Joe DownsCEO & Co-Founder, Belrose Storage Group. Founder, Storage Moguls.

Gen X, Human, connection and the Future of Online Rentals

16 Mar 2026 · 0 min

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A Gen X perspective on why rental businesses need online platforms. Late-night customers want to rent outside office hours, but many don't realize they can do it online. Digital rentals capture sales that brick-and-mortar locations miss.

Me and my compadres over in Gen X who value human connection. This is true, I do. But there's also a strong case for online rentals, and it's your future. So let's talk about the compelling reasons for online rentals. Online options capture after-hours traffic, allowing rentals when your office is closed, assuming you don't have a call center. And frankly, a lot of customers late at night might not think that's even an option.