Operator math, campaign insights, and hard-won lessons from running self-storage facilities and filling them with paid ads.
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Public Storage and Extra Space spend $250M+ a year on digital. You can't outbid them. But Google's local map weights proximity and reviews over brand size, and that's a fight you can actually win.
REITs run 92% occupancy. Independents average 87%. That 5-point gap is about $72,000 a year at a 500-unit facility. Two of the three reasons are hard to copy. The third you can start fixing this week.
Public Storage reported Q4 2025 earnings last week. Here's what independent operators should actually pay attention to.