As 2025 comes to a close, what have we learned and what should we be ready for in 2026? In this special year-end Gabfocus LIVE episode, we reflect on the highs and lows of the self storage industry in 2025 with three seasoned professionals.

We break down trends in occupancy, rates, technology, operations, and customer behavior, and we talk honestly about challenges that operators faced—from rate wars to staffing struggles. Our panel shares lessons they've learned (some the hard way), what they tried that didn't work, and what they're already doing to prepare for the new year.

Looking ahead, we discuss what's likely to carry over into 2026 and offer insights on staying resilient, forward-thinking, and people-focused in your self storage business. We wrap things up with a few hot takes—and some exciting Gabfocus updates you won't want to miss.

Watch the YouTube replay- Lessons Learned in 2025

Guests: Jane Sauls (Sauls Commercial Real Estate), Heather McCombs (Spacebox Management), Shannon Charbonneau (XPS Solutions)

Hosts: Josh Huff & Melissa Huff

Brought to you by the teams at StoragePug and Lighthouse Storage Solutions

As we wrap up the year, Josh and Melissa close out the podcast season with a forward-looking conversation on setting the right goals for 2026.

In this episode, we focus on the importance of establishing SMART goals—specific, measurable, achievable, relevant, and time-bound—that actually move the needle for self storage operators. Rather than chasing everything at once, we break down three big-picture goals every facility should prioritize in the year ahead.

We discuss why:

• Consistently generating Google reviews strengthens trust and improves visibility

• Raising rates intentionally is critical for long-term profitability

• Finding one focused area of improvement—for yourself, your team, or your operations—can dramatically impact performance

Whether that improvement comes from learning your software better, investing in team education, or moving toward full automation, these goals are practical, achievable, and proven to improve your bottom line.

This is our final regular podcast episode of the year (with one more webinar coming up), and it's designed to help you start 2026 with clarity and confidence.

Plus some holiday focused recommendations for making memories that will last.

Hosts: Josh Huff & Melissa Huff

Produced by Lighthouse Storage Solutions

Every self storage manager hears objections from customers—but how you respond can make the difference between a lost lead and a new tenant.

In this episode, we into the art of overcoming customer objections with empathy and strategy. Through practical role-playing and real-world examples, we explore some of the most common pushbacks, including:

• "Do I really need tenant insurance?"

• "That price is too high."

• "I don't want to sign up for autopay."

• "Why is my rate going up?"

We unpack each objection to reveal the real concern underneath the question—and share how to respond in a way that builds trust and moves the conversation forward.

Plus some holiday focused recommendations.

Hosts: Josh Huff & Melissa Huff

Produced by Lighthouse Storage Solutions

Understanding the financial side of self storage is critical—whether you're just getting started or already scaling your portfolio. In this rebroadcast of our popular webinar, we're joined by Brooks Lumpkin and Amber Crucian to break down the financial fundamentals every owner and operator should know.

We cover:

• The key reports and KPIs to track your facility's financial health

• Budgeting for controllable vs uncontrollable expenses

• Cap rates, depreciation, and stabilized assets explained in plain language

• Knowing when it's time to grow—and how to fund that growth

• The pros and cons of building new vs buying an existing facility

• What lenders look for and how to prepare for expansion, sale, or refinance

We also tackle common financial questions from owners across the country—covering topics like DSCR vs DST funding, interest rates, ad budgets, and what to do when your tenant passes away.

Whether you're aiming to stabilize your first facility or planning a multi-site portfolio, this session is packed with practical tips and strategic advice to build a profitable future in self storage.

Watch the YouTube replay- Self Storage Finances: 101

Guests: Brooks Lumpkin (Flex Storage) and Amber Crucian (Live Oak Bank)

Hosts: Tommy Nguyen

Brought to you by the teams at StoragePug and Lighthouse Storage Solutions

In this practical follow-up episode, Josh and Melissa dive deeper into real-world ways self-storage operators can use AI to improve their daily workflow, marketing, and operations.

They break down:

• The right way to write a useful AI prompt

• How to use AI to build a social media calendar

• Using AI to analyze competitors and improve your market position

• Leveraging AI to simplify maintenance tracking and team communication

• Learning new software or systems faster with AI-powered guidance

• Ways to check if your storage website shows up in AI tools like ChatGPT and search bots

And since it's never too early… they also share their first Christmas gift recommendations of the season.

If you're curious about how to actually use AI day-to-day in your storage business, this episode is for you.

Listen to Part 1 of Everyday Uses for AI in Self Storage

Hosts: Josh Huff & Melissa Huff

Produced by Lighthouse Storage Solutions

In this rebroadcast of our live webinar, attorney Joe Doherty joins Melissa Huff and Tommy Nguyen to unpack the most pressing legal topics facing self storage owners and operators in 2025. From website privacy lawsuits and predatory ADA claims to evolving lien laws and tenant disputes, this session is packed with practical legal insight.

You'll learn:

• What 2025's biggest legal trends mean for your facility

• Key updates on rent control, website compliance, and arbitration

• How to handle tenant death, gate damage, and unit disputes

• Legal pitfalls to avoid—and what issues may be overhyped

• What's coming in 2026 and how to prepare now

Don't miss Joe's answers to real owner-submitted legal questions and his top 3 legal tips for every storage operator.

Watch the YouTube replay- 2025 Storage Legal Update

Guest: Joe Doherty, Legal Counsel for the Self Storage Association

Hosts: Tommy Nguyen & Melissa Huff

Brought to you by the teams at StoragePug and Lighthouse Storage Solutions

In this special episode, Melissa and Josh reflect on a big moment: being featured on the cover of Modern Storage Media's October issue! 🎉 They share what it means to be recognized and the exciting shifts happening behind the scenes at Lighthouse Storage Solutions.

Melissa opens up about her recent transition away from managing a state association to focus fully on Lighthouse, and together they break down how state self storage associations actually work—including the difference between affiliate-run vs independently run states, and how the Self Storage Association (SSA) supports the industry at the national and state level.

💡 Episode Highlights:

• What led up to being on the cover of Modern Storage Media

• Melissa's transition away from from state management in TN and LA

• How self storage associations work—from SSA to state-run events

• Differences between affiliate and SSA association models

• Lighthouse updates, what's coming next, and a heads-up about no new episode next week!

Modern Storage Media October Messenger Issue - Preview Here

October Surprise Newsletter - Read Here

Hosts: Josh Huff & Melissa Huff

Produced by Lighthouse Storage Solutions

Do you really know who's renting your storage units?

In this episode, Josh and Melissa Huff dive into one of the most overlooked aspects of effective self-storage marketing: creating clear, specific buyer personas. Understanding your customers is the first step to attracting more of them—and retaining them longer.

We break down how to analyze your current rent roll to identify customer patterns, segment renters into meaningful categories (happy vs. sad customers), and craft profiles that can guide your marketing, sales messaging, and customer service.

💡 Key Highlights

• Why buyer personas are essential for self-storage marketing

• The difference between "happy" customers (e.g., new homes, hobbies) and "sad" customers (e.g., divorce, downsizing, death)

• How to read your rent roll to uncover your core audience

• Practical walkthroughs of two buyer personas:

  • Alice: A recently divorced mom of two teens navigating transition

  • Mike: A 50-year-old side hustler growing a cornhole board business

• How to tailor your marketing and facility experience to each persona

Plus… the October surprise you've been waiting for 👀

Hosts: Josh Huff & Melissa Huff

Produced by Lighthouse Storage Solutions