How Superior Storage Achieved 87% Insurance Penetration and $20+/Month Average Enrolled Tenant Revenue with Storable Insurance

Superior Storage was able provide better tenant coverage by combining the right technology platform, strategic vendor partnership, internal champions and training, data-driven decision making, and a thoughtful sales approach.

A logo showing a brown open box with red and white cubes inside, next to the text "Superior Storage" in bold brown letters.

The Challenge

Untapped Insurance Revenue Potential

When Rob Lather joined Superior Storage as President three years ago, he brought extensive experience from IT and real estate, but the self-storage industry was entirely new territory. With a strong sales background and passion for technology, he quickly identified insurance as a significant opportunity.

Superior Storage operates 29 properties across Arkansas, Wisconsin, North Carolina, Georgia, and Florida with nearly 50 employees. Despite using insurance products for years, the numbers revealed untapped potential:

  • Average insurance revenue per enrolled tenant: just $9
  • Inconsistent performance across regions
  • No systematic approach to optimize coverage or revenue

Download Superior Storage Case Study

Key Results at a Glance

  • $20+ average insurance revenue per insured tenant (up from $9)

  • 87% insurance penetration rate across all 29 properties company-wide

  • 122% increase in average insurance revenue per tenant

  • Strategic partnership spanning 5+ years with continuous growth

The Solution 

A Comprehensive Partnership Approach

Storage’s transformation came from the collaborative partnership between Storable’s insurance team and Superior’s internal champions.

The People: A True Partnership

Rob credits success to two key relationships. Weston from Storable’s insurance team worked with Rob to combine his sales expertise with deep product knowledge. Kevin, Superior’s Regional Director for Wisconsin, took ownership of the insurance program two years ago, diving into data to identify where Superior excelled and where opportunities existed.

This combination of external expertise and internal ownership created a powerful engine for change.

The Technology: Strategic Implementation of Multiple Programs

Superior Storage implemented a comprehensive suite of insurance solutions:

Insurance to Value (ITV) Program

  • Minimum coverage requirements based on unit size and other features
  • Automatically presents appropriate coverage tiers to customers
  • Ensures tenants aren’t under insured for their unit type

Auto-Protect

  • Automatic enrollment with opt-out for customers with existing coverage
  • Provides seamless protection for all tenants

Audit Letter Program

  • Systematic review of existing tenant policies to ensure proper private insurance proof was on file, including expiration dates
  • Reviewed all customers’ coverage to ensure tenants had appropriate coverage levels with current premium rates
  • Generated five-figure revenue increases immediately

Program Features

  • Integrated across all property management systems
  • Real-time data connectivity for accurate reporting
  • Seamless API integration with Sitelink by Storable

I came in when the housing market and the self-storage industry started to see a downturn. I keep telling my team, we need to be locked and loaded because everything’s cyclical. We need to do everything we can right now to be ready so that when it does come back, we slingshot ahead of our competition.

Rob Lather

President, Superior Storage