he self-storage industry has weathered many challenges in recent months. We’ve seen rental rates soften, occupancy levels fluctuate, and investor sentiment cool as interest rates climbed. Many operators have been forced to reassess their growth strategies and tighten their belts. But amidst these headwinds, our recent “2025 Self-Storage Industry Outlook” report has unveiled a silver lining that could be a possible turning point the self-storage market has been waiting for.

The data is striking: Thirty-seven percent of Americans are considering or planning a move within the next year—a significant jump from the 25 percent who said the same just last March. For an industry that’s been grappling with rate pressure and slowing lease-up velocities, this surge in potential demand couldn’t come at a better time. It offers a real opportunity to offset the recent dips in rental rates and reignite the growth trajectory we’ve been accustomed to.

The market is as competitive as it’s ever been, and consumers are more price-sensitive than ever. The question isn’t whether to act, but how quickly and decisively can we position ourselves to capitalize on this shift while navigating the pricing challenges we face?

Here we explore three interconnected strategies that, when implemented together, have the possibility to transform this relocation wave into a flood of wins for their business.

Our report shows that the South is the top relocation destination in the U.S., chosen by 40 percent of potential movers, followed by the Northeast at 23 percent. This regional variation presents a clear opportunity for targeted expansion and marketing efforts.

For Operators In The South
Prepare for increased demand by optimizing your unit mix. With 34 percent of movers planning to relocate within the same state, consider offering a range of unit sizes to accommodate both local and long-distance moves. Focus on short-term rental options, as 79 percent of respondents say they need storage for six months or less.

For Those In The Northeast
Despite recent population declines, our data suggests a potential rebound. Consider partnerships with real estate agencies or relocation services to capture the influx of new residents. Highlight the convenience and flexibility of your storage solutions for those navigating the often-cramped urban environments of Northeastern cities.

For All Regions
Operators in all regions should pay attention to the 25 to 44 age group; they are most likely to move. Tailor your marketing messages to address their primary motivators, which include cost of living, better job opportunities, and housing changes.

Price sensitivity is at an all-time high, with 83 percent of respondents citing price as the key factor in choosing a facility, up from 69 percent in 2024. Moreover, the data shows that a price increase of 10 to 20 percent could trigger an exodus of 33 percent of customers. In this environment, a nuanced pricing approach is crucial.

Consider implementing a dynamic pricing model that allows for flexibility based on demand, unit size, and length of stay. For example, offer competitive rates for the most popular unit sizes during peak moving seasons while providing slight discounts for less in-demand units or longer-term commitments.

Leverage promotional offers that resonate with price-conscious customers. Our data shows that “First Month Free” and “75 Percent Off First Two Months” are particularly effective. These promotions can attract new customers during their move without compromising long-term revenue.

Remember that while price is crucial, value-added services can justify premium rates. Our previous Tenant Insights report in March 2024 found that a quarter of tenants would pay more for 24/7 access and climate-controlled units. Offering these premium features can help maintain profitability even in a price-sensitive market.

The modern mover is navigating a complex web of life transitions. Our data shows that 58 percent of movers are likely to use self-storage during their relocation, but this statistic only scratches the surface of their needs.

These aren’t just storage customers—they’re individuals and families in flux. They’re dealing with job changes, family dynamics, and the emotional weight of uprooting their lives. Many are millennials and younger Gen Xers who are tech-savvy but also craving human connection during a stressful time. They value efficiency but not at the expense of empathy and understanding.

To truly serve this demographic, we need to think beyond just providing space. Consider implementing a holistic “relocation concierge” approach. This could start with a user-friendly online reservation system, but it shouldn’t end there. Offer a personalized moving checklist, connect them with vetted local services (movers, utility setup, etc.), and provide area guides for those new to your city.

Technology should enhance—not replace—human interaction. Train your staff to be empathetic listeners and problem-solvers. They should be equipped to offer advice on everything from packing techniques to navigating local school districts. This blend of high-tech convenience and high-touch service can transform your facility from being a waypoint in their journey to a valued partner in their transition.

The coming potential relocation boom presents a unique opportunity for self-storage operators to grow their businesses and cement customer loyalty. By tailoring your offerings to regional trends, implementing flexible pricing strategies, and enhancing the customer experience for mobile renters, you can position your operation to not just weather this change but thrive in it.

The goal isn’t just to capture short-term demand but to convert these relocating customers into long-term tenants. By providing value, flexibility, and outstanding service during a stressful time in their lives, you can build relationships that last well beyond the initial move.