As occupancy levels across the self-storage industry continue to traverse all-time highs,there has been an increasing chorus of questions about whether marketing spend levels should be pared down because we, as operators, are “already full”. It makes sense, right? If we are out of bread on the shelf, why would we keep burning through marketing dollars to advertise our selection of bread? The reality is this doesn’t make any sense at all for self-storage.
By Daniel Ruble