Capital Wants Scale. Self-Storage Takes Time.
A scaled, stabilised self-storage platform has many of the characteristics institutional investors want. Creating one requires accepting something institutional capital doesn’t particularly like: time.
The archive
Every essay, newest first.
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From Google Search to AI: What Is Actually Changing for Self-Storage Marketing?
A year and a half after asking whether AI might challenge Google Search, I tested five AI assistants across 40 self-storage enquiries in Madrid…
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Spain’s Self-Storage Market Grew Up. The Questions Changed.
In twenty-five years, self-storage in Spain has gone from an unknown concept to an increasingly sophisticated and institutional market. But growth has not removed…
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The Art of the Squeeze: Self-Storage in a Tariff-Tangled World
As trade tensions escalate and markets wobble under the weight of unpredictability, the self-storage industry finds itself navigating a tariff-tangled world. What started as…
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How Much Is My Self-Storage Business Worth? A Guide for Spanish Operators
Spain’s self-storage industry has entered a period of accelerated transformation. Since 2019, the number of facilities across the country has more than doubled, driven…
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AI and the Future of Digital Marketing
The way people search for businesses is starting to change—and it’s not a subtle shift. AI tools like ChatGPT, Google Gemini, and DeepSeek are…
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Revenue Management in Self-Storage: Strategies for Sustainable Pricing
Revenue management has become an essential tool for maximizing profits in industries like aviation, hospitality, and car rentals. Airlines price their tickets dynamically based…
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Spain’s Self-Storage Market Has Grown Faster Than Its Regulation
Self-storage has developed into an established and increasingly sophisticated real estate business in Spain. The regulatory framework around it has been slower to evolve,…
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The Evolution of Self-Storage in Spain
Self-storage in Spain has come a long way since the early 2000s when the concept first arrived in the country. What was once a…
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The Evolution and Future of the European Self-Storage Industry
The self-storage industry in Europe traces its roots back to the 1980s, significantly lagging behind its U.S. counterpart, which began in the 1960s. Early…