Common Mistakes Self-Storage Owners Make (& How to Fix Them)
Even with a well-located property and solid demand, owning a self-storage facility isn’t always smooth sailing. From pricing missteps to operational inefficiencies, small mistakes can add up quickly and eat into your bottom line. The good news? Most of these mistakes are avoidable with the right insights, planning, and systems in place.
At BMSGRP, we’ve worked with self-storage owners across the country and seen firsthand where even seasoned operators can go wrong. Here are some of the most common missteps we see, along with proven ways to fix them.
Mistake 1: Ignoring Market Shifts
Many owners rely on outdated data from when the facility was first developed and miss key indicators that the market has shifted. New competitors, changing demographics, or economic factors can all impact demand and pricing potential.
Fix: Conduct regular market analyses to stay aligned with real-time trends. A Self Storage Snap Report can give you an up-to-date look at pricing, occupancy, and unit mix demand in your area so you can pivot before problems arise. Tools like Radius+ can also support ongoing market monitoring.
Mistake 2: Underpricing or Overpricing Units
Pricing is both an art and a science. Undervaluing units can leave revenue on the table, while overpricing can stall lease-up or cause higher turnover.
Fix: Benchmark your pricing against local competitors frequently. You can use SelfStorage.com to monitor trends and availability in real time. A professional Self Storage Feasibility Study also includes rate recommendations based on market demand and competitor performance.
Mistake 3: Poor Unit Mix or Layout
A facility with too many small units and not enough drive-ups or climate-controlled options may struggle to meet current customer needs. This often happens when developers skip demand modeling or build to a generic template.
Fix: Review unit occupancy trends and identify which sizes or types consistently have waitlists or vacancies. If needed, consider converting underutilized units or revisiting your layout for expansion. Our feasibility reports offer demand-based unit mix recommendations to optimize layout and profitability.
Mistake 4: Neglecting Curb Appeal and Facility Maintenance
First impressions matter. A property with cracked pavement, outdated signage, or poorly lit corridors can turn potential tenants away even if the price is right.
Fix: Invest in ongoing maintenance, landscaping, and signage updates. A clean, modern, and secure-looking facility builds trust and increases conversion rates. Organizations like the Self Storage Association offer best practices and design guidance for improving property standards.
Mistake 5: Underutilizing Technology
Some owners still manage operations with spreadsheets and rely on walk-in traffic, missing out on digital leasing and automation tools that improve efficiency and customer experience.
Fix: Embrace property management software, online rentals, and mobile access. These tools don’t just save time—they expand your reach and give customers the flexibility they expect. Look for integrations that also support revenue management and performance tracking.
Mistake 6: Poor Marketing and Lack of Online Presence
Even the best facility can’t succeed if no one knows it exists. Relying solely on drive-by traffic or print ads limits your visibility in today’s digital-first environment.
Fix: Build a digital marketing strategy that includes SEO, paid advertising, and online reputation management. Keep your business listings updated, run Google Ads, and respond to reviews consistently. Not sure where to start? Explore our services to learn how we help storage owners develop modern marketing plans backed by data.
Mistake 7: Not Planning for the Long Term
It’s easy to focus on the day-to-day and neglect strategic planning. But without a roadmap for growth, your facility may become stagnant over time.
Fix: Set performance benchmarks, regularly review your financials, and evaluate future expansion opportunities. Whether you’re considering an upgrade, acquisition, or exit strategy, ongoing consultation can make all the difference. Our team helps owners align short-term decisions with long-term business goals to drive real results.
Need help course-correcting or evaluating your next move?
Owning a self-storage facility can be an incredibly profitable venture—but only when it’s managed strategically. Avoiding these common mistakes and investing in expert analysis and planning can dramatically improve performance, retention, and long-term value.
BMSGRP provides expert insights backed by over 20 years of self-storage consulting experience. Whether you’re fixing gaps or planning growth, we’re here to help.
