In this Storable-hosted webinar, Growth in Motion: A Spotlight on Peter Smyth and White Label Storage, Peter offered a candid look at what it takes to build momentum in a market that is anything but easy. Drawing from White Label Storage’s rapid expansion and his earlier experience, Smyth shared a practical view of growth: not as a slogan, but as a discipline rooted in customer service, operational clarity, and smart use of technology.
Management Innovation to National Scale
White Label Storage grew into a national third-party management business with more than 300 assets across 43 states. The company’s sweet spot is what he described as non-institutional assets, meaning facilities owned by independents and smaller operators rather than large REITs. That focus has shaped White Label’s model: give owners the operational support and sophistication they need while allowing them to keep their own brand identity.
That approach came directly out of Smyth’s earlier experience, which was built around the idea of bringing storage closer to urban customers in dense cities like New York. In solving for remote operations, decentralized locations, and technology-enabled management, the team built systems that later translated naturally into third-party management for traditional self-storage assets. The result is a company designed to run behind the scenes while helping operators compete more effectively.
Why Conversion Matters More Right Now
Smyth noted that top-of-funnel demand is not as crowded as it was during the pandemic. When fewer people are actively searching, operators cannot rely on volume alone. They need to capture more of the demand already showing intent.
For White Label, that means relentless follow-up. Smyth emphasized that leads who visit a site or call a facility but do not immediately book still convert at meaningful rates if teams respond quickly and consistently. Same-day follow-up is the minimum standard, he said, and getting back to a lead within minutes can be especially effective. His point was simple: when intent is highest, speed matters.
Where AI and Automation Create Real Leverage
That urgency connects directly to another major webinar takeaway: AI and automation work best when they solve specific operational bottlenecks. Smyth was careful not to frame AI as magic. The best use of AI for self-storage operators now is improving customer service and advanced data analysis.
He shared two examples that have had a measurable impact for White Label Storage. The first is outbound communication around delinquency and expired payment methods. By automating reminders and making it easy for tenants to return to autopay, the company has improved collections and reduced delinquency.
The second is payment handling through automated systems, which reduces the volume of routine calls going to live agents. That matters when a large share of inbound calls are simply payment-related. Offloading that work allows teams to focus on higher-value interactions, including lead conversion and customer issues that actually require a human touch.
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Growth Comes From Rethinking Assumptions
Just as important, Smyth challenged operators to rethink where they look for opportunity. It is natural to focus only on weak spots, but he argued that some of the biggest gains can come from pushing strong areas even further. If a facility is consistently sitting at extremely high occupancy, for example, that may not always signal perfect performance. It may signal untapped pricing opportunity. In other words, growth often comes from examining familiar assumptions, not just fixing obvious problems.
Sustainable Growth Requires the Right Structure
He also offered a clear message for operators who want to grow but feel stretched thin: growth requires structure. Leaders need trusted people who can truly own critical functions, whether that is customer service, operations, marketing, or technology. For owner-operators in particular, Smyth highlighted the tension between being an investor and being an operator. Self-storage may be seen as passive income, but running the business is anything but passive. Sustainable growth depends on recognizing that reality and hiring accordingly.
The Biggest Takeaway for Operators
One message stood out above the rest: there is no single formula for growth in self-storage today. But the operators best positioned to move forward are the ones willing to respond faster, measure what matters, use technology where it creates real leverage, and build teams that free leaders to focus on what is next.
For the full discussion, check out the webinar recording below:
