By Jamie Boros
Harnessing the Power of Storytelling in Self-Storage and Multi-Family Marketing Campaigns
Imagine this: a small business, maybe like your local self-storage facility or the manager of a multi-family complex, struggling to stand out in a crowded market. Among giants in the industry, they need something special to make their mark. That's where storytelling comes in. Take a page from the playbook of Airbnb's "Belong Anywhere" campaign—a company that didn't just offer a place to crash, but crafted tales that made you feel like you were part of something bigger. In today's dog-eat-dog market, where every business is fighting for attention, the Airbnb story is more than just inspiration—it's a roadmap to success. By sharing stories of adventure, community, and connection, Airbnb not only captured the hearts of travelers but reshaped an entire industry. And guess what? The same magic that worked for them can work for your self-storage or multi-family portfolio too. Because whether you're storing memories or building a community, storytelling is the secret sauce that sets you apart from the competition and leaves a lasting impression on your audience.
The Essence of Storytelling in Marketing
Storytelling is more than just a buzzword; it’s a fundamental human experience. Our brains are wired to understand and retain information through stories. This inherent preference for narratives is why tenants and residents are more likely to connect with brands that present themselves authentically and engagingly. In fact, according to Jennifer Aaker, a marketing professor at Stanford's Graduate School of Business, stories are remembered up to 22 times more than facts alone.
Authentic Brands Foster Connection
Tenants and residents gravitate towards brands they perceive as genuine and relatable. Whether you manage a single property or a portfolio of a hundred sites, this connection is crucial. Your brand is your most valuable asset, a truth highlighted by the success of Real Estate Investment Trusts (REITs) that leverage strong brand identities to command market leadership. Just ask anyone at Public Storage or Extra Space what their most valuable asset is.
Developing Your Brand Through Storytelling
To harness the power of your brand, you need to weave it into a compelling narrative. Your facility is the protagonist of your story, but you have to work to make it a supporting character in your tenant’s stories. Here are a few ways to do that:
User-Generated Content (UGC)
Encourage your residents to share their stories and experiences, no matter the outlet. User-generated content is not only authentic but also engaging! AND according to a study by Consumer Confessions, leveraging UGC can significantly impact your bottom line. For instance, most shoppers (81%) are willing to pay more and wait longer to receive products that are paired with UGC. Moreover, nearly three-quarters (73%) of shoppers say UGC increases their purchasing confidence, while almost two-thirds (61%) report that UGC encourages them to engage with brands. With results like that, UGC is a no-brainer. Think about it... aren't you more trusting of a review from a stranger over any doctored celebrity campaign? Same concept. Some ideas to get the ball rolling but the content is endless! Highlight some of your reviews from Google or Facebook on your social outlets! Maybe you have a resident who wants to show off their awesome "small space hacks" on their socials? Got a tenant who's using their unit as their personal art gallery and wants to post a YouTube video showcasing their talent?
- Highlight some of your reviews from Google or Facebook on your social outlets!
- Maybe you have a resident who wants to show off their awesome "small space hacks" on their socials?
- Got a tenant who's using their unit as their personal art gallery and wants to post a YouTube video showcasing their talent?
Sharing Tenant Stories
Actively share tenant stories across your platforms. Highlight unique uses of your facilities. Maybe a young entrepreneur has made your facility a part of their business operations, or your local brewery uses a climate-controlled unit to age their beers. Remember the "small space hack" resident of yours? Go ahead and share that or highlight her in a blog post! These stories not only build lasting impressions but also demonstrate the versatility and utility of your storage solutions/ happiness of your residents.
Virtual Tours and Video Content
Creating immersive virtual tours of your properties or storage facilities can tell the story of your space, highlighting unique features and amenities in a way that static images cannot. Additionally, producing video testimonials from satisfied tenants or residents can convey emotions and personal experiences more vividly, making them highly engaging.
Educational Content
Developing how-to guides and tips related to storage and property maintenance can position your brand as a helpful resource. For example, guides on how to pack and store belongings efficiently or tips for decorating a small apartment can be very useful. Hosting webinars or workshops on relevant topics like home organization, moving tips, or financial planning for renters can also attract and engage your audience.
Seasonal Campaigns
Creating content around seasonal themes, such as spring cleaning for storage or holiday decorations for multi-family units, can show how your services enhance these activities. Organizing and promoting community events, like a summer BBQ for residents or a charity drive utilizing storage units as collection points, can build a sense of community.
Local Community Integration
Feature stories about local businesses or community events to show how your properties or storage facilities support and integrate into the local community. Providing guides to local amenities, attractions, and services can help potential residents see the value of the location beyond the property itself and might give you a nice little boost in your hyperlocal organic rankings, to boot!
Sustainability and Eco-Friendly Practices
Sharing stories about your sustainability efforts, such as energy-efficient buildings, recycling programs, or green spaces, can attract environmentally conscious customers. Encouraging tenants or residents to share their own green practices and how they contribute to a sustainable community can further enhance your brand image.
Interactive Content
Creating interactive quizzes or surveys that help potential customers determine their storage needs or which apartment features are most important to them can be very engaging. Offering personalized experiences, such as virtual room planners for apartments or storage unit-size calculators, can make your services more appealing.
Expert Insights and Case Studies
Featuring interviews with industry experts on relevant topics like property management tips, market trends, or interior design advice can provide valuable insights. Sharing in-depth case studies of successful tenant or resident experiences can focus on how your services solved their problems or enhanced their living situation.
Cultural and Social Narratives
Highlighting stories that celebrate diversity and inclusion within your community can showcase the varied backgrounds and cultures of your residents. Aligning your brand with social causes and telling stories about how your company and residents support these causes, whether it’s local charity work or broader social initiatives, can resonate deeply with your audience.
Adapting to the Loss of Third-Party Cookies
The impending loss of third-party cookies presents a challenge for marketers relying on this data for tracking and engagement. However, this change underscores the importance of storytelling even more. Without simple and clear-cut tracking methods, reaching out and making a lasting impression through compelling narratives becomes crucial. Understanding the nuances of this loss requires at least an article’s worth of content to even touch on it - which is why we’ve recently put out an e-book! This will give you even more tips on how to deal with the impending loss of cookies, which you can find here.
Practical Tips for Crafting Your Story
Here are some actionable tips to help you get started:
- Identify Your Brand’s Unique Attributes: Understand what makes your brand unique and build your narrative around these qualities.
- Engage Your Audience: Use social media and other platforms to engage your audience. Encourage them to share their stories and experiences. You don't have to have a million followers for this to be effective either. Every little bit counts!
- Highlight Real Stories: Share real tenant stories and testimonials. Authenticity resonates more than polished advertisements.
- Visual and Emotional Appeal: Use visuals and emotional appeal to make your stories more engaging and memorable.
- Consistent Messaging: Ensure your brand’s story is consistent across all platforms and touchpoints.
Final Thoughts
Storytelling is not just a marketing tool; it’s a strategic approach to building a brand that people trust and connect with. In the competitive landscapes of multi-family housing and self-storage, a compelling narrative can be the difference between being just another option and being the preferred choice. By leveraging various storytelling methods—from virtual tours and educational content to community integration and sustainability narratives—you can create a multifaceted and engaging brand experience that resonates deeply with your audience.
June 13, 2024
