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+9 net move-ins (16 move-ins vs. 7 move-outs).Occupancy rose from ~176 to 185 occupied units.Over 43% of units (281 of 646) are unrentable, limiting growth potential.Current occupancy of rentable units is ~51%.27 leads total, with 59% converting to rentals.Walk-ins: 13 leads → 9 move-ins (69% conversion).Online (Storagely): 7 leads → 5 move-ins (71% conversion).Call center: 1 lead → 1 move-in (100%).Direct calls: 5 leads → 0 move-ins.Walk-in and online sources are driving most conversions.Direct phone inquiries show 0% conversion and may need attention.6 customer move-outs (excluding test accounts).5 (83%) left because they no longer needed storage.1 (17%) moved due to a location change.No churn due to price, service, or dissatisfaction.
18 total leads remain after removing 9/24 imports.2 duplicate records were identified (same customer contacting multiple times).The leads now represent ~17 unique prospects overall.Conversion performance is exceptionally strong:Walk-ins: 9 of 10 converted (90%).Internet: 6 of 8 converted (75%).Phone leads were all from 9/24, so none remain after filtering.
October 2025 is slightly ahead of 2024 in move-ins, with 12 vs. 8 — and 9 days remain.Move-outs increased (4 in 2025 vs. 0 in 2024), but the net rental gain is still +8, matching 2024.If this pace continues, October 2025 will exceed 2024 in total net gain by month-end.
Occupancy Gains: At takeover on 9/24, approximately 176 units were occupied (out of 646 total). By 10/22, occupancy had risen to 185 occupied units. This is an increase of 9 rented units, roughly a 5% gain in occupied count. In terms of rentable square footage, the occupied area grew by about 475 sq. ft. over the period (reflecting tenants moving into larger units on average). Overall, the occupancy rate of available units improved from around ~48% at takeover to about 50.7% by Oct 22 (i.e. 185 of the rentable units were occupied).Vacancy and Inventory: Despite the move-ins, plenty of inventory remains. 179 units were vacant and available as of 10/22. Notably, a large portion of the facility’s units are not yet rentable: 281 units (43.5% of all units) were classified as “unrentable” (offline) as of Oct 22. This means less than 60% of the facility’s total 646 units are in service. There were no significant shifts in rentable vs. unrentable inventory during this initial month – the number of offline units remained roughly the same, indicating that no new blocks of units were brought online (nor taken offline) in this period. The high unrentable count keeps the overall physical occupancy low (28.6% of total units occupied), but when looking only at available units, the occupancy is about half. Going forward, turning unrentable units into rentable stock will be key to improving occupancy beyond the current ~51% of available units.
Walk-In Leads (In-Person): 13 leads came from walk-in traffic (including drive-by visitors and referrals from existing tenants, i.e. face-to-face inquiries). 9 of these 13 prospects moved in, a conversion rate of roughly 69%. In-person channels comprised the largest share of leads. (The management summary shows 6 “walked in” leads, 3 from existing tenant referrals, and 1 drive-by, totaling ~10 labeled in-person leads, with a few additional unclassified in-person inquiries likely counted in “Other”). This high volume and healthy ~70% conversion indicate that on-site interactions were very effective at turning inquiries into rentals.Online Leads (Web): 7 leads were generated via online sources. Notably, all online leads in this period came through an online marketing service (Storagely) – indicating that the facility’s web presence/aggregator listing yielded these prospects. Out of the 7 web leads, 5 moved in, for a 71% conversion rate. This is the highest conversion of any major source, suggesting that the online leads were highly qualified (perhaps due to the convenience of online reservations or strong interest from those finding us on Storagely). The strong performance of online marketing is encouraging, given it produced about a quarter of total leads.Call Center Leads: 1 lead was explicitly recorded as coming via the call center (the centralized phone inquiry system). That prospect ultimately rented a unit (100% conversion). While this is a sample of one, it shows the call center did deliver at least one tenant. (It’s worth noting this lead was initially categorized as a “Walk In” in the system, but the source description confirms it originated from a call center contact.)Direct Phone Call Leads: 5 leads fell under phone inquiries made directly to the facility (categorized as “Phone Call” leads, which were not attributed to the call center). These were logged without a specific source (likely lumped into “Other” leads in the summary). Unfortunately, none of these 5 phone-call prospects converted to move-ins during the period (0% conversion). This may point to a need for better follow-up or sales technique on direct calls, or it could be timing (many phone prospects opened on 9/24 did not rent by 10/22). In contrast to the success seen with walk-ins and online leads, the zero conversion from direct calls stands out and may warrant attention.
“Don’t need storage anymore” – 5 out of 6 move-outs (≈83%). By far the most common reason given, this was cited by five customers who vacated. In these cases, customers simply finished using the storage (e.g. they completed their move or project, emptied their unit, and no longer needed to pay for storage) and thus left once their need ended. This points to normal usage churn – a typical pattern in self-storage where many renters are temporary users. There were no indications these customers left for negative reasons; they just no longer required the space.“Location Change” – 1 out of 6 move-outs (≈17%). One customer indicated they left due to a location change. This could mean the customer moved residences or relocated their business, prompting them to close out their unit at Battlefield Storage in favor of somewhere more convenient. It might also imply switching to another facility closer to their new location. This is a form of churn that might be only partially controllable (e.g. if it was due to moving out of town, it’s unavoidable; if it was switching to a closer competitor, it underscores the importance of local convenience).
251023 Battlefield Storage Meeting Notes
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Lowered 5x10 rates for elevator climate
Thu, Oct 23
transition to Cubby November 12
Thu, Oct 23
Grass Roots Marketing
@Eve Higgins
@Ashley Aaltonen
Thu, Oct 23
Referral Program
@Ashley Aaltonen
Thu, Oct 23
Local High School sponsorship
Thu, Oct 23
Uhaul Letter, where are the fund going
Thu, Oct 23
Uhaul is building a new Store
Thu, Oct 23
single family residential being built, senior community nearby
Thu, Oct 23
check into Telephone and Internet Expense
@Ashley Aaltonen
Thu, Jan 22
Needs the Budget for 2026
@daniel higuera
Thu, Jan 22
There are no rows in this table
Cubby
Battlefield Storage Performance Summary (Sept 24 – Oct 22, 2025)
1. Rental Flow & Occupancy
2. Lead Sources & Conversion
3. Move-Out Reasons
Conclusion:
A strong first month post-takeover, with positive rental growth and high lead-to-rental conversions. Focus areas include improving unit availability (reducing unrentable units) and boosting conversion from direct calls.
Rate Increases
Scheduled increases: 17
Total monthly $ increase: $306.10
Average % increase: 19.99 %
Median % increase: 20.00 %
Lead Activity lead analysis (excluding 9/24/2025 leads imported):
Table 2
Lead Source
Total Leads
Unique Leads
Move-Ins
Conversion Rate
Internet
8
8
6
75%
Walk-In
10
9
9
90%
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Summary:
This means nearly every qualified lead since takeover (after 9/24) rented — a very strong start operationally.
📊 Move-In/Move-Out Comparison: October 2024 vs. October 2025 (thru Oct 22)
Table 1
Period
Move-Ins
Move-Outs
Net Rentals
October 2024
8
0
8
October 2025 (to 10/22)
12
4
8
There are no rows in this table
📝 Updated Insights:
Marketing Update
Battlefield Storage Performance Analysis
Introduction: This report evaluates Battlefield Storage’s operational performance in the first month under new management (since the takeover on 9/24/2025 through 10/22/2025). It covers rental movement (move-ins vs. move-outs and occupancy trends), an analysis of lead sources and their conversion to rentals, and a summary of move-out reasons to highlight customer churn factors. All findings are based on the provided management reports and logs for the period in question.
Rental Flow Performance (Move-Ins, Move-Outs & Occupancy Trends)
During the period 09/24–10/22, move-ins significantly outpaced move-outs, resulting in positive net rental growth. A total of 16 new move-ins were recorded, versus 7 move-outs, yielding a net gain of +9 occupied units. This net gain in rentals translated into a modest occupancy increase for the facility.
Lead Sources and Conversion Rates
Between late September and October 22, Battlefield Storage generated 27 new leasing leads, according to the lead activity logs. Overall lead-to-lease conversion was strong: about 59% of all leads converted into move-ins during this period. Below is a breakdown of lead volume by source category and their conversion rates:
Overall, the lead pipeline is performing well for walk-ins and online channels, which together accounted for the majority of rentals. In-person leads delivered steady traffic and a solid close rate, and online marketing leads showed a very high close rate as well. The combined lead-to-rental conversion of ~59% is quite robust – well above industry averages – though that figure is boosted by the immediate move-ins from many walk-in/online leads within the month. Going forward, maintaining these conversion rates while increasing lead volume (especially via online and call channels) will be important. It may also help to investigate why direct call inquiries did not convert (e.g. were they price shopping or lost to follow-up) to improve that channel.
Move-Out Reasons and Customer Churn
A total of 6 move-outs were recorded between Sept 24 and Oct 22 (excluding one test account used for system training). Understanding why customers left is crucial for addressing any controllable factors in churn. The move-out reasons reported indicate that most departures were due to the natural end of storage needs rather than dissatisfaction or issues with the facility:
Importantly, no move-outs cited issues like price, service, or facility problems in this period. The absence of negative feedback reasons is a positive sign – it suggests that customer churn was driven mainly by external/lifecycle factors rather than dissatisfaction. In summary, the initial month’s departures were overwhelmingly from customers who simply no longer needed storage, a trend that is common and expected. Keeping units filled will therefore rely on continuously backfilling these normal move-outs with new move-ins (as was successfully done this period). Monitoring future exit reasons will remain important, but so far no red flags (such as frequent complaints or competitive losses) have appeared in the move-out data.
Conclusion: In the first month post-takeover, Battlefield Storage demonstrated solid performance metrics. The facility achieved positive net rental growth (+9 units) and a slight uptick in occupancy, despite a large portion of units still offline. Lead generation and conversion have been strong, especially through walk-ins and online marketing, resulting in a high overall conversion rate (nearly 60%). Customer move-outs were few and primarily due to fulfilled storage needs, not service failures. Going forward, the focus should be on maintaining the momentum in rentals (continuing to drive walk-in and online leads, and improving phone inquiry conversion), while expediting the transition of unrentable units into rentable stock to unlock further occupancy gains. Additionally, sustained attention to customer feedback upon move-out will help ensure any emerging issues are caught early, although the initial signs indicate healthy tenant satisfaction. Overall, the takeover period performance is encouraging, with strong rental activity and manageable churn laying a good foundation for future growth.
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