In self-storage, marketing is too often treated as an expense. A landlord’s default posture tends to be similar to how they might approach selecting a landscaper. The cost is scrutinized aggressively like any other expense line item. This approach makes sense because self-storage is a fixed inventory business. You don’t improve performance by selling more product. You do so by managing what already exists better. Historically, that’s pushed owners toward a very specific playbook for increasing NOI: Keep occupancy high, Raise rents, and Control expenses Within that framework and probably…
How to Actually Measure Your Marketing
