advantage. However, competitors often already know your pricing, so withholding it only puts potential customers off. When pricing isn’t visible, customers tend to assume it’s higher than it is. Publishing your pricing shows confidence in your service and builds trust. Use flyers and leaflets to highlight flexible contracts, competitive rates and special discounts that appeal to all budgets.
Customer misconception #3 – “Self-storage is too much hassle.”
Many people wrongly assume that using self-storage means dealing with complicated contracts, inconvenient access and extra work. This can keep them from choosing your facility. Someone who has never used self-storage before may feel a bit intimidated to start.
How to debunk this misconception:
Address these concerns. Streamline the customer experience with easy online bookings, flexible rental terms and convenient access hours. Make sure your team is ready to offer clear, friendly support that reassures the customer at every step. Use your marketing to emphasise how simple and hassle-free your service is. Share real-life customer stories that highlight smooth move-ins.
Customer misconception #4 – “Storage isn’t secure.”
Many potential customers worry that their belongings won’t be safe in self-storage units. This fear can prevent them from choosing your facility.
How to debunk this misconception:
It’s vital to communicate clearly about the security measures you have in place. Highlight features such as 24/7 CCTV, coded entry and gated access. Use your marketing materials and website to showcase these protections and build trust. The SSA Annual Report 2025 found that 82% of stores now use monitored CCTV, so the idea that self-storage units are not secure is unfounded.
Customer misconception #6 – “There are no storage units near me.”
Awareness of self-storage can be patchy. Only 50% of people were aware of a self-storage business in their local area, according to the SSA Annual Report 2025. Similarly, less than half of the respondents in a 2024 Statista survey among UK adults had an awareness of self-storage stores in their local area.
How to debunk this misconception:
It’s important to make your location and availability clear. Use local SEO strategies and targeted advertising to raise awareness. Ensure your signage is clear and visible from the nearest road. By doing so, you can attract nearby customers. The SSA Annual Report 2025 uncovered that 60% of self-storage users only travelled up to 20 minutes and 79% up to 30 minutes to their unit. Your local area is your key target audience.
Customer misconception #7 – “Storage units lock you into long-term contracts.”
Many potential customers hesitate to rent storage because they believe they’ll be tied to lengthy contracts and inflexible terms.
How to debunk this misconception:
Highlight the flexibility you offer. Promote short-term rental options, month-to-month agreements and easy cancellation policies to reassure customers.
Busting myths
It’s clear that many of these misconceptions can be debunked with the help of stronger marketing to educate the consumer. If you need help with your self-storage marketing, MoverAlerts can step in. We provide address self-storage leads of homemovers in your local area so you can target these movers and offer your storage solutions. We can send the postcards out for you with our fulfilment service and advise on the content of your marketing.
Conclusion
Misconceptions can be occupancy killers. You can change mindsets with your marketing and fill your units. With 2,915 self-storage stores in the UK according to the SSA Annual Report 2025, the operators who invest in smart self-storage marketing in 2025 will be the ones who lead the pack. The SSA Annual Report 2025 also found that enquiry conversion has dropped, so more needs to be done to help confidently convert customers. The key is to bust myths, tell your story and fill your units up!