In today’s self-storage market, operators are not just competing for new business. They are fighting harder for every lead already in motion.
That was one of the clearest themes from a recent Storable webinar hosted by Holly Fiorello and featuring Randy Weissman, Chief Operating Officer of National Storage Management. With more than 30 years in the industry and oversight of a portfolio spanning 70 locations across Michigan, Ohio, Indiana, and Kentucky, Weissman offered a grounded look at what operators are facing right now and where they can create an edge.
Below are the top takeaways that emerged from the conversation.
The market is more competitive and less forgiving
Weissman described the current market as being in a “street fight stage.” During the pandemic, demand often outpaced supply. Today, the environment looks very different. Operators cannot manufacture demand. What they can do is capture a greater share of the demand already out there. That means every customer interaction counts. Operators need to understand how well they are handling leads, where friction exists, and why prospects may be choosing another facility.
Your “manager” is no longer just the person on-site
One of Weissman’s most interesting observations was that the concept of the modern storage “manager” extends far beyond just having an employee in the office.
“Our manager is our website, our manager is our call center, our manager is the person standing there. Our manager is the customer by themselves. And what kind of experience we give them when they walk through your property. It’s all those things,” Weissman said.
Case in point, Weissman said that National Storage uses Storable’s website chatbot, Agent Assist, to help customers reserve units, ask questions, request move-out instructions, and even get gate code support late at night or early in the morning. That availability matters because storage customers do not always operate on a 9-to-5 schedule.
AI works best when it makes people more effective
Weissman was clear that AI should not be viewed as a total stand-in for people.
“At the end of the day, it’s not to replace people, but it’s to make people more efficient in what they do. And the more efficient they are, the better the operation that you run,” Weissman said.
At National Storage, AI is being used in multiple ways across the business to support budgeting, interpret reports, and answer employee questions. Externally, AI extends service beyond staffed hours and makes it easier for customers to complete routine tasks.
Revenue management still requires daily attention
AI may help surface insights, but operators still need strong revenue discipline. One of the more pressing realities in today’s market is that many operators now have in-place rates that are materially higher than current street rates. Managing that gap carefully is critical. Rate increases, Weissman explained, are generally calendar-based and tied to length of stay. That approach helps offset rising operating costs like insurance and taxes while keeping pricing strategy disciplined and repeatable.
Work harder for every lead
Ultimately, Weissman’s sage advice boils down to this: operators need to be efficient and work as hard as possible for every single lead.
“You know what I call it? The relentless pursuit of every lead until its conclusion,” Weissman said.
That means tightening conversion processes, expanding availability across channels, using AI where it reduces friction, and staying disciplined on pricing and execution.
For a fuller picture of Weissman’s strategic outlook and more on how National Storage is achieving success in a challenging market, watch the full video here:
