Building or expanding a storage facility? For newcomers and experienced operators alike, launching or expanding a self storage business requires careful planning and expert guidance.

The Self Storage Association of Australasia brought together a team of experts to share their insights into feasibility, design, technology, customer experience, marketing and more. Here’s a closer look at some of the essential steps to build a thriving storage facility:

Feasibility: Laying the foundation

Conducting a feasibility study is the cornerstone of any successful self storage project. Understanding your catchment area – typically a 15-minute drive radius – helps identify potential customers and ensure the project is viable. Demographic factors such as population density, household income, and dwelling types are critical. Equally important is assessing current and future supply, achievable operating metrics, and potential revenue streams.

“Strategic planning at the start can prevent costly pitfalls like poor unit mix design or over-discounting.” – Max Mahoney, Four Leaves Property

Design: Creating a functional and future-ready facility

The design phase can make or break a storage facility, setting the foundation for operational success and customer satisfaction. New builds allow architectural flexibility, allowing for optimised height and standout streetscapes that draw attention. Conversions, on the other hand, can fast-track timelines with existing compliance but require precise planning to avoid design limitations. Practical layouts, like the standard 3×3 grid, can enhance usability, streamline construction and maximise profitability. Proper column placement and a well-considered space mix are equally important for long-term functionality and growth.

“Whether you’re going greenfield or converting an existing site, design and planning are everything.” – Anthony Regis, Regis Built

“The best place to start is a standard 3×3 grid – it’s practical for both construction and planning.”
– Louis Funnell, Storco

Hoists and lifts: Optimising space and accessibility

the right hoist or lift can significantly impact operational efficiency and customer satisfaction. While hoists are cost-effective and easy to install, lifts provide faster travel and are ideal for multi-level facilities. Planning for these solutions early ensures seamless integration during construction.

“Lean on experts for guidance during construction and beyond to ensure maximum efficiency.”

– Hamish McGregor, Southwell Lifts and Hoists

Operational efficiency: Leveraging technology

Automation plays a crucial role in streamlining operations and enhancing tenant convenience. Think about the role that automation will play in your facility upfront. Tools like online move-ins, mobile access, and integrated payment systems reduce administrative tasks and improve the customer journey. For staff, balancing workflow and adopting the right mindset are key to success.

“Let the system work for you. Automation is no longer optional – it’s expected.” – Ben Parsad, Janus International Australia

Safety and customer experience: Building trust

Customers need to feel safe, valued and supported the moment they step through your doors. Features like 24/7 surveillance, individual unit alarms, and well-lit facilities can create a secure and welcoming environment, ensuring peace of mind for all users.

Enhancing the facility atmosphere with elements such as clear signage, music and a clean layout can transform a routine storage visit into a seamless and enjoyable one. These touches not only build loyalty but also encourage referrals, driving sustainable growth.

“Safety is the foundation of customer experience.” – Chat Bandaranayake, Sentinel Storage Security

Scalable solutions: Portable storage

For new entrants, operators looking to expand or make the most of available space on site, portable storage offers a cost-effective and flexible solution. Starting small with just a few units allows businesses to grow at a more manageable pace as demand increases. Mobile storage also appeals to customers seeking convenience and versatility.

“You don’t have to start with 1,000 units. In our case, you can start small and build from there.” – Shay McQuade, Universal Storage Containers

Integrated software: Streamlining operations

The right software can transform a self storage operation, streamlining processes, reducing administrative burdens and creating a seamless customer experience. From online move-ins and payment integrations to ID verification, these tools simplify processes, improve the customer journey and free up staff to focus on sales and service.

“Less time on admin means more time building your business. Having the right software in place can position your business for growth.” – Ben Williams, Storman

Marketing: Reaching and retaining customers

Effective marketing bridges the gap between visibility and bookings. Focus on intent-driven platforms such as Google Ads and Google My Business to attract customers actively searching for storage solutions. Ensure your website is conversion-focused and easy to navigate. Offline strategies, like local signage, also play a key role in brand recall – so spend time considering every aspect of your marketing mix.

“Your marketing will live and die on whether your website turns traffic into bookings.”

– Gavan Stilgoe, R6 Digital

One thing that every expert agrees on is to seek advice early on and build a trusted team experienced in self storage.

“Plan strategically, execute smartly, and always prioritise the customer.” – Michael Alafaci, SSAA Chair