15 Sep 2025
Running a self storage facility looks simple on paper: build it, rent units, collect checks. But the reality? It’s a daily balancing act between people, property, and profitability. Some owners thrive with high occupancy and strong revenue, while others struggle because they missed the fundamentals.
Here are the five do’s and five don’ts that separate successful operators from those who constantly feel like they’re putting out fires.
Cleanliness is one of the top decision-drivers for tenants—often more important than price. According to Inside Self-Storage, over 85% of tenants rank cleanliness as a deciding factor when choosing a facility. A freshly swept drive aisle, a trash-free property, and units that don’t smell musty tell customers: you can trust us with your stuff. The opposite—a messy, run-down facility—screams “cheap,” even if your rates are competitive.
Security isn’t a luxury; it’s a necessity. The Self Storage Association reports that facilities with modern security systems (gate access, cameras, LED lighting) experience up to 40% fewer break-ins compared to those with outdated or no systems. Beyond preventing theft, security sells peace of mind. Customers want to feel safe pulling in at 9 p.m., and they’ll pay a premium for that confidence.
Your managers and staff aren’t just leasing units; they’re building relationships. In fact, studies show a 5% increase in customer retention can boost profits by 25–95%. That’s huge. People often rent storage during stressful times—moving, divorce, downsizing. A friendly, helpful manager makes all the difference in whether they choose your facility and whether they stay long-term.
The world is digital, and storage renters expect it. Over 65% of self storage rentals now begin online, according to SpareFoot data. Online reservations, digital lease signing, auto-pay, and even gate access via phone apps don’t just make life easier for customers—they streamline your operations. Facilities that adopt tech often run leaner while maintaining higher customer satisfaction.
Occupancy rates, revenue per square foot, length of stay, marketing ROI—these aren’t “nice to have” metrics; they’re your dashboard. Without tracking them daily, you’re flying blind. A facility might be 90% full but still losing money if rates are too low or expenses are bloated. The operators who consistently win are those who make decisions based on numbers, not guesses.
Slashing rates to fill units feels like a win at first—but it’s fool’s gold. Tenants who chase the cheapest deal often leave just as quickly, leading to high turnover and marketing churn. Research shows facilities with aggressive discounting see turnover rates 20–30% higher than those that hold firm on pricing. Value-based competition beats race-to-the-bottom discounts every time.
Today’s customers trust Google reviews as much as personal recommendations. BrightLocal reports 87% of consumers read online reviews for local businesses before making a decision. A single one-star review can outweigh dozens of marketing dollars. The fix? Respond to every review—positive or negative—with professionalism. Silence looks like neglect.
A pothole in the driveway or a unit door that sticks doesn’t just annoy tenants—it sends the message that you don’t care. Worse, small problems become expensive repairs if left alone. Regular preventative maintenance is always cheaper than emergency fixes. A facility that looks cared for also commands higher rents.
It’s tempting to cut payroll and hope technology can replace people. But untrained or absent managers cost you more than they save. A good manager doesn’t just “babysit” the facility—they sell, they upsell, they market, and they protect your brand. Operators who invest in strong staff typically see occupancy rates 10–15% higher than those trying to run “unmanned” or under-managed facilities.
Whether it’s your rate strategy, marketing plan, or expansion timing, flying by the seat of your pants is expensive. Storage is a long-term business—mistakes made early can haunt you for years. Successful owners operate with a plan but stay flexible when the market shifts. If you’re guessing, you’re gambling.
Self storage is simple, but it’s not easy. Do the basics right—cleanliness, security, service, tech, and data—and you’ll put yourself in the top tier of operators. Avoid the pitfalls—discounting, neglect, poor staffing, and guesswork—and you’ll build not just occupancy, but long-term profitability.
The self storage business rewards discipline, not shortcuts. Get the do’s and don’ts right, and you’ll create a facility that doesn’t just survive—it thrives.
Kevin Harless is a Self Storage Consulting and Management Expert, and Rocket Self Storage Advisors is your launchpad to success in the self-storage industry. They specialize in self-storage investing and development consulting, offering expert guidance from land acquisition to facility operation. Services include self-storage management, equity investing partnerships, financial and operational consulting, and strategic land sourcing for high-return projects. Whether you're a first-time investor or an experienced developer, Rocket helps you build, manage, and grow storage businesses with confidence and precision. Reach the team at liftoff@rocketstorageadvisors.com, or contact me directly at kevin@rocketstorageadvisors.com.
