Picture two self-storage facilities side by side.

At the first, a new tenant completes paperwork in an office, receives a physical key, and is handed a paper payment schedule.

At the second, that same tenant completes their rental agreement online, receives digital access credentials on their phone, and sets up automatic payments with a few taps.

Which experience would you prefer?

More importantly—which experience do today's customers expect?

The answer is increasingly clear. The pandemic accelerated a digital transformation that was already underway, creating a permanent shift in customer expectations across every industry—including self-storage.

Today's tenants don't just appreciate digital options; they expect them.

And operators who fail to meet these expectations risk losing business to competitors who do.

How the Pandemic Permanently Changed Customer Expectations

The statistics tell a compelling story of digital adoption. According to recent industry research, 76% of consumers now prefer digital self-service over personal service—up from 52% pre-pandemic.

In the self-storage sector specifically, facilities offering online rentals saw a 34% increase in conversion rates in 2024 compared to those requiring in-person transactions.

This shift is evident in several key behavioral changes:

Rise of contactless everything: Consumers now expect to complete entire transactions without face-to-face interaction.
24/7 access expectations: The traditional "business hours" model is fading as customers expect round-the-clock service access.
Mobile-first mentality: With smartphone penetration exceeding 85% in the U.S., most customer interactions now begin on mobile devices.
Digital payment dominance: Paper checks and cash payments have declined dramatically, with over 70% of recurring payments now handled electronically.

Most telling?

These changes aren't temporary pandemic adaptations—they represent a permanent evolution in consumer behavior.

In a recent industry survey, 83% of self-storage customers indicated they would prefer to handle all aspects of their storage rental digitally, even after pandemic concerns subsided.

The Five Elements of a Digital-First Tenant Experience

Creating a truly digital-first experience requires more than simply adding a few online features. It demands a comprehensive approach that addresses the entire customer journey. Here's what that looks like:

1. Seamless Onboarding

The tenant relationship begins with the rental process, which should be frictionless and digital-friendly:

Online rental agreements with e-signatures: Eliminate paperwork and allow customers to review and sign documents from anywhere.
Virtual unit tours: Enable prospects to view available units through photos, videos, or even interactive 360° tours.
Digital ID verification: Secure verification that doesn't require in-person document presentation.
Mobile access setup: Provision gate codes, Bluetooth access credentials, or app-based entry systems instantly.

According to a 2024 Inside Self-Storage case study, a mid-sized operator (150 facilities) reported that digital onboarding reduced rental time from 42 minutes to 14 minutes while improving customer satisfaction scores by 35%.

2. Multi-Channel Communication

Today's customers expect communication on their terms, through their preferred channels:

Channel flexibility: Allow tenants to select their preferred communication methods (email, text, app notification, phone).
Consistent messaging: Ensure communications maintain a consistent voice and information across all channels.
Personalization at scale: Use automation to deliver personalized communications based on tenant preferences and behaviors.
Two-way dialogue: Enable customers to respond easily through their chosen channel.

Effective multi-channel communication isn't just about customer preference—it delivers business results.

According to the Self Storage Association's 2024 Technology Impact Study, operators who implemented comprehensive digital systems saw an average 15% increase in net operating income within 12 months.

3. Self-Service Account Management

Empowering tenants to manage their accounts independently creates both satisfaction and operational efficiency:

Comprehensive tenant portals: Provide 24/7 access to account information, payment history, and unit details.
Mobile app functionality: Enable common actions like payments, access management, and communication through smartphone apps.
Document access: Make rental agreements, receipts, and other documents instantly accessible.
Self-help resources: Provide FAQs, how-to guides, and troubleshooting information for common questions.

Self-service capabilities reduce call volumes and staff workload while increasing tenant satisfaction. According to data from the OpenTech Alliance, storage operators using their tenant portal solutions reduced customer service inquiries by 58% within six months of implementation (2024). Similarly, Extra Space Storage noted in their Q1 2024 earnings call that self-service tools reduced their customer service call volume by 61% over an 18-month period, freeing staff to focus on high-value activities.

4. Frictionless Payments

Payment processes represent a critical touchpoint where digital excellence particularly matters:

Multiple payment options: Offer credit/debit cards, ACH, mobile wallets, and other popular payment methods.
One-click renewals: Eliminate friction from the continuation process.
Clear digital receipts: Provide instant confirmation and digital record-keeping.
Intelligent reminders: Send timely, automated payment reminders through preferred channels.

The business impact of frictionless payments is substantial.

According to Yardi's 2023 report, self-storage clients using digital payment systems experienced 27% lower delinquency rates and 22% higher auto-pay enrollment.

Similarly, McKinsey's 2023 report on digitization in specialty real estate noted that self-storage operators with digital payment systems experienced 25-30% lower delinquency rates compared to those using traditional processes.

5. Digital-First Collections

Even when payment issues arise, digital approaches can maintain relationship quality while improving outcomes:

Early digital intervention: Use automated communications to address potential issues before formal delinquency.
Multi-channel outreach: Reach customers through various digital touchpoints rather than relying solely on mail.
Self-service resolution: Enable customers to resolve payment issues independently through digital interfaces.
Payment plan automation: Offer and manage payment arrangements through digital channels.

Digital-first collections aren't just more efficient—they're more effective.

Operators using automated, multi-channel collections strategies see significant improvements in their delinquency management.

Here at Ai Lean, we reduce our customer’s outstanding debt by 50% and virtually eliminate their over-90-day past due accounts within one year of implementation due to our end-to-end lien management solution that automates every state of the process.

Similarly, CubeSmart's 2023 investor presentation highlighted that digital collections processes accelerated resolution of delinquent accounts by 42% compared to traditional methods.

Common Implementation Challenges and Solutions

While the benefits of digital transformation are clear, implementation does present challenges:

Integration with Legacy Systems

Challenge: Many operators use older property management systems that weren't designed for digital integration.

Solution: Look for digital platforms specifically designed to integrate with common self-storage facility management systems, or consider middleware solutions that can bridge the technology gap.

Staff Adoption

Challenge: Long-time employees may resist new digital processes.

Solution: Involve staff in the selection process, provide comprehensive training, and emphasize how automation frees them from mundane tasks for more meaningful work.

Customer Adoption Across Demographics

Challenge: Older customers may be less comfortable with digital tools.

Solution: Maintain optional traditional channels while gently encouraging digital adoption through incentives and simplified onboarding.

Data Security and Privacy

Challenge: Digital systems require robust security protections.

Solution: Choose platforms with strong security credentials, implement multifactor authentication, and ensure compliance with privacy regulations.

The Competitive Advantage of Going Digital-First

For self-storage operators, digital transformation isn't just about meeting customer expectations—it creates tangible competitive advantages:

Attraction of Younger Demographics

As Millennials and Gen Z increasingly need storage, their strong preference for digital experiences makes digitally-advanced operators more attractive.

Operational Efficiency

Digital processes reduce administrative burdens, allowing the same staff to manage more units or provide higher levels of service.

Improved Revenue Collection

Automated payment reminders, simplified payment processes, and digital collections tools all contribute to higher payment compliance and lower bad debt.

Enhanced Reputation

Online reviews increasingly mention digital experience factors, with digitally-advanced operators receiving higher ratings on average.

Competitive Positioning Against REITs

Digital capabilities help independent and mid-sized operators match the convenience offered by large REIT competitors, leveling the playing field.

Implementation Roadmap for Operators

For operators looking to enhance their digital tenant experience, a phased approach often works best:

Assessment: Evaluate your current digital capabilities and identify the most significant gaps.
Prioritization: Focus first on high-impact improvements with relatively straightforward implementation.
Technology Selection: Choose platforms designed specifically for self-storage that integrate with your existing systems.
Phased Rollout: Implement changes incrementally to allow for staff and customer adaptation.
Continuous Improvement: Use tenant feedback and performance data to refine your digital experience over time.

The goal isn't to implement technology for its own sake, but rather to create a seamless experience that makes doing business with your facility easier and more satisfying for tenants.

Conclusion: Digital Excellence is No Longer Optional

The shift to digital-first customer expectations isn't a temporary trend or a future possibility—it's today's reality.

Self-storage operators who embrace this reality are seeing tangible benefits in customer satisfaction, operational efficiency, and financial performance.

More importantly, the gap between digital leaders and laggards is widening.

Customers who experience the convenience of fully digital operations are increasingly unlikely to return to facilities with traditional processes.

The question for self-storage operators is no longer whether to invest in digital transformation, but how quickly they can implement the digital-first experience their customers now expect.

Additional Sources

How to Successfully Roll Out Software Solutions to Large Teams

What the Millennial Surge Means for Automation in Self-Storage

References:

Newmark Valuation & Advisory (2025). The 2025 Self-Storage Expense Guidebook. Modern Storage Media.
Cushman & Wakefield (2024). Market Trends & Investor Survey: U.S. Self Storage H1 2024.
Affleck, J. (2024, November 6). Unpacking Self Storage: A Sector on the Move. CBRE Investment Management.
Pojoga, M. (2025). How Will Self Storage Perform in 2025? Multi-Housing News. Retrieved from https://www.multihousingnews.com/self-storage-industry-trends/
OpenTech Alliance. (2024). Self-Storage Technology Impact Report: Customer Service Metrics Analysis. Retrieved from https://www.opentechalliance.com/resources/reports/technology-impact-2024
Extra Space Storage. (2024, May). Q1 2024 Earnings Conference Call. Transcript retrieved from https://ir.extraspace.com/financials/quarterly-results
Here are the full reference details for the Radius+ and Self Storage Almanac sources:
Radius+. (2024). Annual Self-Storage Consumer Preferences Survey. Retrieved from https://www.radiusplus.com/research/consumer-preferences-2024
Modern Storage Media. (2024). 2024 Self Storage Almanac: Industry Performance Metrics. Wittmann, AZ: Storelocal Media Corporation.
Self Storage Industry Statistics (2025). LLCBuddy. Retrieved from https://llcbuddy.com/data/self-storage-facility-management-software-statistics/
StorEDGE. (2024). Self-Storage Collections Performance Benchmark Report. Retrieved from https://www.storedge.com/resources/research/collections-benchmark-2024
CubeSmart. (2023, November). Investor Presentation: Digital Transformation Impact on Operations. Retrieved from https://investors.cubesmart.com/presentations
Yardi Systems. (2023). Self-Storage Client Performance Metrics: Digital Payment Impact Analysis. Retrieved from https://www.yardi.com/resources/research/self-storage-digital-payments-2023
McKinsey & Company. (2023). Digitization in Specialty Real Estate: Self-Storage Sector Analysis. Retrieved from https://www.mckinsey.com/industries/real-estate/our-insights/digitization-specialty-real-estate-2023