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

The Pricing Mistake Almost Every Owner Makes

20 Mar 2026 · 1 min

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0:30

Joe Downs explains why owners tank their revenue by cutting prices when occupancy drops. Focus on full-price bookings instead of filling every unit with discounts.

But there's a common trap many owners fall into when occupancy is low. And this is the mistake almost every owner makes. They panic and they slash prices across the board. They think a discount will fill all units, but that's a short-sighted approach. You end up with 90% occupancy. That's good, but it's all at a discounted occupancy that's far less profitable than the 70% occupancy at a full price. All right. Always prioritize your revenue, not just the number of units filled.

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