The Last Word: Matt Wess, MyPlace Self Storage

Adaptability And Data-Driven Decisions 

Adaptability in self-storage isn’t just a necessity, it’s the line between thriving and simply surviving. Over the last decade, transformative changes in technology, customer expectations, and economic pressures have forced operators and investors to evolve. But adaptability isn’t about reacting to trends, it’s about staying ahead. And data is the most powerful tool to guide that evolution. 

To build a successful operation, controlling expenses to increase NOI (net operating income) is essential. With rising interest rates and inflation, effective expense management has never been more critical. Every dollar matters—whether it’s spent on utilities, payroll, marketing, or maintenance. Leveraging data allows operators to identify inefficiencies and optimize spending. By analyzing energy consumption, reviewing historical trends, and utilizing predictive maintenance technology, facilities can reduce costs without compromising service quality. 

Technology also plays a central role in driving adaptability. Contactless rentals and automated systems have become industry standards, but their real power lies in the insights they generate. Customer behavior, lease patterns, and facility performance metrics offer a goldmine of data for refining pricing, enhancing customer service, and targeting marketing efforts. The best operators aren’t just gathering data, they’re using it to make smarter decisions. 

Economic challenges further test the industry’s resilience. Construction costs and financing hurdles make it harder to rely solely on organic rent growth. To counteract these pressures, operators can turn to data-driven strategies to identify value-add opportunities like dynamic pricing, contract renegotiations, or enhanced security features, all of which strengthen NOI and position facilities for long-term success. 

Adaptability also means meeting the expectations of younger, digitally focused renters. Millennials and Gen Z demand convenience, sustainability, and online accessibility. Facilities that integrate features like solar energy, EV charging stations, and green initiatives while tailoring their operations to an online-first approach can win their loyalty. Here, data again plays a key role, helping operators understand demographic trends and personalize customer experiences. 

Adaptability isn’t just reacting to today’s challenges; it’s preparing for tomorrow’s opportunities. By controlling costs, embracing technology, and leveraging data, the self-storage industry can continue to grow and thrive. 

That’s my last word. Adapt, innovate, and let the data guide you.