2026 Self Storage Event Season Kickoff: What We Learned from FSSA and What's Next
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We sat down after the recent FSSA Spring Show to chat about things we learned, conversations we had, and what we're looking forward to as we kick off the 2026 self storage Conference season!
Before you get too far into the notes...we have an URGENT REQUEST! Storage sure is bananas!
Next up we have the National SSA Spring Conference and Tradeshow in San Antonio! We're looking forward to seeing everyone again and having more conversations (and hopefully, more Edwards!) Book a time to meet with us!
1. Cautious Optimism for 2026
From a macro perspective:
Rates appear to be stabilizing.
Occupancy trends are moving in the right direction.
Development has slowed.
More facilities may begin trading again.
Buyers and sellers are getting more active.
That said, competition remains intense. Even with slowed development, there are still a limited number of renters in each market.
Which means the focus is clear:
Maximize occupancy. Protect rental rates. Drive NOI.
As we head toward Memorial Day — the “Super Bowl” of leasing season — velocity will tell the story.
2. The Big Question: How Do Smaller Operators Compete?
This came up over and over again.
How do regional operators, mom-and-pops, and smaller portfolios compete with REITs and national brands with it comes to Google Ads?
There are only a handful of spots at the top of Google.
You cannot win by outspending them.
You win with precision.
What That Looks Like:
Hyper-targeted keyword strategies
Granular search term control
Budget flexibility (not fixed annual buckets)
Adjusting spend based on occupancy
Tight geographic targeting
Large operators often operate with massive fixed budgets. Smaller operators have to be smarter.
The advantage isn’t size. It’s control.
3. Smarter Geo Targeting Is a Competitive Edge
One of the most tactical ideas we discussed:
Instead of just targeting a 5-mile radius or “the city,” look at your tenant map.
Where are your current customers actually coming from?
If 70–75% of tenants are concentrated in a few specific pockets:
Double down on those zones.
Adjust radius from radius targeting to zip code targeting.
Shift spend toward high-performing neighborhoods.
Most operators never analyze this deeply. But this is how you compete without simply increasing budget.
4. More In-House Marketing Teams — And More Frustration
We had more conversations this year with in-house marketers than ever before.
Common themes:
Confusion over Google’s recommendations
Too much conflicting information about “best practices”
Frustration with automated suggestions
Difficulty knowing what actually works
The core advice we kept giving:
Be super targeted. Be granular. Be intentional.
“Set it and forget it” budgets don’t win in competitive markets. Precision does.
Focus on the data points that matter most, not vanity metrics.
5. Attribution Remains the Industry’s Biggest Challenge
The other major theme: attribution.
Operators are using:
Google Analytics
Google Ads dashboards
Custom dashboards
FMS data
But these systems often don’t talk to each other very well.
And on top of that, self storage customer journeys don't always follow an nice straight line:
Click on mobile
Research on desktop
Call the office
Visit in person
Rent days later
Add browser privacy settings and tracking blockers, and traditional GA setups fall apart.
Everyone wants the holy grail:
“Which exact click caused this move-in?”
But in self storage — a life-event driven, demand-based business that is a mix of in person and online — that’s incredibly difficult.
6. The Practical Approach to Marketing Measurement
Instead of obsessing over perfect attribution, the better framework is:
Dollars spent
Clicks generated
Move-ins and move-outs at the facility level
Directionally correct ROAS estimates
The goal isn’t perfection.
It’s making better spending decisions.
Should you spend more? Should you cut back? Is occupancy rising while spend is steady? Are you overspending when inventory is tight?
That’s where decisions get smarter.
7. Your FMS Should Be the Source of Truth
If there was one tactical takeaway on attribution, it’s this:
Your Facility Management System (FMS) should be the source of truth.
If possible:
Pass attribution data directly into the FMS
Track source at the rental level
Avoid relying solely on page views or triggered events
Browser privacy changes, cookie restrictions, and tracking blockers make front-end analytics unreliable.
Your FMS reflects actual rentals. That’s the data that matters most.
What Operators Should Focus on Heading Into 2026
Stay flexible with budgets.
Spend more when demand is high and occupancy is low.
Pull back when inventory tightens.
Get hyper-focused on keyword intent.
Analyze tenant maps and geographic demand pockets.
Stop chasing perfect attribution — pursue decision-grade clarity instead.
Use FMS data as your foundation.
2026 is shaping up to be competitive — but promising. The operators who win won’t be the biggest spenders.
They’ll be the most strategic.
Can't wait to see you all this event season!
