Outselling the Giants: How Independent Operators Can Beat the REITs
Lou Barnholdt, Universal Storage Group

Can independent self storage operators really compete with the massive marketing budgets and tech tools of the REITs? Absolutely, and we will show you how! In this fast-paced, high-energy session, we will share proven, battle-tested strategies that help local owners and manager outperform the national brands. Attendees will discover how to combine exceptional sales techniques, authentic customer service, and grassroots marketing to win leads, drive occupancy, and build loyalty that no algorithm can replace. You'll walk away inspired, energized, and armed with the tools to outsell, outshine, and outlast the competition - no billion-dollar budget required. Key takeaways:

1. Sell Like a Pro: Master closing skills, value-based selling, and phone scripts that convert leads into rentals.
2. Price with Power: Compete without cutting. Learn how to present value, protect rate integrity, and use specials strategically.
3. Grassroots Gold: Discover creative, low-cost marketing ideas that build buzz - community partnerships, contests, events, and local sponsorships that REITs overlook.
4. Digital Visibility: Boost your Google Business profile, social media presence, and online reviews to outperform the big names in local searches.
5. The Manager Advantage: Learn how personality, responsiveness, and relationship-building beat automation every time.
6. Measure What Matters: Track marketing ROI, lead sources, and conversions with data-driven accountability that keeps you improving.

Focus Groups

A spinoff of your traditional roundtables - focus groups will zero in on one particular topic and offer multiple experts to both educate and converse with attendees regarding them. Topics include:

• Acquisitions & Dispositions: The art of selling (and acquiring) facilities in our current market.
• Construction: How to master conversions, utilize space, and revitalize your facility.
• Marketing: Best practices, necessary website enhancements, and how to work for both SEO and AI.
• Operations: Changes to help you succeed in your market, plus when to review your business model.
• Revenue Management: Fresh ideas for ancillary revenue and how to protect your NOI.
• Technology: New trends, security features, and what you CAN do with a limited budget.

When Owners Lead and Managers Rise: The Shift that Changes Everything
Chris Mader, MTA Consultancy

Most successful storage operations are being held back by the person who built them. This session breaks that pattern from both sides of the org chart.

The Ceiling: When an owner stays too deep in daily operations, the business can only grow as fast as that one person can run. Managers stop bringing solutions because they have learned their judgment will be second-guessed. Teams go quiet. Problems get hidden. This section names what is actually happening and why the most capable managers may be the ones holding the most back.

The Lift: The practical section. Managers leave knowing how to step into accountability in ways that build an owner's confidence rather than trigger the instinct to take back control. Owners learn the specific communication and delegation behaviors that signal trust rather than just demand it. Both sides learn how to have the conversations most teams avoid until something breaks.

The Payoff: When owners lead instead of operate, managers gain real authority, clearer direction, and the ability to build their own teams without constant interruption. Owners gain time, margin, and a business that does not require them to be present for everything. This section makes the case that the adjustment is not a risk. It is the most practical business decision in the room.