From the 2024 ISS World Expo: Dallas Cothrum Discusses Generational Impact and Self-Storage

May 16, 2024

As a self-storage professional, regardless of your role within the industry, you regularly interact with clients from different generations; but do you recognize the importance of knowing the distinctions between them? To succeed in any area, it’s wise to adapt your service and sales approach to suit your customer, whether they be a Baby Boomer, Gen X, Millennial or Gen Z. In this video interview recorded at the 2024 Inside Self-Storage World Expo, Dallas Cothrum, president of Masterplan, discusses the impact of generational preferences and shifts on the storage business and explains key specifics to work it in your favor.

An expert in land use, lobbying, permitting and zoning, Cothrum represents clients ranging from schools and public agencies to billion-dollar companies. His company, Masterplan, has helped more than 100 self-storage operators obtain neighborhood and city approvals for their projects. To benefit from his expertise, consider purchasing video copies of his recent seminars: “Rock of Ages: How Generational Change Is Influencing All Aspects of the Self-Storage Industry” and “Breaking Barriers, Building Bridges: Getting Municipal Buy-In for Your Self-Storage Project,” both available in streaming format.

Read more about the 2024 ISS World Expo in this article recapping the event. You can also watch other expert interviews recorded on the show floor, including this recently posted conversation with Melissa Anderson of Forge Building, who discusses sustainability in self-storage development.

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