It's not about if there's a hundred people looking for a storage unit.

It's about how many of those hundreds know you exist and how many of them can rent from you.

I was always shocked by how many facilities I could find or identify, but I couldn't even rent from a bunch of them.

Trying to. Well, they don't exist anymore.

So the ones that simply were open or allowed me to do

online rentals, they were getting all the business. Now, that seems like a competitive advantage,

but today it's not nearly as much as a competitive advantage is just a you have to do it to be

playing in the game. A lot of the times this is actually what is weak

with the storage facility owner, and it's really still mom and pop, and you can come in and

make small adjustments to these things and dramatically increase the outcome.

Opportunity and self-storage. Now, opportunity comes through improving the NOI, and it comes through finding opportunity in assets that you can do that. That also may mean you have a facility

that over the last four years have been struggling, so now you need to optimize that and turn that around or you're buying something that you want to optimize.

Now, at the end of the day, this is all about increasing demand.

If you want higher rents, you've got to have more occupancy.

Markets change and shift.

You may have been in a market that has gotten lower.

So how do you compete?

It doesn't matter if you're looking for a new facility in a new market, just getting started

out.

You own facilities in markets, you're developing,

all of it centers around this core theme. And that is demand. Overall, market demand, yes,

but demand through operations. How do you change that demand within your own storage facility? And how do you find ones in which you can? Today, I'm going to walk through what we do to move that occupancy up. Now, I'm going to share some examples from three different baskets. Now, these three different baskets

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