eeping our customers’ personal belongings safe across 260-plus locations isn’t just about building trust—it also directly impacts insurance costs. Self-storage facilities are frequent targets for theft, and insurance providers are well aware of the risks.

With premiums rising, we knew it was time to modernize our security strategy and platform. Our goals were clear: reduce insurance costs while delivering stronger peace of mind to our customers. This became especially critical for our StorQuest Express locations that operate 24/7 without on-site staff.

Beyond the technology itself, the fragmented approach creates operational blind spots. Teams spend valuable time troubleshooting camera networks, coordinating multiple vendors, and managing inconsistent data streams—all of which pull focus from the guest experience. A single unified system promised to simplify not just monitoring but also day-to-day management, troubleshooting, and reporting.

We wanted a surveillance system that could activate the moment a true threat emerged because building an in-house, 24/7 team would be cost-prohibitive given the relatively low frequency of actual incidents. Third-party monitoring was a better fit and solution for us with the caveat that it would integrate with our on-premise infrastructure.

We needed a smarter, more scalable solution—one that reduced false alarms, enabled efficient third-party monitoring, and lowered maintenance costs, all while increasing overall site security.

Equally important was the ability to scale. As new StorQuest locations open nationwide, our teams can deploy plug-and-play cameras and instantly link them to the existing cloud platform, ensuring consistent standards and compliance. The platform’s intuitive dashboard also gives our operations, facilities, and risk management teams an easy-to-share, real-time view of what’s happening across the portfolio.

With this infrastructure in place, we now work with third-party monitoring teams to provide real-time surveillance that activates only when human presence is detected. False alarms from wildlife or weather are virtually eliminated thanks to advanced AI filters.

The impact has been especially meaningful at our StorQuest Express locations. When a guest arrives, an IoT-connected device greets them via an automated message and initiates two-way communication. Our remote customer contact center receives an alert and engages if needed. It can even grant access to specific parts of the self-storage facility through integrated access control.

For potential intruders, the system works differently by broadcasting automated trespassing warnings while alerting our third-party monitoring team, who can immediately contact police and prepare evidence for prosecution.

Operationally, the shift to a subscription-based model has cut maintenance visits by over 50 percent, while Rhombus Relay Lite has extended the life of legacy cameras by enabling cloud connectivity, giving us modern benefits without full system replacements.

We’ve also seen real gains on the customer service front. Our StorQuest contact center team reports efficiency improvements from the integrated access control system and simplified customer interactions in a shared platform.

Perhaps most notably, our teams now operate with greater confidence and transparency with Rhombus’ AI integration. Previously, when looking for specific footage it was like looking for a needle in an ocean and would take hours of time. With Rhombus, real-time alerts and consistent visibility across all facilities are a game changer; they’ve turned what was once a reactive, manual process into a proactive, AI-automated discipline saving countless hours. This shift not only protects StorQuest’s assets but strengthens our brand promise of security, innovation, and reliability by offering tagged, immediately discoverable video clips.

We’re also piloting AI-powered video search for faster footage review and testing integrations with alarm monitoring centers to streamline emergency response. Modern security tech isn’t just about protection—it’s a catalyst for smarter operations, lower costs, and elevated customer experiences. It’s helping us build safer facilities while enabling scalable, next-generation business models.

ost self-storage operators are running tight operations. Occupancy is solid, rates are competitive, but the profit margin isn’t where it should be. The problem usually isn’t on the revenue side. It’s hiding in the monthly recurring expenses.

The data shows that most storage facilities overspend by 10 percent to 20 percent on recurring services and software. For a facility doing $500,000 in annual revenue, that’s $15,000 to $30,000 in lost profit every year. Scale that across a portfolio and the numbers get serious, fast.

The opportunity here is different from chasing occupancy or pushing rates. Those strategies have limits and face market resistance. Optimizing recurring spend is completely within an operator’s control, and the savings flow straight to NOI.

Property services include security monitoring, gate maintenance agreements, access control systems, and general repairs and maintenance contracts. Many operators pay for overlapping coverage or services they rarely use.

Technology and software subscriptions have exploded in recent years. Property management systems, CRM tools, revenue management software, online marketing subscriptions, website hosting, and payment processing can easily run into thousands per month. The problem compounds when paying for duplicate features across multiple platforms.

Insurance policies for property, general liability, and specialty coverages represent another major recurring cost. These rarely get shopped competitively after the initial purchase, despite significant market movement.

Utilities are less negotiable in most cases, though in deregulated markets, supplier choice matters. The bigger opportunity is in service contracts around utilities, like regular electrical or plumbing maintenance agreements.

The relationship premium is real. An operator works with the same janitorial company for years. They know the facilities, they’re responsive, and they’ve earned trust. That relationship has value, but it often carries a 15 percent to 30 percent price premium over market rates. Vendors understand that switching costs keep operators in place.

Operators are negotiating blind most of the time. Unless running a large portfolio with procurement staff, there’s no visibility into what comparable facilities pay. When a waste company quotes $450 per month, there’s no frame of reference. Vendors know this and use the information advantage.

Contracts drift upward through small increments that seem reasonable in isolation. That $350 monthly cleaning contract three years ago is now $525 through annual CPI adjustments, fuel surcharges, and scope additions that each seemed justified. The cumulative effect is significant cost inflation.

The busy operator problem is universal. There are delinquencies to manage, maintenance issues to handle, tenant questions to answer. Reviewing vendor contracts isn’t urgent, so it gets pushed indefinitely. Auto-renewal clauses ensure the contracts continue at whatever rate the vendor sets.

Competitive bidding remains the most powerful tool available. Document the current scope of work in detail, get bids from at least three qualified vendors, and make sure everyone is bidding on identical scope. If the current pest control includes monthly inspections and quarterly treatments, every bidder needs to quote the same service.

This serves two purposes. It reveals true market pricing and often surfaces qualified vendors the operator didn’t know existed. And even when staying with the current vendor, having legitimate alternatives completely changes the negotiation dynamic.

Strategic renegotiation with incumbent vendors can deliver 15 percent to 25 percent savings without the disruption of switching. Armed with benchmark data and competitive bids, operators can approach current vendors directly: “You’ve been a solid partner, and we want to keep working together, but we’ve researched market rates and received competitive bids that come in significantly lower. We need you to adjust your pricing to stay competitive.”

Most vendors will negotiate when facing the real possibility of losing the business. They’ve invested in learning the properties. The cost of replacing an operator typically exceeds the margin they’d give up through a price reduction. The key is being specific about the gap and being prepared to actually switch if they won’t move.

Operators should set up a review calendar that examines each major recurring expense every 12 to 18 months. For annual contracts, start the benchmarking and bidding process 90 days before renewal to prevent auto-renewals at inflated rates.

Multi-site operators should always negotiate at the portfolio level. Vendors value larger contracts and will discount to win them. A vendor might hold firm on pricing for a single facility but sharpen considerably when five or 10 locations are on the table.

Pay attention to contract terms beyond price. Auto-renewal clauses, termination notice requirements, and price escalation formulas all matter. Termination clauses requiring a 90-day notice mean starting the rebid process a full quarter before renewal.

Evaluate actual usage against what’s being paid for. Most software sells tiered packages, and many operators pay for advanced features they never use. Paying for 10 user licenses with only six staff members is immediate savings waiting to be captured.

Technology vendors rely heavily on inertia. They know switching to a new PMS or access control system feels like a major project, so they can be aggressive on renewals. Make it clear that alternatives are being evaluated. Most will negotiate when the threat of switching is credible.

Multi-site operators should push for portfolio pricing. Most software vendors offer volume discounts at certain thresholds. Consolidating locations onto a single contract often triggers meaningful savings.

A 15 percent reduction in recurring operating expenses flows directly to NOI. In a cap rate environment where every dollar of NOI translates to $15 to $20 of property value, recovering 10 percent to 20 percent of recurring spend might be the highest ROI initiative an operator undertakes this year.

These opportunities exist in every operation right now. The question is whether operators will prioritize capturing them. Vendors are counting on everyone staying too busy with other priorities. Start with the biggest recurring expenses, get market data, run competitive bids, and negotiate from a position of strength.

The money is there.

he self-storage industry has always been resilient, adapting to economic swings, shifting customer expectations, and evolving technology. But as the industry grows more competitive, operators are recognizing a truth that other sectors have long embraced: Well-trained managers are the backbone of success. In an environment where customer service, compliance, and efficiency can make or break a business, training is no longer optional—it’s essential.

At the same time, state self-storage associations are stepping up with resources that give operators, especially smaller ones, a fighting chance to compete at a high level. From legal tools to educational programs, association membership provides tangible benefits that directly impact a facility’s bottom line. Taken together, manager training and active association involvement create a powerful combination that positions operators to thrive in today’s market.

A structured training program helps employees gain confidence, reduces costly mistakes, and sets clear expectations. For new hires, training shortens the learning curve and builds consistency across locations. For existing staff, it keeps skills sharp and ensures compliance with evolving laws and industry standards.

Training also directly impacts customer satisfaction. Tenants often select facilities based not only on price or location but also on how they’re treated when they call, walk in, or need assistance. A knowledgeable, well-trained manager can turn a potential one-time renter into a long-term tenant. In an industry where occupancy and retention drive profitability, that makes manager training an investment with measurable returns.

Video-based training platforms are designed with flexibility in mind. Employees can watch short modules on core topics, such as daily operations, lien law compliance, or customer service skills, without leaving the facility understaffed. Many programs keep lessons under 20 minutes, understanding that managers often need to pause and assist customers before resuming. To reinforce learning, quizzes follow each video, ensuring that key points are absorbed and understood.

This approach reflects the realities of self-storage. Training doesn’t happen in a vacuum; it happens in real time, between phone calls, walk-ins, and daily tasks. Online training allows employees to balance learning with customer care, creating a practical and effective solution for operators of all sizes.

Unlike general customer service topics, lien law training often requires deeper dives. That’s why many online programs dedicate longer modules to this subject, ensuring that managers grasp the nuances of compliance. By investing in legal education, operators safeguard their businesses from costly errors while demonstrating professionalism and fairness to tenants.

• State-specific lease agreements, updated regularly to reflect current laws;
• Educational resources, including webinars, certification programs, and industry guides;
• Advocacy at the state level, ensuring the industry’s voice is heard on legislative and regulatory issues; and
• Discounts and vendor partnerships, helping members save money on products and services.

For smaller operators, these benefits are especially valuable. Access to a professionally drafted lease, for example, can save thousands in legal fees while reducing liability. Webinars and training opportunities bring expertise directly to members who might otherwise miss out on industry best practices. And advocacy ensures that the concerns of self-storage owners are represented in state capitols, where decisions can significantly affect operations.

Membership also signals professionalism. Customers may not always know which facilities are association members, but vendors, lenders, and industry partners do. Being part of a respected association shows that an operator is serious about running their business the right way, with compliance, ethics, and quality in mind.

Online manager training, for instance, helps owners ensure that even a single employee receives consistent, professional education. State association leases and legal updates give them the same legal protections as larger competitors. Together, these resources help smaller operators compete effectively while maintaining the personalized service that often sets them apart.

Manager training builds strong, confident employees who can handle the demands of daily operations while providing excellent customer service. Association membership delivers the tools, education, and advocacy that no single operator could secure alone. Together, they form a foundation for long-term success.

For operators considering the next step in strengthening their businesses, the message is clear: Don’t go it alone. Invest in training, join your state association, and take advantage of the resources available. In a competitive and evolving industry, these choices can make the difference between simply managing and truly thriving.

everaging AI helps Stuf Storage manage a nationwide self-storage portfolio with a tiny team. Founded in 2020, the startup partners with real estate owners to turn underutilized spaces into remotely operated storage locations.

Tapping AI in areas such as video surveillance and pricing and revenue management has been critical to Stuf’s success in building a portfolio of 31 locations across seven cities with just three full-time operations staff. The company plans to continue scaling its business with the assistance of a purpose-built AI agent, dubbed Sidney, which it launched in 2025 to manage routine customer interactions.

Stuf notes that Sidney’s augmenting of its member experience team, which includes taking inbound calls as well as making outbound calls and sending outbound texts, has driven a 17 percent increase in sales conversions. “It really is a good extra set of hands,” says Katharine Lau, Stuf Storage co-founder and CEO.

Stuf is one of many self-storage operators harnessing advanced AI to help rent units and manage customers. Three years after the release of ChatGPT, generative AI (the kind of AI that can spin up content such as text and images on command) has begun to improve efficiency and support decision-making throughout the industry.

Storage operators and vendors have found promising use cases for AI in areas such as marketing, customer service, and pricing. The most visible impact has been at the top of the sales funnel, where leads are nurtured and the customer journey begins.

During an online meetup in August 2025, Jim Ross, founder of self-storage management company 3 Mile Storage Management, demonstrated how platforms such as ChatGPT and Lovable can be used to conduct competitor analysis, role play customer interactions, and create marketing content from scratch.

Ross showed how a user can prompt ChatGPT to generate detailed profiles of the five to seven top competitors within a three- to five-mile radius of a specific storage facility in Tennessee. For each competitor, he asked for a company overview, a summary of reviews on the facility’s Google Business Profile, key features and amenities, target keywords on the website, and ownership information and history.

The platform took just over five minutes to provide a detailed analysis. Ross told Messenger he finds AI useful for generating marketing images and videos for storage owners, as well as competitor analysis that can inform decision-making about pricing and marketing. “In the past, you’ve had to pay for those kinds of services,” says Ross. “It’s still kind of bare bones, but at least it gives you something to work with that’s free.”

This helps level the playing field for operators who don’t have the budgets to develop their own internal tools. “It gives the small operator the tools to kind of compete against the big boys,” Ross adds.

Powered by advanced large language models (LLMs), Uniti AI provides conversational support and persistent follow-up across a variety of channels: voice calls, email, SMS, WhatsApp, and web chat. The partnership with OpenTech aims to automate routine customer inquiries while smoothly escalating more complex cases to live human operators.

“You still get the benefit of a 24/7 human backup, but it’ll be at a lower cost than if you had that alone,” says Francesco Decamilli, Uniti AI’s co-founder and CEO.

Routine conversations that can be easily automated account for up to 80 percent of communication; these would be, for example, calls about rental rates, move-in and move-out policies, gate code requests, and outstanding payments. The other 20 percent are more complex situations that require a human touch, such as when customers have a billing dispute or need to report damage to their units or an emergency.

“It’s a fully native AI backend, which is a differentiator for us relative to some legacy industry platforms that have more traditional chatbot infrastructure with decision trees and so on,” he says, noting that the partnership with OpenTech allows Uniti to market the combined voice agent plus call center solution to potentially hundreds of thousands of self-storage facilities worldwide.

Another company innovating in this space is self-storage tech firm Storable, which launched an AI-powered digital assistant called Agent Assist in July 2025. Storable told Messenger that more than 60 percent of Agent Assist interactions are happening after hours when facilities are closed, yet the tool still resolves 90 percent of tenant requests.

“Operators are willing to adopt AI where there’s clear ROI, and with Agent Assist we’re already seeing that in the form of new revenue and cost savings,” says Taylor Yarbrough, Storable’s vice president of product.

For companies that develop their own AI solutions, the data-crunching required to build a helpful chatbot can yield far-reaching benefits. Stuf Storage’s AI agent, Sidney, was trained on 60,000 hours of customer calls and millions of interactions and data points.

Sidney handles routine customer inquiries and sales, supplementing the capabilities of the company’s proprietary self-storage management software, StufOS, which also incorporates AI. Intensive training allowed Stuf to “mold” Sidney into a personality that can effectively connect with users and drive bookings, according to Lau.

Sidney also has a built-in AI model that analyzes calls and extracts recommendations to support the company’s decision-making via an insights dashboard. A jump in customer mentions of price matching from one week to the next, for example, might be a sign that it’s time for Stuf to compare its rates against competitors.

“If there are a lot of questions about sizing for this particular location, you might want to improve how you talk about sizing here,” says Lau. “Sometimes we’re so focused on one thing, let’s say this month it’s all about customer rate increases, but maybe we’re not thinking about the list prices, or we’re not thinking about new supply coming online.”

“We develop a lot of our own software to either automate or augment the workflows that go into running a self-storage facility,” says Peter Smyth, CEO and co-founder of White Label Storage, a third-party self-storage management company with over 200 managed facilities in its portfolio. “Pretty much every single one of these tools has some piece of AI embedded in the software.”

“We use LLMs to help process rate management with our revenue management tool. We use it to audit code across all of our products, and we use it to assist in strategy recommendations at the asset level. For example, this tool uses AI to collect data on a submarket level that informs what a competitive rate looks like within that area,” Smyth adds.

Another company that uses AI to inform pricing decisions is SmartStop Self Storage REIT, a listed REIT that owns or manages 236 properties in the U.S. and Canada. SmartStop’s proprietary AI pricing agents enable millions of automated pricing adjustments each month.

“AI is a key part of our operating platform and a critical component of our broader innovation strategy,” H. Michael Schwartz, SmartStop chairman and CEO, said in a statement. He added that the company’s pricing system delivers “meaningful performance improvements across the portfolio.”

Without using LLMs, the company’s automation platform enables operators to slash their over-90-day past-due accounts by up to 95 percent and reduce their outstanding debt by 50 percent within one year of implementation.

“We not only reduce the overall delinquency dollars that are outstanding, but our automation accelerates the process and empties out those units quicker, so they go back into circulation,” says Shardlow.

For example, Ai Lean maintains attorneys alongside its tech platform to advise on tricky legal situations like abandoned vehicles. Shardlow also noted that artificial intelligence shouldn’t replace human judgment when it comes to tenant relationships or strategic business decisions.

People are in the driver’s seat for all decisions at White Label, but using AI in the company’s pricing strategy enables smarter and more informed decisions for clients, according to Smyth.

“Operators need to remember that AI is not at the place where you can set it and forget it,” he says. “You need people to execute and provide sanity checks on whatever AI produces.”

pring and summer are the make-or-break months for many self-storage facilities. Demand surges as people move, renovate, downsize, travel, and reorganize their homes. With higher occupancy comes higher expectations: Tenants want speed, simplicity, security, and a frictionless experience from the moment they find your facility to the moment they move in. Whether you operate a single facility or are a regional player, now is the time to prep your property, your team, and your technology for peak season. Here are the critical to-dos every owner should have on their radar.

• Inspect doors, springs, latches, and hallway systems for wear. Spring and summer heat can accelerate component fatigue for aging parts.
• Repair or replace dented panels, misaligned doors, or rust-prone hardware.
• Test lighting, access control, elevators, HVAC in climate-controlled units, and drainage systems.
• Refresh landscaping and repaint high-visibility areas to improve curb appeal.

Small fixes now can prevent large disruptions once occupancy peaks.

• Gate access systems and keypad performance (including back-up power);
• Camera clarity, angles, recording retention, and nighttime visibility;
• Unit-level smart locks or Bluetooth-enabled access, which continues to grow as a tenant expectation; and
• Perimeter fencing, bollards, and lighting to reduce liability and improve tenant confidence.

The goal is to create an environment where tenants feel safe leaving and visiting their belongings and where would-be intruders quickly realize they shouldn’t attempt anything.

• Website load speed and mobile usability,
• Online reservation capabilities,
• Unit availability accuracy online,
• Pricing and promotion consistency across platforms, and
• Google Business Profile photos, hours, and reviews.

Smart access and contactless rentals are predicted to be important differentiators for some customer types.

• Fast, consistent responses to inquiries (email, phone, chat);
• Contactless rental workflows and troubleshooting;
• Upselling rental insurance, locks, and packing supplies; and
• Scenario training for after-hours issues, late payments, and high-volume move-ins.

A sharp team keeps move-ins flowing smoothly and an increase in positive reviews.

• Lubricating and balancing doors,
• Checking spring tension, especially as temps rise,
• Cleaning gutters and drainage channels,
• Replacing worn weather stripping, and
• Ensuring climatecontrolled units maintain consistent temperatures.

Reducing mid-season outages protects your operations and your tenant experience. If you find components that need to be replaced, consider upgrading to higher quality materials that can extend the life of the units and potentially reduce or even eliminate some forms of ongoing annual maintenance.

• Inspect roofs, gutters, downspouts, and grading.
• Stock emergency supplies for power outages.
• Create and publish safety plans and safe areas for staff and customers during a severe weather event.
• Confirm computers, security systems, and gate operators are surge protected.

Proactive preparation can help avoid costly downtime and tenant claims.

enee Burns was the kind of leader who made the self-storage industry, despite its rapid growth, feel a bit smaller and a lot more human. She believed that business could be personal: Build relationships first and trust that results would follow. Whether improving operations, shaping strategy, or mentoring colleagues, she focused on making a real difference, not just for companies but for the people within them.

Her recent passing has left a void not only among her family and loved ones but also across the industry she loved. She was slated to be featured in this “Women in Self-Storage” column later this year, but sadly, she passed away on Feb. 12 following a two-month battle with anaplastic thyroid cancer, a rare and aggressive disease. So, we’ve dedicated this space to honoring her life and the legacy she leaves behind.

Prior to her executive leadership roles, she was instrumental in expanding Tenant Inc.’s national presence, driving significant account growth and representing the company at major industry events. Earlier in her career, she managed national and international accounts for Storage Commander, helping expand operations into Australasia and South Africa while strengthening executive relationships worldwide.

“Heaven gained an angel today,” wrote Sunbird Storage on its LinkedIn page. “Our dear friend Denee Burns went home to be with the Lord.”

She regularly contributed to stories for MSM. She was passionate about giving back, and even suggested the story MSM published in September 2025, “Industry Generosity,” which highlighted the charitable work the industry does for others. “It’s not just about the bottom line,” she said. “Leadership must have heart and caring to set them apart.”

Moreover, she wasn’t afraid to speak out about hot topics, like aggressive rate hike strategies. When she penned “The Last Word” in Messenger, she made it clear that an operator can compete with more than just a price tag—by caring about customers. “We strive to provide an exceptional customer experience, even though we charge more for rent,” she wrote. “They feel safer with us and appreciate the cleanliness of the facility and courteousness of the staff. It’s something that can be implemented at other facilities to compete on quality over cost—and maybe put an end to the price wars.”

Despite being in an industry driven by data and ROI, she always believed people were the greatest investment.

“She was one of a kind. She left everyone better than she found them, and her smile was infectious. She loved what she did and focusing on non-profit partnerships was her specialty. That work gave her wings. Now she’s truly got them.” —Jason Koonin, Bluebird Self Storage/Sunbird Storage

“Denee brought so much joy and happiness to everyone around her. She was smart, talented, and a true believer. She inspired me every day and I will miss her dearly. We must find peace knowing she is home in heaven and keep her family in our prayers.” —Shana Kirton, Bluebird Self Storage

“Denee was one of those rare people whose faith wasn’t just something she talked about—it was something she lived, every day. The last time I stood beside her was at the prayer gathering during SSA in September—a moment that feels even more meaningful now. She will be deeply missed across the industry, but her impact, her joy, and her faith will live on in the many people she encouraged and prayed with over the years.” —Thaddeus Campbell, S3 Partners

“Denee Burns’ passing leaves a hole in the heart of the self-storage industry. Her passion for learning and studying the Word was an inspiration to me and so many others. Her faith gives me comfort knowing she is in Heaven. She had a special gift for making everyone feel welcome. She will be deeply missed. —CJ Stratte, Self-Storage Advisor

“I still remember the first time we met … At every storage conference after that, she always went out of her way to make me feel welcome. She didn’t just make conversation—she made people feel seen. The world needs more people like her. Denee, I will truly miss seeing your radiant face and feeling the warmth you brought into every room.” —Danielle Pancheri, Advantage Management Inc and STORAGExperts

“Rest easy Denee Burns. Your kindness and huge smile will be so missed. Taken way too young and way too fast. You brought such a positive attitude to not only the industry but to anyone who crossed your path.” —Jessica Johnson, The Storage Group

“Denee was a light. Real, vibrant, and endlessly encouraging. She cheered for me, and the beautiful thing is she did that for everyone around her. She had a way of making people feel seen and capable and worth celebrating. I hope I can carry even a fraction of the kindness and encouragement she gave so freely into the way I show up for others.” —Jessie Lamb, nodaFi

“The storage community lost someone special. Denee was a force in this industry and an even better friend. She believed in people. She pushed you to step up, speak up, and own your space. Her impact on my business and so many others is real and lasting.” —Eva Chavez, Beacon Ave Marketing

“Denee truly had one of the biggest hearts of anyone we’ve ever known. She could light up any room, always positive, full of energy, and constantly pouring into others. She was a giver through and through, always showing up, always supporting, always encouraging.” —James Reid, Investa Capital

“I will miss my sweet friend and will miss her inspiring and uplifting prayers at our self-storage prayer group. Her hair was like a halo! Rest in peace sweet Denee; you are home now.” —Lauri Longstrom-Henderson, MSM

“You were always a staunch supporter of women and so active at our Women’s Council events. Your smile, kindness, and desire to see others succeed will long live on.” —Theresa Gallas, Storage Building Company

n any industry, there are many personalities. Specifically in self-storage, there are those who become legends (Anne Ballard). Those who have a radio station (Harry Sleighel), and those who overcome unimaginable hardships and become successful as an author and podcaster (AJ Osborne). And there are people who are so endearing, you immediately want to become friends with them. That’s the case of Adam Karnes, senior vice president at The BSC Group. He is relatively young, yet he is so good and enthusiastic about what he does that it became absolutely necessary to feature him in an installment of “Who’s Who in Self-Storage.”

It’s clear he loves life. No matter the topic—his childhood, family, career, hobbies—he talks about all of it in an upbeat, appreciative way; and you can’t help but get excited about all of it as well. You want to hear more and learn about a person who’s a refreshing presence in the industry and in life in general.

He describes being nerdy in a very relatable way. “I played a lot of video games, and I loved skateboarding. I also tried playing a lot of sports at school—hockey, lacrosse, and basketball, but I was never very good at any of them,” he says with a laugh.

He attended public school until fifth grade, but his parents noticed that he wasn’t as focused on his studies, so they enrolled him in a private school, the University School of Milwaukee. “My mom wanted me in smaller classrooms, and it actually turned out really well. It made me realize I enjoyed math and science, and it reinvigorated my love for reading. It was really a great experience and I feel very blessed that my parents cared enough about my education that they put me somewhere I could thrive academically.”

He credits this experience as the reason why he got into the University of Wisconsin at Madison. “I fell in love with the campus as soon as I visited it,” he recalls. “It was really fun, too, because those were good years for the school’s football, basketball, and hockey teams. It was great being at a Big Ten school, and I loved showing my friends and family around and taking them to Badger tailgates when they would come visit.”

While there, he joined Kappa Sigma. “I didn’t see myself as a fraternity person when I first went to college, but I went to a few parties and frankly had a blast. The fraternity showed me a good balance between having fun and being a serious student. To this day, those guys remain some of my best friends.”

It was during his college years that Karnes started developing his strong work ethic. He worked several jobs while going to school, including at the Kohl Center, where he was part of a crew that would convert the arena from basketball to hockey and occasionally for concerts. “It was so much fun. I got to work with people from so many walks of life.” He also worked at various restaurants, both in the kitchen and as a server and cook. “I kept pretty busy and worked the whole time I was at school. I was lucky to be in Madison, which was affordable as an in-state student, and I was able to pay for my books and rent.”

Over the course of his studies, he spent two summers working at Northwestern Mutual, where Karnes sold insurance. And while he realized early on that it wasn’t a career path he was going to follow, he appreciated the valuable skills he was learning along the way. “I had to call people and have difficult conversations about what would happen to their family if they weren’t around. It taught me a lot of what I do now as a mortgage broker, [like] asking difficult questions to understand what they’re working through. Even though it’s a totally different industry, I value that experience because it took me out of my comfort zone. I don’t think I fully appreciated it at the time, but I look back on it really fondly because it really set me up well.”

Karnes interviewed for numerous jobs his senior year, eventually accepting an offer to work at DBRS in Chicago, where he stayed for almost two years. “It was investment banking hours, without the investment banking salary,” he says through laughter. “It was really intense working 90 hours a week. I’d go home, hang out for a few minutes, go to bed, wake up, and do it all over again. It was my intro into my credit training, working on the debt and finance side of real estate. It taught me to underwrite, and what I do now every day, I learned on some level at DBRS.”

He thought he’d work there long term, but serendipity had other plans. His boss at the time, Erin, had a cool husband with whom he got along really well. “We had similar interests, and we’re both big fans of the Grateful Dead; and with his wife’s permission, he called me and said they were looking to hire an analyst, and he thought I’d be a good fit for the role.”

The caller was Shawn Hill, principal and founding member of The BSC Group, a company that provides commercial real estate financing advisory solutions. It was an interesting proposition, but one that made Karnes a bit nervous, since he did have a good job and a steady paycheck, and jumping ship to work at The BSC Group meant working in areas he wasn’t well acquainted with. “It was a pivotal time in my life,” he says. “Shawn pointed out that I was still in my 20s and didn’t have a family yet, to come over and try it, and if I didn’t like it, that’d be fine, but that he thought I could be good at it.”

Even though The BSC Group works in many areas of commercial real estate, Karnes’ focus was primarily the self-storage industry. While it wasn’t a vertical that he had foreseen himself in, he’s thoroughly grateful this is where he landed. “It’s an industry I appreciate so much. The people are so kind and generally very humble. You meet individuals with portfolios that are worth a lot of money, and you really wouldn’t know it. Our clients are really special people, many who will be lifelong friends of mine because they genuinely care. They ask how my family’s doing, and I really appreciate them.”

He also enjoys working on the mortgage side. “There’s always a problem to solve. Maybe not the same way as a doctor or nurse, but I’m helping people, working directly with them.” He also highlights that he enjoys working at a small organization where he gets to wear many hats. “When you look at an org that’s only five people, being 20 percent of what we do means really having an impact, helping progress the business, add value, and grow the company. I’m so proud of all the work we’ve done and the people we’ve helped. It’s the ethos of what we do. We’re helping people grow their business and set their families up for generational wealth.”

He’s also appreciative that his work enables him to have a good work/life balance. “We’re hard workers, but we also enjoy our time with our families.” And he’s thankful of working with Shawn Hill and Devin Huber, the other principal and founding member of The BSC Group. “They’ve shown me that work is important, but so is taking care of yourself, spending time with family, and creating memories.”

“Cat is wonderful, such a hard worker and so smart. She’s an awesome mom and she could probably do what I do 10 times better. She’s a wonderful life partner.”

When asked about his proudest achievement, he’s quick to answer. “Being a dad to my daughter. She’s only two and a half and she already talks in full sentences and full paragraphs. She’s going to be smarter than me by the time she’s 10.”

He’s also extremely fond of his brother, Joe, who lives in Denver. “He’s my little brother, and even though he’s six years younger than me, I really look up to him.”

And we most definitely need to mention both of his grandfathers. “My grandpa Bob (Karnes) is a long-time math teacher at the local high school, and he also owned a bar and was a driving instructor. He was the one who taught me how to drive. He’s the one who instilled in me the love of math. He was a teacher and found other ways to supplement his income. Very smart and diligent investor.”

On the other side, his grandpa Dom Tirabassi is another one of the biggest inspirations in his life. “He’s 91 and he still works. Real estate guy, too. Worked in construction for a long time. He instilled in me that you are going to get run over a little bit if you don’t stand up for yourself or if you don’t know what you’re talking about. He also taught me to always treat people with kindness. He often sponsored underprivileged kids to go to high school, and it’s because of him that I know the importance of keeping busy and to always exercise your mind.”

These are two lessons he’s applied well in life, including at Wisconsin’s Fall 50K relay race, which he ran with his wife and her cousins. “I ran 12 and a half miles for my part of the relay. We came in third out of almost 500 teams,” he says proudly, admitting he counts the experience as one of his biggest accomplishments. “It’s funny how I played so many contact sports as a kid, and I wasn’t good at any of them, yet I started running as an adult, and it turns out I’m really fast!” And that’s not hyperbole. He can run 10 miles at a seven-minute pace.

He loves his family. He loves his job. He loves running, hunting, fishing, biking, and cooking. He also loves going to Packers football games and concerts, especially the Grateful Dead and Phish. “I’ve been to 50 Phish shows,” he says unabashedly. What’s more, Karnes is a prolific reader, counting among his favorite books nonfiction works like “The Comfort Crisis” by Michael Easter, suspenseful thrillers by Stephen King, and dystopian novels like Ayn Rand’s “Atlas Shrug.” And because he’s so enthusiastically supportive of those around him, he read one of his clients’ books, “Minus 148 Degrees” by Art Davidson. “Shawn told me ‘You gotta read this book,’ and it’s one of my all-time favorites!”

When reflecting on his life, all you hear is gratefulness. “I’m proud I took the leap to get into the industry,” he says. “Partial credit to Shawn and Devin convincing me, but I had faith in myself, and it’s paid so many dividends. I’ve been able to take care of my family, and I’m very pleased and honored to be part of an industry held in such high regard, and with people I think the world of. When I made the leap, it wasn’t as clear how good it was going to be, and it’s been so good.”

he digital landscape is undergoing its most significant transformation since the invention of the search engine. I have been working in digital marketing since 1995 and have witnessed the slow evolution of the tools and platforms, such as social media networks and search engines. People took their time adapting to the platforms.

What makes the AI search evolution different is head-spinning velocity. In all my years in this business, I have never seen technology change and grow in usage so quickly. Besides that, the AI answer bots are making it easy for people to use them!

For the self-storage industry, whether you’re an owner-operator, part of a large chain or franchise, or are in the commercial real estate side, the rules of “getting found” have changed. In 2026, marketing will no longer be just about ranking No. 1 on Google. It will be about being the trusted answer provided by AI. This shift is called answer engine optimization (AEO) or generative engine optimization (GEO), among other terms.

Key search trends include:

• The “Crocodile Mouth” Effect – You may notice your “impressions” (the number of people who see your brand) are increasing, while your “clicks” are decreasing. This happens because AI tools answer questions directly, so users don’t always need to visit your website unless they need what you have to offer or have additional questions.
• Conversational Discovery – People are asking complex, human questions. AI evaluates these intents and summarizes information from multiple sources to give one clear answer.
• Local Shifts – For local businesses, “Ask Maps” has replaced Google Business Profile Q&A. For instance, someone may ask, “What is the best storage facility in <insert location> where I can store a three-bedroom house temporarily?” directly into their Google Maps. It then scans the web—everywhere—for reviews, recommendations, and mentions of your business.

Perplexity
A hybrid tool that acts like a conversational search engine, it is highly valued for real-time research because it provides clear citations and links to the sources it uses. Their browser, Comet, is an incredible tool for analyzing data and reporting fast. In a previous article, I showed how I took analytics from Google Search Console and came up with frequently asked questions using Comet.

Google Gemini And AI Overviews (AIO)
Gemini is the AI model that powers Google’s algorithm. AI overviews are the summaries you see at the top of Google search results. These behave like traditional search but prioritize “answer-ready” content from your website.

AI models don’t just read websites. They collect not only data that’s on the internet but also pick up posts, conversations, and comments that people post on Reddit, YouTube, LinkedIn, Facebook, Instagram, and Quora. AI cites Reddit often (up to 30 percent of the time) because it craves authentic, human perspectives that corporate websites often lack. I recently wrote on this in a past issue of Messenger.

• Short and Precise Answers to Frequently Asked Questions (FAQs) – Break your content into clear, topical, self-contained blocks that can stand alone if extracted by an AI. However, don’t put all your FAQs on one page. Add FAQs to blog posts and pages.
• Put Questions in Headings – Use H2 or H3 heading tags for your questions (like “How do I choose the right-sized storage space?”) followed by short, direct, factual answers.
• Tables and Lists – AI loves structured data. Use tables for comparisons and bulleted lists for steps, data, or features.
• Find Content Gaps – AI tools can help you find content gaps on your website. Using any of them (Gemini, ChatGPT, or Perplexity), upload a CSV file of your sitemap. Then, ask it to analyze the content and find any gaps. Your sitemap is simply an index of all your pages and blog posts. Depending on your website platform, an SEO tool can retrieve it for you.
• Don’t Just Research Keywords – Type common customer questions into ChatGPT and Perplexity. If your business isn’t mentioned, see which competitors are and analyze their content structure to see what you are missing.
• Keep Content Fresh – AI assistants look for the freshest, most accurate information. Add “last updated” dates to your pages and ensure product inventory, availability, or service details are current. Your blog’s archive page and individual posts should also include dates. Yes, that means you need to blog weekly.

More than likely, you won’t have to completely redo your website, and you don’t need a big budget. Just reformat the content and optimize it for the AI bots. Most importantly, write and structure your site for your human potential customer first, but keep the AI answer bot in mind. In other words, don’t forgo the user experience, which leads to conversions, to get noticed by AI.

Amplify EEAT
Both Google and AI models prioritize experience, expertise, authoritativeness, and trustworthiness (EEAT). I have written about this extensively in past issues of Messenger.

• Your Company Story – Clearly state your founding date, location, leadership, team, core values, and unique mission in your “About” page, so AI can “map” who you are.
• Authorship – Create detailed author and about pages with bios and links to each team member’s LinkedIn profile to provide credibility, authority, and trustworthiness.

Optimize Everything
Optimize your Google Business Profile (GBP). For local businesses, this is your most important asset. Double down on review acquisition. AI looks at your reviews and attributes to answer user questions in “Ask Maps.” Ask Maps will get information from your website as well. Make sure all your blog posts get posted to your GBP as soon as they are published. Use a tool like Dlvr.it.

Social Media Posts
It’s no longer solely about engagement on social media. It’s about sharing posts with substance. Consistently use your major keywords in your text posts, captions, and video scripts. Short-form, vertical videos (TikToks/Reels/YouTube Shorts) are grabbed by Google to provide visual answers in search results.

How I used AI to write this article: I had 44 sources of blog posts, videos, and PDFs to analyze, study, and then compose the article. It would have taken me days to go through everything. I uploaded them to Google’s NotebookLM (https://notebooklm.google.com/), and I had an article in less than a minute. Now, I did have to edit it and add my own EEAT. Never post an AI-written article verbatim. Google knows. If you want to learn how to use all these cool tools and get a free analysis, visit my website and book a free consultation (https://AZSocialMediaWiz.com).

he 1989 film “Field of Dreams” was famous for the line, “If you build it, they will come.” Although that may be true for sports fantasy movies, it is not accurate when it comes to increasing occupancy at a self-storage facility. Substantial market research should be compiled before building, and facility layout and unit mix must be considered to optimize your ability to lease up and maintain stabilization. Knowing how to identify, access, interpret, and track value metrics is essential for owners, operators, investors, and developers to increase their likelihood of finding success.

Think outside the box when it comes to discounts and offer discounting that encourages the tenants you are trying to attract. Offer the third month free with autopay, give an ongoing percentage off monthly rent for tenants willing to sign longer leases, or consider quarterly discounts for tenants with no late payments. Using discounts that support overall revenue goals will grow your business and maintain economic stabilization. Review your current discounts compared to your monthly operating income. If your discounts negatively impact your ability run daily operations, it is time to give them an overhaul.

How can you solve the problem of owning a facility in an oversaturated market? Take a deeper dive into the community drivers in your market. Offer niche storage such as RV/boat, parking, and specialty storage to provide more solutions to more customers. Value-add services, loyalty programs, improved facility features, and improved technology can help your facility gain a competitive edge in an oversaturated market. Sometimes you have to spend money to make money, but mystery shop your competitors and come up with a plan to outperform them before you spend.

For existing facilities, the rent per square foot should never remain the same throughout the year. This not only shows lenders and buyers that you are not leveraging rate increases, but it means you are leaving money on the table throughout the year. Rental rates determine your operating income and are indicators of potential income for your facility. Tracking the highs and lows in your market will allow you to adjust rates more efficiently, budget for capital improvements, and create growth opportunities for your business.

Revenue Management Index
The right time to use average rates is when determining your revenue management index. This metric analyzes the average rental rate of your facility and compares that amount to the market average. It is a good way to identify if you are charging too little or too much for your units and reveals the need to adjust rates to be more competitive in your marketplace. If you determine that your rates are the lowest in your market, the rates need to be increased, even if occupancy is high. Don’t be fooled by the idea that your occupancy is high so charging market rates does not matter—it does, but you do not have to make up the rate difference all at once. Choosing to have small, incremental rate increases over time can allow you to recapture lost revenue without sacrificing customer satisfaction. Although you may receive some complaints, they will be minimal if rate increases are communicated well and not excessive. Revenue generated by rate increases can be reinvested into your facility to increase your chances of attracting higher-end customers in the future and provide opportunities for customer retention programs.

Monthly Rent Roll
Rent roll is designed to analyze the effectiveness of your rates, areas for improvement, and opportunities for growth. It is the monthly revenue generated by your facility from all revenue sources (rental income, fees, administrative charges, and miscellaneous). Further, this valuable report provides you with insight into unrentable units, vacant units, and delinquencies. It creates a clear picture of your property’s cash flow and determines opportunities to increase revenue, review/adjust lease terms, and identify areas of underperformance.

autious sentiment shapes the self-storage market in 2026. Yardi Matrix recently attended the NYSSA Investment Forum and KeyBanc Capital Markets events in New York and the SSA Ski Workshop in Aspen. The overall tone to start the year is more cautious than in prior years, reflecting sustained weakness in self-storage demand driven by historically low home sales and supply pressure in select markets and submarkets. Rents, occupancy, and revenues remain under pressure, leading investors to adopt more conservative underwriting assumptions around rent growth, lease-up timelines, and exit cap rates. While fundamentals are challenged, capital availability is not: Both debt and equity remain plentiful for experienced investors and operators, though capital is increasingly selective and deal flow has been constrained by consistent loan extensions and a surge in bridge lending. Although asking rents appear to have bottomed nationally, they are still well behind in-place rates, and the recovery will be gradual and uneven in 2026, favoring markets with low supply and improving housing conditions.

Rates continue to rise annually, but growth moderates further in December. Nationally, advertised rents increased 0.3 percent year over year in December, extending the trend of annual growth. However, this pace reflects a slowdown from earlier in the fourth quarter, when rents rose 0.6 percent in both October and November. In December, the national average rent reached $16.32 per square foot across all unit sizes and types.

Roughly half of Yardi Matrix’s top 30 metros posted lower annual rate growth in December than November. Same-store advertised rates for non-climate-controlled (NCC) units increased in 15 of the top 30 metros. For climate-controlled (CC) units, rates increased in 23 of the top 30 metros year over year.

Nationally, Yardi Matrix tracks a total of 2,846 self-storage properties in various stages of development, including 730 under construction, 1,796 planned, and 320 prospective properties. The share of projects (net rentable square feet) under construction nationwide was equivalent to 2.7 percent of existing stock through December, unchanged from November.

Yardi Matrix also maintains operational profiles for 32,266 completed self-storage facilities in the U.S., bringing the total dataset to 35,112. We are happy to announce the expansion of our existing Little Rock, Ark., storage market, now available to Yardi Matrix customers on the subscriber portal.

While CC units once again outperformed NCC units in December, both unit types saw a deceleration in annual growth compared to last month. NCC asking rates decreased 0.1 percent year over year, a slowdown from November’s increase of 0.2 percent, while CC rates rose 0.9 percent year over year, down from 1.0 percent in November.

Advertised rents at stabilized properties among all self-storage REITs were up 1.4 percent year over year versus -0.2 percent for their non-REIT competitors in the same markets nationwide. However, REIT rent growth has also slowed over the past two months, down from 2.2 percent in November and 2.0 percent in October, as operators pulled back on pricing amid weaker leasing conditions.

See December 2025 Year-Over-Year Rent Change for Main Unit Sizes.

Advertised rents fell month over month in 25 of the top 30 metros in December. New York City saw rent growth month over month in December for the second year in a row, marking a shift in momentum from -0.8 percent growth in November.

Despite leading in year-over-year advertised rate growth, Washington, D.C., posted one of the largest month-over-month decreases (-0.5 percent), signaling a seasonal slowdown in demand. This trend is not supply-driven but reflects weaker winter demand patterns, typical for this market due to factors like reduced intern activity outside peak summer months.

See Average Street Rates by Metro Table and National Average Street Rates PSF for Main Unit Types Chart.

Meanwhile, top metros including Denver, Portland, and San Diego are clustered in the lower-left portion of the chart, reflecting weaker population growth and slower multifamily rent growth. These markets continue to see weaker advertised rates even when new supply is limited.

Overall, the chart underscores that future rate growth is likely to remain uneven, with stronger performance concentrated in markets supported by sustained multifamily demand rather than those benefiting only from slower supply growth.

See Self-Storage Major Metro Summary Chart.

At the metro level, 16 of Yardi Matrix’s top 30 metros had more lease-up supply in December 2025 compared to December 2024, led by Orlando, San Antonio, and Detroit.

Despite having one of the highest trailing three-year supply levels, the New York suburbs continue to post above-average advertised rent growth, supported by historically undersupplied conditions and robust demand fundamentals. Recent supply deliveries have been concentrated in Northern New Jersey, while areas like Westchester County and Long Island remain relatively constrained, contributing to sustained strength in advertised rate performance.

See NRSF Delivered Over the Last 36 and 12 Trailing Months Table and Chart.

Compared with December of last year (2.8 percent), under-construction activity is essentially flat. This stability likely reflects longer construction timelines and slower winter building activity.

While national supply levels remain steady, metro-level trends are mixed. Several top metros, including Nashville, San Antonio, Philadelphia, New York City, Atlanta, Detroit, and Seattle, have seen notable declines in under-construction supply over the past year. Conversely, top metros such as Miami, Las Vegas, Salt Lake City, Washington, D.C., and Tampa recorded increases.

Several Sun Belt markets continue to exhibit elevated construction pipelines, even as development has become more expensive and harder to underwrite. Miami, Tampa, Phoenix, Sarasota-Cape Coral, and Las Vegas stand out for maintaining or increasing under-construction supply, reflecting continued developer interest.

See Under Construction Percent of Existing Inventory Table and Chart.

he total value of U.S. self-storage real estate declined to approximately $432 billion in 2025, representing a roughly 2 percent decrease year over year. Slower demand recovery, muted rate growth, and elevated operating costs continued to pressure valuations across the sector.

After years of outsized growth, 2025 marked another period of normalization for self-storage. While fundamentals remain structurally sound long term, near-term performance has yet to fully rebound. In Table 1, TractIQ breaks down how we estimate the total value of the industry and what the data signals for owners, investors, and brokers in 2026.

See Table 1.

GPI also includes ancillary income from administrative fees, tenant insurance, billboards, retail sales, and other non-rent revenue streams. Based on Q3 2025 public filings, ancillary income for the five major publicly traded self-storage REITs ranged from approximately 3.8 percent to 13.0 percent of rental income. Because REITs represent a minority of total industry square footage, we conservatively applied a 3 percent ancillary income assumption across the broader market.

In 2025, achieved rates often exceeded street rates due to existing customer rent increases. According to TractIQ’s Q3 2025 Self-Storage REIT Report, achieved rates averaged 3.7 percent higher than advertised street rates. We intentionally excluded an achieved rate premium from this analysis due to the difficulty of consistently applying it across non-REIT operators. Including this premium would increase estimated industry value.

Effective Gross Income (EGI): This is the net revenue generated by the industry after applying vacancy and collection loss to GPI. For reference, the publicly traded storage REIT’s average occupancy rates for Q3 2025 ranged from 84.5 percent to 93.7 percent. We’ve used an 88 percent occupancy rate in our analysis to account for collection loss in addition to physical vacancy.

Operating Expenses: Operating expenses include property taxes, insurance, payroll, management fees, utilities, marketing, repairs, and administrative costs. We applied a 35 percent operating expense ratio to EGI. For reference, the publicly traded storage REIT’s expense ratios for Q3 2025 ranged from 24.4 percent to 33.6 percent.

Net Operating Income (NOI) and Total Value of Real Estate: Net operating income is calculated as effective gross income minus operating expenses. To estimate total real estate value, we applied a 5.5 percent capitalization rate to industry-wide NOI. Table 2 illustrates how valuation changes across different cap rate and expense ratio scenarios.

See Table 2.

• Slowing new supply deliveries in oversaturated markets;
• Street rate stabilization following years of softness;
• Expense normalization, particularly insurance and payroll;
• Cap rate movement tied to interest rate policy; and
• Greater reliance on verified operating performance rather than proxy data.

In an environment where small changes in rates, occupancy, or expenses materially impact value, access to accurate facility-level data has never been more important. TractIQ remains focused on delivering the most comprehensive and transparent self-storage intelligence platform as the industry moves into its next phase.

here is a noticeable shift in the self-storage industry, driven by an unexpected yet rapidly growing customer segment: contractors, tradespeople, service-based businesses, and small ecommerce operators.

In many smaller markets, the demand for large contractor-style storage units is increasing faster than operators can supply them. What was once considered a niche offering has become a core revenue opportunity for storage facilities looking to diversify beyond traditional residential renters.

Large contractor units give these businesses something often hard to find in smaller markets: flexible, affordable, secure space to run operations, store equipment, and manage inventory. As the industry continues to evolve, operators who understand this trend are well-positioned to capture long-term, stable revenue while meeting a very real local need.

These units also help support community growth, allowing essential service providers to operate more efficiently and reliably as their customer base expands within smaller markets. As this demand accelerates, many operators are rethinking their unit mix to seize new opportunities and better serve business users.

Electricians, plumbers, HVAC technicians, landscapers, carpenters, roofers, and mobile automotive specialists have all expanded their presence in secondary and tertiary regions.

These businesses need space, but smaller markets typically offer limited options for light industrial or warehouse use. Traditional commercial real estate is often too expensive, too large, or simply unavailable. Self-storage fills the gap by offering contractor-friendly units that provide flexible square footage, secure access, and predictable pricing.

This arrangement helps maintain organization and professionalism while allowing small businesses to scale at a comfortable pace.

First, the cost of doing business in major cities continues to climb. Rent, utilities, and labor costs have pushed many tradespeople to relocate or expand outward into more affordable regions. These workers still need access to storage and workspace, but the infrastructure in smaller markets has historically lagged.

Second, smaller markets are experiencing population growth due to lifestyle changes. Remote work has allowed more families to move beyond metropolitan areas, increasing demand for local services. Contractors follow demand, and with few light industrial properties available, large storage units have become a practical and affordable stand-in.

Third, supply chain challenges have changed how many small businesses operate. Rather than depending on frequent shipments, contractors now prefer to keep larger inventories of commonly used materials.

This helps them avoid delays, reduce costs, and maintain consistency for their customers. Large storage units are ideal for staging lumber, plumbing fixtures, electrical components, hardware, tools, and seasonal materials.

Finally, e-commerce has fundamentally changed local business landscapes. Many small online sellers use storage units as miniature fulfillment centers, reducing overhead while providing the space needed to receive shipments, pack orders, and maintain inventory. This approach is especially appealing in smaller markets where warehouse availability is limited or prohibitively expensive.

Inventory And Material Staging
Most contracting businesses operate across multiple job sites at once. This requires access to consistent supplies that can be picked up at the start of a shift or restocked throughout the week. Large units provide room for:

• pallets of materials,
• lumber and sheet goods,
• electrical and plumbing supplies,
• roofing materials and shingles,
• bulk hardware and fasteners, and
• job-specific tools and equipment.

Having the ability to store and stage materials helps contractors prepare for projects more efficiently and prevents the need to haul everything from home garages or trucks each day.

It also reduces lost time on job sites by ensuring crews have what they need before they leave for the day.

Vehicle And Trailer Parking
Many trades rely on large vehicles that do not fit typical residential restrictions. Box trucks, utility vans, enclosed trailers, and equipment trailers often require a secure place to be parked. Larger contractor units provide interior parking or wide-door access that accommodates vehicles used in daily operations.

For contractors who keep valuable equipment locked inside their trailers, indoor or oversized units provide the additional security needed to protect their assets.

Micro-Warehousing For E-Commerce
Small e-commerce brands are increasingly emerging from small towns and rural regions. These businesses often do not need full industrial warehouses, but they do require:

• a secure space for inventory,
• room for receiving shipments,
• open floor space for packing and sorting, and
• access to loading areas for carriers.

Large storage units serve as micro-fulfillment hubs, providing e-commerce sellers with a cost-effective operating base without long-term commercial leases. This flexibility is especially important for growing companies that need to scale operations quickly during busy seasons.

Light Workspaces Or Prep Areas
While storage units clearly cannot substitute for fully zoned industrial workshops, some businesses use them for permissible light activities such as:

• equipment maintenance,
• assembly and prep work,
• organizing tools for upcoming jobs,
• minor repairs, and
• customizing tool setups.

As long as the activities comply with local regulations and facility rules, units can serve as hybrid spaces for both storage and operational workflows.

Lower land costs make it easier for facilities to build or convert large units. Operators in smaller markets often have more acreage and flexibility, making it practical to design units that are deeper, wider, or taller than standard 10-by-20 or 10-by-30 layouts.

Additionally, traditional commercial landlords are less prevalent in small towns. The shortage of flex spaces, light industrial buildings, and mid-sized warehouses leaves contractors with few options. Storage facilities naturally fill the void by offering secure, accessible, affordable alternatives.

In many cases, tradespeople run their businesses from home. A large storage unit allows them to separate work and personal life while maintaining a professional, organized base of operations. This setup also supports better workflow and reduces the clutter that often accumulates in home garages and driveways.

Unit Size And Configuration
Contractor-focused units often differ from consumer storage. Operators may need to consider:

• units ranging from 12-by-30 to 20-by-50,
• high ceilings for tall shelving or inventory,
• oversized roll-up doors,
• pull-through units with doors on both ends, and
• electrical outlets or lighting.

Large turning radii and wide drive aisles are also crucial for accommodating trucks and trailers.

Security Requirements
Contractors store tools, materials, and vehicles worth thousands of dollars. As a result, they expect:

• robust lighting,
• gated access,
• surveillance cameras,
• keypad entry logs, and
• well-maintained fencing.

Stronger security provides peace of mind and often justifies higher rental rates.

Noise, Traffic, And Layout Considerations
Contractors typically start work earlier than residential customers. Facilities should evaluate whether early morning traffic could disrupt other renters or affect nearby homes.

Operators also need to consider parking flow, loading areas, and turning space. Poorly designed layouts can create bottlenecks or limit the types of vehicles that can access units.

Zoning And Compliance
Before marketing a unit as suitable for business use, operators must verify local zoning restrictions and occupancy rules. Some municipalities allow limited commercial activities, while others prohibit any commercial activity beyond storage. Understanding these regulations helps avoid miscommunication and ensures units are used appropriately.

Longer tenancy is one of the most significant benefits. Contractors rarely relocate once they establish a base of operations. Moving their equipment, materials, and inventory is inconvenient, so they tend to remain multi-year tenants.

Higher rental rates are another advantage. Larger units generate more revenue, and add-ons like power access, oversized entries, or enhanced security allow operators to create premium tiers.

Low turnover reduces marketing expenses and maintenance labor. Contractor-friendly units typically maintain steady occupancy and require fewer tenant interactions than smaller consumer units.

When facilities introduce power-enabled units or specialty configurations, operators often discover a new, loyal customer base willing to pay for features that standard renters do not require.

Small e-commerce brands often use large units as staging and fulfillment spaces for online orders. These businesses receive packages, prep shipments, and organize inventory in ways that mirror warehouse operations but with significantly lower overhead.

Many of these users value flexibility, privacy, and predictable costs. They want a space that is large enough to grow with their business, secure enough to store high-value equipment, and affordable enough to keep in the long term.

The rise of independent tradespeople is one factor. More workers are leaving corporate jobs to start service businesses in HVAC, electrical work, plumbing, landscaping, home remodeling, flooring, and mobile repair services. All of these require storage space.

E-commerce growth is another trend that shows no signs of slowing. Smaller online brands need storage and fulfillment space before they are large enough to justify traditional leasing.

There is also a noticeable increase in hybrid business models. Mobile detailers, pressure washing companies, small fabrication shops, and specialty service providers all use storage units as a combination of workspace, warehouse, and operations hub.

As consumer demand for fast, local service increases, contractors will continue relying on nearby, flexible spaces to streamline their workflows. Facilities that provide the right size units, strong security, and easy access are positioned to benefit the most from this upward trend.

Because businesses rely on uninterrupted access to their tools and materials, contractor renters are far less likely to move out during slow seasons or economic uncertainty. This produces a predictable, steady income for operators.

In many cases, operators find that their contractor units are among the most consistently occupied and profitable on the property.

Operators who invest in larger units, enhanced security, thoughtful layout design, and contractor-focused features will be well-positioned to attract long-term tenants and build more stable, diversified revenue streams.

Large contractor units are no longer a niche experiment. They have become a foundational element of modern facility design in many smaller communities, and the trend shows no signs of slowing down.

s self-storage owner-operators exit the first quarter of 2026 and prepare for the busy season ahead, it is time to review your capital expenditure (CapEx) plans. But that doesn’t mean you can’t take some lessons learned in 2025 and turn them into strategies for success.

• Delayed repairs or remodels due to stretched budgets,
• Aging infrastructure in need of significant updates after years of heavy use,
• Shifting tenant expectations toward “smarter,” more secure and more comfortable facilities,
• Facility upgrades required to meet modern customer needs,
• Declining rental rates as new, more contemporary facilities enter the market, and
• Outdated unit mixes failing to keep up with the needs of today’s customers.

Unfortunately, taking a wait-and-see approach to costly remodels and repairs can cost you in the long run with lackluster curb appeal that leads to reduced revenue and damaged reputation as potential tenants seek facilities that look shiny and new. And not repairing issues when they are minor often turns them into big problems with bigger prices tags. For example, a roof leak that requires a $300,000 replacement and a month without tenants could be avoided with regular roof inspections.

The good news is it’s not too late for self-storage owner-operators to get started with essential strategies that allow you to stay competitive and maximize ROI. Despite aging facilities and evolving tenant expectations, a proactive plan can alleviate many of these issues, especially when you align it with long-term value rather than short-term cost savings. Read on for tips on how to take the guesswork out of tackling your deferred maintenance, renovations, and smart upgrades, and how to pay for it with today’s tax breaks that allow you to save money while making facility improvements.

• Door Replacements – Old or dented doors are more than an eyesore—they’re a liability. Replacing aging roll-up doors reduces maintenance costs, enhances curb appeal, and improves tenant satisfaction. Newer models also offer smoother operation, improved weather sealing, and better long-term durability. With a door replacement program, you can get a fast and effortless solution that uses experts to discard the old doors and install the new ones in a single day.
• Hallway Reskins – Fresh hallway paneling creates a cleaner, brighter environment that can help justify higher rental rates. By choosing new panels with long-term durability and minimal maintenance, you can help your facility maintain a modern, professional appearance.
• Unit Remixes – If occupancy is uneven, consider reconfiguring unit sizes to match current market demand. A remix can improve rental yield without expanding your footprint. A well-planned unit remix can improve rental yield and optimize your space–all without expanding your footprint. Adding removable storage units is a great way to accomplish remixes, and these portable solutions are eligible for 100 percent bonus depreciation under the 179 criteria.
• Paving and Asphalt – Smooth drives and proper drainage reduce claims and increase site safety. Paving is one of the most visible aspects of your property and one of the most common sources of tenant complaints when neglected. Regular maintenance and time resurfacing protect your investment and preserve your professional image. With a proactive maintenance program that includes critical elements like paving, you can prevent costly issues and keep your operations running smoothly.
• Painting and Office Remodels – A refreshed office can do wonders for first impressions. Simple upgrades like new paint, lighting, or signage elevate your brand presence, improve customer satisfaction, and make your facility feel more welcoming and well-managed. Again, a proactive maintenance program helps in this area as well to ensure your property remains secure, functional, and inviting.
• Roofing And Building Repairs – With today’s metal roof restoration and coating systems, owners can often extend roof life by 10 to 20 years at a fraction of full replacement cost. By choosing a restoration solution that includes warranties for up to 20 years for new membrane systems, you can create substantial savings versus a full tear-off.
• HVAC And Lighting Upgrades – Upgrading to LED lighting and modern HVAC systems not only enhances tenant comfort, especially in climate-controlled buildings, but also improves energy efficiency. These upgrades can qualify for energy tax credits and utility rebates, providing both operational and financial benefits. By working with a team of experts to perform these upgrades, you’ll have an overall safer and more efficient self-storage facility.
• Smart Security System Upgrades – Security remains one of the top decision factors for tenants. Upgrading access control systems, gates, and surveillance deters theft, improves peace of mind, and can increase occupancy and rental rates. Industry-leading smart-entry systems and unit door smart locks provide integrated smart access, security-grade motion sensing, and mobile app control for tech-forward facilities.

or most self-storage owners and operators, your website is your storefront. It’s where modern tenants compare prices, check availability, and decide (often in less than 60 seconds) whether to rent from you or a competitor down the street.

In an industry where a majority of renters begin their search online and prefer to reserve digitally, a high-converting website isn’t a nice-to-have anymore. It’s a major revenue lever. Operators who invest in a conversion-focused website consistently see higher occupancy, stronger lead quality, faster leasing cycles, and better pricing power.

But what actually makes a self-storage website convert? What separates the top-performing sites (the ones that help owners make money in their sleep) from those that leak renters?

At White Label Storage, we’ve spent years analyzing tenant behavior, marketing performance, and conversion data across dozens of markets. The highest-converting websites consistently excel in five core areas. Let’s break down each one and unpack why it matters for your NOI.

• Simple navigation – Simplicity is a luxury, and the easier it is to navigate to key parts of your website the better. This often manifests in obvious calls to action like “View Units” and “Rent Now.”
• Visual hierarchy – This design term refers to the order in which content appears on the page. A good visual hierarchy presents the information that matters most first. For example, high-performing self-storage websites typically display information and filtering options about available units directly on the homepage. As a result, potential tenants can quickly sort units and find pricing, which is their primary purpose for visiting the site.
• Mobile-optimized layouts – Mobile design is different from desktop design. The smaller screen requires a different experience. So, ensuring your site has fast load times, large tap targets, and scrolling designed for fingers is critical for creating a good mobile experience.
• Modern brand presence – The previous three points all refer to user experience design, or what it’s like to navigate and use a website. But pure visual design still matters because people make decisions based on aesthetics. In that case, be sure to include high-quality, professional photography, consistent brand colors, and clean typography across your site (and in your other marketing)

Why Mobile Design Matters
Numbers vary, but the majority of self-storage website traffic originates from mobile devices. Mobile users behave differently. They scroll quickly, skim text, and expect instant clarity. If your site isn’t optimized for that behavior, you’re losing half your potential renters before they even see your pricing. Good design equals higher trust. Tenants often choose the brand that feels the safest, the cleanest, and the most professional. A polished website conveys operational excellence, and that directly increases conversion rate.

This audience is driven by an immediate need, so if they can’t find the information quickly or if the information is outdated, they’ll move on. High-converting websites include:

• Real-time inventory syncing with your PMS;
• Transparent pricing (no hidden fees);
• Filters for unit type, size, and amenities;
• Clear “Only X units left!” indicators to create urgency; and
• Google-style UX patterns tenants recognize (simple lists, expandable details, clean CTAs).

White Label Storage has consistently seen that facilities with live inventory outperform those without. When tenants can rent or reserve on the spot, the friction disappears, bounce rates drop, and conversion rates jump.

The Psychology Behind Real-Time Pricing
Storage tenants typically rent under stress because they’re moving, downsizing, or in some life transition. Their willingness to rent is high, so presenting them with the information they need is critical. Tenants very often choose whichever facility answers their questions fastest.

• Work seamlessly on mobile,
• Require the fewest steps possible,
• Autofill addresses and personal information where allowed,
• Use secure, familiar payment fields,
• Provide a clear progress indicator (e.g., steps 1 to 3),
• Allow renters to add insurance and accessories (locks) without confusion, and
• Send instant confirmation via SMS and email.

What We See In Our Management Practice
When the rental process is optimized, abandoned checkouts fall dramatically and total rentals increase. This process is so critical we actually created a customized checkout flow that we utilize for all of our clients’ websites.

The philosophy is simple: Remove as many barriers as possible between the customer and the moment they complete their rental. During the rental process, visualize the tenants’ progress so they know how long they have left to go.

This kind of progress tracking makes multi-step interactions more bearable for users because they can conceptualize how far they have left to go.

Even with all the hype around AI, local SEO is still a critical part of website development. Here’s how high-converting websites integrate SEO:

• On-page optimization – This part can be a bit technical, but it matters how each of your website pages is structured. Using keywords in prominent headlines, writing meta descriptions for each page, and using alt text for every image all have a big impact on how your site ranks.
• Location-specific keywords – Utilize keywords that relate to searches in your submarket, for example, “storage units in {neighborhood}” or “climate-controlled storage near {local highway or landmark}.” These keywords are critical indicators for Google because they show your website is a reliable resource for the people searching for these terms.
• Google Business Profile optimization – Your Google Business Profile (GBP) plays a huge role in driving local search traffic to your website. Ensure all business information—particularly name, address, and phone number (NAP)—are up to date.
• Fast, mobile-friendly load times – Load times matter a lot for SEO, particularly mobile load times. Again, this is more on the technical side, but you can use Google Pagespeed Insights to track and improve load speed across your site.

Why SEO Is A Conversion Multiplier
Local SEO is an important part of your marketing mix. It can help turn your website into a sustainable, long-term acquisition engine that generates customers without having to solely rely on paid ads.

Trust signals matter, especially in storage, where renters worry about security, professionalism, and hidden fees. The strongest trust builders on a storage website are:

• High-quality facility photos and videos (clean, well-lit, inviting),
• Google Review widgets with real ratings,
• Security feature icons (gated access,cameras, lighting, alarms),
• Clear policies (refunds, billing cycles, autopay),
• Transparent fees that eliminate surprises,
• Professional, consistent branding, and
• Prominent contact options (click-to-call, SMS, chat).

Why Trust Signals Work
Renters aren’t only comparing price; they’re also comparing quality and trustworthiness. Many renters (particularly in more affluent areas) will happily pay more for a facility they perceive to be higher grade.

But those who invest in conversion-optimized websites see a different trajectory. Yes, you have to spend more upfront to improve your site, but over the long term you’ll see a significant ROI through:

• Higher-quality digital leads,
• Stronger revenue management performance,
• Healthier NOI, and
• A defensible competitive
• advantage in their market.

When your website works, everything else works better too.

et’s be honest: For a while, QR codes felt like a gimmick. A clunky solution in search of a problem. But in the self-storage world, they’ve quietly become one of the most powerful and practical tools for bridging the gap between your physical facility and your digital rental platform. They aren’t just a fancy barcode; they’re a direct line to faster rentals, smarter operations, and a genuinely better customer experience that captures revenue you might otherwise be losing.

By placing a simple QR code on your main signage, unit doors, or marketing banners, you turn your entire property into a 24/7 digital storefront. It’s about meeting customers where they are, in their car, on their phone, and ready to act. And this isn’t a tool for a niche audience; with the number of U.S. smartphone users scanning QR codes set to surpass 100 million this year, according to Statista, it’s a mainstream behavior you can’t afford to ignore.

Imagine this flow:

1. A customer scans a QR code on the office door.
2. They land directly on the location’s page, where they can explore a virtual tour, view transparent pricing, and rent with just a click.
3. They complete the rental and payment process right on their phone.
4. Gate access codes and lock codes are displayed in an instant.

This flow drastically reduces “rental abandonment,” providing the instant gratification consumers now expect.

A static QR code is the simplest form. The destination URL is encoded directly into the black and white pattern. Once generated and printed, it can never be changed. It’s like writing a web address in permanent ink. These are often free to generate and are fine for information that will never, ever change, like a link to your company’s homepage on a business card. The downside is they offer zero flexibility, zero data, and are typically visually unappealing because they are limited to a basic, pixelated look. You’ll never know if anyone is even scanning them.

For any serious business application, the choice is clear. Dynamic codes provide the flexibility, intelligence, and visual appeal needed to make smart decisions and represent your brand effectively.

This aligns with broader trends showing QR code-based coupons can have redemption rates up to 10 times higher than traditional print coupons, according to Business Insider. With dynamic codes, you can A/B test offers, see which ad placements get the most scans, and calculate your marketing ROI with precision. It moves marketing from an expense to a measurable investment.

Instead of messy paper logs, managers can use QR codes for security checks and maintenance audits. A quick scan of a code at a specific checkpoint logs the time, date, and staff member, creating a perfect digital record.

We’ve also found great success using QR codes as a simple nudge for customers to leave Google reviews. Place a strategic code linking straight to your Google My Business review page and it becomes effortless for happy renters to share their positive experiences. This boosts your online reputation and helps attract new business.

• Your Main Gate Sign or Office Banner – This is your most visible asset. Place a large, clear QR code here with the call to action “Scan to View Rates & Rent Online.” Use a dynamic code and link it to your main unit pricing page. Later, if you want to run a site-wide promotion, you can update the link in seconds without spending a dime on new signage.
• Stickers on Vacant Unit Doors – Print durable, weather-proof stickers with a dynamic QR code and place them on the doors of all your empty units. Link each code to the direct rental page for that specific unit size. This is incredibly powerful. A customer can walk the property, find a size they like, scan the code, and rent it on the spot. You can also track which unit sizes get the most on-site interest.
• Your Next Flyer or Mailer – The next time you print any marketing material, add a dynamic QR code. Create a unique code just for that campaign (e.g., “Apartment Outreach Fall 2025”). This will give you a crystal-clear picture of that campaign’s performance, allowing you to prove its value and make better decisions next time.

If you’re ready to unlock the full potential of QR codes, especially with the robust capabilities of our MyQiosk product, we invite you to learn more. Visit getnoa.com/demo today to schedule a personalized demo and discover how we can tailor a QR code strategy to boost your specific location’s success. Let’s make your facility a 24/7 digital powerhouse.

ew real estate sectors have experienced a more remarkable evolution than self-storage. Once viewed as a peripheral niche, we have seen the sector become a strategic priority for many of the most sophisticated real estate investors. That growth did not happen overnight. It came from a deeper appreciation of storage’s core demand drivers and the compelling characteristics that make it both defensive and operationally complex.

When we first began investing in the asset class in 2005, our conviction was immediate: defensive needs-based demand, fragmented ownership, and operational complexity that rewarded experience and scale. Two decades later, we believe those foundational truths remain as relevant as ever, but the thesis has matured. After more than 330 investments and partnerships with 15 operating companies, we have developed a multi-decade base of experience, encompassing real data on micro-market behavior, supply cycles, and operator performance across varied market conditions.

Throughout this time, we have observed continued demand for storage solutions supporting individuals and businesses through both predictable and unpredictable moments of life. Yet, as this demand remains steady, the depth of institutional understanding has evolved, showcasing the potential opportunities that lie ahead.

Second, renters have accounted for more than 60 percent of household moves since 2012, and renters typically move more frequently than homeowners. As a result, many customers now treat storage as an extension of their living space, particularly those navigating frequent relocations or living within smaller urban footprints.

Third, approximately 20 percent of self-storage demand comes from business and commercial users. This segment has shown itself to be stable across economic cycles. The remaining 80 percent comes from households, which we broadly categorize as long-term users, life-event users, and those managing temporary transitions such as moves, renovations, or downsizing.

Across economic environments, we believe the data tells a clear story: The durability of storage comes from a diversity of demand. It is largely powered by human behavior, not a single economic variable. While economic cycles fluctuate, life events (forming households, relocating, downsizing, managing estates, etc.) remain steady over time, demonstrating the durability of the sector’s long-term performance.

In 2024, NCREIF formally introduced self-storage as its own property type within the NFI-ODCE index and expanded guidelines, allowing core strategies to hold larger allocations to alternative sectors. Storage has grown from a negligible allocation to roughly 4 percent of ODCE market value, with several large core strategies targeting meaningfully higher exposure. The rationale is straightforward: Self-storage combines fragmented ownership, operational complexity, pricing flexibility, and durable, life-event-driven demand.

Over a 20 year period, index data has shown that self-storage has demonstrated stronger performance relative to other real estate property types in both public and private markets. As a result, we have seen that institutional investors are continuing to increase their focus and allocation to storage.

Historically, markets such as New York, Los Angeles, San Francisco, Boston, and Chicago have reflected these dynamics. More recently, however, high-growth Sun Belt metros have also attracted increased industry attention.

Our firm has been actively capitalizing on this trend, recently acquiring a 21-property, 1.3-million-square-foot self-storage portfolio through a joint venture with Morningstar Properties. The portfolio spans high-growth markets across Texas, the Carolinas, Florida, Georgia, Virginia, and Arkansas, reflecting continued conviction in regions with strong population and employment trends.

As we look toward 2026, we believe several dynamics will support the sector:

• Tenant length of stay continues to increase. Nearly half of customers now remain in storage for more than 12 months, supporting revenue stability and pricing power.
• Generational demand is accelerating. Millennials and Gen Z use self-storage at higher rates than prior generations, driven by mobility, urban living, and lifestyle flexibility.
• Commercial usage remains steady at approximately 20 percent. This demand provides downside mitigation during housing market slowdowns.
• New supply is declining meaningfully. Deliveries in 2026 are projected to be the lowest since 2014—less than half the trailing seven-year average.

We believe one of the sector’s defining characteristics is the asynchronous nature of its demand drivers. When one source of demand softens, another often strengthens. That diversity acts as a built-in shock absorber. Combined with a shrinking development pipeline, the setup remains significant for disciplined investors and experienced operators.

We expect 2026 to be an active year for the industry. We have seen that storage fundraising accelerated materially in the second half of 2025 as investors positioned capital for improving fundamentals. At the same time, development starts have declined sharply due to higher construction costs, tighter financing conditions, and more conservative underwriting. As a result, supply growth in 2026 and 2027 is projected to remain below 2 percent annually—the lowest level since 2014.

As investors increasingly seek assets with predictable cash flow, inflation resilience, and low correlation to traditional economic cycles, self-storage is expected to continue its evolution from a niche allocation to a core component of institutional portfolios. We look forward to continuing to build alongside our experienced operating partners and contributing to the long-term strength and maturation of the self-storage sector.

n self-storage, every vacant unit represents “perishable” inventory—revenue that is permanently lost each day it sits empty. That reality often pushes operators toward aggressive discounting in the name of occupancy. Over time, those tactics can erode asset value and fuel unsustainable local price wars. Prorize was founded to help operators navigate that delicate balance between price and volume.

Most people in the self-storage industry are already familiar with Prorize. Founded in 2006 by Dr. Ahmet Kuyumcu, the company has long been a fixture at industry events and a pioneer in revenue management strategy. Its flagship platform, the Self-Storage Revenue Optimizer™ (SSRO™), uses advanced algorithms to forecast customer demand and compute prices designed to maximize revenue. What many operators may not realize is how much Prorize is expanding that platform—and how broadly it is redefining what revenue optimization means.

One of the most immediate developments is the addition of AI-powered alerts and mobile intelligence. “Our AI-driven alerting layer complements reports and dashboards by providing an automated ‘eyes-on-glass’ system,” says Kuyumcu. “It continuously monitors data for emerging patterns, anomalies, and early warning signals, cutting through noise and translating complex signals into clear guidance.”

At the same time, the company is expanding SSRO’s optimization capabilities to support more sophisticated pricing structures increasingly used by operators to stay competitive. These include strike-through pricing, good/better/best packages, and lease-term-based pricing. “We are extending SSRO to optimize across these complex structures, including prepaid discounts and other advanced mechanisms that have been proven in adjacent industries,” says Mehta.

Promotions are another area receiving renewed analytical focus. “Promotions play an increasingly central role in customer acquisition, but poorly designed incentives often trade margin for volume without clear returns,” Mehta says. To address this, Prorize is developing analytical frameworks that measure promotional effectiveness at both the unit and store level, drawing on methodologies refined in retail and hospitality. “These tools help operators identify which incentives drive incremental, profitable demand—and which simply erode revenue,” adds Kuyumcu.

Beyond pricing and promotions, Prorize is also advancing tools designed to support a more intentional value-selling process, both online and in store. “How units are presented, and in what order, strongly influences customer decisions,” says Kuyumcu. “Behavioral science shows that choice architecture can meaningfully shape outcomes without changing underlying prices.”

These designs are paired with market-response models that measure lead-to-move-in conversion behavior and continuously refine price-sensitivity estimates. The result is a tighter feedback loop between pricing, value presentation, and demand.

Revenue optimization, however, begins long before the first rent is set. Much like airlines design flight schedules before pricing tickets, the mix of unit sizes and types at a facility fundamentally shapes its revenue potential. “For existing stores, we are advancing AI-driven models that use unconstrained demand forecasting to identify imbalances and recommend data-driven adjustments to unit mix,” says Mehta. “For new developments, demographic and market data inform initial configurations. In both cases, the objective is the same: aligning physical inventory with true market demand.”

High-performing operators also recognize that pricing cannot be separated from marketing efficiency. Kuyumcu and Mehta point to two critical questions: What is the true cost of acquiring one incremental move-in, and how should marketing dollars be allocated across stores, channels, and unit types?

To answer those questions, Prorize is adapting Marketing Mix Models (MMMs)—commonly used in advanced D2C industries—to the self-storage environment. These models estimate channel-, store-, and unit-level returns while accounting for local demand, availability constraints, and the interaction between pricing and marketing. “The result is a coordinated approach where marketing and revenue management operate within a single analytical framework,” says Kuyumcu.

Looking ahead, Prorize is also extending SSRO’s forecasting capabilities to support scenario-based budgeting. While the platform already incorporates move-in and move-out forecasts when generating rent recommendations, new tools will enable operators to model best-case and worst-case revenue outcomes. “This replaces static, Excel-based budgeting with on-demand, unit-level forecasts that explicitly incorporate uncertainty,” says Mehta.

The company is also developing tools to help operators manage rent-increase conversations more effectively, specifically deciding when to hold firm and when limited flexibility makes sense. “In practice, rent-increase discussions often look more like B2B pricing negotiations than traditional retail pricing,” says Kuyumcu. Instead of recommending a single take-it-or-leave-it increase, Prorize is focusing on providing a recommended increase range: an optimal target supported by a pre-defined floor. This gives managers guidance they can actually use on the phone, allowing them to address customer pushback while protecting revenue, improving retention outcomes, and maintaining pricing discipline across the portfolio.

Taken together, these developments underscore a broader shift in how Prorize views innovation. It is not technology for its own sake but a move toward more adaptive, disciplined, and resilient revenue systems as market complexity increases.

“The future of self-storage revenue management is not reactive,” says Kuyumcu. “It is engineered—built on data, grounded in economic principles, and designed to support better, more consistent decisions at every level of the organization.”