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Organic Growth
Pam Dominigue Owner, Storage Solution
October 2023
M Inside
Pam Domingue smiling while leaning against a wall
Cover Story
Organic Growth
Sowing Storage Solutions
By Erica Shatzer
Page 48
Feature
Jenny Rodrigues of ‘Ohana Self Storage
By Erica Shatzer
Page 40
Ron Pell of Morningstar Storage
By Erica Shatzer
Page 44
Kelly Maas of Moove In Self Storage
By Erica Shatzer
Page 46
Operations
  • Step-By-Step Disaster Prep
    By Kerri Fivecoat-Campbell
    Page 16
  • Should On-Site Managers Have Dogs On Their Properties?
    By Scott I. Zucker, Esq.
    Page 20
  • Easy-To-Implement Ancillary Income Ideas
    By Kerri Fivecoat-Campbell
    Page 22
  • The Subtleties Of Managing Mixed-Use Property
    By Charlie Fritts
    Page 24
DATA
Page 34
Ten Reasons To Share Your Data
By Brad Hadfield
Page 36
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Development
Investment
The Industry Weathers A Tough Lending Climate
By Tammy LeRoy
Page 72
Third-Party Remote Management Can Increase NOI
By Brett Copper
Page 76
Four Techniques For Understanding And Calculating Cap Rates
By R. Christian Sonne
Page 78
News

For the latest industry news, visit our new website, ModernStorageMedia.com.

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Chief Executive Opinion
Travis Morrow as a popular meme with Gross Potential rent is a myth Change My Mind written on a banner
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enders ask me all the time about what the gross potential rent of a facility is. I ask them what they want it to be. GPR is a relic carried over from the multifamily world into self-storage.  Self-storage leases are more fluid than multifamily, so GPR doesn’t really mean much, just a picture in time.

Travis Morrow is the CEO of Modern Storage Media and Storelocal Corporation.
He’s also the president of National Self Storage.
Messenger logo
Vol. 1 No. 2 • October 2023
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Publisher’s Letter
How Do You Like Us Now?
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elcome to the October edition of Messenger, the second issue of our newly redesigned flagship publication. This month, we are proud to feature Pam Domingue, owner of California-based Storage Solution, in our cover story. While Pam accidentally discovered the self-storage industry in 2003, today she will be the first to tell you, “I love the industry. I am blessed to have found it, and I cannot imagine doing anything else! I am also fortunate that so many in this industry have become my good friends!”

Also in this issue, starting on page 40, we feature the 2023 Manager of the Year winners. Please join us in congratulating our overall winner, Jenny Rodrigues, property manager of ‘Ohana Self Storage in Honolulu, and our runners-up Ron Pell of Morningstar Storage in Ladson, S.C., and Kelly Maas of Moove In Self Storage in Finksburg, Md. And a very special thank you to all those managers nominated this year. You and our winners are the epitome of excellent customer service in our industry.

Last but certainly not least, have you seen the digital edition of the September issue of Messenger? If not, scan or click the QR code below to explore all the amazing new digital enhancements that are now included in every issue. No other publication in the industry has access to these
state-of-the-art digital offerings!

So, how do you like us now? We would love your feedback! Please feel free to send me your comments by email at poppy@modernstoragemedia.com.

Remember: We value your input!

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Poppy Behrens
Publisher
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Quote markWatch for our redesigns of Self-Storage Canada and Self-Storage Now! magazines in Q1 of 2024!Quote mark

-Poppy Behrens
How Do You Like Us Now?
W

elcome to the October edition of Messenger, the second issue of our newly redesigned flagship publication. This month, we are proud to feature Pam Domingue, owner of California-based Storage Solution, in our cover story. While Pam accidentally discovered the self-storage industry in 2003, today she will be the first to tell you, “I love the industry. I am blessed to have found it, and I cannot imagine doing anything else! I am also fortunate that so many in this industry have become my good friends!”

Also in this issue, starting on page 40, we feature the 2023 Manager of the Year winners. Please join us in congratulating our overall winner, Jenny Rodrigues, property manager of ‘Ohana Self Storage in Honolulu, and our runners-up Ron Pell of Morningstar Storage in Ladson, S.C., and Kelly Maas of Moove In Self Storage in Finksburg, Md. And a very special thank you to all those managers nominated this year. You and our winners are the epitome of excellent customer service in our industry.

Poppy Behrens headshot
Quote markWatch for our redesigns of Self-Storage Canada and Self-Storage Now! magazines in Q1 of 2024!Quote mark

-Poppy Behrens
Last but certainly not least, have you seen the digital edition of the September issue of Messenger? If not, scan or click the QR code below to explore all the amazing new digital enhancements that are now included in every issue. No other publication in the industry has access to these
state-of-the-art digital offerings!

So, how do you like us now? We would love your feedback! Please feel free to send me your comments by email at poppy@modernstoragemedia.com.

Remember: We value your input!

Poppy Behrens signature
Poppy Behrens
Publisher
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All New Website
The Messenger website is all new, with a modern design befitting of the name Modern Storage Media!
In addition to fresh content that you won’t find anywhere else, you’ll have access to:

  • Breaking news updated daily
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  • Enhanced promotional opportunities for advertisers

The website also enables readers to submit news, events, and article ideas. Don’t forget to browse the MSM Store for dozens of exclusive, storage-specific publications, including three of the industry’s most trusted resources: the annual Self-Storage Almanac, The RV & Boat Development Handbook, and the annual Expense Guidebook. New publications are frequently added to its extensive list of offerings!

Meet The Team
Who is Modern Storage Media (MSM)?
Travis M. Morrow headshot
Travis M. Morrow
CEO
Poppy Behrens headshot
Poppy Behrens
Publisher
Lauri Longstrom-Henderson headshot
Lauri Longstrom-Henderson
Director Of Sales & Marketing
Jeffrey Pettingill headshot
Jeffry Pettingill
Creative Director
Modern Storage Media
Erica Shatzer headshot
Erica Shatzer
Editor
Barbie Boyle headshot
Barbie Boyle
Circulation & Online Sales Coordinator
Jim Nissen headshot
Jim Nissen
Design Director
Messenger
Brad Hadfield headshot
Brad Hadfield
Web Manager / News Writer
We are a forward-thinking team of knowledgeable professionals with more than 20 years of experience in self-storage. Through modern technology, we reliably deliver high-quality content and cutting-edge advertising opportunities. We strive to provide clarity in a rapidly changing industry by informing others with expert insights, accurate data, and authentic products. We are Modern Storage Media.
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NexPoint Storage is looking to acquire the finest self-storage properties:
Less than 10 Years old Strong Multi-Family Presence Densely Populated Sub-Markets High Population Growth Rates
nexpointstorage.com/mini | (901) 623-9426
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Contact Guy Middlebrooks, CubeSmart’s Senior Vice President of Third Party Management, and his team at 800-663-5330.
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Operations
This Is Not A Drill!
Step-By-Step Disaster Prep
By Kerri Fivecoat-Campbell
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ires, floods, hurricanes, burglaries, and finding hazardous chemicals in storage units are just some of the disasters you may have encountered (or could encounter) running a self-storage facility.

“Unfortunately, I’ve had the misfortune of experiencing about every disaster with our facilities,” says Beau Agnello, former senior vice president at Pogoda Companies in Farmington Hills, Mich. Those disasters have included all those previously mentioned, as well as the 2021 winter freeze that gripped much of the country, including South Texas. According to usclimate.gov, the storm was the costliest winter weather event in U.S. history. Several of their properties were affected with power outages and broken pipes.

Agnello says a comprehensive disaster plan put together before the event, as well as managers who were trained in disaster management, helped the company get through the crisis.

Getting your facility through a disaster can be broken down into two parts: pre-disaster planning and disaster management during and after the event.

Five Keys To Pre-Disaster Planning
1
Identify the types of disasters your facility may experience
Kenneth Nitzberg, chairman and CEO of Devon Self Storage in Emeryville, Calif., says to identify the types of natural disasters most common to your area. For example, California facilities should identify earthquakes and wildfires. “If you’re in the business long enough, you will encounter different disasters, so you need to try to have a contingency for each.” When identifying the types of disasters, our experts say it’s a good idea to also make sure your facility is prepared with supplies such as emergency kits, food and water for managers who live on site, ice melt, and other supplies.
2
Make sure you, your employees, and your tenants have proper insurance
M. Anne Ballard, president of marketing, training, and developmental services for Universal Storage Group in Atlanta, Ga., points to a fire at one of their facilities that destroyed the office, manager’s apartment, and tenant units in one building. “The owner had good property insurance that included replacement value and loss of use,” says Ballard. “All of the tenants had insurance on their belongings and the manager had content insurance on her belongings in the apartment.”
3
Put together a written disaster plan
The Emergency Preparedness Manual assembled by the Self Storage Association is a great blueprint for assisting you with building your own disaster plan. “We have what we call the ‘Red Book,’ which started in print but is now in digital form as well,” says Ballard. “The book has everything managers and employees need to know about what to do in the event of a disaster.” Carol Mixon, president of SkilCheck Services in Tucson, Ariz., says these books are very helpful in the event of a disaster. “Most managers don’t even know where all the shutoff valves are for water and utilities,” says Mixon. Ballard adds the books should contain everything you can think of that will assist you or your employees during a disaster, including step-by-step instructions, detailed information about insurance policies and agent contact numbers, utility bill account numbers (including copies of the bills) and contact numbers, as well as usernames and passwords. “Don’t list them as ‘username’ and ‘password;’ label them as something else to help protect the facility, but they should be included and updated as employees change,” says Ballard. “Think of what you would need if you didn’t have access to your office.” Mixon also advises not to forget to include contact numbers that you may not think of, such as poison control, mental health, and domestic crisis lines.

No matter how long you’ve been in the business, you may encounter a new scenario, says Nitzberg. “When you come across something new, make sure to add it to your book so there are instructions in case it happens again.”

4
Assemble and foster relationships with remediation companies
Nitzberg says they recently had a fire at one of their facilities and had to call a remediation company. Experts advise building relationships with the companies before disasters strike. If there is a natural disaster, for example, affecting many different people and businesses, if you’ve fostered a relationship with a company, they may be able to help you sooner.
5
Make sure your rules about storage are explained to tenants
Most long-time facility owners and managers have a story about a vehicle that caught fire in a unit, strange smells that ended up being drug-related chemicals, or even lithium batteries catching fire. Some disasters can be avoided if tenants know and understand the rules about storing hazardous materials and chemicals, vehicles, gasoline, and other items. “Of course, you may not know what every tenant is storing, but regularly inspecting the property can help,” Ballard says. “When they’re moving in, go out and inspect the rest of your property, but be nosy in what they’re storing as you walk by.”

Mixon once detected a strange odor coming from a unit while out walking a property. It ended up being chemicals used to make methamphetamine.

Getting Through Disasters
Call emergency services first.
“Identify the disaster, and if it’s a fire, call the fire department,” says Nitzberg. “It may sound silly, but in an emergency sometimes people panic and forget the basics.”

Make sure to prioritize safety of employees and tenants.
Mixon says your employees should be trained in helping tenants exit the building, as well as ensuring all escape routes are practiced and marked prior to any emergency. Safety equipment such as fire extinguishers, which may help people escape, should always be in good working order. Ballard says your employees should understand their safety, as well as that of tenants on the property, comes first. “Don’t be a hero. If they’re being robbed, they should cooperate; if it’s a tornado, they should take cover without regard for computers or records or anything except their safety.”

Place the appropriate calls.
Once emergency services are notified and everyone is safely out of danger, experts say the handbook should outline who should be called first. Most managers who work for owners or management companies typically call their superior, who then coordinates notifying owners, insurance companies, and remediation contractors after emergency services gives the green light for re-entry.

Coordinate communication.
Gary Sugarman, COO of William Warren Group in Santa Monica, Calif., says, “Comprehensive and continuous communication should be established with tenants, employees, and authorities through all means available, such as emails, texts, calls, letters, and social media.” The communications should outline what happened, the plan(s), and what tenants and employees should and shouldn’t do. “These may be many different communications over a long period of time,” he says. As well, experts advise to make sure employees understand who is to communicate with the media. “It’s typically the owner or representative of the company,” says Ballard. Finally, communication also includes documenting for your records and for that of the insurance company anytime you enter or must remove anything from a unit due to safety concerns. Nitzberg says photographic and video documentation is best. Mixon adds, “We require incident reports on every incident, no matter how big or small. We never know when we will need them.”

Set up containers, dumpsters, portable bathrooms, and temporary office space.
The fire that destroyed the office and manager’s apartment of a USG-managed facility had them working from the back of a truck until the city approved other temporary buildings and portable bathrooms. Sugarman says it’s important to coordinate with tenants on when and how they may go through and move their property and to provide dumpsters for them to use as well as containers for items that have been separated from the units. “It’s very important not to just throw everything away, so storing them in containers until they are claimed may be necessary,” he says. “Also communicate clearly to the tenants how long the containers will remain on site before unclaimed property is disposed of.”

Agnello offers one more piece of advice that will help you and your tenants through the disaster: “Don’t take anything the tenants say personally and show a lot of compassion and empathy. Most people have an emotional attachment to their items, so show a lot of patience, which will go a long way in easing tension.”

Kerri Fivecoat-Campbell is a freelance journalist based in the Ozark Mountains. She is a regular contributor to Messenger. Her business articles have also appeared in EntrepreneurAol.com, MSN.com, and The Kansas City Star.
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Operations
Canine Query
Should On-Site Managers Have Dogs On Their Properties?
By Scott I. Zucker, Esq.
dog in office
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have to start out by saying that I love dogs! I can’t remember a time in my life that I didn’t have a dog, and I understand the beauty and companionship that dog owners feel about their pets. So, I can understand when facility managers bring their pets to work, either for company during the long days working at a facility where it seems like a ghost town, or for security where tenants or visitors are regularly behaving badly and the manager needs to feel protected.

There is no perfect answer. In a legal world, the value of having pets on the property must be weighed against the risk. Companies address and analyze these cost/benefit issues every day when they run their businesses. For every dog that may be docile every day of the year, there is another that suddenly, and without warning, bites a tenant who may approach it. And certainly, for every person who might otherwise love dogs like I do, there are others who remain fearful and may choose to rent somewhere else because the pet is present at the property. At the same time, the best manager who can be hired may only take the job if they can bring their pet to work.

For those properties that elect to allow their employees to bring their pets to work, there are a few protective steps that should be taken. The first is to notify your insurance company that there is a pet on the premises. Your policy may need to be updated (or a rider may need to be added) to address this factual condition and the “added risk” that comes with it. The cost of the additional coverage might be different if the dog is under a certain weight or is a certain breed. But not having coverage while allowing pets on the property leaves a business exposed to the cost of that risk without insurance coverage if something happens.

Secondly, there should be notice to the tenants and visitors that a pet is present on the property. The notice should be posted on the exterior gate and outside the office door. Although there is always the risk that the tenant may elect to rent elsewhere, the notice is important in case the tenant or visitor might be allergic to the pet or even, most simply, if the tenant or visitor is afraid of dogs and would be surprised or upset if they came into the office and were confronted without notice.

“In a legal world, the value of having pets on the property must be weighed against the risk.”

Can a facility owner or property manager deny their employee the option to bring their pet to work? In general, yes. There are, of course, exceptions that might apply under the Americans with Disabilities Act. But in such a case, the employee can provide the proper documentation to demonstrate the need for the pet. Otherwise, even if it may not be seen as a popular or pleasant decision, the owner or manager of the property can evaluate the cost/benefit and decide to restrict pets from the facility. At the same time, an owner or manager may choose to allow the animal, but only after the insurance has been updated and the notices posted.

Big thanks to Carol Mixon for asking me about this topic!

Scott Zucker is a partner at Weissmann Zucker Euster & Katz, P.C., a law firm based out of Atlanta, Georgia, and a partner in the Self Storage Legal Network, a legal information service available through the national Self Storage Association. He can be reached at Scott@wzlegal.com.
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Operations
Pump Up Profits
Easy-To-Implement Ancillary Income Ideas
By Kerri Fivecoat-Campbell
illustration of guy using bike pump to a large gold coin
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any times, when self-storage owners and operators think of ancillary income, they may be thinking about earning a few hundred dollars more per year on selling boxes and packing tape. The truth is, if you’re treating avenues for ancillary income as serious revenue streams, you can make serious extra revenue.

“People tend to overlook it, but overall, ancillary income can add seven to 10 percent of total income to your property,” says Chriss Michalopoulos, director of operations for Pogoda Companies in Farmington Hills, Mich. “Ten percent of $1 million is still $100,000 without a lot of effort.”

Types Of Ancillary Income
Additional services you can offer at your self-storage facility will depend on the type of facility and where it’s located. If you also offer RV and boat storage, for example, you can create additional revenue streams by offering wash bays, propane tanks, and dump stations and selling wheel locks and camping/boating supplies. Here are five types of ancillary income sources Michalopoulos says one Pogoda property collects.
1
Administration fees
“This is a critical piece of revenue,” says Michalopoulos. “It’s a one-time fee we charge for the time and processing of a new customer.” If you decide to charge these fees, it’s also important to note what competitors are charging, review it at least annually, and increase if warranted. Pogoda just increased their fees from $15 to $25, which is still competitive in the market but below the administrative fees the REITs are charging. The amount of revenue administrative fees can generate each year is based on the size of property and turnover, but a typical 500- to 600-unit facility could generate $6,000 to $8,000 per year.
2
Late and lien fees and auction income
Another large revenue producer are late fees added to tenants who haven’t paid their rent by the 6th of the month. Michalopoulos says in Michigan, where many of their properties are located, they are allowed to charge the greater of $20 or 20 percent. These combined fees can add up to a whopping $50,000 to $60,000 each year, based on a $1.2 million property. If tenants fail to pay and their delinquency advances to the lien stage, they are charged $100 for lock cutting (recently raised from $75). Auction income, which typically amounts to 25 to 30 percent of the bad debt, can add another $15,000 of revenue.
3
Retail
Based on the nature of your storage facility and location, you could provide more retail inventory, but the basics of boxes, packing tape, bubble wrap, locks, and other supplies should be offered. Michalopoulos says this income is typically “on the lighter side of your ancillary income streams,” but it can still average $9,000 to $12,000 per year.
4
Insurance commission
As many self-storage facilities require their tenants to now carry insurance on their stored items, it only seems logical for the facility to partner with an insurance carrier while getting a commission on the policies. Michalopoulos says 90 to 95 percent of their customers take the insurance offered at their facilities, and while $3 per policy may not seem like it would add up, it can bring in up to $4,500 a year in extra income.
5
Truck rentals
Some facilities have their own trucks they lend to new tenants. However, if you offer truck rentals, Michalopoulos says you can make an additional $5,000 to $16,000 per year. “It all depends on the location; it really helps if you’re by a college town,” he says. “We partner with U-Haul, Penske, and Budget.”
Properly Training Your Employees
Of course, most of these items aren’t going to sell themselves. Pogoda’s managers are especially trained to not only sell the proper unit sizes their tenants may need, but they bring up the fact that they are a “one-stop shop” for moving needs anytime they speak with a telephone or walk-in customer. “We not only want to make additional revenue, but we want to provide these services to our customers,” he says.

When managers are showing a unit to a prospective tenant, they will pull a lock from the retail store; when they make the sale at the unit, they go ahead and secure the unit with the lock.

Michalopoulos says it’s like leaving money on the table if your managers aren’t trained to sell your ancillary products. Since late fees are a high revenue source, managers should also be trained in collecting fees and only occasionally waiving fees for tenants.

Creative Ideas In Ancillary Income
Vending machines
Depending on your property and where it’s located, vending machines may be a good option, especially for tenants in hot climates looking for cold drinks or RV and boat tenants looking to take a few snacks on their road or fishing trip.
“Ancillary income can add seven to 10 percent of total income to your property.”

– Chriss Michalopoulos
EV charging stations
Also depending on where your facility is located, you could partner with companies on revenue sharing for EV charging services. This is a very new idea in the United States, but it is already being implemented in other countries. As well as possibly producing another small revenue stream, it could also attract people to your property that you can convert into self-storage customers.

Shelving for units
Especially if you have many commercial tenants who need to store files or pharmaceuticals, offering shelving units for a monthly rental could add to your ancillary income.

Partnerships with moving companies
This may seem like a no-brainer given the symbiotic relationship between moving and self-storage, but it is an idea that hasn’t been pursued as often as it should. Like truck rental partnerships, these can produce a handsome revenue stream while also endearing you to stressed tenants who need help.

Cell towers
While not a new idea, it is often an overlooked one. Many cell companies will approach you if you have land that is ideal for a new tower. However, you can also investigate options with cell companies that service your area.

Specialty and vault storage
Many specialty storage options, such as wine storage, require a significant investment, but some do well in areas with many collectors. Another specialty storage option is vault storage, which may allow tenants to store guns, art, or other expensive items.

Kerri Fivecoat-Campbell is a regular contributor to Messenger.
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Operations
Woman with back to viewer focal point with large red arrow and maze illustration
Commercial Concerns
The Subtleties Of Managing Mixed-Use Property
By Charlie Fritts
O

ver my 46-year property management career, I have managed everything from apartments to large, 400,000-square-foot warehouses and lots of self-storage properties. Some of those storage properties included ancillary real estate/businesses such as small retail spaces, self-service car washes, business incubator spaces, contractor large bay flex space, indoor and under-the-stars RV/boat storage, mailbox rentals, and cell towers/billboard land leases. Even the largest rental truck dealer in Boston, Mass., was our tenant.

The non-storage parts of these properties operate in a completely different manner than traditional self-storage. We’re all familiar with the standard month-to-month storage rental agreement (also known as lease or occupancy agreement), however these commercial tenant spaces are leased using commercial leases with terms that are often far different. Commercial leases are often for five to 10 years, while land leases for billboard signs and cell towers can be for terms of 25 to 40 years. Often the initial 25-year land lease is for five years with (4) five-year guaranteed renewal options. All have built-in rent escalations at a predetermined rate, typically about three percent. Three percent is not a great increase, but when the annual rent might be $45,000 or better, it’s not so bad.

A short or brief commercial lease could be 10 to 12 pages, but I have seen some that are 25 pages or more, including a cell tower lease from Sprint that was 47 pages. I highly recommend you work with an experienced commercial real estate attorney when drafting and negotiating these leases, as you are likely to have to live with that agreement for a long time. That experience will pay off in ensuring your interests are protected. Grabbing a free or $50 lease off the internet may come back to haunt you over and over if something was accidentally omitted or not clearly written. Remember, the lease is the document governing the relationship between both parties. Saving a few thousand legal dollars up front could be very costly should you end up in litigation that ends very poorly for you.

“Managing mixed-use property is not difficult if you understand the nuances …”
Collecting delinquent rent from storage customers is less difficult since you have some tools at your disposal, such as denying access, overlocking, and ultimately lien sale/auction—all of which can be done without hiring an attorney or going to court. However, in the commercial real estate world, enforcement for non-payment or other lease violations will require an attorney and court time that may be drawn out. You might think, “Not me; I’ll just go to small claims court myself.” That’s an option if within the limits of the court, which may be $5,000. If you win, you will receive a judgment; this is a piece of paper that indicates the court has decreed XYZ Company owes you $5,000. I see more frequent mixed-use properties for sale than ever before.o force an eviction, you need a court order that then goes to the sheriff or local constable to serve on the tenant. The court order specifies how much time they have to move out. If they fail to move out, you must contact the authorities again to visit the business. But the old days of the sheriff hauling people off for not moving out are long over. By the way, you can’t legally lock out a commercial tenant!

Managing mixed-use property is not difficult if you understand the nuances between self-storage and the commercial space. Commercial tenants tend to stay far longer, pay better, and most accept rent increases without the emotions we are sometimes subject to from the residential storage tenant.

I see more frequent mixed-use properties for sale than ever before. Maybe one is in your future.

Charlie Fritts is a principal of Storage Investment Management (SIMI), which offers self-storage management and consulting. He can be reached at (716) 689-7377 or charlie@simi.org.
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women in self-storage
Ginny Sutton
Ginny Sutton
Executive Director of TSSA
By Erica Shatzer
D

id you know that only 35 percent of organizations have a formalized succession planning process for critical roles? ATD Research disclosed that shocking statistic in its “Succession Planning: Ensuring Continued Excellence” report in 2018.

Not planning for succession can leave businesses at risk for lapses in leadership that could prevent them from achieving their objectives or carrying out their missions. Conversely, being ready for an eventual passing of the torch allows for a smoother transition with minimal disruption.

Luckily for members of the Texas Self Storage Association (TSSA), Ginny Sutton has been preparing for her retirement for nearly four years. And after serving as TSSA’s executive director for 26 years, Sutton’s replacement, Kristy Spurr, whom Sutton hired in February of 2020 as the deputy executive director, has a Texas-sized pair of shoes to fill.

Growing TSSA
In the early 1990s, Sutton was looking to re-enter the workforce after having her second son. The former English and journalism teacher had been serving as the director of education of the Austin Apartment Association (AAA) for six years prior to her maternity leave, but she was ready for a change. One AAA board member happened to also belong to another Texas-based association, this one for self-storage owners, and reached out to Sutton’s former boss, who recommended her for the leadership position.

She was hired as the executive director of the Texas Mini Storage Association (now known as the Texas Self Storage Association) in 1997. At the time, 11 years after the association was founded, Sutton was one of only three employees, and they were responsible for helping its 900 members succeed.

“You go into the association business to fill a need and help people,” she says. “That’s what non-profit trade associations are all about.”

“You go into the association business to fill a need and help people.”

-Ginny Sutton
Although there were active board members and association members who were willing to volunteer their time, in order to best serve all of the association’s members and grow its membership base, she needed more hands on deck.

“When I was hired, the board of directors met every single month and were highly engaged, but they also had their own businesses to run and grow. It was a tough transition from board and volunteer-based to staff-based,” recalls Sutton. “The role of board members on a not-for-profit board isn’t to run the organization day to day. That’s what the paid staff does. The board’s role is to govern and provide leadership and vision about the industry. As things have become more sophisticated, we attract more visionary leaders who don’t want to dictate the day-to-day operations, which is really a positive thing.”

With board approval, Sutton began developing the association’s team, hiring additional staff, adding membership, communications, and education staff along the way. Eventually, she promoted Holly Barr from administrative assistant to a membership role, pushing her “from day one to be the best she can be. Like all the staff, I held her to a high standard. She had all the qualities needed to take on a leadership role and is now our director of membership and business development.”

But Barr wasn’t the only one to reap the benefits of Sutton’s critical feedback. She’s been coaching and challenging TSSA employees to do their best throughout her entire tenure, including Spurr, who’s readily absorbing all the institutional knowledge that Sutton has to share. Undoubtedly, Sutton’s extensive experiences have provided invaluable lessons for her to learn. “I remember what a leap of faith it was to hire our first-ever director of communications position many years ago,” she says. “Some of the board members thought it wasn’t a necessary position, but part of leadership is determining when you need to grow your staff so you can take on new endeavors, like expanding from a simple four-page newsletter to an actual magazine and also growing a dynamic website. One person can’t carry the whole load, especially as the number of members grows so significantly.”

Sutton goes on to say, “There’s a long learning curve when it comes to understanding what the members want and need from us, so we always look for staff members who are inspired to be servant leaders. From there, you watch for the talent certain staff members have, even when they themselves don’t always recognize those talents. Two more of our administrative staff in addition to Holly have been promoted to positions with increasing responsibility as their talents were capitalized upon. Each new position added—and staff member hired as we expanded—brought something that would benefit the members and allow us to provide more to them.”

It has been time, money, and energy well spent. The Texas Self Storage Association now has nine employees to execute its mission. “Members deserve the best we can give them,” Sutton says.

As she was expanding its staff, Sutton, who describes herself as a “recovering workaholic” striving for excellence, was also accelerating the association’s membership efforts. By working long hours—typically 60 hours each week for 20 years—and attending all the national self-storage conferences and trade shows to recruit new members, she managed to more than triple the TSSA’s membership base and earn it the title of the largest self-storage association in the country. She also recently advocated for a publicly traded company (REIT) membership within the association to combat the loss of members due to consolidation. Presently, there are approximately 3,000 company members and roughly 5,000 facilities affiliated with the association; three REITs are currently members. “I pushed so hard to grow the base in those early years,” she says, adding humbly that she “stood on the shoulders of giants. They [the TSSA’s founders] did a lot of great work, providing resources people couldn’t get anywhere else.”

Ginny Sutton and Dean Jernigan
Ginny Sutton and Dean Jernigan
Countless Contributions
With a focus on turning the board’s visions into reality and helping members improve their self-storage businesses, Sutton has had a hand in shaping the self-storage industry within Texas and continually exceeded expectations throughout her 26 years as executive director. Her contributions to the TSSA and the state’s self-storage legislation have been innumerable and immeasurable, but here are some highlights.

She was instrumental in overhauling the TSSA Goldbook©, a 300-page legal reference guide that includes legal articles, step-by-step procedures for foreclosure and eviction, and now FAQs and more practical information to help members. Sutton recalls the painstaking effort required to revise the editions of that reference book year after year, but proudly reports that it has become an irreplaceable staple for many self-storage operators throughout Texas. Since its first printing in 1992, the Goldbook is updated every two years following the state’s legislative sessions, of which Sutton and the TSSA lobbied for changes to the self-storage statute beginning in 2011. Sutton has also assisted with the creation of numerous other print and digital resources for the TSSA, including more than 80 legal forms (some with Spanish translations), an online Resource Library, the Ask the Experts Legal Q&A Database, Self-Storage News magazine, and of course the well-known TSSA lease (offered in both a regular self-storage and boat/trailer/RV version).

Speaking of the lease, Sutton has facilitated countless revisions to keep it current and easily accessible for TSSA members with all sorts of self-storage properties. Updates are made to the lease, which she calls “an insurance policy of sorts,” for when issues arise at members’ facilities. “Kristy has picked up the gauntlet I’ve thrown down to keep everything up to date, and she has done an amazing job of it.”

“There’s always something new that pops up for members,” she adds. For instance, a recent mercury spill occurred at a member’s facility when an antique item, perhaps a thermometer, broke inside a unit, causing contamination and thousands of dollars in environmental remediation. A similar scenario involved the costly removal of medical waste that was being stored inside a unit at another facility. TSSA members resolved these unexpected situations, and many others, with the TSSA’s assistance and the resources the association provides.

“I love helping people find solutions,” she says. “I find great joy and a sense of satisfaction from that. Virtually any scenario that comes up, we have a solution for it!”

Sutton was also responsible for establishing the association’s electronic leases that were initially generated via a software program called Blue Moon. Though Sutton acknowledges that the first version of the electronic lease was “a bit clunky,” “had limitations,” and took two years to launch, it was a step in the right direction. “It evolved,” she says, adding that the program was originally installed by disk and then by flash drive. Now the e-lease is installed by TSSA staff directly into more than 15 property management software programs.

More recently, her staff is working to facilitate more e-signature services. “We rely on industry partners to make that happen and are limited by what they can do,” says Sutton, who enjoys watching owner-operators embrace technology. “But we truly want to keep our members happy.”

Sutton also streamlined the TSSA’s operations through its association management software (IMIS) by convincing board members many years ago that it was worth what seemed like an exorbitant cost. After she was hired in 1997, one of the first things she did was convince the board that the association needed to pay back licensing fees for five years to employ its many unused features to create a billing system and expand the data about members. Eventually, she and other staff created an integrated website that would enable members to pay their dues online, among other things. The most recent addition to the website includes an automatic renewal of annual dues, something Barr and Spurr have spearheaded, and the launch of an online community, called Engage, where members can ask and answer questions for one another using their own experiences.

Last but certainly not least, Sutton has been a driving force behind the TSSA’s annual conference and trade show, as well as its other educational programs, luncheons, and networking opportunities. As an emissary for the association, she’s spent her time at conferences wisely, using every minute to recruit new members, along with exhibitors and speakers for future TSSA programs.

“Members deserve the best we can give them.”

-Ginny Sutton
“I was cautious about spending the association’s money,” she says. “I felt an obligation to work their money into something meaningful.”
Onward And Upward
Recently, Sutton prepared for what was her last TSSA conference and trade show. Big Ideas in Storage was held October 8 to 10 at the Fort Worth Convention Center in Fort Worth, Texas. The conference attracts owners, managers, and developers from around the state (and even other states) as well as vendor members from all corners of the country who come to exhibit. Working on a way to commemorate her time at TSSA and pay tribute to all the members she encountered throughout her journey, Sutton admits that selecting the best moments from 26 years’ worth of TSSA memories to fit into a two-minute-long farewell was a nearly impossible task.

“When you love the people in the industry you serve, it is really hard to say goodbye. So, I’ll just say ‘so long and ‘til we meet again,’ since I feel like I might make an appearance again at a future industry event. But I think it’s important, at least for now, to step aside and let the staff that succeeds me do things their way and forge their own paths.”

After her final curtain call at the conference, she’ll be tying up loose ends before handing Spurr the reigns at the end of the year.

“I’ve done my part,” she says about leaving the TSSA. “I’ve laid as strong of a foundation as I could. Now it’s up to them to take it to the next level.”

Even so, Sutton may not walk too far away from the association after she retires. “I may keep writing for the magazine if they need me,” she says, noting that the TSSA produces six issues of Self-Storage News each year.

There’s one other aspect of the association that she’s not ready to abandon: fundraising for the Shriners Children’s—Texas Hospital. The Texas Self Storage Association has been supporting the specialty pediatric hospital for more than 20 years, raising more than $2 million to-date. And to say it holds a special place in her heart would be an understatement.

“I love children, and having toured the hospital many times, I am always beyond touched at how they change these kids’ lives, whether by treating their serious burn injuries or addressing their orthopedic needs. This is a perfect example of feeling like the money you’ve raised or donated does something almost impossibly important. I’m also continually fascinated by the research they do and how they keep improving rather than resting on their laurels. People after my own heart,” she laughs. “And I’ve been inspired by the generosity of Doug Hunt and his family as they’ve led the way to raise funds year after year. He is incredibly dedicated to this cause.”

While her retirement plans remain undecided, Sutton has a long list of possibilities. Whether she’s traveling, exercising, quilting, organizing, tackling home renovations, volunteering, starting another book club, finding part-time employment as a consultant or real estate agent, or a combination of all the above, Sutton definitely won’t be resting on her laurels!

Erica Shatzer is the editor of Modern Storage Media.
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who’s who in self-storage
Joseph "Joe" Margolis
Joseph “Joe” Margolis
CEO of Extra Space Storage
By Erica Shatzer
W

ith the approval of both companies’ shareholders, Extra Space Storage and Life Storage completed their previously announced merger on July 20, 2023. Together the REITs have become the largest self-storage operator in the United States (based on total number of facilities) with more than 3,500 locations across 43 states, approximately 270 million rentable square feet of storage space, over two million customers, and an enterprise value of approximately $46 billion.

Though the two REITs had a market overlap of 80 percent, the addition of Life Storage’s portfolio has increased Extra Space Storage’s presence in Texas, Florida, and the Southeast. What’s more, Extra Space had no locations in Arkansas, Iowa, or Buffalo, N.Y., prior to the merger.

Since many self-storage professionals were mulling over the specifics of this record-breaking deal, Messenger sat down with Extra Space Storage’s CEO Joe Margolis to shed some light on the matter.

ExtraSpaceStorage building
Value and Synergies
When asked how the merger would impact shareholders, Margolis, who has had a presence at Extra Space since 2005, serving a member of its board of directors for more than a decade before stepping into the roles of CIO and executive vice president in 2015 and being promoted to CEO in 2017, replied that it will create long-term value and synergies. “Scale is really important,” he says, pointing out that Extra Space Storage is now 50 percent larger and has 50 percent more data that the REIT can utilize for decision-making.

Margolis mentions that the merger will enable Extra Space to improve its balance sheet, lower its cost of capital, increase its buying power, expand its third-party management and bridge landing platforms, and form better industry relationships. On the corporate level, the REIT has already achieved some G&A expense savings by eliminating duplicate, higher level functions. For instance, there will be one board instead of two (although the Extra Space board has expanded from 10 to 13 directors with the addition of Mark G. Barberio, Joseph V. Saffire, and Susan Harnett), one executive team of C-level positions, and fewer administrative roles.

Alternatively, he says that there are “almost no redundancies” at the store level. “We need those employees to run the stores.”

LifeStorage building
“While there will certainly be some change for the former Life Storage employees who are joining our team, we have been and will continue to work hard to train and incorporate them into our operations and processes,” says Margolis. “We also think the larger organization will provide greater opportunities for advancement for our new and existing teammates.”

As for facility operations, Margolis states that all of Life Storage’s stores are being moved up to Extra Space’s platform of proprietary and integrated systems. At the same time, the company will be analyzing Life Storage’s systems in search of possible improvements that could be incorporated into Extra Space’s platform to optimize operations.

Dual-Brand Strategy
Instead of rebranding the entire Life Storage portfolio, which included 1,198 properties (758 wholly owned, 141 joint venture, and 299 third-party managed stores), Extra Space “will be testing a dual-brand strategy” for approximately one year, says Margolis. While the REIT originally underwrote $90 million for rebranding, he discloses that only “143 stores will be rebranded” from Life Storage to Extra Space Storage. Life Storage stores that are being rebranded will receive new Extra Space signage and office updates to match Extra Space’s color palette. Margolis estimates that the decision to utilize a dual-brand strategy instead of rebranding every Life Storage facility will save the company between $70 million and $75 million.

Despite the substantial savings, it was digital marketing that motivated their decision to operate under two brands. Margolis explains that having both Extra Space and Life Storage pop up in “storage near me” search results doubles the REIT’s digital real estate, which can meaningfully impact its overall performance.

Extra Space Sells Warehouse Anywhere

When Extra Space Storage and Life Storage merged in July, the real estate investment trust also obtained Life Storage’s Warehouse Anywhere subsidiary in the deal. However, it wasn’t a business model that Extra Space wanted to pursue. According to Joe Margolis, CEO of Extra Space Storage, third-party logistics for warehousing isn’t their area of expertise. After assessing its potential, the REIT didn’t like the profit profile of the business or its scalability. “It’s not storage,” he said.

For those reasons, Extra Space Storage sold the Warehouse Anywhere division to a group of former Life Storage employees. Terms of the deal were undisclosed. Now a standalone business, Warehouse Anywhere, which was launched in February of 2021 and is based in Williamsville, N.Y., has a workforce of 40 employees and may hire another five to 10 employees—all of which will have an ownership stake in the company. Anthony Habib, an owner and CEO, has led the division since early last year. His partners include Eddie Killeen, former Life Storage COO, and Steven Ciemcioch, former Life Storage president and head of business development. Ansir Junaid, chairman and CEO of the SupplySide Group based in Cleveland, Ohio, is an investor.

Warehouse Anywhere is a tech-enabled third-party logistics business that provides supply chain solutions for primarily small businesses and facilitates last-mile delivery of goods to homes and other businesses. It also delivers real-time data for inventory management and handling distribution. Instead of owning real estate, the company rents storage space—about 12,000 storage units nationwide—from various self-storage operators, including Extra Space Storage.

Outside of the digital presence, all stores within the newly combined portfolio will run the same way. This will enable store-level employees to work at both store brands and refer customers to facilities of either brand to meet their needs. To the REIT and its employees, the differences will be “invisible,” he says.

“… regardless of brand, the stores will be operated in similar manner, focused on providing a clean and safe storage facility and excellent customer service driven by our strong technology platforms,” adds Margolis.

While operating under multiple brands may be an uncommon strategy within the self-storage industry, Margolis says that “it’s nothing new,” pointing to the hotel industry as an example. “Marriot has many brands.” To be exact, Marriot has 31 brands, all of which offer different features at varying price points to accommodate any prospective customer.

When it comes to further expansion of the portfolio, though, Margolis clarifies that new stores will most likely be brought on as Extra Space Storage. However, that decision will be made on a case-by-case basis as some markets may be better suited for the Life Storage brand, such as those where it already has an established presence.

Internal Growth
Currently, Margolis is most excited about the internal growth of Extra Space Storage. He’s eager to expand the company’s third-party management business, identify value-add opportunities, multiply its number of solar roofs (55 percent of Extra Space branded, wholly-owned stores have solar panels), and develop storage on underutilized parking lots. These endeavors will coincide with the assimilation of Life Storage’s assets.

“We are laser-focused on integrating the Life Storage portfolio and people onto the Extra Space platform, extracting the synergies we have identified, and preserving our culture and values that have led to our consistent performance,” he says. “After smoothly integrating the Life Storage portfolio, people, and systems, we will turn to the external growth opportunities we believe will be available through this merger.”

Eventually, the merged REIT will resume external growth through acquisitions and ground-up development.

Continued Consolidation
Finally, when asked whether the self-storage industry would experience more consolidation, Margolis gave a nod without hesitation. He firmly believes that “the business absolutely is going to continue to consolidate.”

Why will consolidation continue? The answer comes down to scale, the importance of which cannot be overstated. With technology at the forefront of self-storage operations, and customers seeking elevated storage experiences, it’s becoming increasingly more difficult—and costly—for independent owner-operators to compete with larger regional operators and REITs. Many mom-and-pops have begun acknowledging this growing reality. In the first half of 2023, more than 100 self-storage owner-operators hired Extra Space for its third-party management services; its third-party management platform is the largest in the industry.

“Big operators have advantages,” he says, pointing to data, pricing, and technologies as a handful of operational components that economies of scale can make more affordable and effective. “It’s difficult for smaller operators to compete.”

He goes on to say that “NOI and occupancies won’t likely be as good” for independently operated facilities that share a market area with REITs and other larger operators.

For independent owner-operators to better compete and enjoy similar economies of scale, it may be necessary to employ a third-party management company or join a storage cooperative. Margolis says that most facilities “do better” with third-party management, but he adds that owner-operators should “only do it if you truly want them to manage it. Don’t hand over the keys and then ask to drive.”

Erica Shatzer is the editor of Modern Storage Media.
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Data
Storage Stats
16 rentable square feet per household in the united states
illustration of single family home
72 percent of self storage renters live in a single family residence
Top 10 operators by total facilities
List of current rates
Sources: 1 – Self-Storage Almanac / Statista 2 – 2023 SSA Demand Study 3 – Wall Street Journal
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Data
a left hand with a red sleeve shaking with a right hand with a grey sleeve

Sharing is Caring!

Ten Reasons To Share Your Data

By Brad Hadfield

“Sharing is caring” may sound like a lazy platitude, but when it comes to your data, sharing does show that you care about strengthening the self-storage industry as a whole. As we’ve written about in previous stories, data sharing helps everyone make more informed development and operational decisions. But rather than hear just from us, here’s a sampling of powerful quotes, some old and some new, from industry experts about the importance of self-storage data sharing.

1

More Transparency Helps Everyone

“Keeping our data in silos means that only the largest operators have enough operational and market data to make informed decisions. It’s in all of our best interest to safely and anonymously provide our data.”
– Don Clauson, CEO of Strat Property Management

“In today’s data-driven world, the power of knowledge lies in collaboration. Embracing data sharing not only fuels innovation but also accelerates progress. All major research supports data sharing because it’s the cornerstone of collective advancement.”
– Andrew Capranos, President of 10 Federal Storage

“Sharing data ultimately makes the end-user experience better, allowing owners to use the information to better understand the needs of customers and tenants.”
– Adam Wagner, President of Superior Storage

2
Your Data Isn’t Confidential
“If you think self-storage data is a secret, the secret is out. Anyone can drive past a store, spend 10 minutes on the site, and have an idea what operating income is.”
– Mike Burnham, CEO of StorageMart 

“People don’t want to give up what they believe to be confidential information. What they don’t realize is that a lot of this information is already out there.”
– Chris Sonne, Executive Vice President, Newmark Valuation & Advisory Group

“Operators fear that by sharing their data they are providing their direct competitors with their ‘secret sauce.’ However, prices and unit sizes are mostly available online.”
– Travis Morrow, President of National Self Storage

3
Sharing Data Bridges The 70/30 Gap
“Relying on REITs’ data doesn’t even give you half of the story [they’re only 30 percent of the industry]. Plus, there are entire trade areas without them. So, it’s going to be difficult for owners to understand what’s the norm in their market when it comes to financing, operational spending, rents, and more.”
– Chris Sonne

“A common argument I hear is, ‘If the REITs have independent owners’ data, they’ll use it against us.’ They’re going to do that anyhow … Publicly traded companies are great at getting intel because they have more resources at their disposal. But, if mom-and-pops can join together to share data with one another, we can compete more effectively.”
– Adam Wagner

4
Data Is Aggregated
“Someone can’t drill down to which store a particular data set came from. Say I’m on 22nd Street … I don’t care if the guy on 44th Street has my data. Now, I wouldn’t want a property one block away to have that information, but they can’t narrow the focus like that.”
– Mike Burnham

“Sure, you could search for ‘10 facilities near me,’ but you can’t identify a specific property. Aggregated data offers the anonymity that’s so important to owners.”
– Chris Sonne

5
You Can Improve Your Financing
“Having accurate information is very helpful when transacting with a bank or lender. If there’s a robust database available and you can provide market information to your banker, this will assist in their underwriting and the quality of credit you receive. So, while you may not think about this sort of thing every day, having that transparency does benefit you in the long run too.”
– Chris Sonne
6
Data Sharing Reduces Mistakes
“New people are entering the industry with only two to three years under their belt and they think self-storage is always going to be like it’s been since 2020. It’s not. Those were the three best years for self-storage ever, and I doubt there’ll be another time like that. People building based on those assumptions are now making big mistakes. This could be corrected with proper data.”
– Mike Burnham

“REITs have to release some data, such as occupancy every quarter by each market they play in. But ultimately, they only have to give as much detail as they choose to provide which can lead to inaccurate assumptions about the industry as a whole.”
– Jeff Adler, Vice President of Yardi Matrix

4
Data Is Aggregated
“Someone can’t drill down to which store a particular data set came from. Say I’m on 22nd Street … I don’t care if the guy on 44th Street has my data. Now, I wouldn’t want a property one block away to have that information, but they can’t narrow the focus like that.”
– Mike Burnham

“Sure, you could search for ‘10 facilities near me,’ but you can’t identify a specific property. Aggregated data offers the anonymity that’s so important to owners.”
– Chris Sonne

5
You Can Improve Your Financing
“Having accurate information is very helpful when transacting with a bank or lender. If there’s a robust database available and you can provide market information to your banker, this will assist in their underwriting and the quality of credit you receive. So, while you may not think about this sort of thing every day, having that transparency does benefit you in the long run too.”
– Chris Sonne
6
Data Sharing Reduces Mistakes
“New people are entering the industry with only two to three years under their belt and they think self-storage is always going to be like it’s been since 2020. It’s not. Those were the three best years for self-storage ever, and I doubt there’ll be another time like that. People building based on those assumptions are now making big mistakes. This could be corrected with proper data.”
– Mike Burnham

“REITs have to release some data, such as occupancy every quarter by each market they play in. But ultimately, they only have to give as much detail as they choose to provide which can lead to inaccurate assumptions about the industry as a whole.”
– Jeff Adler, Vice President of Yardi Matrix

7
All Major Research Supports Data Sharing
“By recasting data sharing as a business necessity, leaders will have access to the right data at the right time, enabling more robust data and analytics strategies that deliver business benefits.”
– Gartner Research

“Businesses that harness the power of a large, communal pool of data can expect to provide more customer value because users of the data more fully understand their customers’ needs, and in turn to foster a more loyal and satisfied customer base.”
– Forbes

“A combination of information from different environments and businesses can lead to the creation of a range of information that could not otherwise be derived from a single specific data set.”
– Harvard Business Review

8
There Are Big Benchmarking Benefits
“Adding one penny to your rent per square foot can make a huge difference. For example, a 90 percent occupied facility making $1.00 per square foot on 50,000 occupied square feet going to $1.01 per square foot increases income by $6,000 per year. That may not sound like a lot to get excited over, but at a 6.0 percent cap rate, that’s an increase in value of $100,000 … if data tells you your rent per square foot is a nickel below your market, you have a half-a-million-dollar opportunity on your hands.”
– Mark Poole, Director of Operations, Liberty Investment Properties

“Benchmarking, when you’re working with accurate data, has enormous benefits. Owners can see how their operating expenses compare to the market. They can see what concessions others are offering. And they can decide whether they can sharpen their pencil on rents a little.”
– Chris Sonne

9
Technology Makes Sharing Easy
“Self-storage is no longer an ‘alternative asset class.’ The market demands a big data bank of information, and this will help current operators and those entering the industry understand the business better. We’ve been taking baby steps for the last 25 years. Now it’s time to take that big step, and technology makes it easy.”
– Mike Burnham

“The proliferation of property management software, which has moved data to the cloud, makes the sharing of data easier. It’s as simple as turning on a ‘switch’ for the operator.”
– Travis Morrow

10
It Only Takes 60 Seconds To Help Today
Many of the industry experts we spoke with recognize that attempts to share data within the self-storage universe have been attempted before, but the timing—and the technology—wasn’t right. That’s all changed. MSM has spoken with numerous project management software companies in the self-storage industry, and although only one has this capability built in, all agree that creating it would be fairly simple. Let’s help convince them to “flip the switch;” facilitate our conversations with them by taking our 60-second online data sharing survey.
Brad Hadfield is the news writer for Modern Storage Media. He also manages the Modern Storage Media website.
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Manager Of The Year

2023 Manager Of The Year

Jenny Rodrigues

of ‘Ohana Self Storage

By Erica Shatzer

Jenny Rodrigues making a surprised expression as she leans on a counter beside a computer, her hand gesturing to the screen that reads in large lettering: OHANA SELF STORAGE
F

or those living on the mainland, family is typically defined as blood relatives. On the Hawaiian Islands, however, family, or ‘ohana, has a much deeper meaning. To embrace ‘ohana means to develop a sense of familial care and devotion to all members of the human family so that everyone has what they need to survive and live joyous lives. In addition to their biological relatives and members of their extended families, Hawaiians often include friends and neighbors in their ‘ohana.

Our 2023 Manager of the Year, Jenny Rodrigues, property manager of ‘Ohana Self Storage in Honolulu, embodies the essence of ‘ohana and treats every customer like a relative. Since taking the helm at the beginning of 2022, she’s also managed to transform the formerly neglected property into a safe and inviting space for its entire self-storage family.

An Incredible Undertaking

When the co-owners of ‘Ohana Self Storage were considering selling the floundering facility, they hired Carol Mixon, owner of SkilCheck Services, Inc., to conduct an audit. Her initial findings were quite dismal. The previous manager had embezzled funds and deleted both data and units. There were nearly 1,000 questionable spaces without rental agreements and/or tenant information. On top of that chaos, the site itself was in desperate need of TLC.

“I knew right away of only a handful of people in the storage industry who could handle this turnaround and investigation of so many unknowns,” says Mixon. “Jenny Rodrigues was definitely my first choice to help this kind, unsuspecting owner turn this property back into a profitable business entity.”

Mixon had worked with Rodrigues about 20 years prior to that audit and was well aware of her many strengths and abilities. She was partially responsible for opening and managing Waikele Self Storage in Oahu in 2003, and Rodrigues’ adaptability was revealed when she rented her first unit from the trunk of her vehicle before the facility’s office was in place. Mixon also knew that Rodrigues had the necessary customer service skills to tackle ‘Ohana Self Storage’s unresolved units, having completed a whopping 374 rentals over the phone in one month when she was employed at the StorQuest call center.

While intrigued by the challenge of turning around the approximately 2,500-unit facility, Rodrigues wanted to see the site before agreeing to take on the massive mission. “I was blown away,” she says about the facility’s laundry list of issues. Her findings left her “speechless,” but she was willing to roll up her sleeves and restore order.

Rodrigues felt the best approach would be treat ‘Ohana Self Storage as if it was a brand-new facility and “start from scratch.” This mindset enabled her to effectively prioritize the countless duties she would have to complete to get the property back on track.

a doorway is blocked with disarrayed objects including furniture, packed boxes, wooden pallets and other debris
view upward toward the ceiling of the large storage facility hallway showing sparsely spaced drop-lights connected by extension cords
a hallway is jammed with various items including tattered rolling computer chairs, mattresses and wood pallets
The safety of existing and prospective tenants became her first concern. Rodrigues, who learned that one pin code was being used by all tenants to operate the gate, had a new entry keypad installed to make the facility more secure. By assigning individual gate codes to each tenant she was able to speak with some of the unknown tenants without rental agreements and get them properly entered into the property management software. She also noted that half of the facility’s security cameras were not working; the broken cameras were then repaired, and additional cameras were installed to ensure all directions were covered. “Now we can see every inch of the facility,” says Rodrigues.

Other safety issues at ‘Ohana Self Storage included rats, lighting, garbage, inaccessible emergency exits, a nonexistent site map, and overall uncleanliness. Rodrigues uncovered and recorded these problematic matters during her initial walk through of the property. She then came up with a logical sequence for dealing with those potential hazards.

The trash would need to be removed before the other items on the to-do list could be addressed; it took four 40-foot containers to clear the garbage that had accumulated throughout and around the two-story building. She recalls that trash was “overflowing at the emergency exits,” leaving those doors completely impassable.

With the garbage gone, Rodrigues was able to start thoroughly cleaning the entire property. Walls and doors were wiped down. The aisles and empty units were swept and mopped. Things were beginning to look brighter and better when an existing customer requested that she mop a spot on the floor within his unit that had been present since he moved in. After mopping the stubborn spot several times, she requested assistance from the maintenance man. Scraping off the spot released an unsettling odor, proving that it was fecal matter—a shock that left Rodrigues wondering if squatters or homeless people had been occupying the facility.

After the deep cleaning, Rodrigues focused on the rat infestation that was plaguing the property. Although they had pest control, tenants relayed to the new management that their stored belongings had been damage from rodents, so she ordered dozens of bait stations. She then set up two bait stations per aisle, one near each fire extinguisher, for a total of 30 bait stations. Rodrigues later learned that the closest wall of the neighboring property (a prison) belongs to its mess hall, which may explain why ‘Ohana Self Storage was infested. She says it took approximately a month and a half to eradicate that problem, but thankfully there haven’t been any sightings since, nor any new reports of rodent damage, and only a handful of carcasses had to be discarded.

Originally, the next task was expected to be a hefty expense. None of the hallway lights at ‘Ohana Self Storage were operating, and numerous droplights powered by extension cords snaked throughout the 20-year-old, wooden facility—a hazard she feared would cause the property to go up in flames. They assumed an electrician would need to be hired to replace all the ballasts and/or fixtures, but Rodrigues, with her unwavering optimism, had the maintenance man remove the fluorescent tubes and insert new lightbulbs. To everyone’s astonishment, all the old bulbs were merely burned out and never replaced. The potentially dangerous droplights and extension cords were unplugged and taken down.

“Tenants had been using flashlights and cell phones to get to their units,” Rodrigues says, adding that she’s had to remind some tenants that the hallway lights are in working order because they were accustomed to navigating the property in the dark.

Around this time in the rehab, someone broke the store front glass. Rodrigues arranged for it to be replaced and then began changing the latches on the storage units to make the wooden swing doors more secure. She’s also been reminding customers of the importance of high-quality locks after finding units without locks, as well as doors secured with zip ties and twist ties.

Jenny Rodrigues applies an Emergency Exit Only sign to a door
a man stands midway on a rolling ladder to change a fluorescent light in front of an exit
Jenny Rodrigues mops a long hallway in the Ohana storage facility
Finally, Rodrigues has organized and cleaned the on-site warehouse area to make room for parking space rentals. Other ongoing and future projects at ‘Ohana Self Storage include the removal of four rusty shipping containers near the parking lot to create additional parking stalls, painting of the property, and the repurposing of a large space near the emergency exit area.

“I want to get that space cleaned up and get racks to offer kayak and board storage in that area,” she says. “We would need to modify the space to block off the emergency exit from the board storage, but it is very possible.”

Who’s Renting What?
The entire time Rodrigues was cleaning and repairing the facility, she was also working on the 995 unknown units that had been either deleted from the property management software or were simply never recorded. Three different notices about ‘Ohana Self Storage’s unclaimed units were sent out to existing tenants.

“With this we were able to solve a lot of them,” she says. It took her seven months to shrink the number of unknown units to approximately 300. “We are currently down to less than 200 of these units.”

“Tenants had been using flashlights and cell phones to get to their units.”

– Jenny Rodrigues
Tenants who responded to their correspondences were asked to update their contact information and required to sign a rental agreement if there wasn’t one on file. Many obliged, but about a dozen tenants are still not on leases because they’ve refused to sign them. After consulting an attorney about the matter, Rodrigues intends to send those tenants another letter to inform them that their continued payment of rent constitutes agreement to the facility’s lease. “Some are on autopay,” she says, “but others are paying manually and won’t sign a lease.”

Rodrigues goes on to say that many of the unit doors were secured with green locks, making it impossible to identify the vacant units by the lock color alone. Therefore, she had to cut locks off the units that weren’t in the property management software to determine whether they were indeed empty. While some were vacant, a few exposed another alarming mess she had to clean up: huge piles of old mail that should have been sorted and delivered to the rental mailboxes at the facility.

“As of February 2023, we started auctioning these unclaimed units to clear them out and free them up for paying tenants,” she says. “We have sold 138 unclaimed units so far and have 133 more to auction. Of those unclaimed units, 25 went unsold and we have made $9,812.22 from the remaining 113 that were sold.” Rodrigues has held nine separate auctions since taking over as the property manager.

Last but not least, she also corrected the inaccurate data within the property management software. Some tenants had been paying rent for a 4-by-4 locker when they were really renting 10-by-10s. According to Rodrigues, they do offer lockers in that size, but they obviously cost significantly less per month. The lockers, which account for nearly half of the facility’s unit mix, are located above the “walk-in” units. She purchased two new rolling stairs for tenants to safely access the lockers and intends to buy four more as she continues to rent them at a promotional rate of $20 per locker.

Customer Interactions
Above all, throughout all her varied interactions with ‘Ohana Self Storage’s tenants and employees, Rodrigues has maintained the aloha spirit, extending the kind of warmth and kindness one tends to reserve for their closest family members and friends.

“She treats everyone like she knows them,” says Mixon, who describes her personality as welcoming. “She knows their stories. She’s friendly, good with customers, and wants to help them and make people comfortable. She makes them feel like family.”

Rodrigues also goes above and beyond for customers and finds way to make renting at ‘Ohana Self Storage a better experience. For instance, she had the facility’s website updated so customers can reserve units, make payments, and update their contact information online. Additionally, on top of keeping a log for packages, she started texting tenants to notify them of their deliveries.

a man pours asphalt on a gravelly area in a parking lot
a man on a ladder uses a grinder to cut a padlock from a higher storage compartment
Jenny Rodrigues squinches her face while using her strength to break a lock on a storage door

“… we have been averaging 20-plus rentals per month, so we are slowly climbing back up to where we want to be.”

– Jenny Rodrigues
“It’s the little things that don’t take much time,” says Rodrigues about what customers appreciate. “They make a difference.” Of course, not all her interactions with customers have been pleasant. After implementing a 10 percent rent increase, some tenants were not hesitant to voice their dissatisfaction, but her strong communication skills and friendly disposition help diffuse even the most unpleasant of situations. While some consolidated units or moved out, others were understanding after Rodrigues explained the minimal price hike. “Many people were paying under $100 for rent and had discounts of 40 percent and higher, so these 10 percent increases were less than $10 a month,” she says, adding that 90 percent of the tenants who moved out had not been paying for the spaces they were occupying. “Since then, we have been averaging 20-plus rentals a month, so we are slowly climbing back up to where we want to be.”

Late fees can be another source of contention, so Rodrigues has implemented several procedures to assist with delinquency control. They now email invoices for free and charge $1 per paper invoice that is mailed. Payment reminders are made via telephone, email, and text before a late fee is applied. As for additional sources of revenue, she’s initiated a rental insurance requirement in which they earn 50 percent of all the premiums collected, a $15 administrative fee on new rentals, and a retail display for selling packing and moving supplies at a 50 percent markup.

Calm After The Storm

Although turning the facility around has been a whirlwind of an experience, Rodrigues has taken it all in stride and aims to make even more waves as a positive force for her property, community, state, and the self-storage industry. In addition to the aforementioned tasks, she managed to host a food drive for the Hawaii Foodbank, attend several industry conferences, and collect donations for victims of the devastating Maui wildfires. Now she’s planning to secure funding for a local school’s senior party and luau.

Clearly, whatever storm may come down the line, ‘Ohana Self Storage is guaranteed to have smooth sailing with Rodrigues steering the ship!

front view of a table loaded with packaged and canned food, a sign on the table reads: Hawaii Food Bank Food Drive, behind the table sit two large inflatable turkeys dressed as pilgrims
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Manager of the Year
1st Runner-Up
Ron Pell
of Morningstar Storage
By Erica Shatzer
W

ithin four years, Ron Pell has become a pillar of his community through his position as a property manager at a Morningstar Storage facility in Ladson, S.C. Now his exemplary customer service skills and innate ability to generate support for local charities and small businesses have earned him the title of first runner-up in Messenger’s 2023 Manager of the Year competition.

Champion Of Caring
Pell, who’s always been employed in customer service type industries, was working as a district manager for a greenhouse for about four years when he began looking for a different career path. His employment search led him to an open position at Morningstar Storage, which has proven to be the perfect fit for his talents and traits.

Although Pell doesn’t consider himself to be an “outside salesperson,” nor the kind of person who would excel at making cold calls or unsolicited visits, his inviting and informative approach to sales has enabled Morningstar Storage’s 3772 Ladson Road location to experience year-over-year occupancy growth, from approximately 78 percent when he started to around 95 percent today. Being modest about his success, he says his method for securing new rentals is easy yet effective: “I just have conversations with people.” However, it’s much more than small talk. During those exchanges he listens carefully to customers’ stories to determine their needs, relays information about the facility and its rental process, gains their trust, and offers storage solutions—all of which require focus, feeling, and finesse.

“As a customer service professional, Ron has consistently displayed extraordinary commitment to serving his customers with utmost dedication and care,” says Michelle Odom, district manager at Morningstar Properties, LLC. “Countless customers have raved about the wonderful experience they have had while working with him, highlighting his ability to create a stress-free storage process by getting to know them as individuals and providing tailored support.”

Portrait headshot photograph of Ron Pell smiling in a multi-colored striped button-up dress shirt (blue/purple/grey) and multi-colored pattern tie (blue/white)
Portrait photograph of Ron Pell (in a multi-colored striped button-up dress shirt - blue/purple/grey plus navy blue dress pants) smiling and standing in front of the rectangular shaped Morningstar Storage blue/orange logo sign with the motto underneath reading - IT'S FALL Y'ALL
According to Odom, Pell’s involvement with the “Morningstar Cares” program, which offers 5 percent of storage space to local charities, best illustrates his genuinely caring nature. Through that program he has helped several nonprofit organizations become more prominent and active within the community his facility serves. He’s also found additional ways to support them over and above providing free storage space.
Indoor close-up photograph perspective of Ron Pell (in a multi-colored striped button-up dress shirt - blue/purple/grey) sitting at a desk talking on the phone while glancing at a desktop screen at the Morningstar Storage office
Pell is aware of at least 10 charities with units at the Morningstar Storage location that he manages; three that he has backed are Cobblestone Quilters, Hearts for Summerville, and the local Girl Scouts troop. Cobblestone Quilters makes and donates quilts to cancer patients, the homeless, and other persons in need of bedding. Pell helped the organization secure funds by hosting an on-site yard sale, during which Cobblestone Quilters held a fabric sale. To show their appreciation, the group made a custom Morningstar quilt in the company’s colors that is on display in the facility’s office.

He first learned about Hearts for Summerville, a newer nonprofit organization that serves the youth within the community, when they provided notice of their intention to move out of their rental unit. Respecting their mission and philanthropy, he provided them with a complimentary unit to hold items from their food, clothing, and toy drives. Pell also allows them to use the facility’s moving truck for free to make deliveries and hosts yard sales that enable the charity to raise awareness and collect donations.

Group of individuals posing outside on the side of the Morningstar Storage truck on a sunny day
For the past three years, the local Girl Scout troop has stored boxes of cookies at Morningstar Storage. Thanks to Pell’s generosity, and the high-traffic area surrounding the facility, they have had a profitable spot to sell their wares each spring.

What’s more, Pell garners support for all of the nonprofits present at the facility by promoting their events, displaying their promotional flyers, and directing donations to their doors. “Tenants donate items they no longer want,” he says. “I connect them to the nonprofits.”

Odom adds, “By fostering collaboration and synergy among these charities, Ron has amplified their impact on the community.”

She was particularly impressed with his holiday display that included five artificial Christmas trees and signage stating that Morningstar Storage proudly supports the charities that trimmed them. Pell wasn’t named the winner of that annual, company-wide holiday decorating contest, but it was a win for the five nonprofit organizations represented in the display.

“During the holiday season, Ron’s creativity and compassion shone through when he involved all the supported charities in a heartwarming office decoration contest,” says Odom. “By inviting them to decorate trees that showcased their exceptional work, he brought attention to the great initiatives the organizations are undertaking, creating an even stronger sense of community and goodwill.”

Commercial tenants at Morningstar Storage on Ladson Road are promoted in a similar fashion. Pell mentions the small businesses that rent units at the facility during tours and touts their products. For example, two of his tenants are candlemakers and their handmade creations keep the facility smelling sweet. After informing customers about the source of the fragrance, he points out their units and encourages them to shop local. Pell has plans to further promote the small businesses by creating office displays and hosting vendor event such as pop-up shops.

Pell also provides the same extraordinary level of care to the facility and the company.

“Ron’s commitment to finding innovative solutions and saving money is commendable,” says Odom. “His impressive efforts in negotiating a deal with a new elevator vendor for his and sister sites resulted in annual savings of $1,800, with additional long-term savings of $15,000 every five years. Furthermore, his hands-on approach to maintenance and repair tasks, such as building a new garden area on the property, exemplifies his dedication to maximizing efficiency and cost-effectiveness.”

And in response to these praises, Pell replied that he was pleasantly surprised by the win as well as the nomination, especially since Morningstar has 107 stores. “I like everything about my job and Morningstar Storage,” Pell says, adding that he didn’t realize he was doing anything worthy of recognition—he was just doing his job. But when you do what you love, love shines through all that you do!

Erica Shatzer is the editor of Modern Storage Media.
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Manager of the Year
2nd Runner-Up
Kelly Maas
of Moove In Self Storage
By Erica Shatzer
F

or a decade, Kelly Maas has been exceeding everyone’s expectations at York, Pa.-based Investment Real Estate, LLC (IRE), as the property manager of Moove In Self Storage in Finksburg, Md. Throughout that time, she’s received a promotion to senior property manager and earned about a dozen company-wide awards, including three in 2022. This year she adds second runner-up of Messenger’s 2023 Manager of the Year contest to her long list of honors and achievements!

Star Performer
With extensive customer service experience, Maas was originally hired to manage a self-storage facility that just couldn’t seem to reach stabilization. When she stepped in as property manager and took ownership of the site, it finally surpassed its lease-up projections.

“The property struggled for several years to reach its milestones until Kelly provided her magic touch,” says Shaun Levy, IRE’s vice president of operations. “She shines and so does the property.”

Portrait headshot photograph of Kelly Maas smiling in a black polo top shirt that shows the Moove In Self Storage logo on the polo top
In truth, Maas was so good at renting units that she ended up with a waiting list of customers who wanted to rent units at the facility. To meet growing demand, an expansion was planned to nearly double the unit count.

“During the construction, she also served as a ‘pseudo’ project manager as she was able to give input and insight daily to the construction team to enhance the expansion project itself,” Levy says.

Thanks to her waiting list, those new temperature-controlled units were filled the moment they became available. The facility consistently remains more than 90 percent occupied because of her passionate management style.

Although Maas humbly states that the facility’s in-demand features (the only temperature-controlled units in the area) and prime location (right off the highway in a high-traffic area of Finksburg) enable the units to practically rent themselves, her five-star Google reviews and numerous repeat customers speak volumes about her personality and proficiency as a property manager. Her tenants most often describe her as awesome, helpful, friendly, and knowledgeable, and she’s known to go above and beyond for each customer.

“Kelly has found a way to expertly hold the needs of the business and the pleasantries of customer service in the same regard and has found a happy medium on many occasions. She represents all of our fundaments,” adds Levy, who calls Maas dedicated, diligent, and thorough. “She really is a pleasure to work with.”

All her colleagues agree with Levy, so they regularly contact Maas when they need assistance with the property management system, advice on customer service challenges, or guidance during special circumstances. She’s also a “trusted trainer” within their organization. Maas has trained around a half dozen new hires and provided input that was instrumental in improving the company’s training program.

Since mentoring is her preferred activity, and she loves watching managers grow, learn, understand procedures, and reach goals, she makes herself available to anyone at any time. In fact, Maas is so willing to offer guidance and “share the why” that she actually purchased a wireless, hands-free Bluetooth earpiece in order to help other managers no matter what duties need to be done at her facility. She’s often on a call while pulling weeds, picking up trash, or cleaning the property.

“She continues to be a mentor for both new and seasoned managers, along with voluntarily coordinating group training sessions on topics that can, and do, benefit managers across our portfolio,” Levy says, adding that Maas has also helped transition new acquisitions into the Moove In Self Storage portfolio.

Portrait photograph of Shawn Lewy & Kelly Maas smiling next to each other as Kelly Maas holds a 2023 Certificate of Achievement award in her left hand with both of them dressed up in a Hawaiian-style attire
Assisting with the rebranding of acquired facilities is another aspect of her job that she greatly enjoys. “It’s so fun,” says Maas, who calls the process of getting a property ready to reopen chaotic but rewarding. She has been involved with six of those transformations and loves seeing the “beautiful” end results. She also revels in “learning a different side of the industry and the company.”

As for the management side of self-storage, she has that down pat, which is why IRE named her the company’s most valuable property manager in 2022. “We award this moniker to the person who averages ranking the highest in our eight company-wide recognition categories,” says Levy. “Those include highest autopay, highest insurance, highest average unit occupancy, most net rentals, highest unsold unit percentage, earned five-star Google reviews, and the culture award … Kelly not only averaged ranking the highest, but there was also no other manager even close to her average score, making her the landslide winner of this esteemed award.”

Maas was honored with two other company-wide awards last year for having the lowest delinquency rate and best representing the company’s culture. The lowest delinquency award was earned for retaining the lowest delinquency rate in the company for the entire year. She managed to keep the Finksburg location’s rate below one percent by making collection calls, informing delinquent tenants of the payment options, signing tenants up for autopay, and working with past-due tenants to settle their debts.

The culture award was given to Maas because she “lives by and demonstrates” IRE’s fundamentals every day. “Kelly earned this award for being the person who received the most kudos from her colleagues and supervisors,” Levy says, “along with being the person who had the most engagement herself with the app in which she provided kudos to those deserving of it.”

Of this recognition, Maas simply expresses her fondness for the company, its “do-the-right-thing” culture, and self-storage. “It’s such an honor to be ‘part of the herd!’”

Erica Shatzer is the editor of Modern Storage Media.
cover of Self Storage Now! magazine
Keep Reading!
To read about other top-notch managers who were nominated for our Manager of the Year contest, be sure to check out our “Managers In Action” column in Self-Storage Now!, our quarterly digital magazine geared toward self-storage facility management. Our fourth quarter 2023 issue will feature Samantha Cash from Storage Wise, a property manager turned area manager whose hard work and dedication has enabled the company grow in numerous ways!

For articles about previous Manager of the Year winners, visit ModernStorageMedia.com and click on the Topics tab.

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COVER STORY
Organic Growth
Sowing Storage Solutions
By Erica Shatzer
I

deas are like seeds. When planted in the mind of a determined woman, and cultivated with sensibility and persistence, they take root and flourish. Sometimes the hardiest of ideas propagate others or produce a thriving business. That’s precisely what happened when Pam Domingue, owner of Storage Solution, was presented with a self-storage seed back in 2007.

Transplanting Talents
The year was 2003. Domingue and her husband, Jack, owned a wholesale automotive broker business in Huntington Beach, Calif. Business was good, although fiercely competitive, but the couple was interested in branching out into real estate. When two lots of land became available, the Domingues were ready to further invest in their future. They purchased the parcels and began building two single-family beach homes. Not long after completion, home values spiked, so the couples began contemplating selling their properties and investing in income-producing properties.
Pam Domingue smiling while leaning against a wall
Organic Growth
Sowing Storage Solutions
By Erica Shatzer
I

deas are like seeds. When planted in the mind of a determined woman, and cultivated with sensibility and persistence, they take root and flourish. Sometimes the hardiest of ideas propagate others or produce a thriving business. That’s precisely what happened when Pam Domingue, owner of Storage Solution, was presented with a self-storage seed back in 2007.

Transplanting Talents
The year was 2003. Domingue and her husband, Jack, owned a wholesale automotive broker business in Huntington Beach, Calif. Business was good, although fiercely competitive, but the couple was interested in branching out into real estate. When two lots of land became available, the Domingues were ready to further invest in their future. They purchased the parcels and began building two single-family beach homes. Not long after completion, home values spiked, so the couples began contemplating selling their properties and investing in income-producing properties.
Then, one fateful day, Jack came across a commercial real estate business that he thought would produce passive income for their family. He eagerly discussed the possibility of owning a self-storage facility with Pam. Without delving into the nuances of operations, they assumed it would be a relatively simple business and decided to purchase their first property. Through a 1031 exchange, they sold one of the single-family homes and acquired a facility in Yucca Valley, Calif., called Guardian Self Storage.

However, they discovered that self-storage was “more of a hands-on business” than they initially thought. So, they began by doing what everyone was doing at the time: finding a retired couple, a family in this case, and having them run the business.

“The store did all right, but we quickly learned there was a lot more to it,” says Pam. “We had to modernize the facility. They were running it with stock cards, and no one paid late fees. No advertising, no customer service. We realized that our management couple was not up to the task, and they opted to leave. We had to hire a manager who could focus on sales and handle the technology.”

Pam goes on to say, “It’s not a passive business, it’s an active business,” admitting that she had to backpedal and promptly learn as much as possible about self-storage to give their new venture a chance to prosper.

Pam attended national and state trade shows to learn everything she could about how to run a self-storage facility. She networked with other owners and met some of the industry veterans, many of whom she is proud to call her friends today.

“Some of the early advice I received came from industry icons such as Don Temple and Barry Hoeven,” says Pam. “Don advised me at the first tradeshow I attended to ‘listen, learn, and talk to other women.’ There were not a lot of women there at the time, and he knew that was changing. Barry taught me to put myself out there and to give back. When you receive help from someone, try to pay it forward.”

With newly acquired knowledge, past experiences to reference, and unfaltering fortitude, Pam managed to push the defunct property to new heights within six months. “It was a mess,” she recalls. To get the facility up to par, she set up a computer system to replace the old-fashioned ledger cards. Security cameras and an access gate system were installed as well. “Having the systems in place increased our revenue by 20 percent in the first year and raised occupancy by six percent in the first six months.”

American Flag on a pole at a storage unit parking lot
hallway of a storage facility
loading dock at a storage facility
hallway of a storage facility
Organic Growth
The Domingues’ dedication to making their investment profitable had been rewarded with improved returns, which was a win in their book, but they never planned to become the owners of multiple self-storage facilities. Throughout their 17 years in the industry, the expansion of their portfolio has primarily been the result of what Pam refers to as organic growth.

While organic growth in business is defined as an internal increase in sales, Pam describes the ways in which they acquired facilities as organic. For instance, it was the seller of the second facility in their portfolio who contacted the couple. The owner was selling his facility, which was near their Yucca Valley location, so the Domingues sold their second home and purchased the 29 Palms facility. The same seller also reached out to them a few years later to offer his Fontana facility when his partners wanted to sell.

They came to own other facilities within their portfolio in a similar fashion. Sellers in areas near their facilities would contact her about acquiring their value-add properties. “We slowly grew over time,” says Pam. “We grew organically.”

Currently, there are eight facilities within their portfolio and one under construction in Lancaster, Calif. Seven of those established locations are within driving distance (approximately two hours) of their home in California. The other property, Waikele Self Storage, is in Waipahu, Hawaii, on the island of O’ahu.

Pam, whose mother was born in Hawaii, wanted to take a tour of Waikele Self Storage while on vacation. At the time, Carol Mixon, owner of SkilCheck Services, Inc., was a co-owner of the facility. When she learned that Mixon’s partners wanted to sell the property, a handshake deal was done on the way to the Honolulu airport. In 2016, she purchased the impressive property, which includes 33 World War II ammunition bunkers that Mixon and her co-owners had converted into unique storage units. They are painted battleship gray and named after naval ships to assist with wayfinding; each bunker also features historical signage about the ship of its namesake. The facility offers 690 storage units of standard sizes as well as 280 parking spaces.

Although she bought the business in 2016, Pam didn’t take over management of the property until 2017. Then, in 2018, she was able to purchase the land under the facility. Previously, the land been leased.

“Most property in Hawaii is on land leases, so commercial property ownership is rare on the island,” she says. “A local developer purchased the property from Hunt Corporation, who received the land from the Navy in exchange for building the infrastructure. The developer saw the use as warehousing. Carol Mixon’s partners took it one step further and realized it would make a great storage facility. They brought in Carol and her former husband to help them build out the units and start the business. The developer sold off the individual bunkers as warehouses and yard space.”

Owning this property enables Pam to visit her Hawaiian relatives on a regular basis. She checks on the store every four to six weeks. “It doesn’t seem like a long flight now,” she jests.

As for the ground-up development project in Lancaster, Calif., that was the dream of Pam’s husband. He wanted to build a new facility and got the ball rolling before he became ill. After a two-year-long entitlement process, they are getting ready to break ground. Development wasn’t Pam’s idea, nor passion, but she’s carrying the load for her husband with help from some of the industry leaders in construction.

“I’m willing to try anything once,” she says about making decisions for the project and overseeing its development, “but I may not do it again!”

The two-story, 80,00-square-foot, climate-controlled facility is expected to be completed within 18 months. It will feature smart locks and covered RV parking.

Nourishing Operations
Ever since acquiring her first facility, Pam has tirelessly tended to operations to ensure incessant improvement. And continuous education is at the core of the business’ progress.

“I’m big on education,” she says, noting that she sends her staff to industry events and recommends online training courses to enhance their skills. “We have a training program and do as much on-the-job training as we can. I also encourage them to attend Zoom events offered by our state association and usually take a few employees to Las Vegas for the Inside Self Storage Expo. It’s important to me that they stay up on the current trends and hopefully have some well-deserved fun while they are there. I help them grow, which helps me grow. I can learn as much from them as they can learn from me.”

Her employees aren’t the only ones benefitting from these educational experiences. “I learn something new at every show I attend,” says Pam, who doesn’t hesitate to put newly acquired knowledge to good use. “I’m always trying to figure out the best way to do stuff. I love seeing the new tech at the trade shows and I’m always ready to try something new.”

She’s used some of that information to create processes that streamline, simplify, and improve operations at her facilities. “It’s so much easier when bringing on other facilities,” Pam says about having defined policies and procedures in place. “We have a routine and a checklist now, which helps keep things in order. It’s a lot different than when we purchased our first and second facility; we had no idea what we were doing at the time.”

Staffing is another aspect of operations that Pam has been fine-tuning over the years. For example, she has moved away from hiring retired couples. “We hire the individual who is right for the job(s),” she says. “Too often with a couple, one is great and the other is not. One ends up doing all the work and this can be an issue. We would rather have two co-workers who are not related. We’re also getting away from resident managers at many of our facilities. With the technology advancements in cameras and gates, we no longer need that 24-hour, on-property security.” Residential managers present other issues as well, such as the additional expenses of housing, overtime pay for work done after hours, and potential eviction situations should they need to be terminated.

Instead of those previously preferred types of managers, Pam seeks employees who excel in sales and possess an inner drive to deliver exceptional customer service. “We must remember we are a sales business,” she says. “We are selling our facilities, our staff, and our services. We value all our customers and strive to offer the best experience we can.”

She currently employees 13 full-time and two part-time employees, but Pam has been “exploring” hybrid management options for her facilities because it can be “hard to keep and find good employees.”

“Small stores especially do not warrant the cost for a full-time employee,” she says. “While I do not see us embracing the remote management concept entirely, we have two satellite facilities that have staff at a nearby facility. This works well for us; our customers appreciate someone in the office helping them and answering questions. Technology can assist, but I don’t see it taking the place of our staff.”

Pam is tech savvy and personally favors conducting business online, but she realizes some storage customers enjoy having face-to-face conversations with managers. What’s more, she states that most of their referrals come from walk-in customers, which backs up her belief that “the person behind the desk creates loyalty.”

On-site managers can glean valuable insights as well. Pam values feedback from her employees and uses their input to make store-level adjustments. “They know their markets,” she says. “Each is different, and cultural differences are important.”

While some companies attempt to provide the same experience at every store, Pam doesn’t believe that a one-size-fits-all management style is beneficial to business. While processes and procedures might be the same, there are differences in customer experience. “This isn’t McDonalds, where customers want the fries to taste the same no matter where it is located,” she explains. “We tailor the experience to customers. Everyone is different. Treat them the way they want to be treated.

We have a wide range of customers, from millennials to retirees and businesses. They do not all want to be treated the same. I try to teach my staff to slow down and treat the person how they want to be treated. If they want to talk, let them tell you what is going on in their lives. If they are in a hurry, don’t over talk; try to help them on their timeline. Listening to what the customer wants is important.”

She goes on to say that a personalized approach is especially important at her Hawaiian facility because of the unique island culture. “With the cultural differences, you cannot just treat a customer the same as you do on the mainland,” says Pam. “They expect you to be part of their ‘ohana [family]. We have customers cooking for us, bringing us malasadas. You must understand their culture and be able to relate to them. They are often distrustful of mainlanders and like to deal with the locals. My family connections helped smooth things over when we took over the facility. It was managed by a mainland company; we have more of a family approach. While it’s difficult to hire in Hawaii, more difficult than California, I will say when you do find a good employee, they can be the best, very hardworking and loyal. I am lucky; when I am gone, I have a great team there.”

Pam Domingue smiling for a photo in front of a brick wall
A Rose By Another Name
Branding and technology are two other facets of operations that Pam has been tweaking as of late. “We joined Storelocal in 2013,” she says. “When they developed their web product, we beta tested the new website. I was on board at that time, and a strong proponent of a new software for the industry. So, when they started to develop Hummingbird, a property management software, we agreed to beta test the product at our Yucca Valley facility. All my stores are using Mariposa [the website] and converting to Hummingbird. I am a big fan of the innovation that Tenant inc. is offering to our industry and excited to see what they come up with next.”

But the notion to rebrand their entire portfolio didn’t come into play until the Domingues began drawing up plans for their new build in Lancaster. Truth be told, Pam had no intention of replacing the brand name she had created in 2013 after buying their third property. She assumed the project would bear the Storage Solution name just like the others, but her husband had a different idea.

Pam Domingue smiling for a photo in front of a wall made of wooden planks
“He started talking about using the Storelocal brand for the Lancaster property,” recalls Pam. “I thought it may be difficult to operate two different brands.”

However, because they were already using Storelocal products at their facilities, Pam decided to take a “harder look at it,” acknowledging the SEO benefit of Storelocal branding. “It’s a good name, and the online benefits made sense.”

About letting go of the name she produced and lovingly cultivated for a decade, Pam says, “It was a big decision, and it’s a little scary. I love the business. I’m not tied to just the name, but it’s an ego thing. It can be hard to let go.”

Nevertheless, letting go of the Storage Solution branding has proven to be a shrewd choice, as taking on the Storelocal name has only sweetened her business thanks to improved SEO.

Back To The Roots
For Pam, the main pull of Storelocal is the mindset of its founders. “They believe in the concept of pulling together,” she says. “We bought into it 100 percent. I want to see other operators ban together.”

Collaboration and cooperation—the foundations of both Storelocal and the self-storage industry—are notions Pam whole-heartedly supports. In fact, it was the good will of other owner-operators that amazed her from the beginning and continues to uplift her.

“The car business was cutthroat,” she says. “Self-storage was such a change! Call anyone with a question and they’d help.”

When she was new to the industry, Pam leaned on Sue Haviland, owner of Haviland Storage Services; Carol Mixon, owner of SkilCheck Services; and Natolie Ochi, president of SKS Management LLC, for guidance and mentorship. “Their support has been incredible! They know everything!”

She closes with a stellar example of the spirit of self-storage: When a car crashed into one of her facilities in Delano, Calif., Pam and Jack were stuck several hours away in one of the worst rainstorms southern California had seen in a long time. They contacted a nearby competitor, whom they had only met recently. He immediately contacted his contractor and instructed him to take a break from his project to fix her boarded up building. He even helped with having their contractor prioritize the rebuilding of their office, an act of altruism that kindled camaraderie. The Domingues now consider Josh Miller and his mother Tanya Miller of Storeland Self storage two of their “closest friends.”

“That’s literally the epitome of what the industry’s about—great people helping each other,” says Pam. “When we help each other, we all do better. To quote Storelocal, ‘We are stronger together.’”

Erica Shatzer is the editor of Modern Storage Media.
Investing In The Industry
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nce Pam was established as a successful owner-operator, she started investing in the self-storage industry in various ways. She’s been on the board of the California Self Storage Association (CSSA) for 10 years—nine of which were spent as an officer (a year as secretary, seven years as treasurer, and a final year as secretary again).

“Everyone should get involved in their state association,” says Pam. “Everyone should give back to their association. The state and national associations do so much for so many operators and contribute to our success as business owners. We are grateful for their advocacy and the education opportunities they provide.”

She also invests in Westport Properties and serves on the board of Kure It, the nonprofit founded by the late Barry Hoeven. Pam joined the Kure It board in 2016 after Hoeven’s passing.

Although she is “rolling off” the CSSA as board secretary this year, Pam plans to “stay active with Kure It” and remain on some of the CSSA’s committees to lend a hand however she is able. And the reason she continues to contribute to the greater good is simple: “I love the industry,” Pam says. “I am blessed to have found it, and I cannot imagine doing anything else! I am also fortunate that so many in this industry have become my good friends!”

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development
Tightened Lending Standards
Construction Financing In A Post-Pandemic World
By Steve Libert
A hundred dollar bill wrapped with a black belt
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hile it has become somewhat more difficult to obtain financing for new self-storage construction in today’s post-pandemic world, there is still plenty of capital for strong new development projects backed by experienced, strong sponsors.

Record-Breaking Performance
While most of us in the self-storage industry held our breath a little bit and were not sure exactly what to expect in the early stages of the COVID-19 pandemic, we can now look back on 2021 and 2022 as two of the strongest years of self-storage financial performance on record. The unprecedented financial results were primarily fueled by increased demand/occupancies and the resulting ability to grow street rents, as well as existing customer rents, leading to double-digit NOI growth for two years straight. The self-storage industry demonstrated once again that it continues to outperform virtually all other commercial real estate asset classes in both good times and bad times.

As the world has mostly returned to “normal” after the eye of the pandemic storm has passed, self-storage operational and financial performance is also beginning to normalize. Rent growth is slowing, and occupancies are declining from record highs but have remained relatively strong. While street rents have begun to move downward, existing customer rate increases (ECRI) continue to remain strong as we approach the end of 2023. By most commercial real estate performance metrics, self-storage is still performing extremely well.

Interest Rate Increases
In the wake of the pandemic and the unprecedented governmental economic stimulus, supply chain shortages, and the persistent inflation that followed, today we find ourselves in an interest rate environment that has changed dramatically in record time. In an effort to curb post-pandemic inflation, the Federal Reserve has increased the Fed Funds rate at a break-neck pace—11 times from March 2022 through July 2023—to the highest level in 22 years. As the Fed Funds rate increased 0.25 percent to 0.50 percent to 5.25 percent to 5.50 percent, other short-term rate indices increased in an almost lock-step fashion. From March 2022 to July 2023, the prime rate increased from 3.50 percent to 8.50 percent and 30-day SOFR increased from 0.05 percent to 5.0 percent. Longer term rates have also increased substantially, although to a somewhat lesser extent, resulting in an inverted yield curve, where short-term rates (typical of construction loans) are higher than long-term rates (typical of permanent loans).

The dramatic speed and extent of interest rate increases in a little over a year is likely the single greatest self-storage financing challenge we have seen since the Great Recession of 2007 to 2009. However, the major difference between then and now is that the Great Recession brought financing to a complete halt, while today there is still plenty of financing available, albeit at much higher rates than we have experienced over the last 10 to 15 years. Interest rates for self-storage construction loans have quickly ballooned from the 3 percent to 4 percent range that we enjoyed over the past several years to rates that today can often exceed 8 percent or 9 percent. Interest rates for permanent financing for stabilized self-storage facilities have also more than doubled in a very short period of time, often exceeding 7 percent going into the fourth quarter of 2023.

Banking Credit Tightening
If the dramatic rise in interest rates was not enough of a challenge for self-storage borrowers, the banking sector has begun to pull back from commercial real estate lending as a direct result of the Feds interest hiking efforts. Simply put, the sudden and extreme increase in rates has had a material detrimental effect on the value of a bank’s longer term fixed-rate assets. The sudden drop in value of a bank’s longer term fixed-rate assets can generate losses for the bank if they must liquidate those assets to cover short-term liabilities (AKA deposit withdrawals). The Silicon Valley Bank failure in March of 2023 was essentially the result of this mismatch between longer term fixed-rate assets and short-term liabilities. First Republic Bank and Signature Bank suffered a similar fate as their depositors rushed to withdraw deposits that eventually could not be covered by the banks’ assets. While there were only four bank failures in 2023 (through September), there could have been many more had the FDIC not calmed the market down by covering both insured and uninsured deposits for all four bank failures. Banks are not only lending more cautiously today on commercial real estate, but as rates have increased, the cost of funds (deposits) for virtually all banks and credit unions has increased by as much as 500 basis points, as banks try to prevent depositors from pulling their money out. As of September 2023, it is not difficult for depositors to find a high-yield deposit account with an interest rate in excess of 5 percent.
“By most commercial real estate performance metrics, self-storage is still performing extremely well.”
Construction Lenders Still Like Self-Storage
The bad news is that the cost of debt is substantially higher than it was only a short time ago, and many lenders have become more conservative when it comes to commercial real estate lending. The good news is that most lenders still consider self-storage to be a very desirable asset class to lend on when compared with the other commercial real estate assets classes. As a result, the lenders that continue to have the appetite and ability to make new commercial real estate loans typically welcome the opportunity to consider self-storage loan requests. When evaluating self-storage construction lending opportunities, conventional lenders (like banks and credit unions) have become more discerning and are often reserving their lending capacity for existing customers, the most compelling projects, and the most experienced developers and operators.

Who’s Providing Construction Financing?

The most active construction lenders for new self-storage projects include:

  • Banks
  • Credit Unions
  • Small Business Administration (SBA) Lenders
  • Private Lenders/Debt Funds
Banks And Credit Unions
Pre-pandemic, local (community) banks, credit unions, and regional banks were major providers of construction loans to the self-storage industry. However, the recent interest-rate-related stresses on the banking sector have negatively affected the regional banking sector to a greater extent than community banks, causing many regional banks to put commercial real estate lending “on hold” in much of 2023 and likely continuing into 2024. This leaves most commercial real estate lending to local or community banks and credit unions that have historically done almost 70 percent of all commercial real estate lending in the country. It is also important to keep in mind that not all commercial real estate lenders have an appetite for construction loans. In fact, many lenders have put construction lending on “pause” for the time being. For reference purposes, the Federal Reserve defines community banks as those with less than $10 billion in assets and regional banks with total assets between $10 billion and $100 billion. Any bank with combined assets of $100 billion or more is considered a large financial institution (often referred to as a national bank), and these large financial institutions have never been a major source of construction financing to the self-storage industry.

Community banks and credit unions continue to be excellent sources of construction financing, but borrowers will likely have to solicit more lenders than in the past with their construction loan request to find reasonable construction loan terms. As mortgage brokers working for our self-storage developer clients, we have typically had to present our loan request packages to 10 or 15 targeted lenders to obtain favorable loan terms from many of them. Today, we often reach out to as many as 40 or 50 lenders to obtain a handful of attractive construction loan term sheets. In the recent past, most banks and credit unions would lend up to 75 percent or 80 percent of the total cost of a new self-storage construction project. However, today the same group of lenders will typically provide no more than 65 percent loan-to-cost, requiring the borrower to provide equity for the remaining 35 percent.

While some banks would waive personal guarantees for lower leverage projects in the past, today virtually all require borrower personal guarantees for project completion, monthly mortgage payments, and full repayment of the loan at maturity. Some lenders will reduce or eliminate (“burn-off”) these guarantees once the project is fully leased/stabilized and the net operating income (NOI) is more than sufficient to cover the mortgage payments.

Small Business Administration (SBA) Lenders
Starting In 2010, the SBA has made financing available to the self-storage industry. Since that time, the SBA has become a major source of self-storage construction financing primarily for smaller projects or for developers who may be newer to the self-storage industry. While there are some exceptions where lenders may offer companion loans, SBA loans typically top out at $5 million and are geared towards smaller projects. The fact that SBA construction loans have loan terms up to 25 years and could provide as much as 85 percent or 90 percent loan-to-cost has historically made SBA loans attractive for many self-storage developers. SBA construction loans are typically tied to the Prime rate (8.50 percent as of September 2023), resulting in interest rates that exceed 9.50 percent (e.g., Prime plus 1 percent) for most projects, making these loans much less attractive. Today’s high rates not only increase the cost of interest carry but also limit the maximum loan amount to much less than 85 percent to 90 percent based on the projected debt service coverage ratio (DSCR) at stabilization (more on this later). As with most banks and credit unions, the SBA requires full personal guarantees from the borrower, including a completion guarantee.
Private Lenders / Debt Funds
Private lenders, including debt funds and other non-bank lenders, can be a good alternative to the more traditional lenders previously mentioned, primarily when seeking construction financing that does not require personal guarantees from the borrower. While ongoing personal guarantees are not required by many private lenders, virtually all will require a project completion guarantee. Most private lenders have minimum loan sizes in the $15 million range, focus on projects in primary and some secondary markets, and prefer borrowers with a proven track record of successful commercial real estate development. Interest rates are almost always floating and are often 200 to 400 basis points higher than more traditional construction lenders.
Construction Loan Underwriting
Each lender has their own underwriting standards and process, but they will all focus on these four major areas:

  1. Project feasibility
  2. The total construction budget
  3. The operating proforma and projected net operating income (NOI)
  4. The borrower’s financial strength and experience
Feasibility
Regardless of the strength of the borrower, the cost of the project, or a compelling operating proforma, if the market supply/demand factors and market rents will not support a new facility in the subject market, a lender will likely not offer financing for the project. Most lenders today will require an independent third-party feasibility study primarily to supply or verify market supply/demand information, existing and planned competition, current market rents and an operating proforma for the proposed development that supports the borrower’s operating proforma. There are several experienced self-storage feasibility study providers, including the national commercial real estate appraisal firms who have specialty self-storage valuation practices.
Construction Budget
A self-storage construction budget should provide all costs related to the new project, including land cost/value, site work, off-site work, all hard costs, all soft costs (e.g., architectural, engineering, legal, zoning/entitlements, permit/impact fees, etc.), interest reserves for interest carry during construction and lease-up, operating shortfall reserves during lease-up, and a contingency for both hard and soft costs. As the ongoing costs of construction remain somewhat volatile, it is important to note that many lenders today require that the borrower enter into a guaranteed maximum price (GMP) contract with their general contractor to help mitigate major cost overruns.

Even if the market supply/demand factors and rental rates support a new self-storage facility, the total cost of a new development as it relates to the stabilized cash flow of the self-storage facility will be the ultimate test of project feasibility.

Projects that may have been feasible/profitable before the pandemic oftentimes may not “pencil out” today due primarily to increased cost of construction and increased interest rates. Pandemic supply chain issues have mostly eased, but the severe increases in the cost of materials like structural steel, finished steel, concrete, and many other building components remain. Labor costs have also increased in most parts of the country, as unemployment rates have remained low.

For a time, these increased project costs could often be absorbed with help from 3 percent to 4 percent interest rates and increasing self-storage market street rental rates. Today, interest rates have more than doubled and rental rate growth has slowed or reversed in many markets, not only providing little help for the increase in construction costs but rather creating further feasibility challenges.

Despite rising interest rates and construction cost headwinds, there are still many new self-storage construction projects that can be very profitable, albeit fewer in number than before these challenges came into play.

Operating Proforma
The extent to which a new self-storage construction project can withstand the high costs of construction and interest carry is dependent upon the amount of cashflow or net operating income (NOI) the new facility can generate once it is fully leased. The stabilized NOI, in conjunction with the market capitalization rate (CAP rate), will ultimately determine the value of the self-storage facility. Only when the projected value is compared with the total development cost can we determine the return on investment and the merits of moving forward with a new self-storage development.

Projected stabilized NOI is calculated by subtracting projected operating expenses from projected rental and ancillary income. There are many factors that go into both the revenue and expense sides of the equation, and construction lenders have become somewhat more conservative in their analysis. When analyzing projected rents, most lenders will no longer underwrite upwardly trending rents from rental rates at the time of underwriting to when the facility is to open for business. In an environment where rent growth is slowing, or when street rents are decreasing, lenders will utilize current market street rents for the first year of operations and may only conservatively trend rents in subsequent operating years. The lender’s stabilized occupancy assumptions may also be more conservative than the feasibility study or the borrower’s projections.

On the expense side of the equation, lenders are much more focused on certain expense items such as real estate taxes and property casualty insurance than in the past. Throughout the country, real estate taxes for commercial properties have doubled or tripled in a short period of time, and lenders will look for a thorough analysis (usually from the appraiser) to underwrite real estate taxes at project completion and stabilization. Property insurance is another expense that has increased significantly over the past few years. Insurance companies have experienced record claims in many of the coastal areas of the country, and it is not uncommon for insurance premiums to have doubled or tripled for properties located in coastal cities. Substantial premium increases are also not unusual from properties located in landlocked areas of the country, such as the Midwest, as insurers look to spread the risk and increase their premium revenues across their entire customer base.

“… there is still plenty of capital for strong new development projects.”
Ultimately, most construction lenders will rely upon the appraisal for their underwritten proforma operating income and expenses, NOI, CAP rate, and the resultant projected value of the completed and stabilized self-storage development project. In addition to projecting value, the projected stabilized NOI is also very important in loan sizing as it relates to underwritten debt service coverage ratio (DSCR). The stabilized DSCR is simply the ratio where the stabilized NOI is the numerator and the debt payment the denominator. Many lenders will limit loan proceeds such that the stabilized DSCR is at least 1.35 or more. As interest rates (and the resulting debt payment) increase, this minimum DSCR test—not the lender’s maximum loan-to-cost—is more often the ultimate determinant of construction loan proceeds.
Financial Strength And Experience
To the extent that many lenders today have a limited amount of capital for new construction loans, many are reserving their funding capacity for their existing customers. That said, there are still many lenders who are willing to lend on construction projects for new borrowers. It is important to note that these lenders are becoming more selective in terms of borrower financial strength, self-storage development experience, and a proven track record. Lending to experienced developers helps to mitigate the risks that go along with new construction, such as major cost overruns or extended project delays. Lending to borrowers with financial strength gives many lenders confidence that the borrower will have the capacity to provide additional capital support to the project if all does not go according to plan. Furthermore, as a bank’s deposit base become more important and valuable in today’s banking environment, many banks and credit unions require that borrowers also maintain deposits with the bank, separate and apart from the subject project they are lending on.
Financing Is Still Available
We all wish interest rates could have stayed low indefinitely, and self-storage rental rates and occupancies could have continued their meteoric rise, but all good things eventually come to an end.

While it has become more difficult to obtain financing for new self-storage construction in today’s post-pandemic world, there is still plenty of capital for strong new development projects. A strong project is one that has a compelling projected return on investment after taking into account today’s higher interest rates, increased costs of construction, and the general slowdown in rental rate growth and occupancy in most markets. Borrowers with financial strength and self-storage development experience will have an advantage over those with less capital and/or experience in the self-storage industry.

Experienced developers with strong self-storage development projects and financial backing will always be able to find construction financing; they will just have to work a little bit harder to find it as we move transition from 2023 and into 2024.

Steve Libert is a co-founder and principal at CCM Commercial Mortgage, a commercial mortgage brokerage firm that specializes in self-storage financing. Since 1993, Libert, and his co-founder/partner Neal Gussis have arranged over $5 billion of financing for self-storage developers and owners throughout the country. He can be reached at slibert@ccmfinancing.com or (847) 452-2082.
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Development
Built To Fit
Silver Creek Self Storage in San José, Calif.
By Bruce Jordan
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ocated approximately 0.5 miles from the offramp fed by the highly traveled 101 freeway, this site is located on the main thoroughfare of Silver Creek Valley Road, which is the main feeder to the vastly developed Silver Creek and Evergreen communities. With over 165 feet of topographic fall, the site struggled to find a use that could mitigate this issue and make it pencil from a financial standpoint. Enter the chameleon of industrial/commercial uses: self-storage.

A San José-based developer, Toenisketter was perfectly set up to carry this project through to completion with their construction arm. Fortunately, they had numerous connections in the area and to the subcontractor market in order to capitalize on this opportunity during a tough time. However, this would be far from a straightforward project and would face its share of hurdles.

Numerous developers and design teams passed on this site due to its extreme topography and odd shape. However, Jordan Architects was up to the challenge. With some 165-plus feet of fall, the task of designing a user-friendly facility was not for the faint of heart. There was a great deal of difficulty and hundreds of hours of coordination between the civil engineer and architect to figure out a solution to the topography.

Anyone who has worked with the City of San José can tell you that it’s no cake walk. Couple that with the height of a pandemic and you have a recipe for delays and extended entitlement timelines. While the design team was able to address any concerns issued by the city, the timeline was still severely impacted by the COVID pandemic and an overwhelmed staff at the City of San José.

Ultimately, the design team was able to work out a feasible ramp system to access the critical loading areas and fire apparatus lanes. The unique layout allowed for drive-up units on upper floors that are accessed via a ramp. However, this proved to be a laborious task in order to accommodate the maximum acceptable fire apparatus grades as well as ADA access to the two buildings.

“Anyone who has worked with the City of San José can tell you that it’s no cake walk.”
The solution resulted in the rear of the northernmost building retaining some 20 feet of grade with an additional 15 foot retaining wall farther to the north to accommodate the drive aisle. This concept submerged the lower floors into the hillside, thus utilizing a natural climate-control element and making the third floor of the northern building drive-up accessible. The smaller building on the south end of the subject site houses the highly visible office, which is adorned with decorative drop ceiling elements and high-end lighting fixtures. The topography in this area continues to fall abruptly to the south, thus resulting in an approximately 17-foot stem wall condition on the south end of the smaller building. This wall further magnifies the presence of the project for northbound travelers on Silver Creek Valley Road.

The exterior of the project is clad with a mix of flat and corrugated metal panel broken up by vertical and lateral building articulation. Further adding to the facility’s presence are the large banks of both spandrel and vision glass. Travelers along Silver Creek Valley Road will be presented with faux units behind vision glass at the southeastern corner of the larger building. The height of the building reaches some 43-plus feet above finished floor, standing out from its surroundings with warm colors and capped off with a dark green exaggerated cornice element.

Daytime landscape aerial photograph side view of Silver Creek Self Storage buildings located on the main thoroughfare of Silver Creek Valley Road in San José, California
Indoor photograph angle view of the Silver Creek Self Storage rental office located on the main thoroughfare of Silver Creek Valley Road in San José, California
Silver Creek Self Storage rental office
“… the team was able to comceive a convenient, user-friendly layout against all odds.”
The Silver Creek Self Storage project will be one to remember for the entire design and development team. Despite incredibly difficult site conditions and world events, the team was able to conceive a convenient, user-friendly layout against all odds. This project required intense coordination from the entire team to ensure the grades were carefully looked through and addressed without compromising the function or aesthetics. Throughout the process, the overall look and feel was important to both the client and city, but it was difficult to maintain given the site constraints. However, as with the challenging topography, Jordan Architects provided alternate options and materials in regular client meetings to ensure expectations were met. In the end, the site boasts a contemporary design and massing presence that will continue to attract the attention of passersby for decades to come.
Bruce Jordan, AIA, is the president of Jordan Architects, Inc.
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development
Gen Green
Younger Consumers Prefer Eco-Friendly Companies
By Erica Shatzer
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n August, a group of young environmental activists celebrated a trailblazing legal victory when a Montana judge ruled in their favor, saying that state agencies were violating their constitutional right to a clean and healthful environment by permitting fossil fuel development. It was the first time a U.S. court had ruled against a government for violating a constitutional right based on climate change. District Court Judge Kathy Seeley found the policy the state uses in evaluating requests for fossil fuel permits, which disallows agencies to look at greenhouse gas emissions, to be unconstitutional.

The 16 “climate plaintiffs,” who had sued Montana officials three years ago for failing to protect residents from global warming, argued that not meeting these constitutional obligations endangers their health and livelihoods and threatens future generations. Although state officials are determined to overturn the decision on appeal, the ruling could set an important legal precedent if it stands.

But even if the ruling is rejected, younger generations will likely remain passionate about protecting the environment by inciting meaningful change. According to data from Verywellmind, of all the generations in the U.S., Gen Z (38 percent of the population) is most worried about global warming. Both Gen Z and millennials are concerned about negatively impacting the world’s future (32 percent and 29 percent, respectively). Furthermore, Deloitte notes that Gen Z is adopting more sustainable behaviors than any other group; 50 percent reduced how much they buy, and 45 percent stopped purchasing certain brands because of sustainability or ethics concerns. This could mean that “zoomers” are looking for eco-friendly features when searching for self-storage near them.

Green Storage
Luckily for storage companies, there are plenty of ways to become a more environmentally friendly business. Here are some options:

Go paperless.
Switching from paper to digital has never been easier. Cloud-based storage, digital apps, email, and e-signature software can enable self-storage facilities to reduce paper waste and streamline operations.

Update your website and operations.
By allowing customers to take virtual tours of your facility and make online reservations, you are reducing the number of vehicles on the road and greenhouse gas emissions. The same principle applies to remote management; permitting employees to work from home even one day a week improves your carbon footprint.

Add solar panels.
Rooftop solar panels are a win-win for owner-operators; the energy they generate reduces your carbon footprint and utility bill. Plus, there may be rebates and/or state and federal tax breaks available to offset the installation costs.

“A lot of the sustainability efforts we have done to date have been easy decisions for us because they are at the intersection of what’s good for the environment, what’s good for the community, and what’s good for our shareholders,” Extra Space Storage CEO Joe Margolis said about the REIT completing solar installations at more than 400 of its facilities over the past five years. “Solar has been a great thing to reduce our electricity use while producing a great return for our shareholders.”

Replace energy hogs.
Appliances with an Energy Star rating contribute to sustainability by using less electricity. Energy Star appliances (printers, copiers, refrigerators, etc.) can save you 10 to 50 percent on energy bills. You should also ensure that your facility’s HVAC system is the correct size for the building; a HVAC system that isn’t large enough for the space will be running more frequently. To reduce water waste, consider opting for dual-flush toilets and low-flow faucets in your bathrooms.

Switch your bulbs.
Energy Star LED-certified light bulbs use anywhere from 70 to 90 percent less electricity than incandescent bulbs. Motion-sensing lighting is another popular option that self-storage owner-operators have been utilizing at their facilities to keep them well-lit without wasting energy.

Dig into landscaping alternatives.
When it comes to landscaping, choosing native plants and/or drought resistant plants is a practical way to reduce water usage. Water catchment systems or timers for irrigation systems can lower water bills as well. Stōr Self Storage, which has several facilities throughout Texas, uses water catchment systems to collect and store more than 66,000 gallons of rainwater; it’s used for irrigation. Per the company’s website, “Implementing rainwater harvesting is beneficial because it reduces the demand on existing water supply and reduces the runoff, erosion, and contamination of surface water.”

Another option is to incorporate sustainable landscaping into your site design, such as a retention pond to help manage stormwater.

Help your customers recycle.
Besides having recycling bins for paper, plastics, glass, and aluminum, you could consider converting a hard-to-rent unit into a recycling center of sorts for your tenants and community. Plastic bins could be installed for a variety of items that can be difficult for people to properly discard, including light bulbs, batteries, tires, electronics, paints, household cleaners, prescription medications, ink cartridges, various metals, and more. There are even companies willing to haul the items away from the facility at no charge.

In addition, many customers appreciate being able to donate their unwanted belongings without having to lug them to another location. Local charities that resell these items or distribute them to people in need would likely pick up the donations from your facility. Alternatively, charity auctions are easily implemented through nonprofit organizations like Charity Storage.

Support green initiatives.
Some self-storage operators form partnerships with green organizations that make a difference in the world. For instance, StorQuest Self Storage donates $1 from every new unit rental to One Tree Planted, a nonprofit that plants trees to restore ecosystems that have been degraded and deforested.

Offer recycled products.
Even the retail items you sell can be green. For example, there are recycled and biodegradable options for packing peanuts and carboard boxes. You could also create a box sharing program similar to U-Haul’s “Take A Box, Leave A Box,” where customers can drop off their moving boxes for other customers to reuse for free.

Additionally, owner-operators can recycle their own waste after completing facility upgrades. When replacing roll-up doors, the old metal doors can be taken to scrap metal yards or donated to local fire departments and/or police departments, where they can be reused for training purposes.

Swap your swag.
Freebies or giveaway items imprinted with a facility’s name and logo have become a staple in self-storage marketing, but you may want to order some greener promotional items, such as reusable water bottles, tumbler cups, or travel mugs; reusable straws; reusable tote bags; hand-crank flashlight keychains; or anything made from recycled products (notebooks, pens, pencils, etc.) Whichever items you choose, don’t forget to have your facility’s name and logo printed on them.

Build green from the beginning.
By using recycled and/or eco-friendly building materials and obtaining LEED certification, self-storage developers can reduce construction-related pollution and build more sustainably. A few options include foam-panel walls to conserve energy, eco-friendly fiberglass siding, and thermal-plastic roofing. A thermal-plastic roof reduces heat, requires less long-term maintenance, and can be recycled. Owner-operators who aren’t ready to replace their roof could simply paint it white to keep the building cooler.

What’s more, conversions are a greener alternative to ground-up development. By repurposing existing structures developers reduce the impact of building, eliminating millions of pounds of waste and between 50 and 80 percent of greenhouse gases that would be produced building from the ground up.

Be Transparent
Whatever you do to become an eco-friendlier facility, be sure to post your efforts on your website. Customers who are searching for green self-storage will appreciate your transparency and all the effort you’ve put into becoming a more sustainable business!
Erica Shatzer is the editor of Modern Storage Media.
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development
Ground-breaking Development
Storage Box San Antonio, Texas
By Erica Shatzer
storage warehouse in San Antonio, Texas
lobby of storage warehouse
outside of storage warehouse with ExtraSpace Storage sign
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ituated on an L-shaped lot in San Antonio, Texas, Storage Box offers three stories of modern storage space. The contemporary, 123,000-square-foot facility was designed by Dallenbach • Cole Architecture and constructed by Capco General Contracting in approximately nine months. After selling an adjacent lot, the owner was required to incorporate a sizeable landscape buffer into the site plan to separate the building and parking lot from the residential neighborhood. The proximity of the retaining wall to the property line proved to be a challenge, but the result was a striking site. Metal panels above masonry block bring texture and visual appeal to the façade, while a stripe of bright blue separates those perfectly contrasting materials. The same blue is used to make the exterior roll-up doors and awnings pop and draw attention to the metal geometrical tower at the corner of the building that houses the rental office—a design element that resembles stacked boxes. Neon green roll-up doors on display behind large panes of glass illuminate the floor above the office. Within the office area, behind a long countertop, digital signage is affixed to an exquisite diamond tile wall. The facility utilizes security features from PTI Security Systems and a hallway system from Janus International.

waiting room lobby of storage warehouse
front view of storage warehouse from parking lot
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investment
Turbulent Times
The Industry Weathers A Tough Lending Climate
By Tammy LeRoy
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he economic measures taken by the federal government during the pandemic have had sweeping consequences, and commercial real estate has been particularly hard hit by the fallout. The favorable self-storage lending climate enjoyed by buyers and developers just a few years ago is experiencing turbulence, with the cost of capital reaching its highest in over two decades. Current owners and would-be buyers who are caught in the fray may have to choose between some less-than-ideal options.

“The economy got overheated after COVID,” Neil Gussis, principal of Skokie, Ill.-based CCM Commercial Mortgage, says. “There was a lot of money pushed into the system and people wanted to spend it.” The robust spending led to inflation, and historically, the way to battle inflation is to raise interest rates to cool down the economy. The Federal Reserve began adjusting the federal funds target rate range steadily in 2022, raising the fed funds rate by more than five percentage points in just 16 months.

“Consequently,” Gussis says, “we’re at a historic high point in interest rates for the past 22 years, and we got there in a short amount of time.” Although viable deals are still out there due to the overall stability of self-storage as an investment type, the higher cost of capital is demanding that both buyers and sellers revise their expectations.

Maturing Loans
Eric Snyder, co-founding principal at Irvine, Calif.-based Talonvest Capital, says the repercussions of these heightened interest rates are only beginning to reverberate across the sector. Those most affected are operators with loans that are, or will soon be, due for refinancing.

“To illustrate, consider 10-year CMBS loans executed in 2013 or 2014, which carried an average rate of 4 percent,” Snyder says. “Presently, newly available 10-year fixed-rate loans are priced within the range of 6.5 percent to 7 percent. The looming challenge stems from more than $200 billion in fixed-rate CMBS debt set to mature over the next 18 months, potentially complicating property owners’ refinancing efforts without substantial paydown requirements.”

Synder says this issue is compounded by the rapid escalation of short-term rates, with a base SOFR (Secured Overnight Financing Rate) surging from nearly 0 percent to over 5 percent within an unprecedented timeframe. “Consequently, a bridge loan established with a bank just 18 months ago at an interest rate around 3 percent could conceivably exceed 8 percent today,” he says.

R. Christian Sonne, executive vice president of self-storage for Irvine, Calif.-based Newmark, says small operators caught in the wrong position in this path have been hit particularly hard. “Even if your self-storage facility is doing great, if you had a 5 percent loan and now you have to refinance because it’s been 10 years and it’s due, it’s now 7.5 percent,” he says. “You were making $100,000 a year, and now you’re making $60,000. Your cash flow just gets crushed.”

Sonne says that mom-and-pop operators in that situation may be forced to sell. “There’s total sticker shock for people,” he says. “Banks get really tough on their underwriting, and they might tell you that you need to put another $100,000 into it. A small operator doesn’t have that laying around.”

Gussis says timing determines the position operators are in now. “The owners who opened up at the beginning of COVID won the lottery,” he says. “They leased up in 12 months when they thought they were going to lease up in 36 months.” However, for the same developer who started a project 18 months later, the economics are a totally different story.

Gussis notes that those who were caught during construction are most vulnerable. “If you have a variable rate construction loan where you were paying 4 percent, and now you’re paying 9.5 percent, that’s going to have a dramatic effect,” he says. Owners in this predicament will either have to put in more cash or sell.

“You put three or four years of your life into finding and getting the land, getting it permitted, getting all of the entitlements, and then doing it, and oftentimes, there is a psychological attachment to that deal,” Gussis says. “So, those owners have to decide how much time they want to give a project. Do you want to cut your losses now and limit your gains, or do you want to play the long game?”

“If you’re in the middle of development, each of those deals have to be reassessed both at the ownership level and the bank level, because they aren’t what they were penciled out to be,” Gussis says.

Finding Capital
Although deals are still being done, since lending has tightened considerably, volume is down with a lower loan-to-value. “You have to have more skin in the game,” Sonne says, noting that you can still get up to 65 percent if you’re a strong buyer.

He says the transaction volume for the first six months this year was down about 70 percent from the same period last year. “The valuations went down when the interest rates went up, so the seller has these expectations from last year and the buyer can’t afford to pay that price,” Sonne says. “But people are adjusting and getting more realistic about their asking price.”

Shawn Hill, principal at Chicago-based The BSC Group, LLC, says that ample liquidity still exists in the market despite high interest rates and a general tightening in the banking community. “Capital is still flowing from banks, credit unions, life companies, CMBS, debt funds, and the SBA,” he says. However, lenders remain leery due to ambiguous language from the Fed regarding future rate hikes.

Hill says banks presently account for approximately 40 percent of all outstanding commercial real estate debt. “They are facing increasing regulatory pressure and have seen many of their existing loans not being paid off due to the lack of refinance opportunities,” he says. This has ballooned their balance sheets and has curtailed the capital they have available for new loans.

CMBS lenders are active, however, Snyder says owners are hesitant to commit to fixed-rate loans at rates exceeding 6 percent for 10 years. Consequently, although CMBS debt is accessible, it may not be the most attractive option in today’s climate. He says credit unions and insurance are other potential sources of capital, although they are more selective lenders.

“Life company allocations are getting full as we approach year end,” Hill says, “but self-storage remains attractive to many on larger, trophy-type deals in core markets.” He says there is still capital in the market for construction, bridge, and permanent executions. “We are definitely in a market where borrowers need to talk to a lot of lenders to ensure they are getting the best rates and terms possible, and we are definitely in a market where mortgage brokers can add a lot of value through their relationships and experience in structuring deals.”

According to Snyder, alternative lenders, such as debt funds, investment firms, and private money entities, are gearing up by expanding their workforces and preparing to fund substantial capital to address the gaps left by banks, insurance companies, and CMBS lenders. “However, they are capitalizing on the current market dynamics, offering interest rates at 8.5 percent and above,” he says. “While these rates may deter many, those in need of capital with projects capable of absorbing these rates—even if only for a brief duration—will find ample funding opportunities.”

Buyers And Sellers
One of the most significant consequences of the high cost of capital is the gap between buyers and sellers. “Now, everyone’s trying to figure out what the new reality is,” Gussis says. “It’s caused some pain in commercial real estate because valuation is partially based on the cost of capital.”

Although Sonne says larger operators can have lines of credit up to as much as $100 million, he notes that when the cost of credit goes up, what they can afford to pay for a facility is less. “So, everybody’s unhappy,” he says. “You’re getting less money only because of the cost of interest rates and because banks are kind of sitting on their hands. The banks aren’t sure what’s going to happen in the economy, so they’re making it very difficult on people.”

“Life company allocations are getting full as we approach year end, but self-storage remains attractive to many on larger, trophy-type deals in core markets.”

– Shawn Hill, principal of The BSC Group
Despite the difficulty, Gussis says there are still more buyers than sellers. “The question is, what’s the gap between the buyer and seller pool?” he says. “The realistic seller who understands that the market has changed and they can still get out with some profit may be looking at it differently than others.”

For buyers, Gussis says new construction that’s 30 percent leased can be attractive. “They’ve already saved themselves three years of buying the land, getting it titled, and building it, so the question becomes, what’s the money value of time and what would it cost me to build it today?” If the buyer believes in the market, he says they’ll be willing to pay.

“Some owners are in so deep they can’t see the light of day,” Gussis says. “That portion of our sector is going to play out over the next six to 18 months. They have the toughest choices to make. I think we’re going to see more lease-up deals come to market.”

An upside for owners, he says, is that with new builds way down, they won’t be vulnerable to much new supply in 2025 and 2026.

Looking Ahead
Most experts agree that we won’t see a reprieve in interest rates in 2024. Sonne says that although things may improve a bit, it won’t be significant. “Our best hope is 2025,” he says. He believes the current climate is simply making us adjust back to normal.

“We haven’t seen anything like this since the late 70s, early 80s,” Sonne says, “but it was much, much worse then.” For context, the prime rate in mid-1984 was 13 percent, compared to 8.5 percent in mid-2023. We’re much better off now than 40 years ago. However, in March of 2020, it fell to 3.25 percent. “We were a little spoiled for a while,” Sonne says. “People got used to these 4 percent and 5 percent interest rates, but that was just abnormal. We’re really in an adjustment period now.”

Hill doesn’t believe we will go back to the extremely low rate environment we were in any time soon, if ever. “I think rates in the fives and sixes will persist for the next decade once things settle down,” he says.

As for operations, consumer demand hasn’t shifted much, according to Gussis, although it’s uneven across markets. “If you look at the Almanac, no matter what cycle we’re in, national levels of occupancy have never varied more than 5 percent year-to-year,” he says. “Operations are still going great.”

Sonne believes it’s a great time to buy self-storage as long as you recognize that you won’t get the same return as in recent years. “There’s more capital that wants to invest in self-storage than there is storage available because of the stability of the industry,” he says. “It continues to perform well, even in uncertain times like we have now.”

Tammy LeRoy is a freelance writer based in Indianapolis, Indiana, and is a long-time contributor to Messenger.
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investment
Game-Changing Benefits
Third-Party Remote Management Can Increase NOI
By Brett Copper
Vector image of a laptop showing a profit arrow rising
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nvesting in self-storage facilities can be a lucrative venture. However, it is also important to pay attention to the challenges and costs that come with managing staff, customer service, bookkeeping, and marketing. The good news is there is another option: remote self-storage management.

Remote management is revolutionizing the self-storage industry, offering a hassle-free solution that is both time and cost-effective. Let’s explore the game-changing benefits of remote self-storage management and why it’s an attractive option for those looking to increase the return on their investment and save time.

Dedicated Remote Management Team
One of the most significant advantages of remote self-storage management is eliminating the need for in-person staff. Instead, a dedicated remote management team handles all aspects of your business and works together to support the needs and growth of your facility. For decades, owners have relied on a single manager to be an expert on all aspects of a facility. That manager had to deal with every tenant communication, marketing the facility, and maintaining the facility while being a one-person sales army. With remote management, you can rely on specialized departments that only focus on their respective areas of expertise. This allows for better efficiencies and significantly better performance of each task. In addition to better performance, cutting payroll might be an even bigger perk. Removing the on-site manager alone will decrease costs anywhere from $40,000 to $70,000 per year. According to Salary.com, the national average salary for a self-storage manager was $59,271 in July 2023. Being a remotely managed facility means you no longer have to worry about the complexities of managing employees or dealing with associated costs such as salaries, benefits, and insurance. Remote management provides ease that allows you to focus on other critical aspects of your investment.
Comprehensive Customer Service
Providing exceptional customer service is crucial in the self-storage industry. With remote management, there is sometimes a fear that the customer experience will feel less personal or that the team might lack information to answer specific industry-related questions. However, this is far from the truth. With remote management, you gain access to a professional call center that specializes in self-storage. The call center is staffed with knowledgeable representatives who handle customer inquiries, payments, and any issues that may arise. A remote self-storage management company’s No. 1 job is to rent and reserve units. This utilization of a call center allows for a dedicated sales team that knows how to close rentals and upsell services. This special force can take hundreds of sales calls per day instead of the one to two sales a typical on-site manager might have in day. A facility cannot grow, maintain, and thrive without a healthy influx of new tenants. These remote call center experts ensure that every customer receives top-notch service, enhancing their satisfaction and increasing the likelihood of repeat business. Additionally, your customers will be able to get their questions answered quickly in their preferred communication style at the time of day that is most convenient for them.
Streamlined Bookkeeping And Financial Management
Remote self-storage management takes the burden of bookkeeping and financial management off your shoulders. A specialized accounting team handles day-to-day financial tasks such as rent collection, invoicing, and expense tracking. With advanced automated software and systems, they maintain accurate and up-to-date records, providing you with real-time financial insights. Having an accounting team that only deals with self-storage can save hours of time and countless headaches. This streamlines your operations and allows you to make data-driven decisions to optimize your investment.
Strategic Marketing Support
Marketing is crucial for attracting new customers and maximizing the occupancy rate of your self-storage facility. Remote management offers strategic marketing support to ensure your facility stands out in the market. Digital marketing is especially important in today’s market. We are seeing more price-sensitive tenants who are willing to commute farther for a better price, so making your facility easy to find online is crucial. The remote team leverages its expertise to develop targeted marketing campaigns, utilize digital advertising platforms, and optimize your online presence. By employing effective marketing strategies, remote self-storage management helps drive traffic to your facility, resulting in increased inquiries and higher occupancy rates.
Advanced Technology Integration
Remote self-storage management is at the forefront of incorporating advanced technology into facility operations. This includes implementing digital access systems, remote monitoring, and smart security solutions. Customers can conveniently access their stored belongings using digital locks and personalized access codes, enhancing the overall user experience. Remote monitoring systems allow you to keep an eye on the facility’s security and performance remotely, ensuring that everything runs smoothly, even when you’re not physically present. The best part is that you can utilize whatever amount of technology fits your facility’s needs. You can use more high-tech products like Bluetooth locks and unit alarms. Or you may find your facility only needs lower cost products like combination locks and a simple integrated keypad. Remote management allows a wide range of management styles and costs to ensure your facility has exactly what it needs.
Other Ways To Maximize Efficiency
Serving the customer should be simple, and automation can support that. Chat services such as Swivl can help automate customer interactions by answering simple questions or connecting tenants to the correct person. Online rentals can also create a level of ease for the customer. They can easily make rental reservations at their convenience rather than waiting on hold or scheduling it during traditional working hours. Most of the modern facility management software allows for automated processes like texting, emails, calls, and even mailing. It has become easier than ever to replace the “old-school” manager tasks with more efficient and cost-effective solutions.
Maximize Returns And Simplify Operations
In the ever-evolving world of self-storage investments, remote self-storage management is revolutionary and cost saving. This innovative approach changes the industry by eliminating the need for in-person staff, providing comprehensive customer service, streamlining bookkeeping and financial management, offering strategic marketing support, and integrating advanced technology. Therefore, remote self-storage management is the way to go if you’re considering investing in self-storage facilities to maximize your returns and simplify your operations.
Lower Expenses
Hiring a remote management team will reduce expenses, increase revenue, enhance the customer experience, remove hiring challenges, and significantly lessen delinquency. Here are some examples of how remote management increased revenue and decreased operational expenses.

There was a storage facility recently purchased in Tennessee for $1.375 million. Copper Storage Management was their remote management team, and the investment was appraised for $4.2 million in less than 18 months after Copper Storage Management implemented changes. Copper Storage Management was able to achieve this substantial value add by cutting payroll costs, raising rates, and cutting collections.

In Holt, Mich., a 31,200-square-foot property was built for $1.8 million. After just 11 months, the property was at 74 percent occupancy, with $21,000 expected in monthly income. The current asset is valued at $2.8 million, but we expect the value to continue to grow to $3.8 million once the property is 90 percent occupied. Copper Storage Management was able to facilitate a quick lease-up by providing a fast and easy rental process for customers. Tenants can rent 24/7 on their own via the website or rent with a person 12 hours a day, 7 days a week, via their phone.

Investing in a self-storage facility does require thoughtfulness, intentionality, and preparation. However, the long-term investment can outweigh the upfront time and energy if you invest wisely. Using a self-storage management company like Copper Storage Management will provide peace of mind while simultaneously saving you money.

For the last five years, Brett Copper has worked with hundreds of self-storage owners and operators on management, marketing, acquisitions, feasibility, and training for facilities all over the United States. Seeing a growing need for alternative management solutions in the industry, Brett, along with the rest of the Copper family, created Copper Storage Management. Today, Copper Storage Management has become the largest (non-REIT) third-party management company specifically catering to remote self-storage facilities, and currently manages nearly 200 stores nationwide.
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Investment
Income To Value
Four Techniques For Understanding And Calculating Cap Rates
By R. Christian Sonne, MAI
hand typing on a laptop with an upwards trending graph of percent signs and green arrows
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he overall capitalization rate or “cap rate” is used to convert income to value. One of the easiest ways to think of the relationship of a cap rate to value is the acronym IRV: Income divided by Rate = Value or I/R = V. As the cap rate goes down, the value goes up. Officially, the direct capitalization is defined by The Appraisal Institute in the Dictionary of Real Estate as follows (page 65):

“A method used to convert an estimate of a single year’s income expectancy into an indication of value in one direct step, either by dividing the net income estimate by an appropriate capitalization rate or by multiplying the income estimate by an appropriate factor. Direct capitalization employs capitalization rates and multipliers extracted or developed from market data. Only one year’s income is used. Yield and value changes are implied, but not explicitly identified.”

To complicate matters, a cap rate can be calculated on last year’s net operating income (often called trailing), a forecast of next year’s expectations of net operating income (forecast). Moreover, the “true” cap rate is often a perspective, not a fact. For example, the seller may believe the cap rate was a 5.5 percent, implying a higher value, while the buyer may believe the cap rate was a 6.0 percent, implying a higher return. And, the broker involved in the deal may report a 5.75 percent cap rate. While all three perspectives are important to understand, it doesn’t exactly determine the cap rate.

For comparison purposes, it is best to understand the forecast or stabilized cap rate (for example, this is the cap rate used in an appraisal) and the trailing cap rate to understand expectations of buyers and sellers in the transaction. It is also important to understand if expenses were adjusted to market, particularly real estate taxes, in the forecast or stabilized cap rate. For the purposes of this article, the stabilized or forecast (sometimes called Year 1) cap rate will be addressed because it is typically the most consistent cap rate considered for comparison purposes (for example, it is the basis of Investor Survey’s on cap rates).

Capitalization Rates And Techniques
To understand the cap rate, four techniques will be analyzed: direct cap comparables, two mathematical models called the Band of Investment (my favorite music) and the Mortgage Equity Technique or Akerson format, and Survey Research.

Direct Cap Comparables – Deriving comparables from similar properties that have sold is generally the preferred technique when sufficient information is available. For example, what cap rate is reported? The trailing or the stabilized? Comparable cap rates are summarized in Table 1.

Table 1 - Comparable Cap Rates
These properties are all stabilized economically (at least three years of operating history with stabilized physical and economic vacancy) and reflect Class-B assets. The primary variance is economic characteristics that can be simply measured in terms of NOI/SF of rentable area. The range is 67 basis points (bps), suggesting a large range. Bear in mind, this underscores how important it is to understand the perspective of the person verifying the cap rate. And these cap rates represent market expectations at the time of sale. The perception of investors of the self-storage market two years ago may vary to current conditions, particularly in these uncertain macro economic conditions. Therefore, additional analyses are warranted.

Investor Surveys – Survey research is based on periodic publications of the current thinking of investors, compared to historical performance data of comparable sales. Surveys are generally used as support and should not be relied upon as a primary source. They are very useful to understand real-time market dynamics. Surveys can vary in scope of research, so it is worthwhile to review a wide variety of publications. The results of the most recent self-storage investor surveys are summarized in Table 2.

Table 2 - Overall Capitalization Rates
It is interesting to compare the sales data in Chart 1 to the survey research in Chart 2. For example, an average cap rate of 5.20 percent was indicated by the comparable sales chart, and the investor survey (most recent data) indicates a 4.99 percent cap rate overall. Segmented by investment quality, a Class-B average cap rate from the survey is 5.20 percent (NKF Self Storage Investor Survey: 2nd Qtr. 2022). This may reflect national data compared to geographic specific data. The investor survey data also suggest an upward trend over the past six months, suggesting self-storage real estate values have stabilized. Market participants said expectations were for further excalation of 25 basis points (1/4 of 1.0 percent) by first quarter 2023, due to rising interest rates. Survey research may bifurcate among quality of the asset class as indicated in Table 3.
Table 3 - Cap Rates by Investment Class
This is useful because cap rates vary by the physical and economic characteristics of a property. In general, the higher quality or class of property, the lower the cap rate (resulting in higher values). Survey research can also be supplemented by direct interviews with market participants such as real estate brokers who specialize in the self-storage asset class. In this regard, local participants can provide anecdotal but vital understanding of the local market conditions. For example, in markets with new construction, the cap rates may be impacted.

Band of Investment – This technique is based on returns to debt and equity, sometimes called a built-up model. It accounts for market-based financing with a market-based return to equity. The return to equity for a single asset is typically higher than a comparable self-storage annual return to investor or dividend from a self-storage REIT or stock (does not account for appreciation of the asset). Another way to look at the equity dividend or cash on cash, is the annual return on every dollar of equity. Since most properties are purchased with a combination of debt and equity, the technique has relevance in the market. A Band of Investment Analysis example is summarized in Table 4.

Table 4 - Band of Investment
In this example, the model solves for a cap rate that is similar to the average of the latest investor survey and in the range of the comparable cap rate data. Mathematical models like the Band of Investment or Mortgage Equity Technique should generally bracket the concluded market cap rate. These tools are useful because they allow for comparison of equity dividend returns and equity yield returns to be compared to alternative investments. Alternatively, a Band of Investment can also solve for returns to land and building.

Over the past year, the return to equity has become significantly lower due to higher interest rates. Some investors are willing to underwrite a negative return in the initial year to make a deal pencil, but that means significant upside is expected in rents. Common to industrial and apartment sectors, this is new for self-storage. It is another indicator that institutional investors have confidence in the self-storage asset class in bull and bear markets.

Mortgage Equity Analysis – This analysis derives from the idea that real property investments are a combination of two components: debt and equity. It differs from the Band of Investment because it accounts for total yield: equity dividend and appreciation over time. It is a useful tool because it solves for a levered equity yield (that includes both cash flow or equity dividend and appreciation over time). Self-storage as an asset class has demonstrated superior returns for many years. For example, comparing total return of self-storage REITs over the last 25 years, self-storage has provided a 17.50 percent return on average and is superior to other core sectors such as office, industrial, retail, or apartments (based on NAREIT data or publicly traded companies only). As a result, institutional investors have been storing capital in the sector. The Mortgage Equity Analysis solves for equity yield, a common metric of the comparison of returns among investments for the institutional market. The equity yield rate estimated is lower for a single asset (in this case estimated at 9.25 percent) than publicly traded REIT data because REITs offer greater liquidity. The mortgage equity example, with the same mortgage requirements as the Band of Investment example for consistency, is presented in Table 5 and Table 6.

Table 5 - Mortgage Equity Analysis
Table 6 - Mortgage Equity Analysis - Akerson Format
Cap Rate Summary
Table 7 summarizes the four techniques utilized to derive a cap rate and understand self-storage investment returns:
Table 7 - Overall Capitalization Rate Summarized
In general, market derived data is best. However, the data represents historical views. Survey research represents what investors view now going forward and is the best estimate of current market sentiment. These analyses are further supported by two mathematical techniques to test the reasonableness of the cap rate market data presented. There are other good tools and analyses, such as a Debt Service Coverage Ratio, debt yield and residual techniques that can provide tests of reasonableness to a cap rate conclusion (not presented here). One of my favorites is the EGIM multiplier that tests the effective gross income (all income after vacancy and collection loss) compared to expense ratios. Using the formula of 1 – expense ratio / the EGIM = cap rate. What I like about this multiplier is that the multiplier is market derived, and the analysis tests overall assumptions of the net operating income forecast such as income, vacancy, and expenses to the concluded cap rate. Altogether, these analytical tools can be effective resources in concluding a reasonable and credible cap rate for a self-storage property.
R. Christian Sonne, MAI, is the executive vice president of the Newmark Valuation & Advisory Group.
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storage Gives
Proud To Wear Pink
Morgan-Esquibel’s Survival Story
By Madison Martin
Two lab techs looking through microscopes
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ost everyone knows someone whose life has been impacted by cancer, but they never expect it to happen to them. Breast cancer knows no age, gender, or race. As the most common cancer in women worldwide, it remains a fact of life. Approximately 2.3 million women around the globe were diagnosed in 2021, and incidence rates are on the rise.

That’s because breast cancer has no boundaries. It is the leading cause of cancer death in the world’s poorest countries and the second leading cause of cancer death in American women. The developing world is experiencing higher mortality rates than ever before due to a lack of screening and access to treatment, and we are seeing disparities right here at home as social and economic factors create barriers to proper diagnosis and care. Many of those deaths result from metastatic breast cancer. In November of 2012, Donna Morgan-Esquibel was faced with a phone call that no one ever wants to receive.

“I don’t think I really knew how painful this process would be, because I might have thought twice about reconstruction.”

– Donna Morgan-Esquibel, sales manager at storageauctions.com
“I did what every woman my age was told to do each year, which was to go and have a mammogram and do your self-checking breast exams regularly,” said Morgan-Esquibel, sales manager at StorageAuctions.com and self-storage veteran of over 30 years. A breast self-exam (BSE) is a step-by-step approach a woman can use to look at and feel her breasts to check for anything abnormal. Although Morgan-Esquibel regularly performed her BSEs, she never felt any lumps or had any type of pain that would have alerted her to any issues. More recent research now suggests that a BSE isn’t recommended as a screening tool for breast cancer. Although it seemed promising when it was first introduced, studies have shown that a BSE doesn’t offer the early detection and survival benefits of other screening tests.

For Morgan-Esquibel, November 2012 is a time she will never forget. A call came in that would change things forever. After having a routine mammogram, she was asked by her doctor to come in to have more detailed imaging of her breasts. “After a few days had passed I was informed that I would need to have a biopsy of my right breast as something on my images appeared to show some indications of crystallization on the X-rays,” she said. A biopsy removes cells or tissue from a suspicious area in the breast. The cells or tissue are then studied under a microscope to see if cancer is present.

Morgan-Esquibel describes the time she spent waiting for the results as “torturous.” After several days that seemed to pass more slowly than normal, she received the news that she was in the early stages of breast cancer. “I was devastated. We were in the process of moving from Phoenix, Ariz., back to Athens, Ga., and then my world just stopped,” she said. She was relieved when her trusted doctor in Arizona told her that they could provide her the care she needed prior to when she had planned her move to Georgia. She was hopeful and quickly proceeded with the necessary surgery to remove the tumor, then she began radiation treatments.

Tech holding a microscope sample slide
She explained, “It wasn’t the full breast radiation; it was radiation seeds that went in directly to the site of where the tumor was removed. I went twice a day for seven days and I was done.” Once her treatments were complete, Morgan-Esquibel was encouraged and expected this to be the end of her cancer journey, so she and her husband began their move to Georgia.

One short year later, during another routine mammogram, she was shocked to hear the news that another cancerous spot was found in her left breast. “I couldn’t believe it! I had my biopsy, and my cancer was back, just in the other breast, and it was even more aggressive,” she said. Breast cancer survivors have an increased risk of getting a new breast cancer compared to people who have never had the cancer. A new breast cancer is called second primary breast cancer. Unlike a recurrence, which is a return of the first breast cancer, a second primary tumor is a new cancer unrelated to the first.

Morgan-Esquibel vividly remembers the words her surgeon then said to her: “You need to look at this as life or death, and I won’t do a single mastectomy, only a double mastectomy.” She was paralyzed with fear, and the only thing that was moving on her body were the tears coming from her eyes. “To say I was devastated was an understatement,” she said. She decided to take heed to the advice of her surgeon and proceed with the double mastectomy.

Her next step was to call her boss, Lonnie Bickford, and let him know what was going on. She still remembers his exact words to her, “I was afraid it was back, but do whatever it takes to get well and let me know what you need.”

Lab tech on computer
She was relieved at his response. “To have the support of your employer,” Morgan-Esquibel says, “was just priceless for me, and I knew that it would take some time to heal, but I was ready to move forward.” Bickford has since founded StorageGives, a philanthropist organization that allows self-storage owners and operators to give back and make positive impacts on those who need help both in the U.S. and around the globe. This is done by designating a percentage of auction proceeds to be donated to charities that have been vetted by Bickford and his team. He also offers the ability to give directly on StorageGives.org. Morgan-Esquibel is proud to be a part of Bickford’s team and honored that one of those charities the origination gives back to is Breast Cancer Research Foundation.

As Morgan-Esquibel’s surgery date came closer, she was understandably afraid and did not know what to expect. After six long hours in surgery, the surgeons were pleased with how it went, and she was finally in a room and working towards recovery. “I remember when they took off my bandage and I heard my husband for the first time say, ‘It doesn’t look that bad,’” she said. “If you haven’t seen anyone with a double mastectomy before they started reconstruction it will make you feel like there is a big lump in your stomach, and it is devastating just to see it along with tubes hanging out of both sides for drainage.”

Although the surgery was complete, the recovery was just the beginning. “I went through months and months of recovery from having 50 ccs of saline injected into the metal spacers in my breasts each week,” she said. In retrospect, Morgan-Esquibel admits that she may not have had the reconstructive surgery if she had known what she knows now. “I don’t think I really knew how painful this process would be, because I might have thought twice about reconstruction,” she said.

Thankfully, Morgan-Esquibel now continues to remain completely cancer-free and continues to see her doctors on a regular basis. She is proud to be a part of StorageGives and feels honored that Breast Cancer Research Foundation benefits from the donations made through this organization. As Bickford states on the organization’s website, StorageGives.org, “We are facilitating a platform to connect the storage industry to worthy causes to make an impact in lives all over the world.”

Madison Martin an alumna of Louisiana State University, earning a bachelor’s degree in mass communication, concentrating in digital advertising and copywriting. She helps run the marketing department of StorageAuctions.com and has been with the company for five years.
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self storage association
SSA Membership Is Essential
By Stephanie Satterfield
SSA Scholarship Now Accepting Applications 2024
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hat time of the year is upon us when you either want to renew or start your membership with the Self Storage Association. The industry is soaring, and you want to be a part of it. SSA connects you and your business with valuable benefits designed to help you run your business that you won’t find anywhere else.

How do you weigh whether you can afford to your SSA membership? Here are a few reasons:

Access To Legal Assistance
As a member of the SSA, you get access to the new Legal Resource Center. Find information to assist you with legal issues that are affecting your business. Need legal advice beyond what you can find in the center? Only SSA Members have access to the Self Storage Legal Network (SSLN) with exclusive access to legal hotline services. Not to mention our legal teams are fighting for you day in and day out, assuring that laws affecting the industry are passed to benefit you. They work tirelessly with both the national and state associations to achieve legislative success, saving you valuable time and money.
Vast Educational Opportunities
SSA members get the best access to exceptional education, like our Certified Self Storage Manager Certification (CSSM) that provides storage managers the opportunity to climb the ladder to success at their facility. The program is a 15-session course on understanding the most important aspects of being a manager. Looking for more information to help you run your business day to day? SSA has a library of publications on topics specific to our industry. From annotated lien laws to operations manuals, SSA has a vast collection of materials to help you run your business.
Connect With Colleagues
Membership offers unique opportunities to network with other owners, operators, and managers at SSA national events each spring and fall, as well as state association conferences, meetings, and seminars that take place throughout the year. Making new contacts in the industry allows you to glean information about how they run their business or new products you can use to run your facilities more efficiently and effectively.

One of the best benefits that SSA offers its members is one that you’re probably not aware of. Each year, the SSA Foundation offers scholarships to deserving members and their families toward post-secondary education tuition and fees. The program has awarded over one million dollars in scholarships to eligible applicants. The 2023 to 2024 Foundation Scholarship application is now available. Visit selfstorage.org for more information or to apply.

This is just the tip of the iceberg. After seeing all the benefits you’ll miss out on by not being a member, can you really afford not to renew? Visit selfstorage.org/membership for more details.

Stephanie Satterfield is the director of marketing and member outreach for the Self Storage Association.
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The Last Word
Steve Mirabito portrait
Are Rent Caps Coming?
Steve Mirabito, president of StoragePRO Management, Inc.
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fear our industry faces a potentially existential public relations and business threat caused by some legal, but tone-deaf, revenue management and customer service practices that may result in our industry’s inability to remain independent of governmental scrutiny. Unflattering news reports have surfaced regarding “exorbitant” rent-rate management practices. The common themes: large operators not being transparent about rental rates and failure to acknowledge and escalate customer concerns to upper management. These concerns were echoed by owners and operators I spoke with during the SSA Fall Convention.

Municipal governments are contributing to this problem by implementing restrictions on the development of storage facilities in many of the same metropolitan markets experiencing higher rental rates. For example, when new customers were being charged almost $100 less for the same unit size, a customer in California asked his store manager for an explanation regarding his 67 percent rent increase notice. Unsatisfied with the manager’s response, he asked to speak with a supervisor. After no response, he contacted his city councilmember, who acknowledged that most storage rentals are for personal use and said, “If we can cap residential rent rates, we may as well cap storage rent increases too.” Shortly thereafter, with no success in reaching the storage operator, city staff was preparing a rent control ordinance! Do we want the government to tell us what we can charge? If these egregious practices continue, that day will come.

In The San Francisco Chronicle’s article “Self-Storage Prices Are Soaring to Unexpected Highs – Even for the Bay Area,” a homeless person complained that her storage rental was too expensive. A Baltimore journalist reported on a fed-up customer who vacated her unit after a 40 percent increase raised her monthly rent to nearly $1,000. She was unsuccessful in contacting the operator.

In each of those situations, neither the operators nor a trade association responded to requests for comment. Avoiding frank conversations with the media perpetuates a one-sided narrative. As chairperson of the California Self Storage Association’s Legal & Legislative committee, I can attest that disgruntled consumer complaints regarding excess rent increases trump all other consumer inquiries. We have a duty to prevent unnecessary regulatory creep by providing customers with transparent pricing policies and a process for customers to be heard by upper management. If the manager cannot ameliorate the situation to the customer’s satisfaction, someone else from the organization needs to step in. It would be unfortunate for the decisions of a few to impact everyone. Prevent the bad press, governmental scrutiny, and regulation. Be proactive and act now!

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