Lessons Learned in Self-Storage
After more than two decades in the self-storage industry, I’ve seen the landscape, and my career transform dramatically. Facilities have altered from simple drive-up units and crude retrofits into sleek, high-tech spaces with climate control and remote management.
As the properties have become more sophisticated, so have day-to-day operations. It’s been quite a journey! Along the way, I’ve picked up valuable lessons about what works, what doesn’t and how to navigate the many nuances in between.
Lesson 1: It’s Important to Know Your Customers
I began my self-storage career in 2004 as a floating associate for Storage Investment Management LLC (SIMI) while attending college full time. I filled in staffing gaps across New England—for example, when a manager was out on vacation—which gave me a front row seat to a wide variety of facilities and communities. One day I’d be working in downtown Boston, where I’d be juggling multiple tenant needs; the next, I’d be in rural Maine, where I might not see a single customer all day.
These experiences taught me early on that self-storage is anything but a one-size-fits-all business. Every facility has its own personality, rhythm and clientele. While standard operating procedures are essential, it’s just as important to truly understand your property and your customer base. Observe tenant behaviors. Ask people why they chose your location. Learn what matters to them and what makes you stand out from the competition.
The best self-storage operators take the time to tune in, listen and adapt. This deep understanding is the foundation of effective operation, including marketing. When you know what resonates with your unique audience, you can craft messaging, promotions and customer experiences that truly connect.
Lesson 2: Leadership Happens on the Ground
In 2007, I was promoted to property manager of SIMI’s flagship facility in Boston’s South End, an eight-story facility that included 700-plus traditional and climate-controlled units, commercial space, parking, truck rentals, billboards, cell towers—you name it. Our customer base ranged from luxury condo owners to individuals experiencing homelessness. It was a complex, demanding environment that taught me a lasting lesson: Leadership starts with action.
The days were long and challenging. I answered phones while cleaning bathrooms and booked reservations while sweeping hallways. But through consistent effort and motivation, my team and I transformed the site into a top performer. Never underestimate the power of a driven, supported team!
Lesson 3: Kindness Is Powerful
Working in Boston, I began to understand just how emotionally charged the self-storage experience can be for customers. Many are dealing with difficult transitions: divorce, job loss, downsizing, a death in the family. They may arrive overwhelmed, frustrated or even angry. Meeting them with empathy and patience can make all the difference.
I’ll never forget one tenant who stormed to the front desk, furious over a keypad issue in the elevator. I calmly walked her through the process, helped her to her unit and gently asked, “Are you OK?” She broke down, explaining she was in the midst of a messy divorce and living in limbo. We took a deep breath together. At the end of the day, she came back to thank me. A month later, when she moved into a new home and downsized her unit, she brought me flowers. That moment still stays with me because it reminded me that kindness is powerful, especially in self-storage.
Lesson 4: It’s Critical to Embrace Change
By 2011, I had transitioned into the role of marketing manager, overseeing strategy for more than 30 locations. My focus was on driving revenue, increasing occupancy and enhancing the customer experience. It was a pivotal time, as the self-storage industry was shifting from traditional print advertising into the digital era.
One of my boldest moves was recommending that we eliminate our Yellow Pages budget. I promised our company president that we wouldn’t see a dip in rentals. I think he nearly fell out of his chair! But he trusted me, and we moved forward.
The result? Occupancy continued to grow, and our marketing became more targeted, efficient and measurable. It was a pivotal reminder that marketing must evolve to meet your customers where they are today, not where they were yesterday.
That experience also taught me that successful marketing requires courage, data and the willingness to evolve. Don’t be afraid to challenge the status quo, test new ideas and embrace change. Track what works, pivot when needed and never stop learning.
Self-storage may seem simple on the surface, but it’s anything but. It’s a real estate business, a service business and, most important, a people business. Over 20-plus years, here’s a summary of what I’ve learned: Listen to your customers, lead your team with empathy and never stop adapting. Because in this industry, flexibility and compassion go a long way.