Self Storage Lab

Welcome back to Self Storage Lab, the podcast where we deconstruct how operators are adapting to today’s technology-driven landscape—and what it means for the future of the industry.This episode’s guest is Brett Copper, President and Partner at Copper Storage Management. Brett grew up in the self storage industry but chose not to simply inherit the traditional playbook. Instead, he challenged it. What started as frustration with hiring inefficiencies evolved into one of the industry’s most recognizable remote-first management models. Today, Copper manages hundreds of facilities nationwide with a system built around operational efficiency, centralized teams, and disciplined technology adoption.In this episode, we explore:Brett’s journey from resisting the family business to redefining itThe real economics behind remote-first storage managementWhy efficiency and NOI are the future battlegrounds for operatorsMisconceptions about unmanned facilities—and what actually worksHow to transition stores from traditional to remote without losing tenantsPricing pressures in a post-COVID worldAI-driven search and the future of storage marketingWhat small operators can do to compete with REITsThe long-term outlook for consolidation in self storageIf you’ve ever wondered whether remote management is hype or inevitability, or how to operate profitably in today’s interest rate and pricing environment, this episode delivers a candid, operator-level breakdown.This Episode We Discussed(00:00:00) Nashville ice storms, puzzles, and married life(00:03:15) When storage became Brett’s business, not just his family’s(00:08:17) The origin story behind remote-first management(00:11:41) The operational checklist that increases facility value(00:15:16) Misconceptions about unmanned facilities(00:19:26) Preserving human touch in automated environments(00:22:19) What’s at stake if operators don’t evolve(00:27:16) Today’s biggest operator pressures: pricing and occupancy(00:29:28) AI, search, and marketing in a shifting discovery landscape(00:35:29) Helping other operators adopt remote models(00:37:23) Will storage consolidate like other asset classes?(00:44:29) How small operators can differentiate(00:48:46) What owners misunderstand about third-party management(00:52:20) Rapid fire: tools, brands, gaming, and Nashville hot chickenEfficiency WinsIn an environment of compressed margins and higher interest rates, operators who control expenses and maximize NOI will outlast those clinging to legacy staffing models.Remote Doesn’t Mean Less HumanCopper’s model emphasizes customer choice—phone, chat, text, or self-serve—delivering flexibility rather than eliminating service.Pricing Is the Industry’s Hardest ProblemPost-COVID distortions continue to impact occupancy and revenue strategies, forcing operators to rethink aggressive rate increase models.The Attention Layer Is ChangingAI-driven search and generative discovery are reshaping how renters find facilities, creating new urgency around digital presence.Favorite Nuggets“Operational problems are the easiest problems to fix.”“If occupancy is the same but expenses are lower, the math speaks for itself.”“Remote only works if customer service gets better, not worse.”“Eventually, storage will be thought of as self-service by default.”🔗 More from Copper Storage Managementhttps://www.copperstoragemanagement.com

Welcome back to Self Storage Lab, the podcast where we deconstruct how operators are adapting to today’s technology-driven landscape—and what it means for the future of the industry.This episode features Amanda DiGaspari and Austin Simmons, CEO and COO of Storagely, a company rethinking what a self storage website should actually do. What started as a digital marketing agency turned into a SaaS platform after one pivotal moment: fixing a broken checkout flow and tripling online rentals. That shift pulled Amanda and Austin out of agency work and into building a conversion-first, revenue-driven website platform purpose-built for how renters behave today—and where AI-driven discovery is headed next.In this conversation, Mason and Rodolfo dig into Storagely’s evolution from services to product, the hard lessons learned along the way, and why websites should be treated as full-time digital managers, not static brochures. The episode spans branding, data, UX, AI, and leadership, with plenty of practical insight for operators navigating changing renter expectations.If you’re thinking about online rentals, checkout optimization, AI search, or how to build product with discipline in a noisy market, this episode is a must-listen.In This Episode, We Discussed:(00:00:00) Introductions, banter, and how Storagely found self storage(00:00:40) From marketing agency to storage tech(00:03:10) The leap from services to SaaS(00:05:38) Early mistakes, false starts, and lessons learned(00:07:50) Why vision and mission became guardrails(00:10:39) Rebranding and what it signaled internally and externally(00:12:59) Current challenges and future direction(00:21:45) Building renter personas to improve UX(00:23:25) What truly differentiates storage websites(00:26:06) Using data, not opinions, to guide product decisions(00:29:28) How renter expectations and online behavior are changing(00:34:39) Balancing operator feedback with behavioral data(00:37:59) Storagely’s framework for product development and iteration(00:45:36) Architecture-first thinking and faster innovation(00:51:54) AI, generative search, and the future of discovery(00:57:26) Morning routines, chaos, and staying grounded(01:03:06) Finding inspiration outside self storage(01:10:55) Alternate universes and creative paths not takenKey ThemesWebsites Are Revenue EnginesStoragely treats the website as a 24/7 manager, not a brochure. Every design and feature decision ladders back to conversion and lifetime value.Data Over GuessworkFrom checkout flows to feature prioritization, decisions are driven by renter behavior, not assumptions or “in case” thinking.Focus WinsLearning to say no—to features, distractions, and edge cases—has been critical to building a product that scales without losing clarity.AI Is an Extension, Not a ShortcutSEO and generative search are converging, but the foundation remains the same: structured, local, trustworthy content built to serve real users.Favorite Nuggets“Designing a website in case someone rents online vs because they will.”Why a 30-second checkout changed everythingTreating your website like a digital team memberThe power of showing the work with real dataWhy being embarrassed by what you shipped six months ago is a good sign🔗 Learn more about Storagelyhttps://storagely.io🔗 Connect with the guestsAmanda DiGaspariAustin Simmons

Welcome back to Self Storage Lab, the podcast where we deconstruct how operators are adapting to today’s technology-driven landscape—and what it means for the future of the industry.This episode’s guest is Anastasia Malagisi, Vice President of Marketing at Safeguard Self Storage. With roots in the industry going back decades, Anastasia brings a rare blend of institutional knowledge, operator empathy, and modern marketing rigor. From competing head-to-head with REITs to building trust-driven brands in dense urban markets, she offers a thoughtful, grounded perspective on what actually works in storage marketing today.In this episode, we explore:The marketing “hill” Anastasia would die on—and why everything starts with the customer.How Safeguard balances data, intuition, and storytelling to drive real results.The evolution of value-based pricing and CRO testing in self storage.What smaller and mid-sized operators can do that big REITs can’t.Why transparency, trust, and human connection still matter more than budgets.How AI fits into marketing and operations without becoming a distraction.Leadership lessons from mentors, family, and years in the field.If you’ve ever wrestled with competing against larger operators, making sense of endless marketing tools, or aligning brand with real customer experience, this episode is packed with both strategic insight and practical wisdom.Frameworks & PhilosophiesCustomer-first marketingTransparency and trust as brand foundationsValue-based pricingCRO and continuous testingCompetition as a catalyst for improvementTools & PracticesCRO and A/B testing programsDigital marketing agencies and partnersDashboard-driven decision makingAI as an operational and marketing assistFavorite Nuggets“Marketing starts with knowing who you’re serving.”“You won’t win every sale, but you should always be honest.”“Data doesn’t replace intuition—it sharpens it.”“Small operators can win by doing what big ones can’t.”🔗 More from Anastasia & Safeguardhttps://www.safeguardit.comhttps://www.linkedin.com/in/anastasiamalagisi/

Welcome back to Self Storage Lab, the podcast where we deconstruct how operators are adapting to today’s technology-driven landscape and what it means for the future of the industry.This episode features a special roundtable conversation with the leadership team at Access Self Storage, a Northeast-based operator approaching its 50th anniversary. Joining us are Andrew Rockoff (Marketing), Brian Russ (Third-Party Management), and Chris Feild (Operations), three long-tenured leaders who have helped shape Access’s reputation for hyper-local execution, people-first culture, and thoughtful adoption of technology.In this episode, we explore how a regional operator competes and wins in REIT-heavy markets by leaning into relationships, local expertise, and disciplined systems thinking. The conversation spans marketing, operations, culture, and technology, with plenty of humor and hard-earned insight along the way.If you’re a midsize operator wondering how to scale without losing your soul, this episode offers a candid look inside a business that’s been doing exactly that for decades.In This EpisodeHow Access Self Storage balances technology adoption with boots-on-the-ground serviceWhy employee experience and retention improve when tech removes frictionThe case for hyper-local marketing in dense, competitive marketsWhat most operators misunderstand about automation and unmanned facilitiesHow third-party management can be a scalable growth leverWhy integration and simplicity matter more than shiny new toolsHow Access evaluates ROI before rolling out new systemsThe internal dynamics between marketing, ops, and leadershipLessons from nearly 50 years of operating through industry shiftsPizza takes, radio DJ throwbacks, and some very honest hot takesKey ThemesPeople First, AlwaysAccess emphasizes ownership at the store level, long-term employee development, and trust as the foundation of the business. Managers are treated like operators, not order-takers.Hyper-Local WinsFrom knowing the best pizza place in town to tailoring ads by neighborhood, Access believes storage is a three-to-five mile business where local relevance beats national branding.Technology as an Enabler, Not a ReplacementAutomation and AI are embraced when they remove repetitive work and improve the customer experience, but never at the expense of human connection.Culture Is Built on PurposeWith clearly defined fundamentals, open dialogue, and long-term careers, Access shows how intentional culture building creates durability and alignment.“Self storage isn’t one size fits all.”“Technology and people aren’t in conflict if you use tech to eliminate pain points.”“Hyper-local beats national every time in our markets.”“Unmanned facilities are overhyped.”🔗 Learn more about Access Self Storagehttps://www.accessselfstorage.com🔗 Connect with the guests on LinkedInAndrew RockoffBrian RussChris Feild

Welcome back to Self Storage Lab, the podcast where we deconstruct how operators are adapting to today’s technology-driven landscape and what it means for the future of the industry.This episode’s guest is Susan Hovey, Director of Marketing at Strat Property Management, whose career path spans tech, wine, and now self storage. Susan is known for blending creativity with data, grounding modern marketing tactics in timeless fundamentals, and building brands that feel human in an industry often reduced to square footage. From fax blasts to AI-driven search, she’s seen every evolution, and brings a rare combination of storytelling, operational alignment, and pragmatic strategy to the table. In this episode, we explore:• How a background in theater, tech, and wine shaped Susan’s marketing philosophy• Why marketing should be viewed as operational infrastructure, not a discretionary expense• How AI search and zero-click experiences are reshaping visibility for operators• The do’s and don’ts she wishes every owner understood—from Google habits to FAQs• Why attribution is still the holy grail (and why most people chase it wrong)• How brand authority and authenticity now matter more than ranking alone• The future of storage marketing and the growing role of retention and communityIf you’ve ever wondered how to elevate your brand, navigate a shifting search landscape, or align marketing with operations across dozens of properties, this episode offers a masterclass from one of the most thoughtful voices in the industry.In this Episode(00:00:00) Why marketing isn’t optional anymore(00:01:03) From theater storytelling to fax blasts to AI(00:04:23) Catching the “self storage bug”(00:07:26) What wine, tech, and storage have in common(00:09:52) Serving customers across personas, preferences, and channels(00:11:28) Google's chaos, AI overviews, and the new search reality(00:14:55) The messy truth about attribution(00:17:19) How AI is already impacting storage rentals(00:21:39) Brand authority as the new SEO(00:26:11) The first things to fix when taking over a facility(00:30:00) Storytelling as the foundation of every great brand(00:33:30) What operators get wrong about their audience(00:37:17) Winning internal debates and making the case for marketing(00:42:08) Marketing don’ts: Google searches, Q&A neglect, and chasing rankings(00:48:00) The future of storage marketing: retention and brand-led strategies(00:50:41) Rapid fire: rituals, routines, tools, and staying groundedFrameworks & Philosophies• Storytelling as strategic foundation• Brand authority over pure keyword strategy• Meeting customers exactly where they are• The importance of community and belongingTools & Practices• Google Business Profile essentials• Schema markup and FAQs for AI-driven search• Brand reputation platforms• Personal rituals for clarity and grounded leadershipFavorite Nuggets• “Marketing is not the only cost with a price tag. We just see it more clearly.”• “Don’t Google yourself every morning.”• “Self storage isn’t about belongings. It’s about helping people feel like they belong.”• “Attribution is the holy grail and no one has it fully figured out.”🔗 Connect with Susan:LinkedIn: Susan HoveyStrat Property Management