As the dust settles on the 2025 Mountain West Self Storage Conference & Trade Show, The Gorden Group returns from the frontlines of innovation and industry dialogue with a clearer vision for what lies ahead. From advancements in AI to strategic marketing and operational resilience, here’s what Spring’s top self-storage minds are forecasting—and how it informs our guidance to property owners in Arizona, Utah, and Nevada.

1. AI is Not the Future—It’s the Now

From marketing automation to customer service and internal operations, AI has emerged not just as a buzzword, but as a tangible force reshaping self-storage.

• AI Chatbots & Reservation Systems: Operators like Extra Space Storage are leveraging bots that can convert leads into rentals at 2 a.m.—a clear signal that customer responsiveness no longer sleeps. Some operators report chatbot interactions being so humanlike, customers request raises for them.
• AI in Training: Tools like ChatGPT are now being used for staff roleplay—simulating customer objections and helping managers sharpen their response skills in real-time.
• Operational Automation: AI platforms like Swivelbot are handling up to 88% of incoming chats without human intervention, and generating review responses to streamline brand reputation management.

What It Means: For facility owners in secondary or tertiary markets, integrating AI may seem daunting, but starting with chatbots, basic automation, or AI-assisted pricing tools can bring meaningful ROI and competitive edge.

2. Marketing in a Saturated Landscape: Go Local, Go Targeted

Forget mass-blast campaigns. The consensus is clear: hyper-local, personalized marketing wins.

• Organic Local Focus: Operators are succeeding by narrowing geographic scope—targeting specific towns (like Draper or Sandy City) with tailored messaging instead of spreading budgets across entire states.
• SEO + Aggregators with Strategy: While aggregators remain a key channel, the value is in understanding your customer’s lifetime value before bidding. One speaker raised bids to 10 months’ rent just to beat competition—then questioned whether it was worth it at 98% occupancy.
• New Digital Channels: Platforms like Instagram (with new formats), Neighbor, RentCafe, and even ChatGPT are emerging as discovery tools alongside traditional search. Creative testing on Connected TV platforms (like Hulu) and beta-testing AI-driven search ads with Google are also shaping the landscape.

What It Means: For owners looking to maximize marketing budgets, investing in SEO, optimizing Google Business Profiles, and testing creative campaigns across new digital channels can offer measurable lift in visibility and conversions.

3. Embrace Tech, But Don’t Abandon the Human Element

Self-storage may be automating, but human empathy and training remain central.

• Customer Complaints & Rate Increases: Rate hikes don’t have to result in churn. Transparent communication, empowering managers with real data (like insurance up 30%, property taxes up 40%), and scripting meaningful responses can turn friction into understanding.
• On-Site Presence Still Matters: While remote management is growing, many operators emphasized that a knowledgeable, responsive on-site manager can still be the difference in securing a lease.

What It Means: Owners should consider hybrid approaches—integrating automation for off-hours service while maintaining skilled staff during core hours, especially in competitive urban and high-touch rural markets.

4. Customer Education: The Industry’s Biggest Opportunity

Only 15% of Americans use self-storage. That leaves a massive 85% who may simply not understand its value.

• Targeting the Right Audience: Campaigns should speak directly to key groups—empty nesters, remote workers, outdoor recreation lovers, and first-time homebuyers.
• Value over Volume: It’s not just about more customers, it’s about the right customers—those who stay longer and pay consistently.

What It Means: Owners should focus on storytelling, local relevance, and digital clarity to convert curiosity into commitment. Investing in high-quality content—especially for Google’s AI-overview rich snippets—can help secure top SERP real estate.

5. What the Market Tells Us: Adapt, Don’t Panic

Economic headwinds, AI anxiety, and evolving consumer habits are real—but so is opportunity.

• AI Won’t Replace the Core Need: People rent storage during life events. That hasn’t changed. What has changed is how they find you and what they expect from the experience.
• Tech Testing is the New Norm: Whether it’s sensors that alert staff to water leaks, or kiosks re-introduced after initial failure, tech’s ROI is clearest when paired with thoughtful customer education and operational readiness.

What It Means: Owners should pilot new solutions thoughtfully. Use data. Embrace failures as learning. The most resilient operators are not those with the most tools—but those who know how, when, and why to deploy them.

Final Thoughts: Navigating 2025 with Confidence

The Mountain West Self Storage Conference underscored one thing: adaptability is the new asset class. At The Gorden Group, we’re helping clients not only market smarter but operate leaner, respond faster, and develop properties that outperform in every cycle.

Whether you're managing a rural facility in northern Arizona or expanding in fast-growing Utah suburbs, these insights offer a playbook to elevate your strategy for the rest of 2025—and beyond.

Interested in how these trends apply to your specific property or market? Let’s talk.

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