Who Are Your Customers?

Do you really know who’s renting your storage units?

In this episode, Josh and Melissa Huff dive into one of the most overlooked aspects of effective self-storage marketing: creating clear, specific buyer personas. Understanding your customers is the first step to attracting more of them—and retaining them longer.

We break down how to analyze your current rent roll to identify customer patterns, segment renters into meaningful categories (happy vs. sad customers), and craft profiles that can guide your marketing, sales messaging, and customer service.

💡 Key Highlights

• Why buyer personas are essential for self-storage marketing

• The difference between “happy” customers (e.g., new homes, hobbies) and “sad” customers (e.g., divorce, downsizing, death)

• How to read your rent roll to uncover your core audience

• Practical walkthroughs of two buyer personas:

  • Alice: A recently divorced mom of two teens navigating transition

  • Mike: A 50-year-old side hustler growing a cornhole board business

• How to tailor your marketing and facility experience to each persona

Plus… the October surprise you’ve been waiting for 👀

Hosts: Josh Huff & Melissa Huff

Produced by Lighthouse Storage Solutions