How do market conditions and competitor activity affect my budget?

Table of Contents

Context dictates spend level and channel mix #

Assess supply: stabilized vs. oversupplied trade area; number of facilities also in lease-up.
REIT presence: anticipate higher CPCs and tighter conversion funnels.
Seasonality: plan heavier pushes in peak move months; maintain presence in shoulder seasons.
Unit mix/rates: adjust promos on slow-moving sizes rather than blanket discounts.