Short answer: Value-based pricing means charging different rates for units of the same size based on how convenient they are. Not every 10×10 is equal: units near elevators, entrances and on the ground floor are worth more to customers than units in the middle of an upper floor.[1]
An example from Mark’s approach #
In a two-story or multi-story climate-controlled building:[1]
- Units in the middle of the second floor are the base “street rate.”[1]
- Units near the elevators on upper floors are priced higher, with smaller move-in discounts.[1]
- First-floor interior units are higher still.[1]
- First-floor units near doors with easy access are the most expensive.[1]
Mark compares it to paying for a first-class upgrade at the gate when the price feels reasonable: people will pay more for convenience. He prefers this to relying purely on dynamic pricing. The lowest price isn’t always the most appealing one.[1]
Ideally Mark wants to be among the most expensive facilities in his trade area on street rates, competing with benefits and targeted move-in specials rather than base rate.[1]
Related answers #
- Should a self-storage facility lower its rates when competitors cut prices?
- Why should self-storage operators sell benefits instead of competing on price?
- What add-on revenue can a self-storage facility offer?
Sources #
Each numbered note above links to the post of Mark’s it comes from.
- Self-Storage Revenue Strategies for 2026 Part 1 – Avoid Reactive Pricing, Mark Helm, January 28, 2026
