Short answer: Mark still tracks the standard KPIs, such as occupancy and delinquency ratio. In today’s market he also measures how well an owner or manager shows up in the local community: referrals from local businesses, event attendance, reviews from business partners, repeat business and referrals from existing customers.[1]
Why measure community involvement #
Self-storage is hyper-local. Mark sees partnerships with local businesses and a visible presence in the trade area as one of the ways a smaller operator stands apart from REITs and larger players.[1]
Five measures Mark suggests #
- Referrals from businesses in the area[1]
- Event attendance[1]
- Reviews from business partners in the trade area[1]
- Repeat business[1]
- Referrals from existing customers[1]
These aren’t fixed. Mark encourages owners to choose any measure they feel would move the needle for a particular trade area and a particular manager.[1]
Putting it into practice #
Mark’s free Community Scorecard is a one-page worksheet with these five measures, a row for your own, monthly and quarterly columns, and a log of partners and events. Review it alongside the monthly numbers.
Related answers #
- What metrics should a self-storage owner track every month?
- How can a smaller self-storage operator compete with REITs for customers?
- What is a self-storage delinquency ratio and how do you calculate it?
Sources #
Each numbered note above links to the post of Mark’s it comes from.
- Three Ways a Smaller Operator Can Win the Customer Game Against REITs, Mark Helm, October 16, 2026
