By White Label Storage
Launching a new RV and boat storage facility isn’t just about building fences and adding a gate—it’s about building trust, driving visibility and filling units fast.
For first-time owners especially, the lease-up phase can be one of the most challenging parts of the journey. With no existing customer base and limited brand awareness, every decision—from marketing channels to pricing strategies—plays a pivotal role in occupancy growth.
Getting this phase right requires a strategic, data-driven approach to attract leads, convert them into tenants and scale operations efficiently from day one.
Let’s explore how White Label Storage helped a brand-new facility in Sun City, Ariz., navigate these challenges while achieving rapid lease-up success within a few months.
The Sun City Assignment
Northwest Valley RV & Boat Storage was preparing to open its doors in a competitive market. Sun City is 16 miles from downtown Phoenix, close to several lakes and national parks, making it an ideal market for RV and boat storage.
There was already competition in the market, so the owner needed a partner who could handle everything from day one: operations, marketing and revenue growth.
Enter White Label Storage, a third-party management company known for remote management, revenue optimization and seamless facility launches.
White Label Storage set out to tackle the following:
- Rapidly lease up the facility
- Launch a high-performing website to drive leads
- Build a streamlined, scalable operating framework
Marketing and Management Strategy
White Label Storage deployed a multi-pronged approach to ensure the facility hit the ground running in the most efficient approach. Step one was creating a user-friendly website. See below to get a peek.
Intuitive Online Renting
Getting tenants to your website is only part of the equation. Once potential customers land on your site, browsing available units, reviewing pricing and renting online all needs to be intuitive. If the process isn’t user friendly, people will leave and your conversion rate will suffer.
So one of the first areas White Label Storage focused on was launching a website for Northwest Valley that made renting units as easy as possible. The site served as the foundation for lead generation, with a simple booking flow designed to convert visitors into paying tenants.
Local SEO and 3rd Party Listings
Once the website was live, White Label Storage needed to get traffic to it. So the team optimized Northwest Valley’s website to rank for searches for RV and boat storage within Sun City and the surrounding area.
Third-party listings are also an important part of improving local SEO rankings and helping self-storage facilities reach potential tenants. The most important listing is a facility’s Google Business Profile, so White Label Storage created and optimized Northwest Valley’s profile to include critical information about the business.
Northwest Valley was also listed on Sparefoot, Yelp, Bing, Yellow Pages and Apple Maps to increase the number of ways potential customers could find the facility.
Targeted Google Ads
To further fuel lead generation, White Label Storage launched targeted Google Ads campaigns that drove high-intent traffic to the website.
These campaigns are triggered based on the audience’s location and search terms. So whenever someone in Sun City searches for “RV storage” or “boat storage,” Northwest Valley appears on the search results page.
Same-Day Follow Up and Customer Support
If operators don’t follow up with leads quickly, they’ll find another option for their self storage. As the new website began generating leads and calls to the facility ramped up, White Label Storage implemented a same-day follow-up process through its call center team.
Customer support was also available for current tenants seven days a week, which helped increase customer satisfaction and retention.
Rapid Month Over Month Growth
The following facts speak for themselves and reassured the team that the strategies were working:
- 76% Occupancy in Just 4.5 Months
From 20% occupancy in the first month to 72% by month four, growth was fast and steady — with no move-outs during the first month. - +45% Month-over-Month Lead Generation
The website and marketing strategy consistently delivered more leads each month, accelerating the lease-up process. - 5/5 Google Rating
Eleven glowing reviews in four months helped boost local SEO and build trust with prospective tenants. - Seamless Facility Operations
From automated billing and performance tracking to reliable vendor support and daily customer service, operations ran smoothly from day one.
“These results are a testament to what’s possible when partnership and performance go hand in hand in third-party self-storage management,” said Jen Barroquerio, VP of Operations at White Label Storage.
“We rolled up our sleeves and crafted a bold, data-driven lease-up strategy—one that combined effective digital marketing, a smart and flexible rate strategy and an intentional ECRI approach that prioritized long-term success.
The result? Real progress, real impact and a client-partner relationship that feels like a team.”
White Label Storage is a performance-focused self storage management provider. With over 130 facilities across 28 states, they are one of the fastest growing companies in the industry. From facility management to digital marketing and revenue optimization, White Label Storage offers a range of services that help owners and operators reduce costs, improve revenue, and streamline their operations.
