Marketing to Tenants in 2025: How AI Is Replacing Google — And What to Do About It
For years, storage operators focused on one thing when it came to marketing: rank on Google.
But something big is happening — and if you’re not watching closely, you’ll miss the shift. Your next tenant may never even open a search engine.
They’re asking AI instead.
The Rise of Conversational Search
Consumers are now searching for storage the same way they talk to a friend:
“What’s the best climate-controlled storage near me?”
“Where’s a place I can store my jet skis for the summer?”
“Who has great reviews and lets me rent online?”
Tools like ChatGPT, Perplexity, Claude, and Gemini aren’t just novelties — they’re becoming the first stop for search. And they don’t show a list of 10 websites like Google. They summarize. Curate. Recommend.
So if your brand isn’t visible in these responses, you’re invisible.
How Tenants Are Using AI
Most tenants still want convenience, trust, and speed. AI makes that easier. Here’s how they're engaging:
Asking smarter questions — looking for more context, not just links
Skipping websites altogether — expecting summarized answers
Trusting tone, reviews, and reputation — not just keyword ranking
The Big Marketing Shift for Operators
If Google was about being found, AI is about being understood.
Here’s how to position yourself for this change:
✅ 1. Create Human Answers
AI scans forums, reviews, and real content. Write blog posts, FAQs, and video transcripts that answer questions your tenants are actually asking.
✅ 2. Emphasize Reputation & Voice
Your tone matters. AI picks up language that signals trust, authority, and local relevance. Don’t write like a robot — speak like a neighbor.
✅ 3. Get Your Data Right
Structured data on your website (hours, features, pricing) needs to be consistent and updated across platforms. Tools like ChatGPT pull from open-source and public listings. If your info is wrong, so is their answer.
✅ 4. Use AI Yourself
Test your own facility using AI prompts. What does ChatGPT say when you ask about storage near your address? Try it on desktop and mobile. Adjust accordingly.
What Stays the Same?
Great storage marketing still boils down to:
Clean facility
Good reviews
Clear pricing
Local presence
Fast response
But how tenants find out about those things is evolving fast. The operators who win in 2025 won’t just rank — they’ll resonate.
This isn’t the death of SEO. It’s the dawn of Conversational Visibility.
