Hey {{first_name}},

While most storage operators are watching rents decline, REITs just posted 1.2% year-over-year growth.

Meanwhile non-REIT facilities are down 0.2% overall.

That's a 1.4 percentage point gap that, on a $10 million portfolio, translates to $140,000 in annual revenue difference.

And this performance gap isn't an accident – there's a system REITs are using that most individual investors are completely missing…

The REIT Playbook (And Why It's Working)

Here's what those REIT performance numbers really tell us…

While individual operators are trying to compete on price and chase occupancy, REITs are doing something much smarter: they're selectively pushing rates in markets that can handle it.

Look at Los Angeles:

REITs drove rates up 6.1% while the overall market grew just 2.4%.

They're not afraid to lose a few tenants if it means higher revenue per square foot from the ones who stay.

Of course, REITs aren’t guessing at this –

They have the data and the scale to know EXACTLY which markets and unit types can handle rate pushes.

They're using sophisticated revenue management systems, market analytics, and operational expertise to identify the sweet spots where demand exceeds supply at higher price points.

But YOU don’t need REIT-level resources.

The lesson is that you need to think like a REIT: data-driven rate optimization over occupancy-chasing.

Instead of trying to fill every unit, focus on maximizing revenue per square foot.

Instead of competing on price, compete on value and convenience.

Instead of treating all markets the same, get surgical about where and when to push rates.

The operators winning in this market aren't just the ones filling the most units…

They're the ones who understand that in a stabilizing market, pricing power is an overlooked needle-mover.

Here's to your success,

Cody