Day: January 28, 2026

For most self-storage owners and operators, demand starts with a Google search. When someone types “storage units near me,” they’re not browsing—they’re solving an immediate problem. They need space, they need it nearby, and they need it now. That’s what makes Google Ads one of the most powerful demand-capture tools in self-storage today. It’s also what makes Google Ads so deceptively difficult to get right. At a high level, Google Ads seems simple: pick a few keywords, set a budget, write an ad, and wait for the phone to ring.…

After holding rates steady for most of 2025, the Federal Reserve ended the year by cutting the federal funds rate by 25 bps at 3 consecutive Federal Open Market Committee (FOMC) meetings, for a total of 75 bps of cuts for the year. The primary floating-rate index for commercial real estate mortgages, the Secured Overnight Financing Rate (SOFR), moved in lockstep with the Fed’s rate cuts, as is typical. Other index rates, such as WSJ Prime, which is a preferred alternative to US Treasury rates and SOFR for many regional…