Explore every episode of the podcast Gabfocus Self Storage Podcast

Before you can market to your customers, you have to know who they are. Part 2 of Self Storage Fundamentals picks up where last week left off. Part 1 was about where your renters come from. This one is about the people themselves.

We walk through building a buyer persona, which works a lot like a police sketch of your tenant: enough real details that you recognize who's on the phone and know what matters to them.

A few of the things we get into:

• Why "wide driveways" means nothing to someone who has never driven a twenty six foot U-Haul, and why you sell the benefit and not just the amenity
• Happy tenants and sad tenants: divorce, disaster, displacement, downsizing, and death on one side, and a growing business, a new RV, or a home office on the other
• Building personas from real tenants you already know, not from who you assume your customers are
• How the same facility gets presented three different ways to a recent divorcee, someone who just took a pay cut, and a family clearing out a parent's home
• Better questions than "what size do you need?" (nobody knows the answer to that one)
• Business and commercial tenants: why they stay, pay on time, and send referrals, and what has to be in your lease before you can charge for extended access

Your homework: build three buyer personas from actual customers, starting with the map you made last week. Then use them to decide where your marketing goes and which tenants hear about your referral program every time they walk in the door. Plus a recommendation that has nothing to do with storage, and a look ahead to Part 3: What Are You Selling, and What's It Worth?

Related episodes: Episode 172 is all about secret shopping your competitors, and Episode 143 covers how to compete with low intro rates.

Chapters:

(00:00) Welcome to Part 2
(01:33) Where We Are This Week
(03:30) Who Are Your Customers?
(04:50) Not Every Customer Thinks Like You
(08:33) Happy Tenants and Sad Tenants
(10:20) Why People Rent Storage Today
(13:49) Building a Buyer Persona
(17:23) What Each Customer Needs to Hear
(22:43) Be the Expert, Ask Better Questions
(24:43) Business and Commercial Tenants
(28:11) Set Up Your Lease for Business Tenants
(30:07) Your Homework: Build Three Personas
(33:36) Our Recommendation: Touch Some Grass
(37:02) Next Time: What Are You Selling?

If you're planning your year, here are a few events we'll be at and recommend attending:

• Register for The Big Ideas in Storage Conference in Texas - Register Here
• Register for MSM's The Show using code LSS2026 - Register Here

Hosts: Josh Huff & Melissa Huff
Produced by Lighthouse Storage Solutions

We're back, and we're kicking off something we've wanted to do for a long time. Self Storage Fundamentals is a twenty part series on how to run a storage facility well, built from our conference sessions, our seminars, and our own policy and procedures manual. Five units, twenty parts, and a new one every week (that's the goal, anyway).

Part 1 opens Unit 1, Your Market, with the question that comes before you spend a dollar on marketing or set a single rate: where do your renters come from? Three to five miles is a good rule of thumb, but it's rarely as simple as drawing a circle around your facility. Josh and Melissa walk through how to find your real trade area and the competitors that matter.

A few of the things we get into:

• Mapping your current tenants from your management software or a rent roll, and why the map surprises so many owners
• Drive time versus distance on a map, and how a lake, a freeway, or a mountain decides who you're really competing with
• Comparing apples to apples, so your comps match your age, amenities, and unit types
• Three ways to scout the competition: secret shopping, reading their reviews, and a quick AI search of published amenities
• Why a rate report like StorTrack is worth the monthly fee, drive time data included
• Knowing what your market expects before you price, and why a market study from six months ago is already out of date

We wrap up with homework you can do this week: map your tenants, pick three to five real competitors to keep an eye on, then drive from your renters' neighborhoods back to your facility and take note of the storage facilities you pass along the way. Plus how Melissa uses Claude to turn a two hundred email inbox into a dated to-do list, a thirty dollar Cabernet that drinks like a much pricier bottle, and a look ahead to Part 2: Who Are Your Customers?

Chapters:
(00:00) Welcome Back
(01:17) Introducing Self Storage Fundamentals
(03:40) What We've Been Up To
(07:48) Where Do Your Renters Come From?
(12:23) Drive Time vs. Distance on a Map
(16:39) Who Your Real Competitors Are
(19:52) Secret Shops, Reviews, and AI
(22:30) Rate Tools and Data You Can Trust
(24:30) Read Your Market Before You Price
(26:28) Your Comps Change Every Day
(29:57) You Have to Know Your Town
(32:26) Your Homework
(34:52) Our Picks: Claude and Decoy Limited
(39:06) Next Week: Who Are Your Customers?

If you're planning your year, here are a few events we'll be at and recommend attending:

• Register for The Big Ideas in Storage Conference in Texas - Register Here
• Register for MSM's The Show using code LSS2026 - Register Here

Hosts: Josh Huff & Melissa Huff
Produced by Lighthouse Storage Solutions

The person quietly costing your storage facility the most money might be the owner. It's rarely cash out of the drawer. It's income that never shows up because you're too close to your own operation to see it. Josh and Melissa dig into the ways owner-operators steal from themselves every month without even realizing it.

Some of what we get into:

• "Maintenance" units that quietly pile up, ten or twenty of them holding spare doors, tools, a golf cart, and the brother-in-law's stuff
• Units sitting un-rent-ready for a week because it's hard to hold yourself accountable the way you'd hold a manager
• Ancillary income left on the table, from giving away retail to a tenant insurance program stuck at thirty percent penetration
• Marketing spend that drifts, especially Google Ads that quietly optimize you into the wrong keywords, wrong radius, and a bigger bill
• Vendors who need watching, like the landscaper billing us in the dead of winter for a three-minute loop around the property

The thread through all of it is a fresh set of eyes. A real monthly self-audit, walking your property as if you were seeing it for the first time, catches these leaks before they cost you, especially when life happens and you have to sell. Plus a great twenty dollar Cabernet, and Josh's soapbox on why he never says thank you to AI and what personifying a tool might do to how we treat actual people.

If you're planning your year, here are a few events we'll be at and recommend attending:

• Register for the SSA Fall Conference in Vegas - Register Here
• Register for The Big Ideas in Storage Conference in Texas - Register Here
• Register for MSM's The Show using code LSS2026 - Register Here

Hosts: Josh Huff & Melissa Huff
Produced by Lighthouse Storage Solutions

Last episode we tackled crime from without, break-ins and unwanted guests. This time we flip it around and look at what happens inside your own office. Sometimes it's an employee skimming cash, but a lot of the time it's just money quietly leaking out while nobody's watching. Drawing on eighteen years and dozens of facility audits, we break down the patterns owners miss and the safeguards that actually stop them.

A few of the things we get into:

• Padded overtime and time edits that slowly creep up your payroll
• Free units handed out to family, friends, and employees until your inventory disappears
• Waived fees that always line up with a cash payment, and how to catch the pattern
• Why theft usually starts small and innocent, and why curiosity beats accusation
• Prevention that works: reliable software, pulling manager admin access, daily deposits, no waived fees, and real audits

We also share some big news. As Sue Haviland retires after an incredible career, we're taking over her portfolio of California properties, and we talk about what a boutique, hands-on approach to third-party management really looks like. Plus our full fall show lineup and a pool gadget that saved us a ton.

Best Skimmer to Keep Your Pool Clean (mentioned on episode)

If you're planning your year, here are a few events we'll be at and recommend attending:

• Register for the SSA Fall Conference in Vegas - Register Here
• Register for The Big Ideas in Storage Conference in Texas - Register Here
• Register for MSM's The Show using code LSS2026 - Register Here

Hosts: Josh Huff & Melissa Huff
Produced by Lighthouse Storage Solutions

Crime at a storage facility isn't a matter of if, it's a matter of when. You don't have to be in this business long to deal with a break-in, some trespassing, vandalism, or worse. In this episode, Josh and Melissa kick off a two-part series on fighting crime at your facility, starting with the threats that come from the outside.

The big idea? A property that looks awake doesn't get hit. Overgrown weeds, a half-open gate, dead leaves in the driveway in the middle of summer, a mattress leaning against a building for a week. Those are green lights for bad actors. The same eyes a tenant uses to decide "do I want to store my stuff here" are the eyes a criminal uses to decide "is anyone paying attention here." Keeping your property clean, walked, and genuinely cared for is your first and cheapest line of defense.

From there, Melissa and Josh break security down into three levels you can build toward at your own pace:

Level 1, the non-negotiables: a coded gate system, good security cameras, and lighting. If your budget only allows one, light it up. Nothing happens in a well-lit lot.

Level 2, leveling up: motion or full-property lighting (and grab those nighttime photos for your website), coded exit as well as entry, fence-top deterrents like razor wire where it's legal, privacy screening, cameras with alerts, and restricted access hours. Sometimes a simple 9 or 10 PM cutoff solves most of your problems.

Level 3, serious protection: anti-passback codes that shut down tailgaters, active monitoring through AI cameras like Arcsi or a live security company, on-site guards, and patrolling the lot at close to make sure nobody's loitering after hours. The name of the game at every level is the same: knowing exactly who is on your property, and when.

Plus, a little birthday celebration, an avocado margarita recipe situation, a goat update, and a preview of where you can catch the Huffs at this fall's conferences.

Click here for that DisneyWorld Avocado Margarita recipe

Next time: Fighting Crime From Within, how to spot and prevent crime from the inside.

If you're planning your year, here are a few events we'll be at and recommend attending:

• Register for the SSA Fall Conference in Vegas - Register Here
• Register for The Big Ideas in Storage Conference in Texas - Register Here
• Register for MSM's The Show using code LSS2026 - Register Here

Hosts: Josh Huff & Melissa Huff
Produced by Lighthouse Storage Solutions

Josh and Melissa recently went undercover, visiting several self-storage facilities near one of their managed properties in Southern California to see how the competition was showing up. What they found was equal parts encouraging and eye-opening.

The tours were genuinely enjoyable. Several facilities presented well, with staff who were friendly and professional. But not everything passed the test. Some red flags came up that no self-storage operator should be comfortable with, including staff who casually mentioned recent break-ins during a tour and a facility that openly disclosed rates could increase within just 30 days of signing.

In this episode, Josh and Melissa break down what they observed, what it means for operators, and what every storage facility should be doing differently. Secret shopping is one of the most underused tools in self-storage, and this episode is a practical reminder of why it matters.

If you've never walked into a competitor's facility as a customer, this one might change that.

If you're planning your year, here are a few events we recommend:

• Register for The Big Ideas in Storage Conference in Texas - Register Here
• Register for MSM's The Show using code LSS2026 - Register Here

Hosts: Josh Huff & Melissa Huff

Produced by Lighthouse Storage Solutions

This one starts with goats… and ends with better business decisions.

Josh and Melissa share the story behind their recent decision to bring goats onto their property to tackle a growing poison ivy problem. For a long time, they stuck with the status quo. The problem was annoying, but not quite painful enough to force a change. Goats felt like a big step into the unknown.

Then things shifted.

The problem got worse, they did the research, and made the change. What they found was that the solution was far more effective and far less complicated than they expected. The short-term discomfort of trying something new led to a long-term fix they wish they had implemented sooner.

That's why "goats" matter for self storage.

This same pattern shows up in how operators make decisions every day. In this episode, Josh and Melissa walk through three areas where many facilities stay stuck, even when better options (our goats) are within reach:

• Software: When small frustrations and rising costs are tolerated instead of explored, operators may miss out on tools that could significantly improve efficiency and reporting.
• Access Systems: Many facilities are just one step away from offering a fully online rental experience, but hesitate to complete the process.
• Staffing: Whether it's maintenance, call centers, or AI support, adding the right help can unlock growth and improve the customer experience.

The lesson is simple. Sometimes the thing that feels like the biggest leap is actually the most practical solution. It just takes a little research and a willingness to step outside of what is familiar.

If you're planning your year, here are a few events we recommend:

• Register for the NeSSA Expo in Connecticut using code Lighthouse10 - Register Here
• Register for The Big Ideas in Storage Conference in Texas - Register Here
• Register for MSM's The Show using code LSS2026 - Register Here

Hosts: Josh Huff & Melissa Huff

Produced by Lighthouse Storage Solutions

Josh and Melissa are back from the Inside Self-Storage World Expo and sharing their biggest takeaways from one of the industry's largest events.

AI was everywhere, with vendors continuing to integrate it into their platforms. At the same time, we are seeing the rise of agentic AI in other industries, which raises interesting questions about where self storage is headed next.

But even with all the innovation, one theme stood out clearly. The basics still matter.

We reflect on our Management Mastery session and the encouraging number of owners who are focused on truly understanding and improving how they run their businesses. Strong operations, clear processes, and intentional leadership are still the foundation of success.

We also talk through the tradeshow floor, where we saw more niche vendors than ever before. The number of options available to help operators improve every part of their business continues to grow.

To wrap it up, we share the shows we are looking forward to for the rest of the year and why getting in the room still matters.

If you're planning your year, here are a few events we recommend:

• Register for the NeSSA Expo in Connecticut using code Lighthouse10 - Register Here
• Register for The Big Ideas in Storage Conference in Texas - Register Here
• Register for MSM's The Show using code LSS2026 - Register Here

Hosts: Josh Huff & Melissa Huff

Produced by Lighthouse Storage Solutions

What can self storage operators learn from the hotel industry? Quite a bit.

In this episode, Josh Huff and Melissa Huff sit down with Lee Creech to talk through how hospitality principles apply directly to self storage.

Lee shares how his background in hotels shaped the way he thinks about customer service, pricing, and running a facility day to day. The conversation covers everything from keeping your property clean in a way that actually impacts customer perception, to understanding who your customers really are and how to serve them better.

You will also hear:

• Why your facility is not a "can of corn" and how that changes your pricing strategy
• How to identify and track the customer segments that matter most in your market
• Why customer lifetime value is higher than most operators realize
• Simple ways to build loyalty so customers return and refer others
• How to approach pricing based on your specific market and competition

This episode is full of practical ideas that can help you think differently about your operation and how you serve your customers.

If you're planning your year, here are a few events we recommend:

• Register for the NeSSA Expo in Connecticut using code Lighthouse10 - Register Here
• Register for The Big Ideas in Storage Conference in Texas - Register Here
• Register for MSM's The Show using code LSS2026 - Register Here

Hosts: Josh Huff & Melissa Huff

Produced by Lighthouse Storage Solutions

As the self storage industry heads into another busy season and with ISS World Expo around the corner, Josh and Melissa take a step back to talk about something simple but often overlooked. What is the core of your business and are you still focused on it?

With AI and new tools dominating conversations across the industry, it is easy to get pulled in a lot of different directions. Some of those tools can enhance your business. Others can become distractions.

In this episode, we break down the difference.

We look at real-world examples like Amazon expanding in ways that still support its core business, compared to companies like Microsoft that invested heavily in products that did not align with their main focus.

Then we bring it back to self storage.

At the end of the day, our business is renting units. That means focusing on three things above all else:

• Creating a smooth and simple rental experience
• Delivering a great customer experience after move-in
• Attracting the right customers to your facility

If those three things are not dialed in, nothing else will matter.

This episode is a reminder to evaluate where your time, money, and attention are going and to make sure everything you are adding actually supports the main thing.

If you're planning your year, here are a few events we recommend:

• Register for the NeSSA Expo in Connecticut using code Lighthouse10 - Register Here
• Register for The Big Ideas in Storage Conference in Texas - Register Here
• Register for MSM's The Show using code LSS2026 - Register Here

Hosts: Josh Huff & Melissa Huff

Produced by Lighthouse Storage Solutions

Are your vendors actually doing what you're paying them to do? After a short break to get settled into our new role alongside Haviland Storage Services, Melissa and Josh are back on the podcast addressing a topic that affects every single operator.

We all rely on vendors. Landscaping, software, security, marketing… They're a critical part of running a self storage facility. But here's the question we don't ask often enough: Are you really getting what you're paying for?

In this episode, we dig into how to keep your vendors accountable and make sure they're actually serving your business the way they should.

We cover:

• Knowing your contracts (and what's actually included)
• Scheduling regular demos and check-ins
• Making sure you're using everything you're paying for
• And getting out to trade shows to compare options and stay sharp

One of the best ways to evaluate your current vendors and discover better ones is simply getting in the room with them. That's why our recommendations this week are all about trade shows.

If you're planning your year, here are a few events we recommend:

• Register for the Inside Self-Storage World Expo - Register Here
• Register for the NeSSA Expo in Connecticut using code Lighthouse10 - Register Here
• Register for The Big Ideas in Storage Conference in Texas - Register Here
• Register for MSM's The Show using code LSS2026 - Register Here

Hosts: Josh Huff & Melissa Huff

Produced by Lighthouse Storage Solutions

In this special announcement episode of the Gabfocus Podcast, Josh and Melissa Huff share three major updates that will shape the future of the self storage industry as a whole.

Joining Forces with Haviland Storage Services
Sue Haviland joins the show to talk about partnering with Lighthouse Storage Solutions and what this collaboration means for owners and operators. Melissa shares her new role supporting operations and training, and Sue explains how this partnership strengthens Haviland's ability to serve clients nationwide.

Introducing Storage Academy
Tommy Nguyen and Darby Bozeman join the conversation to unveil Storage Academy—a new educational platform focused on delivering high-quality, vetted content for self storage owners, managers, and teams. The goal: practical education that actually improves operations and profitability.

Announcing The Show – 2026
Travis Morrow from Modern Storage Media and Store Local closes out the episode with details on The Show, the largest self storage trade show east of the Mississippi coming in 2026. He shares what makes this event different, why it matters, and who should be there.

This episode is all about collaboration, education, and raising the bar for the self storage industry.

🎥 Now available on YouTube - Watch Episode Here

Register for The Show using code LSS2026 - Register Here

Hosts: Josh Huff & Melissa Huff

Produced by Lighthouse Storage Solutions

In this episode, Josh and Melissa tackle one of the most common decisions self-storage owners face: should you partner with a third-party management company (3PM)? This honest conversation explores when it makes sense, when it doesn't, and what you need to consider before handing over the keys.

They cover:

• The pros and cons of going with 3PM

• What 3PM companies really provide

• How to know if you're ready for that level of partnership

• What questions you should be asking before signing on

• The red flags to watch out for

• How the market has changed and what that means for your independence

Whether you're just starting out or thinking about making a change, this episode will help you make a smarter, more confident decision.

🎥 Now also available on YouTube - Watch It Here

Hosts: Josh Huff & Melissa Huff

Produced by Lighthouse Storage Solutions

As 2025 comes to a close, what have we learned and what should we be ready for in 2026? In this special year-end Gabfocus LIVE episode, we reflect on the highs and lows of the self storage industry in 2025 with three seasoned professionals.

We break down trends in occupancy, rates, technology, operations, and customer behavior, and we talk honestly about challenges that operators faced—from rate wars to staffing struggles. Our panel shares lessons they've learned (some the hard way), what they tried that didn't work, and what they're already doing to prepare for the new year.

Looking ahead, we discuss what's likely to carry over into 2026 and offer insights on staying resilient, forward-thinking, and people-focused in your self storage business. We wrap things up with a few hot takes—and some exciting Gabfocus updates you won't want to miss.

Watch the YouTube replay- Lessons Learned in 2025

Guests: Jane Sauls (Sauls Commercial Real Estate), Heather McCombs (Spacebox Management), Shannon Charbonneau (XPS Solutions)

Hosts: Josh Huff & Melissa Huff

Brought to you by the teams at StoragePug and Lighthouse Storage Solutions

As we wrap up the year, Josh and Melissa close out the podcast season with a forward-looking conversation on setting the right goals for 2026.

In this episode, we focus on the importance of establishing SMART goals—specific, measurable, achievable, relevant, and time-bound—that actually move the needle for self storage operators. Rather than chasing everything at once, we break down three big-picture goals every facility should prioritize in the year ahead.

We discuss why:

• Consistently generating Google reviews strengthens trust and improves visibility

• Raising rates intentionally is critical for long-term profitability

• Finding one focused area of improvement—for yourself, your team, or your operations—can dramatically impact performance

Whether that improvement comes from learning your software better, investing in team education, or moving toward full automation, these goals are practical, achievable, and proven to improve your bottom line.

This is our final regular podcast episode of the year (with one more webinar coming up), and it's designed to help you start 2026 with clarity and confidence.

Plus some holiday focused recommendations for making memories that will last.

Hosts: Josh Huff & Melissa Huff

Produced by Lighthouse Storage Solutions

Every self storage manager hears objections from customers—but how you respond can make the difference between a lost lead and a new tenant.

In this episode, we into the art of overcoming customer objections with empathy and strategy. Through practical role-playing and real-world examples, we explore some of the most common pushbacks, including:

• "Do I really need tenant insurance?"

• "That price is too high."

• "I don't want to sign up for autopay."

• "Why is my rate going up?"

We unpack each objection to reveal the real concern underneath the question—and share how to respond in a way that builds trust and moves the conversation forward.

Plus some holiday focused recommendations.

Hosts: Josh Huff & Melissa Huff

Produced by Lighthouse Storage Solutions

Understanding the financial side of self storage is critical—whether you're just getting started or already scaling your portfolio. In this rebroadcast of our popular webinar, we're joined by Brooks Lumpkin and Amber Crucian to break down the financial fundamentals every owner and operator should know.

We cover:

• The key reports and KPIs to track your facility's financial health

• Budgeting for controllable vs uncontrollable expenses

• Cap rates, depreciation, and stabilized assets explained in plain language

• Knowing when it's time to grow—and how to fund that growth

• The pros and cons of building new vs buying an existing facility

• What lenders look for and how to prepare for expansion, sale, or refinance

We also tackle common financial questions from owners across the country—covering topics like DSCR vs DST funding, interest rates, ad budgets, and what to do when your tenant passes away.

Whether you're aiming to stabilize your first facility or planning a multi-site portfolio, this session is packed with practical tips and strategic advice to build a profitable future in self storage.

Watch the YouTube replay- Self Storage Finances: 101

Guests: Brooks Lumpkin (Flex Storage) and Amber Crucian (Live Oak Bank)

Hosts: Tommy Nguyen

Brought to you by the teams at StoragePug and Lighthouse Storage Solutions

In this practical follow-up episode, Josh and Melissa dive deeper into real-world ways self-storage operators can use AI to improve their daily workflow, marketing, and operations.

They break down:

• The right way to write a useful AI prompt

• How to use AI to build a social media calendar

• Using AI to analyze competitors and improve your market position

• Leveraging AI to simplify maintenance tracking and team communication

• Learning new software or systems faster with AI-powered guidance

• Ways to check if your storage website shows up in AI tools like ChatGPT and search bots

And since it's never too early… they also share their first Christmas gift recommendations of the season.

If you're curious about how to actually use AI day-to-day in your storage business, this episode is for you.

Listen to Part 1 of Everyday Uses for AI in Self Storage

Hosts: Josh Huff & Melissa Huff

Produced by Lighthouse Storage Solutions

In this rebroadcast of our live webinar, attorney Joe Doherty joins Melissa Huff and Tommy Nguyen to unpack the most pressing legal topics facing self storage owners and operators in 2025. From website privacy lawsuits and predatory ADA claims to evolving lien laws and tenant disputes, this session is packed with practical legal insight.

You'll learn:

• What 2025's biggest legal trends mean for your facility

• Key updates on rent control, website compliance, and arbitration

• How to handle tenant death, gate damage, and unit disputes

• Legal pitfalls to avoid—and what issues may be overhyped

• What's coming in 2026 and how to prepare now

Don't miss Joe's answers to real owner-submitted legal questions and his top 3 legal tips for every storage operator.

Watch the YouTube replay- 2025 Storage Legal Update

Guest: Joe Doherty, Legal Counsel for the Self Storage Association

Hosts: Tommy Nguyen & Melissa Huff

Brought to you by the teams at StoragePug and Lighthouse Storage Solutions

In this special episode, Melissa and Josh reflect on a big moment: being featured on the cover of Modern Storage Media's October issue! 🎉 They share what it means to be recognized and the exciting shifts happening behind the scenes at Lighthouse Storage Solutions.

Melissa opens up about her recent transition away from managing a state association to focus fully on Lighthouse, and together they break down how state self storage associations actually work—including the difference between affiliate-run vs independently run states, and how the Self Storage Association (SSA) supports the industry at the national and state level.

💡 Episode Highlights:

• What led up to being on the cover of Modern Storage Media

• Melissa's transition away from from state management in TN and LA

• How self storage associations work—from SSA to state-run events

• Differences between affiliate and SSA association models

• Lighthouse updates, what's coming next, and a heads-up about no new episode next week!

Modern Storage Media October Messenger Issue - Preview Here

October Surprise Newsletter - Read Here

Hosts: Josh Huff & Melissa Huff

Produced by Lighthouse Storage Solutions

Do you really know who's renting your storage units?

In this episode, Josh and Melissa Huff dive into one of the most overlooked aspects of effective self-storage marketing: creating clear, specific buyer personas. Understanding your customers is the first step to attracting more of them—and retaining them longer.

We break down how to analyze your current rent roll to identify customer patterns, segment renters into meaningful categories (happy vs. sad customers), and craft profiles that can guide your marketing, sales messaging, and customer service.

💡 Key Highlights

• Why buyer personas are essential for self-storage marketing

• The difference between "happy" customers (e.g., new homes, hobbies) and "sad" customers (e.g., divorce, downsizing, death)

• How to read your rent roll to uncover your core audience

• Practical walkthroughs of two buyer personas:

  • Alice: A recently divorced mom of two teens navigating transition

  • Mike: A 50-year-old side hustler growing a cornhole board business

• How to tailor your marketing and facility experience to each persona

Plus… the October surprise you've been waiting for 👀

Hosts: Josh Huff & Melissa Huff

Produced by Lighthouse Storage Solutions

Whether you're a hands-on owner-operator or a passive investor looking to scale, finding the right management style can make or break your self-storage success. In this episode, guest host Brad North walks us through the various management setups—from on-site managers and remote tech-driven operations to hybrid and hub-and-spoke models.

We explore the real pros and cons of each option, when it's time to shift your approach, and how to assess your facility's needs based on size, staffing, and customer expectations. Brad shares practical insights from his own journey starting as an owner-operator, growing through third-party management, and mystery shopping his way to operational clarity.

If you've ever wondered how to choose between self-managing or hiring a third-party team—or how to optimize customer service, marketing, and upkeep across different styles—this episode is for you.

💡 Key Highlights

• The evolution from DIY operations to full-scale third-party management

• On-site vs. remote: balancing cost, control, and customer service

• When hybrid or hub-and-spoke models work best

• What to look for (and avoid) in a third-party vendor

• Signs it's time to re-evaluate your management fit

• Tips for auditing your management performance and making transitions

Watch the YouTube replay- Choosing the Right Management Fit

Guest: Brad North (Advantage Consulting & Management) 

Hosts: Tommy Nguyen

Brought to you by the teams at StoragePug and Lighthouse Storage Solutions

None of us would go a year between oil changes for our cars. I can't even go 6 months without descaling my Keurig. But how long has it been since you did a tune-up of your self storage facility? The word "Audit" has gotten a bad wrap over the years, but it is one of the most essential things you can do to ensure your facility runs smoothly and avoids major issues.

Today, we tackle why audits are important, the key things to look for if you do an audit yourself, and several red flags to look for that may trigger the need for an audit. You may think your operation is running smoothly, and perhaps it is, but waiting until things fall apart isn't the time to schedule a tune-up. Regular audits are the keys to preventing theft, legal trouble, maintenance problems, and much more. As good old Ben Franklin once said, an ounce of prevention is worth a pound of cure.

Hosts: Josh Huff & Melissa Huff

Produced by Lighthouse Storage Solutions

Another generational event has happened, and it's worth taking a break from self storage to talk about. The events of yesterday, the assassination of Charlie Kirk, remind us of the last great generational tragedy from 24 years ago today. In both cases, evil individuals plotted and carried out deadly killings against people and ideals they disagreed with. Innocents lost their lives, children were left without parents, wives were widowed, and our nation was shaken to its core. But even amidst the sorrow, hope was there. Perhaps this most recent event will also bring the unity that comes in the aftermath of death.

Charlie knew that his death was a possibility. He got threats all the time. So why did he keep speaking out, engaging in dialogue and seeking cultural change? He did it because he was driven by something deeper, something more important than his own life. He knew he was fulfilling a calling given to him by God. He burned bright in that calling and wasn't shy about declaring where his true hope was anchored. He had the hope of Christ, and he wanted others to share in that hope, in the joy of a life lived according to principles he found in scripture.

We share in that same hope, rooted in Jesus, and look forward to the day when we will see Charlie again.

Podcast Resources: Psalm 11

Hosts: Josh Huff & Melissa Huff

Produced by Lighthouse Storage Solutions

If you're like us, you didn't make it out to Vegas this year for the Self Storage Association 50th Anniversary Conference. But don't despair! We have tons of other ways to find the education, networking, and vendor updates you need to keep your business competitive. Whether it's in-person events, virtual webinars, podcasts, or papers, we share all our recommendations for finding out what you need to know in our industry.

So, break open a bottle of wine, pour a glass of bourbon, and enjoy those at home prices as we talk about tons of non-Vegas options to scratch that trade show itch. Here are the linked key resources we touch on in the episode:

• In person events (find the full calendar from ISS right here)
• Virtual Events like the Gabfocus Webinar
• Podcasts a plenty, all listed on the Modern Storage Media podcast website
• Articles about everything self storage from StoragePug, Inside Self Storage, Modern Storage Media, Lighthouse, and SSA

Hosts: Josh Huff & Melissa Huff

Produced by Lighthouse Storage Solutions

Today we focus on something every self storage operator hopes they never have to face—but absolutely need to be ready for: disasters. When the worst happens, every decision matters. Kevin Leebrick and Scott McLaughlin join Tommy and Melissa to share real stories from their own crisis experiences—fires, floods, and more—and the lessons they've learned the hard way.

We cover:

• What to do (and avoid) in the first 24–48 hours after disaster strikes

• How to support distressed staff and tenants

• Dealing with insurance gaps, communication breakdowns, and repair delays

• How to prep your facility now: checklists, safeguards, and budgets

• What disasters aren't typically covered by insurance

• Tips for multi-site operators and high-risk areas like flood zones

• The top 3 pieces of advice our guests would give to every operator

Disasters don't wait. This episode gives you the tools to prepare, respond, and recover stronger.

This webinar originally aired on August 21, 2025 .

Watch the YouTube replay- Disaster Prep & Recovery Webinar

Guests: Kevin Leebrick (NoDa Self Storage) & Scott McLaughlin (Sentry Self Storage Management)

Hosts: Tommy Nguyen & Melissa Huff

Brought to you by the teams at StoragePug and Lighthouse Storage Solutions

As the self storage industry moves further online, legal risks are evolving fast. In this Legal Chat episode, Carlos Kaslow and Scott Zucker break down the biggest legal challenges operators face today—and how to prepare for them.

Key topics include:

• Website accessibility & ADA lawsuits
• Deceptive Trade Practices and Drip Pricing
• Mandatory arbitration vs. class action exposure
• Disclosing fees and exclusions online
• Online contracts (click-wrap, scroll-wrap) and enforceability
• Oregon's wage theft law and its impact on construction projects
• Revenue management & antitrust concerns—especially around RealPage
• Why transparency, documentation, and education are your best legal defenses

Carlos and Scott offer real-world examples, recent cases, and clear takeaways to help you reduce risk and protect your facility.

You can watch this episode over on the YouTube channel- Watch Episode 6 on YouTube

Make sure to subscribe to watch future episodes.

Hosts: Carlos Kaslow & Scott Zucker with the Self Storage Legal Network

Brought to you by Lighthouse Storage Solutions

AI is everywhere in the self storage world—but how can operators actually use it day-to-day?

In this episode, Jennifer Barroqueiro from All-Purpose Storage joins Josh and Melissa Huff to share real, practical ways managers and owners can leverage AI to save time, improve communication, and boost efficiency.

We discuss:

• How AI can streamline emails, Google review responses, and content creation

• Using AI tools to scrape competitor rates and recommend pricing

• Tips for creating branded graphics and mascots (like APS's famous goat, Roy)

• Why detailed prompting and verification matter for reliable results

• How to avoid losing your brand's voice while still using AI to speed up work

• Plus, recommendations that extend to using AI beyond the office

Whether you're skeptical of AI or just looking for ways to make it work for you, this episode gives actionable ideas you can start using today.

Episode Resource: Episode 138- When AI Isn't the Answer

Guest: Jennifer Barroqueiro (All-Purpose Storage)

Hosts: Josh Huff & Melissa Huff

Produced by Lighthouse Storage Solutions

Is your self storage facility ready for the future—or falling behind?

In this episode, Nigel Kreft from Elevate Structures joins Tommy Nguyen and Melissa Huff to talk about how to keep your property competitive, profitable, and positioned for growth through the right upgrades and expansions.

We discuss:

• When and why to upgrade or expand (from occupancy struggles to prepping for a sale)

• How to time improvements around seasons, customer impact, and ROI

• The upgrades that deliver the biggest return (and the ones that matter long-term, even with delayed ROI)

• Expert tips for roofing, fencing, gates, access systems, and landscaping

• How to decide between raising rates, expanding, or acquiring

• Common construction pitfalls and how to avoid them

• What to know about budgeting, vendors, and scheduling before breaking ground

• The three upgrades every operator should prioritize: security, functional doors, and quality roofing

Whether you're battling competition, planning to sell, or simply want to keep your facility thriving, this episode will help you make smart decisions that pay off now—and years down the road.

This webinar originally aired on July 24, 2025 .

Watch the YouTube replay- Webinar of this Episode

Guest: Nigel Kreft (Elevate Structures)

Hosts: Tommy Nguyen & Melissa Huff

Brought to you by the teams at StoragePug and Lighthouse Storage Solutions

Your facility manager isn't just an employee—they're running your multi-million-dollar business. Are you training, empowering, and compensating them to reflect that responsibility?

In this episode, we cover:

• What NOT to incentivize (and why the wrong goals can hurt your bottom line)

• How to educate your manager (or yourself) so they fully understand how your business makes money

• The big question: How should you actually incentivize your manager? (What's pay is fair, effective, and aligned with your goals)

• Why clear expectations and proper training are critical for getting manager buy-in and strong facility performance

If you want a manager who's invested in your success—and a pay structure that motivates the right behaviors—this episode gives you the framework to make it happen.

Listen to Part 1 of this topic - Run It Like You're Selling It Episode

Don't forget to subscribe to Lighthouse Storage Solutions on YouTube to get alerts for our upcoming video podcast.

Hosts: Josh Huff & Melissa Huff

Produced by Lighthouse Storage Solutions

Whether you plan to sell next year or in 20 years, one thing is certain: you won't own your self storage facility forever. So how do you ensure it's gaining—and retaining—value?

In this episode, we explore what it means to steward your storage asset with the future in mind. We break down three key areas that directly impact your facility's long-term value:

• ✅ Up-to-date procedures that ensure smooth operations and make your facility attractive to buyers or successors

• 📈 Revenue management strategies to drive consistent growth and uncover missed income opportunities

• 🛠️ Capital improvements that actually pay off and keep your facility competitive in the market

For those preparing to exit the industry or just wanting to build a stronger business, this episode offers practical ways to protect and grow the value of your facility—starting today.

Episode resources: Policies and Procedures Episode

Don't forget to subscribe to Lighthouse Storage Solutions on YouTube to get alerts for our upcoming video podcast.

Hosts: Josh Huff & Melissa Huff

Produced by Lighthouse Storage Solutions

How's your social media presence? Do you post once a month? Once a year? If your Facebook page or Instagram profile are low priorities, it might be time for a change.

A HUGE update from META dropped today. Posts on social can now be indexed on Google. Plus, Google is launching AI Mode to go along with their traditional search. What does this mean for self storage? It means content is more important that ever. Google is searching the same way we do, serving results from LinkedIn, YouTube, Reddit, and yes, even your Facebook Page right in your results window.

So dust off those social media strategies, get out that camera phone, and start posting, because social media is back for self storage.

Hosts: Josh Huff & Melissa Huff

Produced by Lighthouse Storage Solutions

We sat down with James Hatfield from LiveSwitch and Michael Brevdeh from Cubby to unpack how self storage operators can make the most of their technology—whether you're working with what you already have or considering your next big upgrade.

We dive into:

• The essential tech tools every facility should have in place

• The most underutilized features operators overlook

• How tech can help you enhance marketing, convert leads, and optimize operations

• Tips to automate your workflow—and what tasks should not be automated

• Signs it's time for a tech upgrade and how to prioritize improvements

• Red flags when evaluating new tech and vendors

• Emerging trends like AI, smart facility tools, and what could become the next must-have for storage facilities

If you're a self storage operator wondering how to get more out of your systems—or which tech investment will actually move the needle—this one's for you. This webinar originally aired on July 3, 2025 .

Watch the YouTube replay- Webinar of this Episode

Guest: James Hatfield (LiveSwitch) and Michael Brevdeh (Cubby)

Hosts: Tommy Nguyen & Melissa Huff

Brought to you by the teams at StoragePug and Lighthouse Storage Solutions

Clear, intentional signage isn't just for looks—it can shape the entire customer experience, reduce confusion, and cut down on unnecessary phone calls. In this episode, we break down the essential signs every facility should have and why they matter.

We cover:

• Why your main sign should be simple and brand-driven—no phone numbers required

• The one sign every facility needs

• How to guide tenants effectively with keypad instructions and move-out signage

• The importance of directional signs for large or awkwardly laid-out facilities

• What to include (and what to avoid) with security signage

• The difference between professional, purposeful signage and visual clutter

• Seasonal tips for amenity signs that highlight climate control, RV/boat parking, and more

We were inspired for this topic by our recent consulting project for Access Storage and recorded this on location from their rustic red barn in French Lick, Indiana (during a heat index of 106°!).

Hosts: Josh Huff & Melissa Huff

Produced by Lighthouse Storage Solutions

One of the biggest questions we get asked is, "How can I compete with my competitor down the street who is offering the same unit as me but for 50% less?"

Low intro rates are a strategy many large companies are using, but don't worry. You have options other than bottoming out your prices and losing money for the first several months of a rental.

We examine target marketing and several "specials" that have proven effective at combatting the low intro rate strategy. This isn't the time for a "if you can't beat them, join them" approach. These strategies call for setting your business apart as a greater value and showing that it's worth paying a few dollars more in the long run.

If you'd like to read more about target marketing, here's the link to the article we mentioned in the show - How Target Marketing Can Transform Your Self-Storage Business article from Inside Self-Storage

If you'd like to listen to more about these strategies, we get into several of them on our recent webinar with Andrew Sherrard from Reliable Storage - Optimizing Occupancy Podcast with Andrew Sherrard

Hosts: Josh Huff & Melissa Huff

Produced by Lighthouse Storage Solutions

Sometimes real life just smacks you in the face. That was our week, and it happens to us all. If you run a small business, like self storage, it can hit a little different. What happens to your business if you get that call or text that forces you to focus all of your attention on something else? If you have to step away, will your business survive?

Today we focus on some simple practices that can help you handle those real life moments and still keep your business going. Planning margin in to your schedule, automation, and using tech are just a few of the areas we touch on.

But the most important takeaway - if you are faced with the choice of real life or your business, always choose real life. The broken gate will still be there in the morning.

Hosts: Josh Huff & Melissa Huff

Produced by Lighthouse Storage Solutions

What do you do when a tenant passes away while renting a storage unit? This was the opening question AI came up with... Hopefully, no one has ever passed away in your office while renting a unit, but dealing with an existing tenant who has died happens more often than you think.

This is one of the most uncomfortable but critical situations self storage operators face—and getting it wrong can come with serious legal consequences.

In this episode, we break down the must-know legal and practical steps operators need to take when a tenant dies. They cover everything from probate considerations to next-of-kin contact, and how to avoid common missteps that could land your business in hot water.

Key topics include:

• Legal obligations when a tenant dies

• Understanding your lien rights in these situations

• Why having a secondary contact in your lease matters

• When to hold off on selling the contents of a unit

• Practical advice on handling the emotional side with surviving family

• Steps you should take before this ever becomes an issue

If you've never dealt with this situation before, you probably will. Death is a part of life, and hopefully your business can be a part of the solution rather than adding to the stress.

Hosts: Josh Huff & Melissa Huff

Produced by Lighthouse Storage Solutions

In this episode, we're joined by Andrew Sherrard, owner of Reliable Storage in Seattle, to talk all things occupancy—and not just how full your units are, but how well your business is performing overall.

In this rebroadcast of the May 29 webinar, we break down the three types of occupancy (yes, there are three!) and how to evaluate what's actually holding your numbers back. Spoiler: it's not always your rates.

Here's what we cover:

• Unit, Area & Economic Occupancy – What they mean and how to track them
• Diagnosing the Problem – Are you getting enough leads? Are you converting them?
• Conversion Wins – How missed calls and poor scheduling may be your biggest leaks
• Smart Rate Strategies – When to raise rates, when to hold, and why copying the REITs might backfire
• Promos & Discounts – When to use them, when not to, and how to measure impact
• Boosting Retention – Why keeping the right tenants matters more than keeping every tenant
• Top Tips – Andrew's rapid-fire list of what's cheapest, easiest, and most effective to boost occupancy

Whether your occupancy is dipping or you just want to sharpen your strategy, this episode is packed with insight.

Guest: Andrew Sherrard, with Reliable Storage

Hosts: Tommy Nguyen & Melissa Huff

Brought to you by the teams at StoragePug and Lighthouse Storage Solutions

We talk a lot about amenities in self storage—security cameras, clean units, keypads, gates—but what about you? The manager is one of the most important amenities at a facility, and often one of the most under emphasized.

Appearance, attitude, and professionalism can either enhance or hurt your facility's image. What you wear and what you support during company time all sends a message about your business. Is it the message you want to send? Is it the message your organization wants to promote?

We cover:

✅ Why your personal presentation matters just as much as your property's
✅ How to think about yourself as part of the customer experience
✅ Tips for keeping a clean, professional appearance without losing personality

Digital curb appeal and property curb appeal get a lot of attention these days. But don't forget that sometimes it's the personal curb appeal that makes or breaks the final sale.

Hosts: Josh Huff & Melissa Huff

Produced by Lighthouse Storage Solutions

AI is transforming the self-storage industry—from smarter security cameras and chatbots to automated rate comparisons and call evaluations. But how much is too much? In this episode, we take a balanced look at the role of artificial intelligence in storage operations and explore where it helps—and where it may be hurting more than helping.

We discuss this balance regarding:

• Where AI Works Well – Data-driven tasks like rate comparison, call scoring, and tech enhancements (security, chatbots, drones)
• Where AI Falls Short – Creative work like content writing, marketing voice, and brainstorming where human insight is still essential
• AI and Customer Experience – The risk of losing personal touch when AI replaces too much of your team's interaction
• Practical Use Cases – Evaluating vendors, optimizing marketing campaigns, and using AI to improve—not replace—your systems
• How to Avoid Overuse – Guidelines for keeping your business human-centered while still embracing new tools

Use AI strategically, not automatically. People still matter most in self storage success.

Hosts: Josh Huff & Melissa Huff

Produced by Lighthouse Storage Solutions

In this special on-location episode from Boerne, TX, we're joined by the team from On the Move—Jim, Sherry, CJ, and Stacie—to unpack their biggest takeaways from the Inside Self-Storage World Expo, the industry's largest event.

From expert-led education sessions to lively vendor conversations, this episode dives into:

• Why Good Questions Matter – How smart, thoughtful questions from vendors and operators can lead to better decisions and stronger operations
• Key Expo Education Highlights – Risk management, marketing, and operational insights that left a lasting impression
• New Vendors to Watch - Software providers that might be worth a first or second look
• The Value of Trade Shows – The importance of continuing education, even if you can't attend a national self storage event
• Top Regional Trade Show Recommendations – Hear our go-to suggestions for great local events that still deliver big value

🎧 Plus, stick around for a fun bonus segment with the Huff Girls, who share their unique (and entertaining) impressions of the self-storage industry and what giveaways might appeal to a younger crowd.

Guests from On the Move: CJ Stratte, Jim Ferguson, Stacie Maxwell, and Sherry Miller

Hosts: Josh Huff & Melissa Huff

Produced by Lighthouse Storage Solutions

In this quarterly Legal Chat, self storage attorneys Scott Zucker and Carlos Kaslow tackle the toughest legal challenges operators face in 2025. From military tenants and bankruptcy stays to lean sale objections and law enforcement searches, this conversation dives deep into the real-world scenarios that take storage owners out of the office and into the courtroom.

Whether you're a new facility owner or a seasoned operator, this episode will give you clear legal context and practical strategies to protect your business.

Topics Covered:

• When storage owners are forced to go to court
• Navigating military tenant protections (SCRA)
• Handling bankruptcies the right way
• State-specific rules on lien sale objections
• Search & seizure: When to cooperate with law enforcement

You can watch this episode over on the YouTube channel- Watch Episode 5 on YouTube

Make sure to subscribe to watch future episodes.

Hosts: Carlos Kaslow & Scott Zucker with the Self Storage Legal Network

Brought to you by Lighthouse Storage Solutions

What separates the good from the truly great in self-storage management? In this episode, Melissa and Tommy are joined by Mark Green from The Jenkins Organization to explore what top-performing managers do differently—and how their daily habits, communication, and customer care lead to higher occupancy and better results.

Together, they dive into key areas of successful management:

• First Impressions Matter – From Google Business Profile and curb appeal to phone etiquette and in-person greetings, learn how to wow customers before they ever sign a lease
• Converting More Leads – Proven techniques for identifying customer needs, recommending the right units, and closing the deal—both in person and over the phone
• Overcoming Objections – How to respond when you don't have the size a customer needs or when you're more expensive than a REIT down the road
• Standout Customer Service – Tips for smooth move-ins and move-outs, exceeding expectations, and turning great experiences into reviews and referrals
• Daily Excellence – Actionable habits and sales skills any manager can use every day to boost performance

Plus more Mark-isms than we can count, like-

   "Just be yourself, unless you're a jerk."

   "Don't give them what they expect. Give them what they want."

   "Know the difference, show the difference, be the difference."

If you want to become the kind of manager that owners rave about and tenants never forget, this episode is full of ideas and inspiration you can put to work immediately.

*There were a few audio issues with Mark's mic that clear up at the 19:20 spot in the podcast, so hang in there

Guest: Mark Green, The Jenkins Organization

Hosts: Tommy Nguyen & Melissa Huff

Brought to you by the teams at StoragePug and Lighthouse Storage Solutions

What does it take to truly master self-storage management? In this episode, we give a preview of our upcoming session at the Inside Self-Storage World Expo on Friday morning, where they'll break down the essential skills every great manager and owner needs to succeed.

We will expand on these four core areas:

✅ Managing Yourself – Building discipline, consistency, and strong leadership habits
✅ Managing Your Message – Mastering marketing, brand communication, and first impressions
✅ Managing Your Tenants – Delivering excellent customer service and building strong relationships
✅ Managing Your Facility – Staying on top of maintenance, security, and operational details

You'll also hear why ongoing education is critical in a fast-evolving industry. Whether you're a new manager or a seasoned owner, it's important to stay sharp, stay current, and invest in learning—because your competitors are doing just that.

🎧 Listen now for a sneak peek at what it takes to level up your management game—and why you don't want to miss this year's ISS World Expo!

Register today - Management Mastery Workshop at the Inside Self-Storage World Expo

Hosts: Josh Huff & Melissa Huff

Produced by Lighthouse Storage Solutions

So, you've got the land and a feasibility study in hand—now what? In this episode, we walk through the critical next steps before breaking ground on a new self-storage facility. From layout decisions to customer flow to operational planning, this conversation is packed with practical advice for developers and future owners.

Topics covered include:

• Designing with the Customer in Mind – How your layout impacts customer experience, from unit accessibility to traffic flow
• Operational Planning – Will you have an on-site manager or run it remotely? Your answer should shape your design and tech choices
• Avoiding Common Layout Mistakes – Keypad placement, truck access, and avoiding bottlenecks at entrances and exits
• Technology & Automation – What systems do you need to run your facility smoothly, how should they factor into your build, and how do they relate to each other?

Whether you're brand new to the industry or planning your next site, this episode helps you think through what matters most before you build—customer experience and operational strategy.

Hosts: Josh Huff & Melissa Huff

Produced by Lighthouse Storage Solutions

Fresh off the Self Storage Association (SSA) Spring Conference & Expo in Orlando, we break down key legislative updates and share our top takeaways from the event.

• New and Pending Legislation – Updates on non-monetary defaults, unsigned leases, and the push to remove outdated newspaper advertising requirements
• Why Industry Self-Regulation Matters – The risks of government overreach, rent control legislation, and why letting the market decide is best for the industry
• The Power of Networking – How peer-to-peer learning and hallway conversations can be just as valuable as formal education sessions
• Education & Exposure – Why attending industry events is essential for staying current with trends, discovering new tools, and growing your business
• Trade Show Highlights – Cool finds, must-know vendors, and tips for getting the most out of the expo floor

Plus, we explain why events like SSA and ISS are so valuable—and how you can find one near you using the ISS events calendar - Click here for the Inside Self Storage Events Calendar

🎧 Tune in now to stay ahead of industry changes and find out why making space in your schedule for these conferences is one of the smartest moves you can make!

Hosts: Josh Huff & Melissa Huff

Produced by Lighthouse Storage Solutions

Five years ago, Gabfest kicked off the Gabfocus webinar series to bring expert insights and real-world strategies to the self-storage industry. Now, in our 70th webinar episode, we're diving into one of the most important topics for storage operators: How to Dominate Your Local Market.

In this special episode, Tommy and Melissa sit down with industry expert Stephanie Tharpe to discuss how a strong local presence can set your facility apart from the competition.

Topics covered include:

• Identifying Your Target Market – How to map out where your tenants are coming from and which local businesses can drive referrals
• Engaging with Your Community – The value of sponsoring local events, supporting charities, and partnering with businesses
• Grassroots Marketing Tactics – Direct mail, flyers, local events, and other effective ways to build brand recognition
• Referral Programs – How to structure incentives for customers and local businesses to spread the word
• Optimizing Your Website for Local SEO – Why local photos, keywords, and backlinks matter for conversions
• Converting Leads into Tenants – How to position your facility against REITs and online price wars

From networking with local businesses to running promotions that actually drive results, this episode is packed with practical strategies to help you own your market and increase occupancy.

Guest: Stephanie Tharpe , President, A+ Management Group

Hosts: Tommy Nguyen & Melissa Huff

Brought to you by the teams at StoragePug and Lighthouse Storage Solutions

With so many self-storage management software options available, how do you choose the right one for your facility? We unpack the key features and must-haves for 2025, helping you navigate the software landscape to find the best fit for your business.

• Online Rentals & Payments – How to streamline the tenant experience with electronic signatures, ID collection, and insurance selection
• Pricing & Revenue Management – The importance of value pricing options to stay competitive in online rate wars
• Reports & Data Tracking – Why reports matter (even if you don't check them daily) and how they impact occupancy, sales, and future buyers
• Tenant Communication Tools – Texting capabilities, chatbot integrations, and record-keeping for seamless interactions
• Website & SEO Integration – What to look for in a software that enhances your online presence and booking experience
• Gate Access & Security – Compatibility with access control systems, late-to-lien automation, and other key integrations
• Support & Training – What kind of support, training, and updates you should expect from your provider

Choosing the right software can mean the difference between a smooth operation and daily headaches.

🎧 Listen now to our other "Best Self Storage Episode" by clicking here

Hosts: Josh Huff & Melissa Huff

Produced by Lighthouse Storage Solutions

Pricing your self-storage units isn't just about setting a number and hoping for the best—it's about staying informed and adapting to market conditions. In this episode, we break down why keeping an eye on your local competition, regional trends, and even seasonal factors is essential for optimizing your rates and specials.

Topics covered include:

• Market Research Tactics – How to track competitor rates using AI, rate-scraping services, or manual calls
• Comparing Apples to Apples – Why it's crucial to compare similar unit sizes and property types
• Rate Adjustments & Local Development – How new construction, economic shifts, and population changes impact pricing
• The Role of Specials & Discounts – When to offer promotions and when to hold firm on pricing
• Seasonal Pricing Factors – How college schedules, moving trends, and local events should influence your rates

Whether you're using technology or old-school research methods, staying ahead of market trends ensures your pricing remains competitive and profitable.

Hosts: Josh Huff & Melissa Huff

Produced by Lighthouse Storage Solutions

A consultant shows you the path you need to walk, but a mentor walks the path with you. In a business as nuanced and unique as self storage, enlisting a mentor can be the difference between a successful business venture and one that never makes it through lease up.

As the industry evolves, new investors often face overwhelming decisions about facility design, technology, and operations, while experienced operators struggle to modernize outdated systems and marketing strategies. We tackle this topic from both perspectives:

• Common mistakes new owners make when setting up a facility
• How outdated practices can hold long-time owners back
• The role of mentorship in navigating technology, pricing, and marketing
• Where to find a mentor and why expert guidance saves time and money

Plus, we share a few key recommendations you don't want to miss.

Hosts: Josh Huff & Melissa Huff

Produced by Lighthouse Storage Solutions