The self-storage industry entered 2025 focused on stability after several years of volatility. National reports from Cushman & Wakefield, CBRE and other sources showed that rents and occupancy began to stabilize mid-year. At the same time, operators leaned heavily on technology and automation to control costs. Storage Commander’s proprietary research confirms these themes, capturing how real operators experienced the year and what they expect next.
The Year in Review
EFFICIENCY WAS THE BIGGEST WIN. More than a quarter of operators identified operational efficiency as their greatest success, driven by automation, centralized pricing, and improved workflows. Rent growth and occupancy also rebounded, and many leveraged ancillary income streams like tenant insurance to boost margins.
CHALLENGES PERSISTED. Decreasing occupancy (35%) and staffing issues (24%) topped the list of struggles. Rising costs were less frequently cited, suggesting that the human side of operations —people, service, and retention —is where many operators feel the most pressure.
INVESTMENT PRIORITIES SHIFTED. Technology, marketing, and security upgrades led the way in 2025 investments. Operators focused less on new sites and more on optimizing what they already own.
CAUTIOUS OPTIMISM PREVAILS. Roughly half of surveyed operators feel optimistic about 2026, while nearly as many remain neutral. National analysts share this view: demand is steady, but oversupply and high financing costs still loom.
SPENDING PLANS SIGNAL DISCIPLINE. Technology, marketing, and security remain the top planned investments for 2026, while nearly one-third expect to pause significant spending. Revenue expectations are modest, with most forecasting flat or moderate growth of 5–10%.
GROWTH THROUGH FOCUS. Fifty percent plan to maintain current size, 20% aim to expand selectively, and none report intentions to sell. Operators expect steady, incremental gains rather than aggressive growth. Key Takeaways for Operators
- Efficiency is now the leading success driver.
- Staffing and occupancy remain the biggest operational hurdles.
- 2026 will reward strategic focus over expansion.
- Technology and data-driven decisions will separate resilient operators from reactive ones.
Where is 2027 heading? Help us document the trends by taking this 4-minute survey. https://form.typeform.com/to/jmDEwgcE
Source: Storage Commander
