If you don’t want 2026 to feel like the movie Groundhog Day all year long, then keep reading. We’re here to help you break out of the cycle and avoid a repeat of 2025.
Let’s face it. Last year was a sluggish environment for the self-storage industry. The housing market continued to move at a glacial pace, freezing would be homebuyers in place. The average move-in rate for storage units declined annually for the third consecutive year, landing at $79.44 for 2025. On the occupancy front, operators gained some seasonal lift over the moving season but ended the year right back where they started with a rate of 77% in Q4 the same rate at the close of 2025.
At the moment, 2026 isn’t looking that much different from a macroeconomic front. Inflation remains a persistent problem and the Federal Reserve is expected to make fewer interest rate cuts in the months ahead. Another lean and highly competitive year appears to be on deck.
Of course, the new year still offers a fresh start for how you approach your business problems. In that spirit, here are four strategies to help you find your way forward—whether Punxsutawney Phil brings us six more weeks of winter or not.
1. Fortify Your Online Presence to Attract More Customers
Waiting for customers to find you might have worked fine during the pandemic, but the days of “if you build it they will come” are over. Overall demand was down across the country, with the exception of high-growth states like Florida, Georgia, and Tennessee.
Faced with declining move-in numbers, self-storage operators relied on digital platforms to reach more customers and compete effectively for leads. A passive approach to customer acquisition is a recipe for disaster for operators facing another year of slack demand.
Instead, do this:
- Upgrade your website to enable online move-ins and customer payments, including on mobile devices. Customers looking for storage online want the ability to complete the transaction right then and there, a well-oiled website keeps serious shoppers from jumping off your site.
- Invest in ad placements on search engines and social media that target potential customers who are on the hunt for self-storage. If you don’t, you’re leaving it to your local competitors to fill that void. (Need more help? Storable offers Digital Media Services to handle your SEO and PPC needs)
- Provide 24/7 information and rental assistance with a high-quality AI chatbot on your website that collects lead information after hours.
- Create and maintain Google My Business listings to stand out on Google Maps with photos, reviews, and other content.
- Increase your presence on storage marketplace websites where price-savvy users go to comparison shop for units to rent. Add new photos, keep your business info up to date, and consider bidding strategically to fill more units.
Don’t let your phones stay quiet. There is always something more you can do to try and generate more leads. Instead of waiting for them to come to you, go forth and seek them out.
2. Use Your Data to Maximize Your Growth
Your data is one of your most valuable assets, but for many operators it is often one of their most underutilized. Every customer interaction offers multiple data points. When properly analyzed together, these data points tell a story about where your business has been and where it is going. Analyzing your data allows you to make more accurate forecasts, identify new opportunities, and stay laser-focused on your marketing ROI—especially with a macro environment that keeps pinching at your margins.
The barrier that many storage operators encounter is when it comes to consistently and routinely surfacing the right data, and then organizing it in a way that makes sense. Storable Business Intelligence removes the guesswork and headache from pulling reports and gives operators access to a reliable big picture view of their business that is updated daily.
Growth tip: Don’t miss the free Business Intelligence reports now available with Storable Edge. Use them to track your performance and make more market-informed business decisions. Upgrade to access additional data views and build custom reports.
3. Protect Your Customers While Protecting Your Bottomline
A common barrier to closing a deal with a prospective storage customer is the matter of tenant insurance. Many customers don’t want to pay for extra coverage, especially if they are under the impression that they are covered by existing renters or homeowners policies. What many fail to realize is that they are, in fact, not adequately covered and that they would be better protected in the event of loss by a self-storage specific policy. But by the time your manager can explain all of this the customer has already walked out the door.
Growth tip: Avoid the awkward conversations and automatically enroll all of your tenants into your tenant insurance program when you use Auto-Protect Max from Storable. Customers who want to opt-out can submit proof of coverage within 14 days.
Having every tenant enrolled in a tenant insurance policy or protection plan is not just for their own good, but also protects you from being the one they try to collect from in the event of an unexpected catastrophe. Plus, generating ancillary revenue from each tenant each month is an added benefit for operators.
4. Automate Collections for Better Tenant Outcomes
In our recent survey asking operators about their outlook for 2026, more than 72.8% of respondents reported that economic factors were the biggest force driving changes in tenant behavior, over lifestyle, housing, and generational changes. Many economists have described the post-COVID recovery as being K-shaped: those on the high end of the income spectrum that are invested in financial markets are doing well, while the lower end of income earners have faced increased financial strain.
The prolonged continuation of this trend could contribute to increased delinquency and auction activity in the self-storage sector. That means unpredictable cash flow and administrative strain on operators. By automating collections and auctions, operators can reduce the costs and manhours needed to process paperwork and get paid as quickly as possible. In the event that there is a spike in default accounts, operators with automated collections in place can respond quickly and efficiently.
Resolve to Take a Proactive Approach to 2026
2026 does not have to be a repeat of last year. While macro conditions may remain challenging, operators who take a proactive, data-driven, and customer-focused approach can still find opportunities to grow. By strengthening your online presence, leveraging your data, protecting both tenants and revenue, and automating critical workflows, you can overcome a difficult environment by strengthening your competitive advantages. The operators who act now will be the ones best positioned to succeed, no matter what the year brings.
Want to make sure your self-storage business is ready for 2026? Talk to our team for a consultation to make sure your facilities are capturing all revenue potential.
