What can self storage operators learn from the hotel industry? Quite a bit.

In this episode, Josh Huff and Melissa Huff sit down with Lee Creech to talk through how hospitality principles apply directly to self storage.

Lee shares how his background in hotels shaped the way he thinks about customer service, pricing, and running a facility day to day. The conversation covers everything from keeping your property clean in a way that actually impacts customer perception, to understanding who your customers really are and how to serve them better.

You will also hear:

• Why your facility is not a "can of corn" and how that changes your pricing strategy
• How to identify and track the customer segments that matter most in your market
• Why customer lifetime value is higher than most operators realize
• Simple ways to build loyalty so customers return and refer others
• How to approach pricing based on your specific market and competition

This episode is full of practical ideas that can help you think differently about your operation and how you serve your customers.

If you're planning your year, here are a few events we recommend:

• Register for the NeSSA Expo in Connecticut using code Lighthouse10 - Register Here
• Register for The Big Ideas in Storage Conference in Texas - Register Here
• Register for MSM's The Show using code LSS2026 - Register Here

Hosts: Josh Huff & Melissa Huff

Produced by Lighthouse Storage Solutions

As the self storage industry heads into another busy season and with ISS World Expo around the corner, Josh and Melissa take a step back to talk about something simple but often overlooked. What is the core of your business and are you still focused on it?

With AI and new tools dominating conversations across the industry, it is easy to get pulled in a lot of different directions. Some of those tools can enhance your business. Others can become distractions.

In this episode, we break down the difference.

We look at real-world examples like Amazon expanding in ways that still support its core business, compared to companies like Microsoft that invested heavily in products that did not align with their main focus.

Then we bring it back to self storage.

At the end of the day, our business is renting units. That means focusing on three things above all else:

• Creating a smooth and simple rental experience
• Delivering a great customer experience after move-in
• Attracting the right customers to your facility

If those three things are not dialed in, nothing else will matter.

This episode is a reminder to evaluate where your time, money, and attention are going and to make sure everything you are adding actually supports the main thing.

If you're planning your year, here are a few events we recommend:

• Register for the NeSSA Expo in Connecticut using code Lighthouse10 - Register Here
• Register for The Big Ideas in Storage Conference in Texas - Register Here
• Register for MSM's The Show using code LSS2026 - Register Here

Hosts: Josh Huff & Melissa Huff

Produced by Lighthouse Storage Solutions

Are your vendors actually doing what you're paying them to do? After a short break to get settled into our new role alongside Haviland Storage Services, Melissa and Josh are back on the podcast addressing a topic that affects every single operator.

We all rely on vendors. Landscaping, software, security, marketing… They're a critical part of running a self storage facility. But here's the question we don't ask often enough: Are you really getting what you're paying for?

In this episode, we dig into how to keep your vendors accountable and make sure they're actually serving your business the way they should.

We cover:

• Knowing your contracts (and what's actually included)
• Scheduling regular demos and check-ins
• Making sure you're using everything you're paying for
• And getting out to trade shows to compare options and stay sharp

One of the best ways to evaluate your current vendors and discover better ones is simply getting in the room with them. That's why our recommendations this week are all about trade shows.

If you're planning your year, here are a few events we recommend:

• Register for the Inside Self-Storage World Expo - Register Here
• Register for the NeSSA Expo in Connecticut using code Lighthouse10 - Register Here
• Register for The Big Ideas in Storage Conference in Texas - Register Here
• Register for MSM's The Show using code LSS2026 - Register Here

Hosts: Josh Huff & Melissa Huff

Produced by Lighthouse Storage Solutions

In this special announcement episode of the Gabfocus Podcast, Josh and Melissa Huff share three major updates that will shape the future of the self storage industry as a whole.

Joining Forces with Haviland Storage Services
Sue Haviland joins the show to talk about partnering with Lighthouse Storage Solutions and what this collaboration means for owners and operators. Melissa shares her new role supporting operations and training, and Sue explains how this partnership strengthens Haviland's ability to serve clients nationwide.

Introducing Storage Academy
Tommy Nguyen and Darby Bozeman join the conversation to unveil Storage Academy—a new educational platform focused on delivering high-quality, vetted content for self storage owners, managers, and teams. The goal: practical education that actually improves operations and profitability.

Announcing The Show – 2026
Travis Morrow from Modern Storage Media and Store Local closes out the episode with details on The Show, the largest self storage trade show east of the Mississippi coming in 2026. He shares what makes this event different, why it matters, and who should be there.

This episode is all about collaboration, education, and raising the bar for the self storage industry.

🎥 Now available on YouTube - Watch Episode Here

Register for The Show using code LSS2026 - Register Here

Hosts: Josh Huff & Melissa Huff

Produced by Lighthouse Storage Solutions

In this episode, Josh and Melissa tackle one of the most common decisions self-storage owners face: should you partner with a third-party management company (3PM)? This honest conversation explores when it makes sense, when it doesn't, and what you need to consider before handing over the keys.

They cover:

• The pros and cons of going with 3PM

• What 3PM companies really provide

• How to know if you're ready for that level of partnership

• What questions you should be asking before signing on

• The red flags to watch out for

• How the market has changed and what that means for your independence

Whether you're just starting out or thinking about making a change, this episode will help you make a smarter, more confident decision.

🎥 Now also available on YouTube - Watch It Here

Hosts: Josh Huff & Melissa Huff

Produced by Lighthouse Storage Solutions

As 2025 comes to a close, what have we learned and what should we be ready for in 2026? In this special year-end Gabfocus LIVE episode, we reflect on the highs and lows of the self storage industry in 2025 with three seasoned professionals.

We break down trends in occupancy, rates, technology, operations, and customer behavior, and we talk honestly about challenges that operators faced—from rate wars to staffing struggles. Our panel shares lessons they've learned (some the hard way), what they tried that didn't work, and what they're already doing to prepare for the new year.

Looking ahead, we discuss what's likely to carry over into 2026 and offer insights on staying resilient, forward-thinking, and people-focused in your self storage business. We wrap things up with a few hot takes—and some exciting Gabfocus updates you won't want to miss.

Watch the YouTube replay- Lessons Learned in 2025

Guests: Jane Sauls (Sauls Commercial Real Estate), Heather McCombs (Spacebox Management), Shannon Charbonneau (XPS Solutions)

Hosts: Josh Huff & Melissa Huff

Brought to you by the teams at StoragePug and Lighthouse Storage Solutions

As we wrap up the year, Josh and Melissa close out the podcast season with a forward-looking conversation on setting the right goals for 2026.

In this episode, we focus on the importance of establishing SMART goals—specific, measurable, achievable, relevant, and time-bound—that actually move the needle for self storage operators. Rather than chasing everything at once, we break down three big-picture goals every facility should prioritize in the year ahead.

We discuss why:

• Consistently generating Google reviews strengthens trust and improves visibility

• Raising rates intentionally is critical for long-term profitability

• Finding one focused area of improvement—for yourself, your team, or your operations—can dramatically impact performance

Whether that improvement comes from learning your software better, investing in team education, or moving toward full automation, these goals are practical, achievable, and proven to improve your bottom line.

This is our final regular podcast episode of the year (with one more webinar coming up), and it's designed to help you start 2026 with clarity and confidence.

Plus some holiday focused recommendations for making memories that will last.

Hosts: Josh Huff & Melissa Huff

Produced by Lighthouse Storage Solutions

Every self storage manager hears objections from customers—but how you respond can make the difference between a lost lead and a new tenant.

In this episode, we into the art of overcoming customer objections with empathy and strategy. Through practical role-playing and real-world examples, we explore some of the most common pushbacks, including:

• "Do I really need tenant insurance?"

• "That price is too high."

• "I don't want to sign up for autopay."

• "Why is my rate going up?"

We unpack each objection to reveal the real concern underneath the question—and share how to respond in a way that builds trust and moves the conversation forward.

Plus some holiday focused recommendations.

Hosts: Josh Huff & Melissa Huff

Produced by Lighthouse Storage Solutions