Two years ago, I met Jon. He was an accountant with zero storage experience, about to build his first facility from scratch in rural America.
Most people buy their first facility. Jon decided to build one.
Looking back, he'll tell you he wouldn't recommend it—but the results speak for themselves.
The Setup
Jon had some construction experience from building his own house, where he'd acted as his own general contractor. That gave him the confidence to tackle a storage facility build.
But confidence doesn't fill units.
When Eternity Storage opened its doors, the first few months were tough. Jon was working full-time as an accountant, living an hour away from the facility, and wondering if he'd spend the next 20 years paying off this investment with his own money.
Then things changed.
What Actually Worked
1. Google Ads (The Biggest Lever)
Jon started spending $400/month on Google Ads during his growth phase. Not a massive budget, but for a small facility in a rural market, it worked.
"The biggest thing is just being seen online. People aren't trying to find the 10 best options and compare prices. They go with who they see first."
In a three-month period of heavy ad spend, his occupancy exploded. He's since dialed it back to $100/month now that he's nearly full.
2. Smart Unit Mix
Jon went big on unit sizes—10x20s instead of smaller units. He says it's pure luck, but is it? He's humble about it, but it was an incredibly smart choice for his rural market.
"People out in the country have big toys to store. I get calls all the time asking if I have the big units available."
3. Website Visibility
Landlord's free website put him at the top of local search results with expert SEO practices built-in.
"My website pops up first when people search self-storage in the area. I've had people call from towns that aren't even close by."
4. Location & Signage
Highway access + visible signage = walk-in traffic. But Jon's honest:
"The online visibility is what really filled us up. People can't grab your phone number while driving by."
The Mistakes (That Cost Real Money)
1. Underpricing
"Looking back, I probably could have had higher prices and still grown just as fast. People aren't shopping around that much—they just want to store something and move on."
2. Not Finishing Improvements Upfront
Jon added fencing a year and a half after opening. His advice? Get everything done before you open.
"It's like building a house. If you think you'll finish something later, you never will. Once you're in the day-to-day, you're in the day-to-day."
3. Not Investing Heavy in Marketing from Day One
"I should have started heavy on Google Ads immediately. Make sure you have the cash on hand to invest upfront—you need that online visibility right away."
The Results
- 98% occupancy (up from 36% in January 2025)
- 1.5 hours/week managing the software + occasional on-site visits
- 237 calls handled by Landlord's team in the past 3 months (10.5 hours Jon didn't have to spend on the phone)
- Runs the facility while working full-time as an accountant
Jon now spends most of his management time taking a few payments in check and changing locks for move-ins. Everything else is automated.
Final Wisdom
"If I had to do it all again, I'd buy an existing facility instead of building. You can find one in good shape, make your improvements, and skip all the anxiety of wondering when your first renter will show up."
"But the biggest thing? Invest heavy in marketing upfront. People need to find you online. That's it."