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

Pricing Power vs Race to the Bottom

20 Mar 2026 · 1 min

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In this segment, the speaker explains how pricing power for a facility is closely linked to maintaining both strong digital visibility and attractive drive‑up curb appeal. By capturing attention from online searches and passing motorists, a facility can generate more leads, which in turn supports higher occupancy levels and stronger pricing leverage. The speaker references a prior discussion by "Joe" to underscore that these channels attract different customer segments, and emphasizes that the synergy of these tactics is essential for sustaining desired occupancy and pricing power.

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Ooh, this is a really good question, especially right now because this is exactly where the market is. I think that when you have pricing power, you're also maintaining visibility in front of your digital presence as well as even your drive-up curb appeal presence. So when you are maintaining both of those things, they really work in tandem because then you're catching those drive-bys, you're catching the digital because I'm sure Joe has discussed, they capture different folks. That's great for your facility, but how that all leads to pricing power is the more leads you have coming in, the better. That means your facility is maintaining the occupancy you'd like it to have.