hen MiniCo Insurance’s founder Hardy Good started producing a monthly newsletter to promote the company’s self-storage insurance products back in 1979, he had no way of knowing that Mini-Storage Messenger, “the original voice of the self-storage industry,” would become the most respected trade magazine within the steadily growing asset class. As its page count, issue frequency, and number of subscribers increased, Mini-Storage Messenger gradually developed into a full-fledged publication with a publishing department dedicated to its continued success and the development of additional storage-specific educational resources.

Now, more than 43 years and 40,000-plus pages later, Messenger magazine has once again been upgraded! Under new ownership, Mini-Storage Messenger has a new outlook and a new name, Modern Storage Media (MSM). To complement that progression, MSM has modernized its print and digital publications with a technology-focused approach and new features that elevate the reading experience for subscribers and advertisers alike. Though pushing the publishing envelop with advanced formats, MSM remains committed to providing high-quality content and sharing exclusive breaking news on its enriched website ModernStorageMedia.com. There’s no longer a need to scour the web for storage-related information, The Truth Is Right Here.

As MSM turns the page on its past as a publisher and transforms into a modern media company, it is elated to better serve the self-storage industry through its redesigned publications, revolutionary offerings, and website.

Welcome to our new chapter!

elcome to the all-new Messenger! After much anticipation, the time has finally arrived to share this cutting-edge version of the magazine with you!

Whether you are holding a pristine print copy or scrolling through the advanced digital edition, there are numerous modernizations throughout its pages to uncover. You’ve likely already noticed our new company name, Modern Storage Media, or MSM for short, and the magazine’s abridged title, Messenger—both of which align with our renewed emphasis on delivering timely, relevant, and expanded content aimed at enabling you to improve operations at your self-storage facilities.

elf-storage companies are rapidly adopting digital systems to improve their operations. The implementation of technology in self-storage facilities has led to numerous conveniences for both facility operators and tenants.

The modernization involves streamlining tasks such as renting procedures, accepting payments through online portals, implementing mobile access control, and leveraging video surveillance. By transitioning to online services, storage providers can not only enhance the customer experience but also systemize operations and enhance physical security measures. Leading vendors in this arena include SiteLink, Yardi, and storEDGE, all of which offer comprehensive digital management tools.

Through these vendors’ services, self-storage companies can create a seamless digital experience for their clients, with the intent of keeping sensitive data protected from potential cybersecurity threats. However, with this digitalization comes vulnerabilities and an increased risk of cyberattacks. From individual operators to the largest companies, the self-storage industry is realizing that it is not immune to the threats posed by cybercriminals.

ffective marketing is key to the success of any self-storage business. The ways to market to customers have changed over the years, and the ways to track marketing dollars have greatly improved.

One thing that hasn’t changed is the critical need to understand Cost Per Acquisition (CPA).

According to Parative.com, a self-described number crunching company, CPA (also called Customer Acquisition Cost or CAC), tracking these costs “allows companies to identify the most profitable marketing channels for their business.”

“Your marketing goals are tied to the goals of your property, which is tied to profit, and that’s the goal,” says Anne Mari DeCoster, president and COO of Kingdom Storage Partners and Self Storage Investing.

f there’s one thing those within the self-storage industry enjoy, it’s a good networking event. The industry is well-known for hosting many throughout the course of a year, from intimate seminars and luncheons to large trade shows and conferences. Attending these gatherings gives people the chance to learn new things, connect with businesses and vendors, and engage in some good ol’ industry gossip. 

Of course, technology has greatly transformed the way we interact with one another, and it is having an impact on the way we network today. Will in-person gatherings become a thing of the past in our digital age? That’s unlikely, though advancements in communication technology are sure to continue to usher in some changes.

t’s a safe bet that not long after the first self-storage businesses opened their doors in the 1960s, they were soon dealing with tenants who were past due on rent. “Delinquencies are what they are,” says Lou Barnholdt, director of sales and area manager for Atlanta-based Universal Storage Group. “I’ve been with this company for 23 years, and it really hasn’t changed.”

What has changed, however, is that newer technology makes dealing with delinquencies easier, more effective, and less costly. “All the way from great operational software that’s going to help you keep up with your customers better, to products like online auctions where you can advertise and host sales,” Barnholdt says. “Programs like Storage Collections or Collect Express are very economical. For $20 per month, they’ll sync in with your operational software and will text or robocall your delinquent tenants.”

Universal Storage Group aims to stay below 3 percent of the gross possible at all of their properties. One way to accomplish this, Barnholdt says, is to attract quality customers rather than quantity. “It doesn’t always behoove you to run those $1-for-the-first-month specials that might bring in customers who tend not to pay their rent on time,” she says.

f you asked a self-storage owner 40 years ago about temperature or climate control, they likely would have looked at you like you had dropped in from the future. First-generation owners/operators had the same model, which typically consisted of metal buildings with roll-up doors. People didn’t necessarily worry about the luxury of heating or air conditioning.

As self-storage evolved, so did the terms associated with the industry with regards to whether there was any type of heating or cooling associated with the facility. “I think in the past, the term ‘temperature controlled’ was used in many cold weather climates and pertained to whether the facility had heat,” says Norm Shore, vice president of operations for The William Warren Group in Santa Monica, Calif.

In the modern world, some self-storage operators sometimes use the terms “temperature controlled” and “climate controlled” interchangeably. As the industry has evolved, standardization of the terms hasn’t really been established. “I think when you hear the terms today, it really depends on what part of the country you’re in as to what it may mean,” says Shore. “Some people say ‘temperature controlled’ when there is heating and cooling, and some call it ‘climate controlled,’ especially where there is some type of humidity control.”

ideo content marketing is about story. The videos you create—live or recorded—must be in service of this story. Your video content marketing (in support of your digital content strategy) includes how you show up on video meetings, the video shorts you post, even the production value of your video e-learning modules. It addresses the question of whether you need to be on TikTok and why this genre of video may not be effective on LinkedIn.

Expert advice alone is not enough. Whether your video is a talking head (which most are) or a montage, one trap to avoid is shiny technology syndrome. The issue is not about what camera you use but how human you are on camera. Incorporating these three Ps into your video content marketing can improve your results.

uch has been discussed recently about the growth of technology to manage the shift towards “unmanned” facilities or “contactless” self-storage. Certainly, operators are heavily invested in offering their customers a safe and secure experience while using their facility, whether any site employees are present or not. To offset the absence of “live” managers at the site, operators are adding enhanced security systems for access, additional lighting, and more cameras.

Recently, specialized vendors in the industry, such as Storage Defender, are also adding individualized motion detectors in facility units to increase tenant connectivity with their spaces. These “smart units” are meant to reduce potential thefts and increase tenant “peace of mind.”

These days, while a tenant is located at a self-storage facility, it is possible for the tenant to be tracked by a drone, watched by a camera, and monitored by movement while in their rented unit.

re you a “digital native?” Even if you aren’t one, there’s a good chance that approximately half of your self-storage tenants are digital natives. The term, coined by Marc Prensky, an American writer, speaker, and technologist, applies to anyone who grew up in the age of information (also known as the digital age). More specifically, digital natives are people born after 1980. By generation, digital natives include millennials and Gen-Zers—the two largest segments of the U.S. population.

According to information published by the Statista Research Department, millennials surpassed baby boomers to become the largest generation in the United States and boasted a population of 72.24 million in 2022. Presently, they’re also the most significant portion of a self-storage facility’s tenant mix. The Self Storage Association’s 2023 Demand Study reports that 38 percent of renters are 26 to 41 years old.

he old saying “share and share alike” posits that everyone in a group should share an equal amount of something, whether it’s tangible or intangible. In the self-storage industry, that asset is data. Rather than every owner for themself, many believe it’s important to spread the wealth of information so that everyone can make more informed development and operational decisions. The thought is that if everyone shares equally, as the idiom encourages, everyone comes out a winner.

“More transparency is better for all, but it’s hard to get that message across,” says Chris Sonne, executive vice president of the Newmark Valuation & Advisory Group. “The challenge is that 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.”

Sonne’s statement echoes what Travis Morrow, president of National Self Storage, wrote in a recent MSM exclusive titled “The Chicken And The Egg: Cracking The Data Dilemma In Self-Storage.”

hortcuts aren’t always a bad thing. We’ve all performed tasks that were needlessly time consuming or convoluted, and removing steps ultimately improved the process. It’s the idea behind the concept of “working smarter, not harder.” However, there are times when shortcuts can lead us down a dangerous path, which is what we’re seeing today when it comes to AI-generated content and some forms of automated ad buying. While both have a place in online marketing, misuse of either—or a misunderstanding of how they work—can have harmful results.

Once considered a town “in the middle of nowhere,” Phoenix was witnessing many changes in the 60s. Although Good recalls hunting in the Valley in those early days, it wouldn’t be long before developers were carving out new space for malls, museums, stadiums, golf courses, residential communities, and business parks. Approval of the 336-mile Central Arizona Project in 1968, which would bring water to 80 percent of the state’s population, made the desert state an even more attractive place to live and work.

Of course, where there’s population growth, there’s a need for storage. “I have a theory on why Phoenix became a self-storage hotspot,” offers Randy Tipton, former President of Universal Insurance. “I moved to Phoenix from upstate New York. When people like me came here, we left homes with basements and attics. You won’t find many of those in the Sun Belt states, so we had nowhere to store our stuff. Savvy entrepreneurs saw the need for storage, and the rest is history.”

hen considering a self-storage conversion, it’s important to understand the most essential factors that either make or break the project. These factors include building requirements, market demand, and financial feasibility. In this article, we will discuss how to maximize ROI when converting a building into a self-storage facility. We’ll also review the key considerations to be taken into account before embarking on a self-storage conversion project.

By Robin Murphy

elf-storage facilities are sometimes known for their utilitarian design, often lacking in aesthetic appeal and sustainability features. However, as the demand for eco-friendly solutions increases, architects are turning to sustainable design practices for self-storage facilities, especially multistory and urban projects. In this column, we will not only explore the pros and cons of sustainable self-storage design but also identify effective ways to help design firms achieve this green status.

• Energy Efficiency – Sustainable self-storage facilities can significantly reduce energy consumption and operating costs. Implementing energy-efficient lighting, heating, and cooling systems and insulation can result in a reduction in energy usage and greenhouse gas emissions. Improving occupant relationships to natural lighting also helps in both energy savings and a sense of well-being.
• Improved Air Quality – Sustainable self-storage facilities can also improve air quality leveraging low-VOC materials, proper ventilation systems, and the incorporation of green spaces.

exas is the second-largest state in the U.S., with 268,596 square miles, but it’s been the state with the most self-storage facilities for at least five years in a row, according to the 2023 Self-Storage Almanac. In 2022, Texas was home to 5,430 self-storage facilities with a combined total of 246,408,555 square feet, or 8.22 square feet per capita. As the No. 1 growth state in 2021, Texas also has several of the country’s largest core-based statistical areas (CBSAs), per the 2023 Self-Storage Almanac, including Dallas-Fort Worth-Arlington (No. 1 with 1,323 facilities and 72,388,017 square feet), Houston-The Woodlands-Sugar Land (No. 3 with 1,105 facilities and 65,313,534 square feet), and San Antonio-New Braunfels (No. 15 with 450 facilities and 22,495,860 square feet). Although all three CBSAs were considered “over-supplied,” new self-storage development continues to be built within The Lone Star State to meet demand that consistently grows in conjunction with the state’s ever-increasing population of more than 30 million residents.

developer is an artist, creating something from a vision; a risk-taker; an entrepreneur; and, at least to some extent, an optimist.

Embarking on the journey of building a self-storage unit can be an exciting and rewarding investment opportunity for beginners in the real estate market. With the right approach and understanding of the development process, this venture can provide a steady stream of income and long-term financial stability. In this article, we will explore the initial stages of self-storage development, outlining the key considerations and steps that a beginner must be aware of to ensure a successful and profitable project.

new facility in Marana, Ariz., is turning heads with its fortress-like appearance and enchanting stone turret. Befitting of Messenger’s annual Facility of the Year award, the 58,765-rentable-square-foot, three-story site managed by National Self Storage features 587 units secured by Janus International’s Nokē Smart Entry system. Janus’ High Gloss White and Patriot Red roll-up doors and sand-colored hallways complement its earth-tone palette and desert landscape. Freight elevators, a covered loading bay, and street-name navigation help tenants move into units with ease. Stone pillars, large windows, and awnings all enhance its classically charming façade. Inside the office, digital signage nestled within a stone accent wall and a wooden, Y-shaped desk provide ambience as well as purpose.

hether we like it or not, we are all participants in the Federal Reserve’s efforts to tame inflation by aggressively increasing the Fed Funds Rate. Starting in March 2022, with inflation hitting double-digits, the Fed began its path of steadily instituting rate increases to the Federal Funds Rate. Historically, the Fed uses the Fed Funds Rate as a mechanism to either stimulate the economy or slow down the economy while trying to keep inflation at bay near a target of 2 percent annually. In March 2022, the Fed Funds rate was 0.25 percent to 0.50 percent—near all-time lows. Since then, they have had 11 rate bumps, resulting in the Fed Fund Rate, as of mid-August, now hitting 5.25 to 5.50 percent—the highest level since January 2001. Well, it is clear they have succeeded in reducing inflation significantly, and time will tell if they feel the need to implement additional rate hikes in the coming months. The results of these hikes are far-reaching, beyond just causing mortgage rates to rise. The accelerated pace of increases has given many capital providers new challenges well beyond just charging higher rates to their models of placing debt and equity.

t Shriners Children’s Texas, the hospital has a team of physicians and specialists who are highly trained and experienced in pediatric burn care. The verified burn center specializes in treating children with a variety of different burn injuries ranging from mild to severe. Shriners Children’s Texas also specializes in delivering the highest quality care to children with a variety of orthopedic conditions, complex wound and skin conditions, and plastic and reconstructive surgery.

Located on the campus of the University of Texas Medical Branch in Galveston, Shriners Children’s Texas has an experienced team that brings hope and healing. The hospital is driven to make lives richer, easier, and less complex for children and families in Texas and beyond.

ver the last eight years, I’ve lost count of how many times I have been asked, “Oh, you work in self-storage? What is that like?” My reply was always pretty consistent: It is fantastic to work in self-storage, and I truly enjoy the people who make up this industry. While my feelings haven’t changed, it has been interesting to observe how the follow-up conversations have evolved since I started out in the fall of 2015.

At first, friends would joke that they hadn’t noticed just how many storage facilities there were until we talked about what I did for a living. As time passed, storage continued to gain popularity and achieved a widely accepted status as an institutional real estate asset class. Suddenly, when someone found out I was “in self-storage,” they wanted to pick my brain about opportunities and challenges of acquiring, developing, owning, etc.

I’ll never forget when my friend Sam texted me in 2019 while watching “Avengers: End Game” at the theater. I hadn’t seen the movie yet, so when I read his text, “Storage facility in Endgame. That one of yours?” accompanied by a laughing emoji, I was ecstatic. Self-storage had shown up in pop culture before, so that was nothing new. But for a facility to be front and center at arguably the most critical plot point of a movie that still holds the record for highest grossing opening weekend of all time? Now that was special.