Owners do not hand over their facilities lightly. What earns that trust is not a pitch, it is operational excellence delivered every day by a team that follows through. In this episode JC Reed lays out how a third-party manager builds an operation owners want to stick with, from the systems that hold up at scale to the attention to detail that sophisticated owners notice.

JC spent 12 years at Public Storage, rising to senior regional vice president over 80 to 100-plus locations across Washington, Hawaii, and Idaho. He later helped build the platform at Store Space, spent time at BlueGate Storage under Madison Capital Group, and now leads operations and revenue management at All-Purpose Storage, which has grown past 87 facilities as it expands into third-party management. He brings the operational discipline of a national REIT to a fast-moving, entrepreneurial team.

This is a practical conversation for owners, operators, and managers. JC explains what makes Public Storage's execution so hard to replicate, why systems that run three stores fall apart at twenty, how he rebuilt a broken collections process, and how a remote-management model keeps unmanned sites looking as sharp as staffed ones. He is candid about what actually differentiates a manager over the long term: talent, care, follow-through, and living your core values. It is not just a number to his team, and that is why owners keep handing over the keys.

Key Takeaways:

(4:52) Why retail and franchise backgrounds build operators who can coach, develop, and hold a team accountable

(12:43) The operational excellence JC saw at Public Storage and works to replicate: SOP discipline, ROI on every decision, and reliance on data

(16:33) Why scaling breaks what works: systems that run three stores fall apart at twenty, and at eighty without real process

(21:22) Rebuilding a broken collections and auction process from over 20% down to industry-leading, within state lien law

(24:17) Revenue management as an operational discipline: ancillary income like solar, truck parking clubs, and protection plans

(26:11) Know who you are: pricing to your facility's life cycle and position in the market

(29:01) Testing and iterating on rate increases instead of guessing

(31:41) What actually differentiates a third-party manager: talent, care, and follow-through

(32:17) A remote-management model that keeps unmanned sites looking sharp, and onboarding that earns owner trust

(34:46) Why technology and AI have become table stakes for operating at scale

(39:21) JC's why: family, the people he works with, and the owners who entrust their assets

Resources Mentioned:

All-Purpose Storage Management | Website

https://www.allpurposemanagement.com/

JC Reed | LinkedIn

https://www.linkedin.com/in/jc-reed-74977518/

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.

#SelfStorage #ThirdPartyManagement #CubbyStorage #BusinessGrowth

Brett Copper, partner and president of Copper Storage Management, joins Matt Engfer to share how he helped build one of the industry's first third-party remote management companies and what scaling it taught him about growing a business the right way.

Brett grew up in self storage. He spent childhood summers auditing facilities with his father, worked at CubeSmart out of college, and ran feasibility studies and due diligence projects for years before launching Copper Storage Management in 2019. He saw that remote management was possible long before the software or the industry was ready for it.

Then COVID hit, and Copper was one of the only management companies that could operate with no one in the office. The portfolio exploded to nearly 200 stores in a matter of months. In this episode, Brett is candid about what that breakneck growth cost him, why he deliberately shrank the business to around 120 stores, and how learning his true cost to operate turned Copper into a healthier, more profitable, and more resilient company.

He also breaks down the trends that reshaped self-storage technology, the five things he looks for when evaluating a facility to add value, and why a diversified base of small owners protects the business better than a few large clients ever could.

This is a practical conversation about disciplined growth, operations, and what it really takes to build a storage business that lasts.

Key Takeaways:

(0:00) Intro

(3:06) Who Brett is and what Copper Storage Management does

(5:10) Growing up in a self-storage family

(9:01) The origin story of Copper Storage Management

(15:22) COVID and the explosion to nearly 200 stores

(17:50) Copper's remote and hybrid management model

(19:40) What's next, and the cost of scaling too fast

(24:08) How technology transformed self storage

(30:49) Five things that make or break a storage deal

(38:03) Why a diversified client base lowers risk

Resources Mentioned:

Copper Storage Management | Website

https://copperstoragemanagement.com

Brett Copper | LinkedIn

https://www.linkedin.com/in/brett-copper-750672171/

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.

#SelfStorage #StorageInvesting #Entrepreneurship #CubbyStorage #BusinessGrowth

Karl Graham, Co-Founder of Luminous Capital, joins Matt Engfer to share his journey from oil and gas exploration to building a growing self-storage platform across the heartland.

After spending a decade making high-stakes investment decisions in a volatile and capital-intensive industry, Karl realized he wanted something different. He wanted to build a business where execution, discipline, and team performance had a greater impact than external forces. That shift ultimately led him into self storage.

In this episode, Karl walks through how Luminous Capital scaled from individual syndications to launching a fund, why geographic focus creates a real operational edge, and how disciplined underwriting and risk management have shaped their growth. He also shares how his team is leveraging data, marketing, and AI. This includes analyzing tens of thousands of customer calls to improve sales performance and building more advanced revenue management systems to stay competitive in today’s market.

This conversation is a practical look at what it takes to build and operate a successful storage business today and why the days of easy storage are behind us.

Key Takeaways:

(0:00) Intro

(2:19) Karl’s background in oil and gas and transition to self storage

(13:34) Why he chose self storage over other real estate asset classes

(24:12) Why geographic focus creates a competitive advantage

(28:22) How Luminous operates remotely with local teams

(33:20) How Luminous creates value for self-storage businesses in today’s market

(36:33) Growing the Operation and Taking Next Steps

(42:36) Using data and AI to improve operations and sales

(49:10)  Revenue management, pricing strategies, and AI agents

Resources Mentioned:

Luminous Capital | Website

https://www.luminouscapital.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.

Jeff Greenberger, a nationally recognized self-storage attorney and founder of Late2Lien, joins Matt Engfer to explain why lien enforcement isn’t dangerous—but getting it wrong absolutely is.

With more than 30 years of experience serving the self-storage industry, Jeff walks through the real legal risks operators face when notices, timelines, disclosures, or documentation aren’t handled precisely. From evolving state statutes and California’s increasingly complex disclosure requirements to tenant tactics pulled straight from Reddit, this episode exposes how small operational missteps can quickly turn into lawsuits.

Jeff also shares why “compliance is king,” how technology can remove human error from the lien process, and how Late2Lien was built to take responsibility off managers’ plates while protecting owners from liability. The conversation blends legal insight, real-world examples, and practical guidance that every operator—large or small—can apply immediately.

Key Takeaways:

(0:00) Intro

(1:47) Jeff's story

(4:56) Shaping the legal landscape of self-storage

(7:52) Current legal issues Jeff’s clients are facing

(11:12) Making sure clients are limiting risk and exposure to litigation

(12:24) CA & PA Bills impacting rates and lien statutes

(19:46) Reddit threads creating risk for self-storage owners: Credit Cards

(22:31) Reddit threads about change of address scams

(26:14) How does Late2Lien work?

(33:28) Late2Lien helps avoid the sale

(34:54) How Cubby and Late2Lien work together  

Resources Mentioned:

Late2Lien | Website

https://www.late2lien.com

Jeff Greenberger | Self Storage Law

https://www.selfstoragelegal.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.

#SelfStorage #SelfStorageLaw #StudentsOfStorage

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