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

Use the seasonal demand curve to time your price increase

21 Apr 2026 · 1 min

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Storage and marina operators should announce rate increases in August for September renewals. Fall tenants are less price-sensitive because they're moving boats out of the water by necessity, making September through October the ideal window to raise prices.

Chapters

The seasonal demand curve creates 2 distinct pricing windows, and most operators treat them the same way, and they shouldn't. August is your announcement window. If you're implementing rate adjustments for the fall move-in season, communicate them in August. 30-day notice is the standard. Existing tenants receive the new rate with their September renewal. New move-in tenants pay the new rate from day one. Fall is your pricing power window. New tenants moving in during September and October are motivated by necessity. Their boat is coming off the water and they need a space. They are significantly less price sensitive than tenants shopping in April.