A new platform called Laser has launched, designed to help self-storage operators better understand and manage revenue across multifacility portfolios. The platform connects data from property management systems, Google Ads, call tracking, and market intelligence tools into a single layer, thus allowing operators to see how demand, pricing, and operations interact at the facility level.
While operators today have access to more data than ever, most of it remains spread across separate systems. As a result, decisions around marketing spend, pricing, and operations are often made without a clear view of their combined impact on revenue.
Laser addresses this by acting as a centralized intelligence layer across those systems.
“Operators don’t need more dashboards—they need a clear view of where they’re making or losing money,” said Antoni Watts, founder of Laser. “The goal is to connect the data they already have and surface the highest-impact actions across the portfolio.”
Laser introduces what its creator describes as a “continuous revenue monitoring” approach.
The platform analyzes multiple data streams simultaneously, including:
• facility occupancy and revenue,
• Google Ads performance and cost per acquisition,
• call answer rates and missed call patterns, and
• market pricing and competitor positioning.
By connecting these inputs, the system highlights where operators may be over- or under-investing in marketing, where pricing adjustments may be appropriate, and where operational issues may be affecting move-ins.
The platform is designed to feel less like a traditional analytics dashboard and more like a system that continuously monitors performance.
“The easiest way to think about it is a 24/7 virtual manager watching revenue across the portfolio and flagging issues or opportunities,” Watts said.
Laser has been developed based on direct experience working with storage operators.
Watts previously led marketing efforts across a portfolio of more than 20,000 units and currently advises multi-facility operators on marketing performance and revenue visibility.
Across those portfolios, a consistent challenge emerged: while operators had access to data, they lacked a unified way to interpret it.
The platform is initially focused on operators with 20 or more facilities, where the complexity of managing marketing, pricing, and operations across locations becomes more pronounced.
Among its core features, Laser includes:
• True cost-per-move-in tracking, adjusting for call conversions rather than relying solely on platform-reported metrics;
• Occupancy-aware marketing targets, allowing operators to adjust acquisition strategy based on facility fill levels;
• Existing Customer Rate Increase (ECRI) analysis, identifying tenants paying below market rates and recommending adjustments;
• Call performance analytics, quantifying the impact of missed calls on potential revenue; and
• AI-assisted analysis (“Ray”), enabling operators to ask questions about performance and receive context-aware insights.
The launch comes as self-storage operators face increasing competition, rising customer acquisition costs, and growing pressure to operate more efficiently across portfolios.
At the same time, the availability of operational and marketing data has expanded rapidly, creating both opportunity and complexity.
Platforms like Laser reflect a broader shift toward systems that connect previously separate data sources into unified decision-making tools.
Laser is currently available in a demo environment for operators to interact with, and in the process of rolling out with several Top 100 operators in the USA and internationally.
More information is available at www.storagelaser.com