This interview is with April Young, Owner at Ultimate Properties.

April Young, Owner, Ultimate Properties

Welcome, April! Can you tell us a bit about yourself and your journey to becoming an expert in the self storage industry?

I own and operate Armor Self-Storage, which has been serving the Texas community with multiple facilities across the state. Our locations include Fort Worth, Haltom City, Keller, Mansfield, and Denton, each offering a variety of unit sizes and amenities to cater to diverse storage needs.

Our facilities are designed with customer convenience and security in mind. We provide climate-controlled units, ideal for sensitive items, spacious outdoor parking for vehicles like boats and RVs, and drive-up accessible units to simplify the move-in process.

Security is a top priority, with features such as 24-hour video surveillance, controlled gate access, and tall perimeter fencing to ensure the safety of stored belongings.

What were some of the biggest challenges you faced early on in your career, and how did those experiences shape your approach to the self storage business?

One of the biggest challenges early on was standing out in a saturated self-storage market filled with national chains and automated operations. In Fort Worth, Texas, it became clear that differentiation was key, and for us, that meant focusing on what truly matters to customers: exceptional service and a personal touch.

As a locally-owned and operated business, we had an opportunity to connect with our community in ways that larger companies couldn’t. We made it a priority to understand our customers’ unique needs, whether they were a family moving homes or a small business looking for extra inventory space. This personalized approach helped us stand out in a competitive industry.

Many entrepreneurs are looking for reliable business models. What made you decide to pursue a career in the self storage industry, and what advice would you give to someone considering it?

I was drawn to the self-storage industry because it offers a unique combination of real estate and business. Unlike other asset classes, self-storage allows you to directly influence performance through operational improvements, marketing strategies, and customer experience.

What stood out to me was the ability to add tangible value to properties by focusing on occupancy growth and revenue optimization. I also saw self-storage as a resilient business model. Demand tends to remain steady during both economic booms and downturns, with people needing storage during life transitions such as moving, downsizing, or business expansion.

Additionally, the relatively low overhead and scalable nature of self-storage made it an appealing choice for long-term growth.

Given your experience in the industry, what are some common misconceptions people have about running a self storage business, and how do those misconceptions differ from the reality?

A common misconception about self-storage is that it’s a “set-it-and-forget-it” business, but the reality is far more hands-on. While operations like tenant access and billing can be automated, consistent success requires active management.

This includes optimizing occupancy through marketing, maintaining the facility to a high standard, and addressing customer inquiries promptly. Neglecting these areas can lead to higher vacancy rates and lost revenue, showing that self-storage is a business where attention to detail and customer care directly impact profitability.

You’ve spoken before about innovative marketing strategies. Can you share a specific example of a successful marketing campaign you implemented at one of your Texas facilities, and what key takeaways other storage business owners could learn from it?

One successful marketing campaign we implemented at one of our Texas facilities focused on leveraging local SEO and Google Maps optimization. The facility had low online visibility and struggled to attract tenants, so we started by conducting a comprehensive local SEO audit.

We optimized the Google Business Profile with high-quality photos, accurate business information, and products/services, and encouraged happy customers to leave reviews. Within three months, the facility saw an increase in website traffic and a rise in new rentals.

The self storage industry seems closely tied to the real estate market. How has the fluctuating real estate market, particularly in Texas, impacted your business strategies and decision-making?

The fluctuating real estate market in Texas has significantly influenced our business strategies, particularly in how we approach growth and operations. During periods of rapid development and population growth, we’ve focused on marketing to new residents and businesses, emphasizing convenience and proximity to their needs.

Conversely, when the market slows or tightens, we’ve leaned into flexible-pricing strategies and targeted promotions to maintain occupancy.

Technology is rapidly changing how businesses operate. What are some of the biggest technological advancements you’ve implemented in your facilities, and how have they impacted your operations or customer experience?

One of the most impactful technological advancements we’ve implemented is the integration of online-rental platforms. Our online platform allows customers to browse available units, complete the rental process, and set up recurring payments entirely online, streamlining the experience and reducing the need for in-person visits.

Sustainability is a growing concern for many industries. How do you approach sustainability in your self storage business, and what advice would you give to others looking to make their operations more eco-friendly?

Sustainability is an important focus for us, and we’ve taken steps to reduce our environmental footprint while maintaining operational efficiency. At our facilities, we’ve implemented methods to reduce electricity usage, especially in common areas.

Additionally, we encourage customers to recycle packaging materials by providing recycling bins on-site and offering eco-friendly packing supplies. For other operators looking to make their facilities more eco-friendly, I recommend starting with energy and waste management.

Looking ahead, what are some of the biggest opportunities or challenges you see on the horizon for the self storage industry, and how are you preparing for them?

Looking ahead, one of the biggest opportunities in the self-storage industry lies in embracing technology and automation to enhance both operations and customer experience.

Tools like AI-powered dynamic pricing, automated rental platforms, and advanced business-intelligence dashboards can help operators optimize occupancy and revenue while providing seamless customer interactions.

We’re preparing by investing in these technologies and integrating them into our facilities, ensuring we stay competitive as customer expectations evolve.

Thanks for sharing your knowledge and expertise. Is there anything else you’d like to add?

Thank you for having me—it’s been a pleasure sharing insights about the self-storage industry! If I could leave one final thought, it’s that the self-storage business is more than just about units and revenue—it’s about solving real problems for people during significant moments in their lives.

Whether they’re moving, down-sizing, or growing a business, providing a seamless, supportive experience makes all the difference.