As a self storage operator, you can’t rely solely on new tenants to grow your business. Profitability also depends on how effectively you maximize the value of each existing tenant. One of the most powerful ways to do this is through upselling.
Statistics show that effective upselling can result in 42% more revenue and can improve a customer’s lifetime value by 20% to 40%.
For self storage facilities, that kind of performance can translate into significant growth without the constant expense of chasing new clients.
In this article, we’ll cover what self storage upselling is, the most effective strategies for you to try, and how to identify the best moments in your customer journey to introduce an upsell.
What Is Self Storage Upselling?
Upselling involves guiding a self storage tenant to a higher-value option that better fits their needs or selling add-ons, such as padlocks, shelves and boxes etc. This is important for self storage businesses because upselling to existing customers can result in five to 25 times more profit.
This upselling could either be a more premium version of what they already plan to rent or a thoughtfully paired add-on.
This tactic helps self storage facilities present the right upgrades to customers at the ideal moment.
Some typical upgrades include enhanced security features, climate-controlled storage units, drive-up or ground-floor access, 24 hour access, larger spaces, or premium locations on your property.
Complementary add-ons might include tenant insurance or protection, locks, shelving, packing supplies, or services like pickup and delivery.
Even a single, well-timed recommendation, can deliver a better experience for your customers and a higher lifetime value for your business.
The difference between upselling and cross-selling
There are some key differences between the concepts of upselling and cross-selling:
Upselling: This involves recommending a higher-tier version of the same product (like climate-control, ground-floor access, drive-up, or a larger space where the current choice is likely to be too small).
Cross-selling: This is when you pair a rental with add-ons that improve the customer experience. These could include quality locks, boxes, mattress covers, shelving kits, or tenant protection.
9 Effective Upselling Strategies for Self Storage Operators
Upselling is an excellent strategy for growth in the self storage industry. While attracting new tenants is often the first goal of self storage owners, increasing the revenue generated from each tenant can be more sustainable and more profitable over time.
Below are some of the most effective approaches that you can use to maximize upselling opportunities and strengthen your business in an increasingly competitive market:
1. Position upgrades as solutions, not sales
An effective tactic is to frame upgrades as practical solutions to tenant needs rather than optional extras.
For example, a new customer storing wooden furniture might initially choose a standard indoor unit. By explaining that humidity fluctuations can warp wood and recommending a climate-controlled space, you’re not just selling a premium product, but you’re also helping your customer avoid damage.
Another instance where you could position an upgrade as a solution is through insurance. Tenants are often concerned about the safety of their belongings, and offering insurance options can help boost your revenue.
You may even want to consider making tenant insurance mandatory.
When tenants feel like you’re genuinely solving a problem for them, they’re often far more open to accepting the higher-value option.
2. Offer tiered options at the point of choice
People are naturally inclined to compare options, which makes tiered offerings a great tool for upselling.
Rather than presenting a single unit at a flat rate, you could introduce good, better, and best categories.
The “better” option might include ground-floor access or drive-up convenience, while the “best” option could layer in climate-control and additional security measures.
Imagine a tenant choosing between three units displayed side by side on your booking page. One is your standard size, another is slightly larger with drive-up access, and the third is even larger with climate control.
Even if they don’t choose the top option, they’re more likely to step up from the most basic one. This approach not only increases unit prices but also makes customers feel empowered by the transparency of choice.
3. Train your staff to recognise upselling opportunities
Frontline employees who answer phone calls, handle walk-ins, or respond to online inquiries are uniquely positioned to identify when a renter could benefit from an upgrade.
For instance, if a customer mentions storing a collection of wine bottles, a well-trained employee should immediately highlight the importance of climate control and recommend the appropriate units.
You should run training programs to emphasise listening for cues in conversations and responding with tailored suggestions rather than generic pitches.
By focusing on relevance, your staff can provide better customer service and increase your conversion rates at the same time.
4. Incentivise your team to promote upsells
In addition to training, you could also offer your staff incentives. If your staff are encouraged to push customer upgrades without considering if it’s the right fit, the result will be frustration and a loss of trust.
However, when incentives are tied to customer satisfaction and revenue, your team is more likely to suggest meaningful upgrades.
An example might be offering small bonuses or recognition for team members who successfully convert renters or larger units where the benefits clearly align with the customer’s needs.
This ensures that employees approach upselling as part of providing value rather than a hard sell.
5. Bundle products and services to increase value
Instead of selling a storage unit and additional supplies separately, you can create convenient packages that combine them.
A move-in bundle, for example, could include a professional-grade lock, packing tape, and a set of boxes at a slightly discounted rate compared to purchasing them individually.
Bundles have an appeal because of the perception of value. Tenants see that they’re getting everything they need in one place while saving time compared to shopping with other packaging suppliers.
For you, this means capturing add-on sales that might otherwise go to a competitor down the road.
6. Upsell through seasonal and lifestyle messaging
Your tenants’ needs change throughout the year, and effective upselling strategies take advantage of these shifts.
In colder climates, highlighting climate-controlled units during the winter months can resonate with customers storing items like electronics or musical instruments. During the summer, the same applies to renters with leather furniture or artwork.
Lifestyle changes also create opportunities for you. A family downsizing into an apartment may underestimate their storage requirements at first.
By staying in touch and gently suggesting other units as their needs evolve, you can capture additional revenue while helping existing tenants avoid the frustration of running out of space.
7. Use email and SMS to engage tenants
Your upselling shouldn’t stop when tenants move in. Many existing tenants discover after a few months that they either need more space or could benefit from additional features.
A timely SMS or email can serve as a helpful reminder to them that alternatives are available at your facility.
Email and SMS campaigns are relatively inexpensive to run, but they can significantly improve occupancy rates while encouraging tenants to stay with you for longer.
They also reinforce the idea that your facility is attentive to customer needs throughout the rental period.
8. Highlight security and protection upgrades
Possibly the biggest concern for your tenants is the safety of their belongings. Offering tenant protection plans, premium locks, or units in areas with enhanced security monitoring is a reliable way to increase upsell revenue.
The key is to position these upgrades as peace of mind investments rather than optional extras.
For example, telling a renter that a particular package that you offer covers them in case of fire, theft, or water damage changes what might feel like a secondary purchase into a safeguard.
When customers believe their valuables are secure, they’re more inclined to spend more on protective measures.
9. Make upselling part of your brand experience
Upselling should feel like a natural extension of your brand’s customer promise. If you position your facility itself as premium, every interaction, from your website to move-in day, should highlight options that promote convenience, safety, and quality.
Take the example of a facility that markets itself as the most convenient choice in town. In this case, offering drive-up units, valet-style move-in services, or even boxes and other packing supplies aligns perfectly with the brand.
Tenants who buy into that promise are often more willing to pay for higher-end services because it feels consistent with the value they expected from the start.
How to Identify Prime Moments for Self Storage Upselling
Timing is everything when it comes to self storage upselling. Even the best recommendation becomes problematic if it’s made at the wrong point in the customer journey.
Here are some moments throughout the tenant journey where customers are most receptive and when the benefit will likely feel obvious:
The booking and move-in stage
The booking process is your first opportunity for upselling. At this point, many customers are in the decision-making stage of the sales process. They’re weighing up options and are often open to hearing about features that could improve their experience.
At this stage, presenting tiered options side by side can gently nudge customers toward higher-value units.
For instance, someone booking a 5x10 space for storing furniture may be encouraged to consider a climate-controlled version by highlighting the risks of humidity and temperature fluctuations.
Move-in day also creates a great opportunity for upselling. Tenants are often buying locks, tape, and boxes, which makes it the perfect moment to offer bundled move-in kits or upgraded security features, as mentioned earlier.
During the unit tour
If you provide in-person tours for your self storage facility, this is a critical moment for your team to highlight the differences between unit types.
A tour is often the first time a potential tenant sees your facility’s layout, security systems, and the range of units you have available.
Walking a customer past both standard and premium units gives them a good comparison. If they see the convenience of drive-up access or the peace of mind that comes with enhanced security, the value of upgrading becomes much more apparent.
Tours are also a chance for your staff to listen closely to the customers’ needs.
Payments or monthly interactions
Each time a tenant pays their bill, either in person or online, there’s a chance to reintroduce upgrade opportunities.
This is especially effective for customers who may be struggling with space or who have been renting long enough to see the value of added features.
For example, an online payment screen could ask tenants if they’re running out of space and encourage them to upgrade to a 10x15 unit.
Similarly, tenants making payments in person can be reminded of add-ons like protection plans or shelving systems that will improve their experience in the long run.
By tying offers to an existing monthly habit, the upsell may feel more natural.
Remote touchpoints
Not all upselling opportunities need to be done face-to-face. As mentioned above, email and SMS are great channels for nudging customers toward upgrades.
A well-timed message offering a discount on larger units or highlighting the benefits of premium features can catch a tenant exactly when they’re reconsidering their storage needs.
Remote communication like this is also effective for promoting add-ons like locks, boxes, or insurance, especially when you position them as reminders rather than hard sells.
Automate Your Self Storage Business So That You Can Focus on Upselling
Upselling works best when you have the time and systems in place to act strategically. If your team is caught up in paperwork, manual billing, or chasing payments, it’s much harder to spot opportunities that help you drive more revenue per tenant.
When bookings, payments, and tenant communications are running seamlessly in the background thanks to automation, you can shift your focus to growing your business and delivering value to your tenants by offering upgrades that improve their experience.
Discover Advanced Checkout, the next evolution in online self storage sales.
Designed to be fast, mobile-first, and seamless, it helps you convert more visitors, increase order value, capture leads, and grow recurring revenue, all while staying fully on-brand.
Book a free Stora demo today to see how it can transform your business and seriously increase revenue.
