Navigating Fear, Fueling Growth
Every so often, the news cycle gets loud—and lately, it’s been cranking up the volume again. Tariff talks, inflation fears, and market uncertainty are grabbing headlines, sparking concern for both consumers and investors alike. And while the general public may tighten their belts and businesses pause their spending, there’s a quieter story unfolding in the background—one where self-storage owners continue to win.
Today’s Tenant Tuesday is about how savvy self-storage operators read between the headlines, adapt to shifts in consumer sentiment, and turn fear into opportunity—all while improving the customer experience and boosting the value of their properties.
Consumer Sentiment Is Shaky
Let’s be real—fear sells. Economic uncertainty, rising tariffs on imports, and persistent inflation have made many Americans cautious. When people feel uncertain about their financial future, they tend to delay big purchases, downsize, or move—which, ironically, all lead to increased demand for storage.
Self-storage has always thrived on transition. Whether it’s:
A homeowner selling faster than they can buy
A small business shifting inventory strategies
A family taking in a relative or student mid-semester
A consumer reducing spending but holding on to their “stuff”
...these lifestyle changes often lead directly to the self-storage door.
Even in turbulent times—or especially in them—self-storage becomes a stable, affordable solution.
Raising Rents… The Right Way
While other industries worry about losing customers by raising prices, smart storage operators know better. Here's the truth: storage customers are sticky.
The average tenant rents for 14–16 months, and many stay far longer. Why? Because the inconvenience of moving their belongings rarely outweighs a modest rent increase—especially when that increase is framed with quality service and clear communication.
At Boring & Co., we approach rent increases with the mindset of long-term value:
We monitor local competitors weekly to ensure our pricing stays just below peak market rates
We use dynamic pricing software that accounts for unit demand and availability
We send clear, respectful notices to tenants when changes occur, focusing on added value like improved security or added features
Done right, rent increases don’t push people out—they reinforce that they’re paying for a quality experience, not just a metal box.
Expanding Services = More Revenue, Happier Tenants
Economic anxiety doesn’t just affect rent—it influences what people value. And one thing they always value during uncertainty is convenience.
That’s where ancillary services come in. Forward-thinking storage operators expand beyond traditional units to offer:
Moving and packing supplies at checkout
Truck rentals or partnerships with local movers
Climate-controlled upgrades or units with electrical access
Package acceptance for remote workers or e-commerce businesses
Insurance options to protect what matters most
These added touches don’t just drive non-rent revenue, they also build trust and loyalty—and make tenants think twice before going anywhere else.
Savvy Owners Stay Calm in the Chaos
Tariffs? Inflation? Political posturing? These things make headlines—but they don’t change the fundamental strengths of the self-storage model. If anything, they spotlight it.
Self-storage is:
Recession-resilient
Low maintenance
Cash flowing
Tax-advantaged
Tangible and local
While other sectors sweat quarterly earnings or Wall Street whims, storage owners focus on what they can control: occupancy, rates, service, and operational efficiency.
And it works.
Lead with Confidence, Even When Customers Can’t
Great operators don’t just survive market shifts—they use them to sharpen their edge. By staying close to tenant sentiment, adapting offerings, and treating every interaction like a value opportunity, you not only protect your NOI—you grow it.
So while the headlines swirl, remember this: you’re not at the mercy of the market—you’re building your own.
