Many self-storage facilities hit a “middle plateau” after lease-up, with occupancy stalling between 60–80%. My Space Self Storage was facing this common challenge—occupancy had stabilized in the low 80s, but there was still meaningful room for growth.
To push past this plateau and unlock the facility’s full earning potential, the owners began looking for a management partner with proven expertise in marketing, lead generation, and revenue optimization.
White Label Storage was selected in October 2024 to take over management. With more than 650 units at the property, the objective was clear: increase occupancy to over 90% and improve NOI.
Our Strategy
Growth can stall after lease up for a number of reasons: increased competition, lack of cohesive digital marketing and online booking, or inconsistent follow-up with leads. To jumpstart rentals for My Space Self Storage, we addressed each of those areas and more:
A New Website Built for Online Booking
Not all websites are created equal. Simply having a website isn’t enough: facilities need to provide a digital experience that makes it easy for potential customers to browse open units, view pricing, and complete the booking process.
If the user experience is confusing on your website, visitors will leave, and you’ll miss out on new customers.
Launching a new website was a priority for My Space Self Storage, and we went live with a totally redesigned site within a month of launching management.
Now, the website functioned like a sales tool rather than just a digital brochure. Visitors could book units directly from the site without ever having to talk to a person.
Local SEO & Citation Management to Boost Visibility
Even a high-converting website needs traffic to bring in customers. This client elected not to use Google Ads, so we had to boost visibility through organic, non-paid tactics.
Most tenants live within a three to five-mile radius of any self-storage facility, so boosting visibility in local search results is critical. The vast majority of clicks go to the top three search results, so the higher a facility ranks for terms like “self storage {city name}” the more likely they are to drive website traffic from Google.
To improve My Space Self Storage’s visibility in local SEO, we optimized their Google Business Profile to include more positive customer reviews, professional photography of the facility, and updated information about the facility.
We also listed the facility on third-party self-storage sites like SpareFoot. These citations increase My Space Self Storage’s digital footprint, so more potential tenants find the facility.
Same-Day Lead Follow Up
Although online booking is now a must-have, people still call facilities to find out more about pricing and available units. A single on-site manager will struggle to answer and return every incoming call, meaning leads who might book with the facility go elsewhere.
By routing incoming calls to My Space Self Storage to our call center, we’re able to answer more inquiries than a single person ever could. We also set a standard for same-day follow-up, so if someone left a message at the facility, they got a return call before work hours ended that day.
Market-Adjusted Pricing
Pricing is often the most important deciding factor for tenants, so deploying an effective pricing strategy can work wonders for your conversion rate.
Once management was launched, we instituted a pricing strategy designed to compete with local market rates, drive demand, and entice more move-ins. By using targeted promotions and pinpoint price adjustments, we were able to deliver a compelling street rate without hurting net operating income.
Streamlined Operations
In addition to our marketing and sales strategies, we also optimized numerous aspects of how the facility operated.
We added:
- A facility management software to track revenue and performance
- An online billing system for seamless tenant payments
- Seven-day-a-week customer service
- A network of local vendors for repairs and maintenance
- Automated billing reminders to improve payment consistency
The Results
After 190 days under White Label Storage management, here are the key results:
+10.6% Increase in Occupancy
In just under eight months, the facility went from renting 559 units per month to 613 units. In total, occupancy moved from 85% to 94%, representing a move past the middle plateau and into new heights.
+9.6% Revenue Increase
Since My Space Self Storage launched management with White Label Storage, revenue increased from $43,964 to $48,165 per month. That’s more than an extra $4,000 per month added to the facility’s new operating income.
From 4 to 4.7 Google Rating
- Good reviews matter a lot on Google because they positively impact search rankings and help convert new customers
- During the 190-day period, we drove 22 new positive Google reviews for the property, which increased its Google ranking from four to nearly five stars
About White Label Storage
White Label Storage is a performance-focused self-storage management provider. With over 150 facilities across 35 states, they are one of the fastest-growing companies in the industry.
From facility management to digital marketing and revenue optimization, White Label Storage offers a range of services that help owners and operators reduce costs, improve revenue, and streamline their operations.
