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Can my self storage rents be higher than my competition? Yes if you learn these three lessons!

By Marc Goodin

It stands to reason most self-storage can’t charge higher rents or they would be charging more than the competition. And even worse most self-storages believe their competition is moms' garage storage which is free so they are almost giving away units.

But it is not too late to learn, work harder and smarter, and charge more than the competition. And I believe more – way more. And I am even willing to prove it to you.

self storage & gold coins
If this does not excite you, self storage may not be for you!

Lesson 1: Choose your self-storage location wisely.

A bottle of water can cost:

$0.30 at Costco

$0.50 at the supermarket

$2 at the Gym

$3 at the cinema

$6 at a restaurant

The only thing that changes the value is the location.

If you give your water an Elite brand name and add CO2 for sparkle it can sell for $8.00 at a restaurant.

If you also add a flavor to the water in an upscale restaurant you can charge $12.00 or more. And in this day and age, you have a physical location and an online location. Social marketing is part of your location.

Lesson 2: Choose your self-storage Operation, Sale & Marketing options wisely (bad, average, good, excellent, elite) as they will determine your profits.

It is important to remember the vast majority of self-storage are average and will never even get close to “good” never mind Excellent and Elite.

Self storage building
Excellent starts with your facility design team

The choice of being Elite is up to you the owner.

An Elite facility has to hire an Elite manager (mindset, not necessarily self-storage experience). Unfortunately, Elite Management companies do not exist. No one cares as much as you do – you need to be part of the management team. An Elite facility must have proven elite operations, sales, and marketing manuals, systems, and Elite training. Very very few do. The owner needs to spend 8 hours+_ a week helping and coaching the manager. And the owner's time cuts in half once they have learned the business very well and the facility is full.

It just takes a yes check on about 20 items to be an Elite facility. If you can check yes to all of these five items you may be on your way to being an elite facility.

Do people say wow when they see your landscaping?

Are prospects Impressed by your office when they walk in?

Does your manager call each prospect by name at least 3 times? Starbucks calls you by name and charges double for their coffee!

Does your manager open the door for the customers?

Does your manager use proven rental and merchandise scripts?

No question it is hard work. But where else can you become a multimillionaire in 5 to 7 years from today for so little time? Not at any job I am aware of.

Lesson 3 Appearances matter

Your Drive by appearance; your drive-i appearance, your office appearance: your website appearance, and your manager's appearance all matter. Most people have a good or bad feeling about your facility before you even talk to them.

Self storage office
A great looking office sets the tone for more profits

Above I said I could prove to you that you can charge significantly more. Call my cell (860-830-6764 eastern standard time) if you are ready to make some changes over the next 45 days and I guarantee you will be making an extra $5,000/month income in 6 months or less or your training will not cost you a single penny. Just for calling I will provide you a list of 20 items when implemented will allow you to Crush Your Competition.

Do you want to have a 15-minute call to learn how Storage Authority will help improve the systems, sales & marketing, and profits at your existing facility day after day, year after year? If you are building from the ground up let's also review how we help you find land and get your facility built. Please send me an email or call me – no appointment is needed:

Get more information on Storage Authority Franchise at

Marc Goodin is the President of Storage Authority Franchising. He owns 3 self-storages he designed, built, and manages. He has been helping others in the self-storage industry for over 25 years. He can be reached at or directly at 860-830-6764 to answer your franchising, development, marketing, sales, and operations questions. His best-selling self-storage books are available on Amazon.


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