A Call for Middle-Management Training in Self-Storage: Empowering Regional and District ManagersA Call for Middle-Management Training in Self-Storage: Empowering Regional and District Managers
There are self-storage facility owners and the managers who run their properties. In large operations, there are layers of middle management between those roles. The trouble is regional and district managers are often ill-equipped to understand the big-picture goals of the business and how they contribute to its strategy. Specialized portfolio-level training is the answer.

In 2012, I was handed the keys to nine self-storage facilities. At the time, I knew nothing about operating these properties, as I was new to the industry and had a lot to learn. Luckily, there were resources I could turn to for help, and more than a decade later, I’m still thankful for it.
The self-storage industry has evolved significantly from its humble beginnings, having grown and become more institutionalized. The real estate investment trusts and other large operators have introduced sophisticated methods, data analytics, tools and strategies, making facility management more complex. They have dedicated departments for just about every aspect of the business, and many tasks are managed from a central office rather than the individual sites. This is great if it improves efficiency; but it also creates a disconnect between day-to-day operations and overarching corporate strategies.
As a result of this new business model, many responsibilities and tasks have been shifted away from facility managers. When challenges arise at a property, the tendency is to defer to the corporate office rather than empower onsite staff to act. When changes occur within the organization, they aren’t always communicated to the entire team, or the “why” behind the change gets lost.
In the end, the roles of self-storage site manager and district manager have changed. Today, district managers focus more on people management, scheduling and basic operational tasks, often without a deep understanding of the broader business picture. They’re chasing short-term goals and keeping people in line, but they often can’t see the forest for the trees. From all of this, the need for specialized training programs that address the needs of self-storage middle management has become increasingly evident.
The Case for Comprehensive Middle-Manager Training
Many self-storage companies teach their staff the essentials, for example, how to complete the lease and take payments. However, ongoing operational training is severely lacking, and there’s rarely comprehensive education on the more intricate aspects of the business that are crucial for advanced decision-making and operational excellence. To help further the company’s success, a district or regional manager must understand the why behind tactical decisions.
For example, beyond the fundamentals of revenue management, they must understand self-storage supply and demand, how to create and set their own goals, and how to provide valuable site-level feedback. Typically, facility reports and metrics only go to owners or top-level leaders, but that information should also be shared with—and explained to—middle management for greater insight and visibility.
Middle managers can significantly impact a self-storage business, but they’re often left handling basic, routine tasks. The lack of advanced operational training geared toward portfolio management must be addressed. It can transform an employee from someone who simply follows orders from a large corporate office into a strategic decision-maker who understands the nuances of the business and can help make strong recommendations for improvement.
Investing in comprehensive training programs for your mid-level self-storage managers offers numerous benefits. It will empower them to:
Gain a clear understanding of business goals and the strategies needed to achieve them
Grasp performance metrics and operational strategies, including why they matter
Rely less on the corporate office for day-to-day decisions and take the initiative
Make more informed decisions and provide valuable feedback to decision-makers
Effective Training Methods
Practical training for self-storage middle management can take various forms. The first is peer-to-peer learning in which managers shadow more experienced members of the company and learn best practices. This hand-on approach can be delivered through group training and field trips on which staff visit other facilities. You can also hire an industry consultant to provide in-depth, specialized training. Finally, you can explore a hybrid approach that integrates leadership development, big-picture portfolio management and continuous updates on operational strategies.
To implement these programs effectively, organize team summits and get-togethers to facilitate knowledge-sharing and team-building. Provide video training and in-person workshops that offer flexibility and cater to different learning preferences. Finally, offer ongoing education opportunities that keep managers informed about the latest industry trends and practices.
A Pressing Need
The call to action is clear: We need to prioritize comprehensive training for middle management! As the self-storage industry transitions into a more institutionalized business model, many managers may be left behind. They need to be educated and informed to make better decisions.
By investing in the development of middle managers, self-storage organizations can ensure sustained growth and success. The feedback loop is incredibly beneficial and can be eye-opening. By integrating these training initiatives, we can bridge the knowledge gap in our operations while empowering our managers to drive performance and contribute to the overall success of the business.
Mark Poole is the director of operations, for Orlando, Florida-based Liberty Investment Properties, where he leads the self-storage division. The company provides development, acquisition and third-party management services. Mark has served in many industry roles including past chair and current senator of the Self Storage Association Young Leaders Group and past president of the Florida Self Storage Association. To reach him, email [email protected].
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