How to analyse local storage competitors
Detailed competitor research ensures you don't just copy the market, but find a profitable gap that others are missing.
To effectively analyse your local storage competitors, you must conduct a thorough audit of every facility within a 15-to-30-minute drive of your site to compare their pricing, unit availability, and security standards. This 'mystery shopping' approach allows you to identify service gaps—such as a lack of 24/7 access or a shortage of small lockers—that your business can exploit to attract customers.
Define your catchment area
Most customers choose a storage facility based on proximity to their home or workplace. Start by mapping out your competitors within a 5-mile radius (for urban areas) or a 10-to-15-mile radius (for rural areas). Use Google Maps to identify both the big national chains and the smaller, independent 'container-style' yards.
What data to collect
Create a spreadsheet to compare your findings. You should look for specific data points that will help you understand the local market standard. Use the following table as a guide for your research:
| Feature | What to look for |
|---|---|
| Unit Sizes | Do they offer small lockers, 10ft containers, or large warehouse units? |
| Pricing | What is the cost per week/month? Are there 'first month for £1' deals? |
| Security | Is there 24/7 CCTV, gated access, perimeter fencing, or individual unit alarms? |
| Access Hours | Is it strictly 9-5, or do they offer 24-hour access? |
| Occupancy | Are many units padlocked, or do they have high vacancy rates? |
The 'Mystery Shopping' technique
Don't rely solely on websites, as many storage facilities do not list their real-time prices or availability online. Call them or visit in person to ask for a quote. Pay attention to the following:
- Customer Service: How quickly do they answer the phone? Are they helpful or dismissive?
- Site Cleanliness: If you visit, is the site well-lit, dry, and free of pests or litter?
- Upselling: Do they try to force you into buying their expensive insurance or padlocks?
Tip: Pay close attention to Google Reviews. Look for recurring complaints, such as 'price hikes after three months' or 'difficulty getting through the gate.' These complaints are your biggest opportunities to offer a better service.
Identifying the gap in the market
Once you have gathered your data, look for what is missing. You are looking for a 'gap' where demand is not being met. Examples of gaps include:
- Service Gap: All competitors have poor customer service or limited opening hours.
- Feature Gap: No one in the area offers climate-controlled units for sensitive documents or antiques.
- Price Gap: There are only high-end, expensive facilities, and no budget-friendly, 'no-frills' options.
- Size Gap: There is a surplus of large units but a waiting list for small 25sq ft units.
By identifying these weaknesses, you can tailor your business to provide exactly what the local community is currently struggling to find.
Created by hatch. • Updated on April 30, 2026