ustomer complaints are common in self-storage, but industry experts note that clearer communication, better training, and a more personal approach can reduce many issues. Operators report that frustrations often start before move-in, including access problems and confusion about pricing or lease terms. Many renters are also experiencing significant life changes, such as moving, downsizing, or dealing with family stress, which can increase their sensitivity to problems.

Several self-storage professionals recently shared the complaints they see most often, what causes them, and what operators can do to improve the customer experience.

Another major issue occurs during move-in, when customers do not fully understand the terms of their rental. “If the manager doesn’t know how to use the system features during move-in, customers may leave without clear information on lease terms, fees, or promotions,” says DeFazio. When explanations around late fees, discounts, or lease rules are not clearly communicated, confusion is likely to follow. Per DeFazio, ongoing follow-up after move-in is one of the simplest ways to reduce repeat complaints.

Diane Gibson, president and CEO of Cox Armored Mini Storage, says customer stress also plays a significant role in how complaints surface. “A lot of people in storage are already in turmoil—moving out back home, death in the family, selling a house.”

Because of that, the way staff interact with customers matters just as much as the policies themselves. “It’s in your presentation,” she says. “It’s how you handle people.”

Rent increases remain one of the most common sources of frustration, according to Jessica Johnson, director of marketing for The Storage Group. “The biggest complaint is rate increases,” she says, explaining that many customers are enrolled in autopay or simply miss notices that are sent through multiple channels. “By that point, they’re frustrated because maybe it’s gone a month or two without them seeing the increase.”

Jen Conlon, director of marketing for StoragePRO Management, states that surprise pricing changes are a consistent issue across the industry. “Nobody likes to be surprised,” she says, adding that unclear expectations often lead to dissatisfaction. StoragePRO has experimented with “rate lock” programs at some locations to create more pricing stability. Conlon cites “the unknown and lack of communication” as key drivers of complaints.

Sue Haviland, owner of Haviland Storage Services, says inadequate training often leads to avoidable customer frustration, noting that common complaints include price increases, gate access hours, and late fees. “I think it usually happens when you haven’t trained managers really well to handle the type of things that cause objections.”

Haviland emphasizes the importance of clear policies and follow-through when handling customer issues. “If you educate them, follow up and explain it,” she says, pointing out that delays in decision-making can make situations worse. “One of the biggest complaints is when people don’t follow up on things they say they will.”

Giving managers more authority to resolve small issues on the spot can significantly improve customer satisfaction. “We allow them to waive a fee to get good customer service,” Haviland says.

DeFazio adds that documenting every interaction is essential. “Every interaction with a customer should go in the notes section of your software.”

At the same time, DeFazio notes that newer tools, such as smart locks, can improve convenience. “Smart locks come in handy,” she says. These systems can allow tenants to manage access digitally, reducing the need for physical keys and improving flexibility.

StoragePRO uses data and AI tools to better understand customer concerns. “We use Birdeye for reputation management,” says Conlon. “That’s a really easy way to see trending topics.”

Conlon also points to AI chat systems as a way to identify recurring questions. “We also use an AI chatbot called swivl.”

Johnson adds that AI is helping operators improve efficiency, saying “AI is helping with speed and scalability.”

However, Gibson cautions that technology should not replace human interaction. “Having that customer face to face interaction is important,” she says. “That person-to-person connection is important.”

Haviland agrees, noting that over-reliance on automation can weaken service quality. “With automated systems, customer service gets lost.”

Unresolved pricing concerns, especially related to rate increases, can quickly turn into negative reviews. Because of this, companies are more proactive about monitoring feedback. “We monitor our Google reviews every single day,” Johnson says, adding that teams often contact customers directly to resolve concerns.

StoragePRO responds quickly when negative reviews appear. “When a one-star review comes in, someone on the marketing team here reaches out to the store and also the district manager,” says Conlon, who explains that the goal is to ensure customers feel heard and supported. “We just want the customer to feel heard and seen.”

DeFazio reminds operators that complaints should not always be viewed negatively. “You need to look at it as an opportunity to grow and an opportunity to fix something,” she says, adding that familiarity with daily operations can sometimes make staff overlook small but important issues that customers notice immediately.

“Customer service is still critically important,” Johnson says, because many customers are dealing with stressful life transitions, which makes empathy essential. “We are a service business.”

Conlon encourages operators to regularly evaluate the customer experience firsthand. “Put yourself into the shoes of the customer and walk through the customer journey yourself,” she says. This includes every step, from online booking to gate access and facility navigation.

DeFazio also recommends “secret shopping” as a way to identify gaps in service. “Have a friend go secret shop your facility online, in person, or on the phone,” she says, noting that outside perspectives often reveal issues internal teams miss.

For Gibson, the message is simple. “Pricing is important, but it’s how you treat people,” she says.

As the industry continues to evolve, communication, training, and customer-first service will remain the foundation of long-term success. Even as facilities adopt more automation and digital tools, customers still expect clarity, responsiveness, and human support when problems arise.

“Transparency cures all,” Johnson says. “As long as you’re being upfront and transparent and communicative, it’s a good thing for all operators to be doing.”