Kale Leavitt, CEO of StorageReach, joins Matt Engfer to break down why Google Reviews have become one of the most powerful—and most misunderstood—drivers of growth in self-storage.

Drawing on nearly a decade of experience in storage marketing, Kale explains how reviews impact far more than reputation. From organic rankings and paid search performance to leasing velocity and customer trust, reviews now touch every part of the renter’s decision-making process. He shares what he learned while helping grow SEO services from zero to nearly 1,500 facilities, and how those lessons led to building StorageReach as a review-first platform designed specifically for self storage.

In this episode, Kale walks through the mechanics behind quality, quantity, and consistency in review generation, why “spikes” hurt more than they help, and how automation allows operators to generate steady reviews without overwhelming tenants. The result is a practical, system-based approach to turning reviews into measurable business performance.

Key Takeaways:

(0:00) Intro

(1:34) Kale's story

(4:16) The beginning and growth of StorageReach

(7:11) Marketing lessons learned from the early days

(9:00) The MVP of StorageReach and getting Google reviews

(11:41) Checking the boxes of getting reviews and seeing results

(14:44) Effective ways to get positive review and avoid negative reviews

(19:56) Working alongside Google

(22:21) What’s next for StorageReach

Resources Mentioned:

Kale Leavitt | LinkedIn

https://www.linkedin.com/in/kale-leavitt-9063488b/

StorageReach | Website

https://storagereach.com

Cubby | Website

https://www.cubbystorage.com

Thank you for listening to “Students of Storage.” Be sure to leave us a 5-star review and subscribe so you don’t miss an episode.



#SelfStorageReviews #StorageMarketing #StudentsOfStorage

Magen Smith, Co-Founder and CEO of Atomic Storage Group, joins Matt Engfer to share how disciplined execution, strong fundamentals, and a people-first mindset have fueled one of the fastest-growing third-party management companies in self storage.

Magen walks through her unconventional path into the industry—from accounting and consulting to development and ultimately building Atomic Storage Group into a national platform. She explains why marketing is often the first indicator of operational health, which metrics truly matter in a property audit, and how consistent execution across marketing, operations, and customer experience creates long-term success.

Rather than chasing shortcuts or shiny tools, this episode reinforces a simple truth: doing the basics well, every day, at scale is what separates average operators from great ones.

Key Takeaways:

(0:00) Intro

(3:13) Magen's story

(7:14) The metrics that matter in a property audit

(9:23) How do you compete in today's market

(10:18) Managing all aspects of the facility

(12:37) Doing it well everyday - it's all about execution

(15:34) Building an effective team

(18:07) A diverse group of managed properties

(19:16) The secret is, there is no secret - hard work and a great team make the difference

(20:56) The growth and future of Atomic Storage Group and self storage

(25:46) What's ahead for Cubby in 2026

Resources Mentioned:

Magen Smith | LinkedIn

https://www.linkedin.com/in/magensmithcpa

Atomic Storage Group | Website

https://atomicstoragegroup.com

Cubby | Website

https://www.cubbystorage.com

Thank you for listening to “Students of Storage.” Be sure to leave us a 5-star review and subscribe so you don’t miss an episode.

#SelfStorageManagement #StorageMarketing #StudentsOfStorage

Self-storage attorney Scott Zucker and Luke Shardlow, CEO of AI Lean, join host Matt Engfer for a deep dive into one of the most critical—and risky—parts of operating a storage facility: the lien process. Together, they discuss the legal responsibilities operators carry when enforcing tenant liens, why accuracy and documentation matter more than ever, and how technology can help reduce human error, avoid legal pitfalls, and keep operators fully compliant.

Scott highlights the newest challenges around SCRA protection, bankruptcy filings, returned mail, and changing state laws, while Luke explains how AI Lean’s platform automates verification, mailing, tracking, and recordkeeping to protect operators at every step.

Whether you’re a new operator or managing a large portfolio, this episode gives you the practical tools and insights you need to navigate liens with confidence—and avoid costly mistakes.

(01:47) Speaker Introductions

(09:14) Understanding SCRA compliance and military verification.

(10:09) The Power and Responsibility the go along with the lien process

(15:20) Technology considerations for staying SCRA compliant

(19:30) How bankruptcy impacts the lien timeline.

(21:28) Complications that come from deceased tenants

(23:00) What operators should look for in a lien-processing partner

(26:53) Don’t be afraid to cancel the sale

(29:58) Solutions to avoiding a cancelled or illegal sale

(36:00) Final lessons learned

Resources Mentioned:

Scott Zucker | Website

https://wzlegal.com

AI Lean | Website

https://www.ailean.com

Self Storage Legal Network

https://www.selfstorage.org/Products-Services/Self-Storage-Legal-Network

Cubby | Website

https://www.cubbystorage.com

Thank you for listening to the Cubby Podcast. Be sure to leave us a 5-star review and subscribe so you don’t miss an episode.

#SelfStorage #SelfStorageLienLaw #AILean #SelfStorageLegal #CubbyStorage #StorageOperations

Gabe Thayn, Co-Founder of Marketing.Storage, joins Matt Engfer to share how data, transparency, and true partnership—not vendor relationships—drive marketing success for self-storage operators. With nearly 20 years of experience leading digital marketing at companies like Extra Space Storage and Adigma, Gabe has helped shape how the industry approaches SEO, paid search, and performance measurement.

In this episode, Gabe explains why understanding and tracking your data is the foundation of every effective marketing strategy. He outlines the three core pillars of SEO—technical structure, content, and backlinks—and how to optimize each one for local impact. Gabe also breaks down what it takes to achieve accurate attribution, measure true ROI, and turn marketing insights into more rentals.

For operators and owners looking to make smarter marketing investments and build stronger partnerships, this episode offers a clear roadmap for turning data into performance.

Key Takeaways:

(01:44) Gabe’s journey from tech and gaming into marketing.

(07:00) Lessons learned from leading paid media at Extra Space Storage.

(10:30) Leaving Extra Space and using Google data in the hotel industry and beyond

(13:00) Agencies vs Firms - the importance of partnerships and beginning Marketing.Storage

(16:00) The foundation underneath Marketing.Storage - partners, not clients

(18:00) Why you need a marketing partner vs DIY - SEO Tips

(20:35) The three pillars of SEO: technical, content, and backlinks.

(24:50) Practical local backlink strategies for storage facilities.

(29:05) How you can generate more rentals- Measurement and analytics

(35:36) Using data to make smarter marketing and investment decisions

(37:44) The difference between vendors and partners in marketing success

(41:00) Why communication and accountability lead to better results

Resources Mentioned:

Gabe Thayn | LinkedIn

https://www.linkedin.com/in/gabe-thayn/

Marketing.Storage | Website

https://www.marketing.storage

Cubby | Website

https://www.cubbystorage.com

Thank you for listening to “Students of Storage.” Be sure to leave us a 5-star review and subscribe so you don’t miss an episode.

#SelfStorageManagement #StorageMarketing #StudentsOfStorage

Frank Certo, COO of The Storage Mall, shares how leadership, consistency, and culture drive performance across one of the fastest-growing third-party management companies in self-storage. From hockey coach to sales trainer to operations leader, Frank brings decades of experience building high-performing teams that think like owners.

He discusses the evolution of The Storage Mall, which has grown to more than 60 managed properties since 2022, and breaks down the three pillars that guide their operation—Customer Experience, Revenue Management, and Compliance. Frank also unpacks how empowering managers, developing culture, and creating consistency across every customer touchpoint translate into stronger results and happier tenants.

Key Takeaways:

01:40 From hockey rinks to self-storage: Frank’s career journey.

08:37 Lessons from Guardian Storage and early industry relationships.

17:23 Launching The Storage Mall and scaling quickly through partnership.

20:19 Business Development of The Storage Mall with Alex Herbs

25:00 What makes The Storage Mall Different - Defining the Why

28:09 Retaining and developing top talent through strong culture.

32:45 Building Operations: The Customer Journey and Beyond

38:21 Consistency across Website, Phone, and Property Experience

40:58 Empowering managers to act like owners.

44:55 Shifts in industry strategy—from occupancy to revenue performance.

Resources Mentioned:

Frank Certo | LinkedIn

https://www.linkedin.com/in/fjcerto

The Storage Mall | Website

https://www.thestoragemall.com/

Cubby | Website

https://www.cubbystorage.com



Thank you for listening to “Students of Storage.” Be sure to leave us a 5-star review and subscribe so you don’t miss an episode.

#SelfStorageManagement #TheStorageMall #StudentsOfStorage

Melissa Stiles, Chief Marketing Officer of Storage Asset Management (SAM), shares her journey from answering a blind ad to leading one of the largest third-party management companies in self-storage. Overseeing marketing, revenue management, business development, and communications, Melissa has helped SAM grow from 32 stores to nearly 600.

In this conversation, she explains how her team evolved into a full-service, agency-style structure with specialists in SEO, paid ads, social, and local marketing. Melissa dives into strategies that drive lease-ups, from influencer partnerships and community events to data-driven revenue management models. She also discusses how AI is reshaping SEO, what makes local marketing still matter, and why reputation and relationships remain central to SAM’s success.

Key Takeaways:

(2:47) Melissa’s Journey to become CMO and the growth of SAM

(6:11) Developing the marketing team

(9:45) Key questions to making a great hire

(11:42) Case study for building a marketing strategy for a self storage facility

(14:28) Strategies for a successful for lease up

(17:24) When should you expect stabilization

(18:27) Getting found with AI in the lease up process

(21:32) The advantages of scaling up for a brand

(23:50) Using data to impact operations

(26:18) Revenue management tactics

(27:53) The pride of making a real world impact

Resources Mentioned:

Melissa Stiles | LinkedIn

https://www.linkedin.com/in/melissastiles/

Storage Asset Management | Website

https://www.storageassetmanagement.com

Storage Sense | Website

https://www.storagesense.com

Cubby | Website

https://www.cubbystorage.com/

Thank you for listening to “Students of Storage.” Be sure to leave us a 5-star review and subscribe so you don’t miss an episode.

#SelfStorageMarketing #StorageAssetManagement #StudentsOfStorage

Tyler Suchman, founder of The Storage Agency, shares how local SEO, Google Ads, and a partner-first approach drive smart, sustainable growth in self-storage. With a background spanning sports media, music, and tech startups, Tyler has built a marketing agency serving over 300 facilities nationwide. He walks us through aligning marketing spend with operator goals, cleaning up a facility’s online footprint, leveraging Google reviews, and building trust-based client relationships that last.

Key Takeaways:

(02:12) From sports radio to self-storage marketing.

(06:45) Choosing self-storage as a niche and how they partner with clients.

(11:03) Aligning marketing spend with client stabilization goals.

(13:36) What an agency should do

(16:38) Small operator case study

(18:14) The nuts and bolts of local SEO and cleaning up your “web footprint.”

(24:03) Why Google reviews matter and how to respond effectively.

(27:37) What makes a great client—and the traits that make partnerships thrive.

(32:40) Cubby enhancing their platform for better marketing results

(35:52) Website considerations for better marketing results.

(39:25) Integrity, kindness, and doing business with the right people.

Resources Mentioned:

Tyler Suchman | LinkedIn

https://www.linkedin.com/in/tylersuchman/

The Storage Agency | Website

https://www.thestorageagency.com/

Cubby | Website

https://www.cubbystorage.com/

Thank you for listening to “Students of Storage.” Be sure to leave us a 5-star review and subscribe so you don’t miss an episode.

#SelfStorageMarketing #LocalSEO #GoogleAds #StorageAgency #StudentsOfStorage

Nate Kinet, Chief Revenue Officer of SafeLease, shares how insurance, automation, and reputation management reshape self-storage performance. Nate blends a decade of tech-driven insurance experience with deep storage knowledge, showing us how to turn compliance headaches into meaningful revenue and stronger customer trust.

Key Takeaways:

(02:00) Making the shift from tech and insurance to self-storage.

(07:02) Learning from how leading operators drive program adoption.

(10:28) Using technology to streamline compliance and claims.

(14:11) Designing programs that reduce risk and increase revenue.

(16:45) Automating coverage enforcement across portfolios.

(19:51) Building consistency through strong lease enforcement.

(24:25) Creating tailored insurance solutions for the industry.

(30:11) Scaling growth with a proactive sales strategy.

Resources Mentioned:

Nate Kinet

https://www.linkedin.com/in/nkinet/

SafeLease | LinkedIn

https://www.linkedin.com/company/safelease/

SafeLease | Website

https://www.safelease.com

Trustpilot

https://www.trustpilot.com/

Cubby Holes Self Storage

https://www.cubbyselfstorage.com/

Thank you for listening to “Students of Storage.” Be sure to leave us a 5-star review and subscribe so you don’t miss an episode.

#CubbyStorageSoftware #SelfStorageOperations #SelfStorageSoftware