By Josh Huff

he self-storage industry continues to attract new investors, many of whom enter the business with little industry experience. Whether they have a piece of land and see an opportunity, or they’re looking for a stable, long-term investment, self-storage appears straightforward—build units, rent them out, and collect revenue. While the concept is simple, the execution is anything but.

Long-time owners can face similar challenges if they rely on tried-and-true operational methods that may have been successful a decade ago; some now struggle to keep pace with the rapid development of technology and the changing needs of younger tenants.

As new or long-term owners are exposed to all the options available, the sheer variety of locks, software providers, insurance companies, builders, brokers, cameras, etc., can be overwhelming. For new owners, decisions made in the early stages, such as facility layout, technology selection, and operational setup, can have lasting consequences. Poor planning can lead to bottlenecks in traffic flow, security vulnerabilities, or inefficient management processes that make running the business far more complicated than necessary. Long-term owners can find themselves frustrated trying to match old technology with new offerings that will help them keep pace with their competitors. Without guidance, owners often resort to trial and error, making costly mistakes that could have been avoided.

This is where a mentor makes all the difference. A self-storage consultant brings experience and industry knowledge that helps owners avoid common pitfalls and make informed decisions from day one.

Whether new to the industry or a long-time owner, self-storage operators face significant challenges when navigating the complexities of facility design, technology integration, and day-to-day operations. For newcomers, the decisions to be made—from site layout to software selection—can be overwhelming. Without prior experience, they often make choices that seem logical at the time but later lead to inefficiencies, increased expenses, or even regulatory headaches.

Long-term owners face their own unique struggles. Many built their businesses in an era when manual processes and traditional marketing were sufficient to attract and retain customers. But the rapid advancement of technology, the shift toward automation, and the changing expectations of younger tenants mean that the “tried-and-true” methods of the past may no longer be enough to stay competitive. Upgrading outdated systems, adapting to digital marketing trends, and incorporating automation tools can feel daunting, especially when older technology isn’t compatible with modern solutions.

Poor facility layout is a common issue for both groups. New owners often underestimate the importance of traffic flow, leaving inadequate room for moving trucks or placing keypads in locations that create bottlenecks. Long-term owners may struggle to retrofit aging properties that weren’t originally designed for today’s larger vehicles or increased security expectations. These challenges can lead to operational inefficiencies, tenant frustration, and lost revenue opportunities.

Technology selection is another major hurdle. New owners may not realize that not all management software, access control systems, and security cameras are compatible, leading to costly mistakes and wasted investments. Meanwhile, long-time operators who rely on legacy systems often find it difficult to upgrade, as newer technology doesn’t always integrate with their existing infrastructure. Choosing the wrong technology, or waiting too long to upgrade, can result in inefficiencies, frustrated tenants, and security vulnerabilities.

Operational missteps can also create long-term problems. For new owners, handling tenant communication, rate adjustments, delinquencies, and auctions may be completely unfamiliar. Without established processes, they risk mismanaging these critical areas, leading to lost revenue and legal complications. Experienced owners, on the other hand, may have outdated policies in place that no longer reflect best practices, potentially leading to declining occupancy rates, poor online visibility, or customer service issues.

Marketing is another area where both groups often struggle. New owners frequently assume that simply opening a facility will be enough to attract tenants, only to find that demand doesn’t materialize without strategic outreach. Long-term owners who have traditionally relied on word-of-mouth or print advertising may be frustrated by the shift to digital marketing, unsure of how to effectively leverage search engines, social media, or online reviews to maintain occupancy.

These challenges, whether due to inexperience or outdated methods, can be costly and time-consuming to resolve. A mentor helps bridge the gap, ensuring that new owners make informed choices from the start and that long-term operators successfully adapt to an evolving industry without unnecessary trial and error.

A self-storage mentor provides valuable guidance that helps both new and long-term owners navigate the evolving complexities of the industry. Rather than relying on trial and error, owners can make informed decisions from the start or effectively adapt to changing market conditions.

For facility layout, a mentor ensures that new owners design their properties with proper traffic flow, security, and space utilization in mind, preventing costly mistakes that could impact tenant experience. For long-time owners looking to modernize, a mentor can help optimize existing layouts, making adjustments that improve accessibility and efficiency without requiring a complete overhaul.

When it comes to technology, a mentor brings insight into what’s new, what’s working, and what’s still being tested in the industry. They understand which systems integrate best with the type of business an owner runs, helping strike the right balance between doing too much and too little. Whether it’s choosing the right management software, security cameras, or access control systems, a mentor helps owners avoid investing in incompatible or unnecessary technology while ensuring their facility remains up to date.

For daily operations, a mentor provides best practices for everything from tenant communication and rate adjustments to handling delinquencies and lien sales. New owners benefit from learning these processes correctly from the beginning, while long-time owners can refine outdated methods to improve efficiency and compliance.

Marketing strategies have shifted significantly in recent years, making it essential for both new and seasoned owners to stay competitive. A mentor can help new owners establish a strong online presence from day one, while also guiding long-time operators through the shift from traditional advertising to digital marketing tactics like SEO, social media, and online reviews.

By working with a mentor, self-storage owners, whether new to the business or decades in, can avoid costly mistakes, stay competitive, and build a facility that thrives in today’s evolving market.

Connecting with a self-storage mentor is easier than many owners realize. State self-storage associations are a great starting point, offering networking opportunities, industry education, and access to experienced professionals. Attending industry trade shows and conferences also provides direct exposure to experts who can offer guidance on everything from operations to technology.

Online resources, such as the Gabfocus Self-Storage Webinar and Podcast, provide free, on-demand insights from industry leaders. These platforms allow owners to learn from experts without needing to travel, making mentorship more accessible than ever.

For those seeking personalized guidance, hiring a self-storage consultant is often the best investment. A mentor can offer tailored advice, helping owners navigate the complexities of development, technology, and daily management while avoiding costly mistakes.

Success in self-storage isn’t just about having the right property—it’s about having the right knowledge. Whether you’re just starting out or looking to modernize an existing facility, learning from those who have already been through the process is one of the smartest moves you can make.