Why Broad Digital Ads Fail for Boat & RV Storage

Boat and RV marketing is fundamentally different from self-storage marketing, and the operators who don't understand this difference spend their marketing dollars in the wrong places. The addressable market is small and defined in a given county. The people who need boat and RV storage are the registered boat and RV owners, a specific identifiable population. That's what you're looking for. That's what you're marketing to. You're not trying to reach everyone. You're trying to reach the 5 to 10% of registered owners who don't currently have a storage solution and are in your target market. Broad digital advertising like Google Ads, social media campaigns, display advertising that generates impressions across a general population. But most of that population doesn't own a boat or an RV. So the cost per qualified lead from broad advertising in this vertical is typically very high relative to the cost per tenant acquired through the relationship channels.