Updated: Aug 30, 2019
The consumer archetype viewing Move It’s paid media changes based on the time of day, day of the week, and submarket.
Most storage consumers are experiencing a form of transition—new job, new city, change in relationship status, and death being traditional traffic drivers. Generally,
Move It is targeting female decision-makers aged 28-45 in some form of transition.
Search traffic mirrors this archetype during the highest volume days (Tuesday and Wednesday evenings), while search traffic swings toward middle-aged male on Friday and Saturdays. Likewise, consumer behavior is changing to embody regular use of self-storage, that is, self-storage being an extension of their home and routine use.
"Changing demographics support this trend. "
Millennials make up 40% of the storage tenants nationwide and visit the property more frequently than other generations. Seventy-four percent of Millennials visit their storage property at least once per month, while that number ranges from 63-65% for Gen X, Boomers, and the Greatest Generation.
Each of these statistics underlines the importance of a fast, easily accessible, and mobile-based web presence for a storage property. Move It’s data-driven marketing strategy is focused on being hyperlocal. Put simply, where Move It chooses to compete, it can outperform the competition with significantly less spent. The key is defining the most-profitable areas to compete (e.g., search terms, geographic locations, time of day/week/month). These areas are pushing a property’s performance in one market, not a brand across multiple markets.