Gabe Thayn, Co-Founder of Marketing.Storage, joins Matt Engfer to share how data, transparency, and true partnership—not vendor relationships—drive marketing success for self-storage operators. With nearly 20 years of experience leading digital marketing at companies like Extra Space Storage and Adigma, Gabe has helped shape how the industry approaches SEO, paid search, and performance measurement.

In this episode, Gabe explains why understanding and tracking your data is the foundation of every effective marketing strategy. He outlines the three core pillars of SEO—technical structure, content, and backlinks—and how to optimize each one for local impact. Gabe also breaks down what it takes to achieve accurate attribution, measure true ROI, and turn marketing insights into more rentals.

For operators and owners looking to make smarter marketing investments and build stronger partnerships, this episode offers a clear roadmap for turning data into performance.

Key Takeaways:

• (01:44) Gabe’s journey from tech and gaming into marketing

• (07:00) Lessons learned from leading paid media at Extra Space Storage

• (10:30) Leaving Extra Space and using Google data in the hotel industry and beyond

• (13:00) Agencies vs Firms - the importance of partnerships and beginning Marketing.Storage

• (16:00) The foundation underneath Marketing.Storage - partners, not clients

• (18:00) Why you need a marketing partner vs DIY - SEO Tips

• (20:35) The three pillars of SEO: technical, content, and backlinks

• (24:50) Practical local backlink strategies for storage facilities

• (29:05) How you can generate more rentals- Measurement and analytics

• (35:36) Using data to make smarter marketing and investment decisions

• (37:44) The difference between vendors and partners in marketing success

• (41:00) Why communication and accountability lead to better results 

Frank Certo, COO of The Storage Mall, shares how leadership, consistency, and culture drive performance across one of the fastest-growing third-party management companies in self-storage. From hockey coach to sales trainer to operations leader, Frank brings decades of experience building high-performing teams that think like owners.

He discusses the evolution of The Storage Mall, which has grown to more than 60 managed properties since 2022, and breaks down the three pillars that guide their operation—Customer Experience, Revenue Management, and Compliance. Frank also unpacks how empowering managers, developing culture, and creating consistency across every customer touchpoint translate into stronger results and happier tenants.

Key Takeaways:

• (01:40) From hockey rinks to self-storage: Frank’s career journey.

• (08:37) Lessons from Guardian Storage and early industry relationships.

• (17:23) Launching The Storage Mall and scaling quickly through partnership.

• (20:19) Business Development of The Storage Mall with Alex Herbs

• (25:00) What makes The Storage Mall Different - Defining the Why

• (28:09) Retaining and developing top talent through strong culture.

• (32:45) Building Operations: The Customer Journey and Beyond

• (38:21) Consistency across Website, Phone, and Property Experience

• (40:58) Empowering managers to act like owners.

• (44:55) Shifts in industry strategy—from occupancy to revenue performance.

Nate Kinet, Chief Revenue Officer of SafeLease, shares how insurance, automation, and reputation management reshape self-storage performance. Nate blends a decade of tech-driven insurance experience with deep storage knowledge, showing us how to turn compliance headaches into meaningful revenue and stronger customer trust.

Key Takeaways:

• (02:00) Making the shift from tech and insurance to self-storage.

• (07:02) Learning from how leading operators drive program adoption.

• (10:28) Using technology to streamline compliance and claims.

• (14:11) Designing programs that reduce risk and increase revenue.

• (16:45) Automating coverage enforcement across portfolios.

• (19:51) Building consistency through strong lease enforcement.

• (24:25) Creating tailored insurance solutions for the industry.

• (30:11) Scaling growth with a proactive sales strategy.

Adam Jarrell, Partner and General Manager of American Self Storage, shares how a background in multifamily real estate shaped his approach to self-storage. From building internal tools like QuickPay links and predictive gate access analytics to adopting business intelligence platforms, Adam outlines how curiosity, data fluency, and a focus on reducing friction drive operational success across his 15+ facility portfolio. He also discusses hiring philosophies, team ownership, and the role of AI in unlocking future efficiencies.

Key Takeaways:

• (04:10) Reducing friction in customer workflows improves operational efficiency.

• (06:05) Facility-level data collection supports smarter staffing decisions.

• (12:51) AI has the potential to automate tasks and unlock new efficiencies.

• (18:31) Overreliance on historical trends can limit growth potential.

• (23:58) Rate sensitivity is often lower than operators assume.

• (26:32) Evaluating risk helps tailor rent increases to specific conditions.

• (32:19) Behavior-based analytics can help predict customer actions.

• (35:39) A strong first experience drives loyalty and repeat rentals.

Jonas Duckett, Real Estate Investor of Store It Quick, joins us to share his evolution from solo operator to leading a 40-facility portfolio. With 4,000 units and counting, Jonas reflects on building a people-first storage brand, rebranding under a unified name, and how he drives conversions and minimizes delinquency with high-touch customer service. Jonas offers candid insights on lead conversion, rebrand timing, customer retention, and the importance of empathetic communication in collections. We also unpack how he blends automation with personal follow-up to keep operations lean without sacrificing performance.

Key Takeaways:

• (00:53) Turning personal motivation into a scalable business model.

• (05:06) Why it's important to unify facility branding early in the growth journey.

• (09:51) Simplifying the rental process to improve online conversion rates.

• (13:04) Establishing systems that enable high conversion with a lean team.

• (18:41) Using a human-centered approach to reduce customer delinquency.

• (22:36) Retaining paying customers through flexibility and empathy.

• (26:27) The business case for pricing transparency over short-term tactics.

• (29:07) Aligning rate increases with demand and customer satisfaction.

• (32:59) Knowing when to shift focus from operations back to growth.

Cory Bonda, Principal of Prestige Storage Capital, joins this episode to discuss how operational decisions and reporting rhythms support sustainable portfolio growth. He shares how Prestige Storage transitioned from opportunistic acquisitions to a regional clustering model, why daily visibility into move-ins and churn is essential, and how lead conversion processes are evolving. We also discuss launching an internal tenant protection plan, managing team development through internal promotion, and handling the realities of early-stage operations.

Key Takeaways:

• (00:42) Starting in operations to build a practical foundation for strategic decision-making.

• (06:14) Communicating clear growth goals to align and motivate internal teams.

• (09:50) Reviewing daily metrics to monitor performance and guide adjustments.

• (13:03) Identifying early process gaps through on-the-ground operational challenges.

• (16:02) Launching in-house services to improve control and property-level insights.

• (19:20) Following up on leads with urgency through multiple communication channels.

• (22:23) Enabling online transactions to meet modern customer behavior and demand.

• (23:58) Partnering locally to strengthen brand visibility and community engagement.

In this episode, we’re joined by Mark Poole, VP of Operations of Liberty Investment Properties. Mark is a seasoned leader with over 13 years at the helm of operations, development, and growth strategy in self-storage and hospitality. He shares insights into the value of relational capital and how self-storage operations are evolving. Mark also discusses how to scale, adapt, and innovate in a dynamic market, emphasizing the importance of speed, relationships, and hyperlocal marketing.

Key Takeaways:

• (01:47) Curiosity and continuous learning help drive long-term success in the storage industry.

• (02:41) Strong professional relationships serve as a foundation for growth and collaboration.

• (03:50) Early exposure to industry collaboration can shape a more open business mindset.

• (05:58) Shifting market conditions influence development versus acquisition decisions.

• (08:25) Fast and seamless lead conversion plays a critical role in portfolio performance.

• (11:11) Every customer interaction can have a long-term financial impact.

• (15:22) Hyperlocal strategies are more effective than broad national campaigns.

• (17:03) Grassroots referral programs can outperform traditional marketing spend.

• (21:20) Technology continues to unlock new efficiencies in remote facility management.

Faraz Hemani, CEO of Iron Storage, joins us for the inaugural episode of "Students of Storage." Faraz shares his journey from working at Oracle and Google to building Iron Storage’s 30-facility self-storage business. He offers valuable insights into remote management, operational systems, scaling challenges, marketing fundamentals, and more. Faraz also discusses practical strategies for lean operations, enhancing customer experiences, and maximizing lead conversions.

Key Takeaways:

• (01:07) Transitioning from a corporate career to real estate investing.

• (04:35) Building a remote-first business model to create competitive advantages.

• (07:01) Why systemization and standardization are essential for scaling operations.

• (10:05) Building effective operations by working backward from an ideal outcome.

• (14:04) Overcoming the challenges of remote management with proactive systems.

• (21:08) Optimizing local online presence to improve discoverability and trust.

• (27:37) Tracking performance metrics to strengthen lead conversion efforts.

• (29:51) Using incentive structures to boost sales team effectiveness.

• (33:00) Balancing specialization and flexibility within customer service teams. Resources Mentioned: Faraz Hemani