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

Winter, spring, summer how to treat rates in each season

21 Apr 2026 · 1 min

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0:44

In this advisory video, the speaker outlines a seasonal pricing strategy for storage or marina tenants. He defines winter as a "stability window" where tenants are committed for the season, recommending that rates remain unchanged through December and January to avoid friction and preserve a positive relationship. Spring is presented as a "retention window" when tenants decide whether to move their vehicles to the water for the season; during this period, the owner should invest in the relationship, especially for year‑round or returning tenants. A specific tactic is a modest discount for tenants with three or more years of tenure, which rewards loyalty and helps maintain a stable base. The overall message is to align rate adjustments with tenant behavior cycles, using stability in winter, proactive retention in spring, and loyalty incentives to strengthen long‑term relationships.

Chapters

Winter is a stability window. Your tenants are committed for the season. There's no reason to introduce a rate increase in December or January. It creates friction at a moment when the relationship should be stable and positive. Hold rates through the winter. Spring is your retention window. Tenants coming off their winter storage are evaluating whether to move their vehicle to the water for the season, and some will. For the ones who stay year-round or return in the fall, spring is when you invest in the relationship. A long-tenure retention pricing approach, modest discount for tenants with 3+ years, keeps your stable base intact and signals the loyalty is rewarded, or that loyalty is rewarded, their loyalty is rewarded.