Smooth Operators: Getting Value From Your Self-Storage Data

Collecting accurate customer data is essential for the smooth operation and long-term success of any self-storage business.  

Know Your Customer 

In this era of heightened security, “knowing your customer” has taken on new meaning. “It’s crucial to verify the identity of your tenants,” says Sarah Beth DeFazio. “You need to know that your customers are who they say they are. This protects your business, your property, and your other tenants. At our facilities, we use a multistep approach to validate customer information after move-in. Managers send a welcome email that includes the facility’s rules and regulations, which helps the customer feel informed. We then follow up with a phone call to check on the move-in experience and offer assistance. Finally, we mail a thank-you card along with referral cards, which adds a personal touch.” 

These actions appear to legitimate customers as thoughtful tokens of good service. However, the clever side benefit is to verify the email address provided is valid, ensure the phone number is active and correct, and confirm the physical address is accurate. Reliable contact information is also critical for reasons other than ensuring a customer’s identification. 

“If there’s ever an issue with a unit—whether it’s related to access, billing, or potential auction proceedings due to delinquency—you must be able to reach the tenant quickly and efficiently,” says DeFazio. “Having the correct email, phone number, and mailing address ensures important communications are received without delay.” 

Protecting Data 

While self-storage owners and investors need the security of knowing their customer, they also bear an obligation to keep the data used for those purposes safe. This is why it is key to use a reputable, industry-specific platform to manage your operations.  

“We prioritize customer data security,” says DeFazio. “One of the key tools we rely on is SiteLink. As a trusted and widely used software in the self-storage industry, SiteLink offers built-in encryption to safeguard sensitive customer information. In addition to encryption, we also follow best practices such as controlled access, regular system updates, and staff training to ensure data remains secure at every touchpoint.” 

Leveraging customer data allows operators to make smarter decisions, tailor their marketing, and ultimately boost revenue, but that can’t come at the price of safety. 

“When it comes to security, we take a multilayered approach because we understand the trust our customers place in us,” says Androniki “Niki” Bossonis, vice president of digital marketing at Tenant, Inc. “We maintain SOC 2 compliance, implement end-to-end encryption, and have strict access controls in place. Our team receives regular security training, and we conduct routine audits to ensure we’re staying ahead of potential threats. Data governance isn’t just a checkbox for us—it’s built into our culture.” 

Boost The Bottom Line 

“The revenue impact is where things get really exciting,” says Bossonis. “Traditional self-storage operators often set rates based on gut feeling or what the competitor down the street is charging. We help them move beyond that by analyzing real demand patterns, occupancy trends, and customer behavior to optimize pricing dynamically.” 

Having this data helps analysts help owners.  

“One of the first things I look at is the management summary,” says Carol Mixon, owner of SkilCheck Services, Inc. “I look at the economic occupancy of the store and then I look at the physical occupancy. Owners say, ‘What are you worried about?’ I explain, looking at the data, the store is 98.2 percent occupied, but you are only bringing money in as if it were 83 percent.” 

Without data, the depths of these disparities might go unnoticed. Lacking clear numbers to analyze led one company to not only unwittingly offer $50,000 to $70,000 in annual concessions and bonuses but four times that number in discounts due to waived increases. Another company allowed a charitable free-unit program creep up from a handful into 200 free units—one sixth of their available spaces. This can have a huge effect on revenue.

“If you don’t teach your managers how to manage by the numbers, you’re not being very effective,” says Mixon. “It’s problematic if you just look at the occupancy and not the economic side. In one software program, they call it ‘effective rate after concessions.’ You have to start looking at the data on your concession sessions and discounts and rent variances, or the store stops performing well.” 

Data tells the story that the picture of success is not a completely full facility. 

“If you’re at 100 percent occupancy, you ought to be taking those lowest paying customers and start working with them first,” says Mixon. “When right-sizing rents, you might lose some customers resistant to paying more, but most will stay, and the few who don’t will give you something to sell at a higher price.” 

Profits don’t only grow through data-driven rent management, but by highlighting ineffective staff. 

“Data can also clearly show when a manager is under performing when it comes to sales,” adds Mixon. “It can show the trajectory, and if it just keeps going down, it might be time for a change or some training. Having the hard data is helpful during tough conversations when you have to let someone go. It objectively shows the store isn’t doing well, so it isn’t anything personal.” 

Data can also help steer an operation back to success. 

“Our platform can identify when a facility is approaching peak capacity and automatically suggest rate increases for new customers while protecting existing ones,” says Bossonis. “We help operators understand seasonal patterns, maybe they’re consistently underpricing during peak moving season, or maybe they could be more aggressive with promotions during slower months. It’s about finding that sweet spot where you’re maximizing revenue without pushing customers away.” 

Data Is Marketing Gold 

Beyond operations and communication, collecting customer data also strengthens your marketing efforts.  

“Knowing where your customers are located, along with demographic insights such as age group or generation, allows you to develop more targeted and efficient marketing campaigns,” says DeFazio. “For example, outreach to baby boomers may look different than outreach to Gen Z, and localized promotions can be more effective when you’re confident in the areas your tenants are coming from.” 

From communication to compliance to customer engagement and marketing, accurate data collection is a critical foundation for running a successful and responsive self-storage business. 

“Marketing data in self-storage has traditionally been somewhere between nonexistent and very basic,” says Bossonis. “Operators were fed up with spending thousands of dollars on clicks, and not knowing if they were tied to actual revenue. But data changes everything. When you understand your customer segments deeply, you can optimize your paid and organic campaigns with messages that actually resonate.” 

One issue with marketing is attribution of success. 

“We help operators identify their most valuable customers, understand which marketing channels are actually driving conversions, and predict which prospects are most likely to rent,” says Bossonis. “Many operators are spending money on marketing without really knowing what’s working. Our data helps them understand the complete customer journey, from first touchpoint to move-in, so they can invest their marketing dollars more effectively.” 

Three Ways To Use Data To Increase Revenue 

Data helps operations as well as your budget. DeFazio of Universal Storage Group shares three ways to use data to boost your bottom line. 

1. Targeted Marketing That Drives Demand 

Understanding where your tenants come from and their generational demographics (such as millennials vs. boomers) allows you to create highly targeted marketing campaigns. Instead of casting a wide—and expensive—net, you can focus your efforts on the areas and platforms that are most likely to deliver results. For example, younger customers may respond better to digital ads and SMS marketing, while older tenants might prefer direct mail or phone calls. This precision not only increases your marketing ROI but also helps fill units faster. 

2. Dynamic Pricing And Rate Management 

Analyzing occupancy trends, seasonal demand, and move-in patterns allows you to make informed decisions about pricing. If you see consistent demand for certain unit sizes or during specific months, you can implement rate increases or offer limited-time promotions strategically. With the right data, you’re no longer guessing—you’re adjusting in real-time to market behavior and maximizing each unit’s revenue potential. 

3. Customer Retention And Upsell Opportunities 

Customer data can help identify patterns that signal when a tenant may be at risk of leaving or when they might need more space. For example, tracking how long customers stay or what types of units they rent can uncover opportunities to offer upgraded spaces, insurance packages, or extended rental terms. Sending personalized messages based on this data helps build loyalty, reduce churn, and increase the lifetime value of each tenant. 

Embrace Tech For Results 

Despite the clear benefits of data collection and analysis, it’s not unheard of for smaller operations to still work in an old school or even manual system.  

“We’re not going in the right direction if we don’t embrace technology,” says Mixon. “As a consultant, it seems crazy when you see facilities still using a manual system. There are many inexpensive options that can offer all the pertinent data in front of agents when they are making delinquency or check-in calls. Owners can be reluctant about learning new software or requiring that of their managers, but the problem is they’re going to be left behind by not doing so.” 

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Sascha Zuger has nearly two decades of experience as a freelance journalist writing for national magazines, including The Washington Post, LA Times, Christian Science Monitor, National Geographic Traveler, and others.