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

They're Not Buying Space, They're Buying Experience

29 Mar 2026 · 1 min

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0:30

In this presentation, the speaker asserts that tenants who sign a lease are primarily purchasing the experience of reliable, safe, and ready access to their vehicles rather than the physical space itself. The core of this experience hinges on gate functionality: the gate must operate flawlessly every time, and any failure must be resolved immediately—waiting until Saturday morning at 6 AM for a code expiration is unacceptable. Consequently, all operational decisions regarding gate technology should be driven by the imperative to ensure consistent, dependable access and rapid remediation of any issues.

Here's where the tenant is actually buying when they sign a lease for it. Here's what they're buying when they, when they sign a lease with you. It's not the space so much. It's the experience of having their vehicle accessible, safe, and ready when they need it. They need reliable access first. The gate has got to work every time. If it doesn't, you got to fix it in one call. Saturday morning at 6:00 AM is not an acceptable time to find out your code expired. Every operational decision around gate technology flows from this, this concept.