The State of Self Storage: How SMALL Facilities Can Win in 2026

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What happens when interest rates spike, self storage demand dips, and REITs start a race to the bottom with rent prices? You’ve got the current state of the self storage industry, with shifting market dynamics that have made things difficult for smaller investors over the last few years. The question now is, where do we go from here?

Interest rates have had a ripple effect throughout the self storage industry, leaving smaller investors wondering how they can build wealth with self storage investing while REITs and private equity have a stranglehold on many major markets. AJ, Travis Morrow, and Lance Watkins break it all down in a session from this year’s SSI Live Event. There’s reason for optimism heading into 2026 and beyond, but investors will need to adapt to major changes if they want to coexist with the bigger players.

Savvy market analysis is more crucial now than ever, and adopting technology is no longer optional—even if you’re investing in rural areas. Fortunately, everyday investors now have access to data that wasn’t available to them just a few years ago. Whether you’re developing or buying self storage facilities, these insights will help shape your strategy going forward and give you an edge in your market!
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Chapters:
00:00 Intro
11:45 The Massive Rate “Gap”
20:02 Will Rate Drops Stop?
24:52 Market Analysis Strategies
35:23 Aggressive Monthly Fees
40:27 Adapting to the “New Normal”
50:52 Technology in Self Storage
56:42 Market Consolidation
1:03:00 HUGE Opportunity in Small Markets