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Our 10x10 at $89 sits mid-market and below the top competitor (All Self Storage at $108). As a 100% CC facility, we offer a premium product at a competitive price point.The market is heavily promotional — most competitors run FMF or percentage-off promos. Our strike-through web pricing ($107 crossed out to $89) and FMF promo are competitive.4.9 Google stars with 146 reviews — the strongest review profile in the trade area. #1 local search ranking on all five tracked keywords.
At 4.85x ROAS, every dollar spent is returning nearly $5 in conversion value. The campaign is generating strong phone activity (40 calls) and online intent (44 begin-rent actions).Opportunity: 44 users started renting online but only 5 completed. Improving the checkout experience is a quick win to capture more of the demand we’re already paying for.New website launched on thestorageadvantage.com. Marketing is actively A/B testing promo callouts, building an interactive map, and posting weekly on Google Business Profile and Facebook.
Strongest performers: 5x5 (100%), 7x5 (100%), 10x5 (91%), 10x7 (92%), 10x17 (100%), 13x21 (100%), 15x17 (100%), 20x13 (100%). These sizes are effectively at or near capacity.Biggest revenue opportunity: 10x20 (33 vacant units, 61% occ). Filling just 15 of these at $129/mo adds ~$23K in annualized revenue. This is where targeted promos will have the most impact.14 unrentable units (11 are 10x10s) represent ~$1,300/mo in recoverable revenue once restored.
Target range: 4–6% increases for tenants with 9+ months tenure, no more than once every 12 months.Rate seasoning is at ~23.5% (avg occupied rate vs. street rate), which means the tenant base still has room for measured increases without competitive pressure.Our 10x10 street rate ($89) is below the top competitor ($108), giving comfortable headroom for ECRI on seasoned tenants.For lower-occupancy unit types (10x20, 20x20, 10x15), the focus shifts to promotional fill before applying increases — new longer-term discounts on these sizes will drive traffic while protecting rate integrity on the rest of the portfolio.
260312 Lagrange Meeting Notes
PROPERTY ANALYSIS
LaGrange Climate Storage
110 Commerce Avenue, LaGrange, GA 30241
March 12, 2026
Data Through: February 2026 (EOM) / March 12, 2026 (Current)
Atomic Storage Group
Operations · Revenue Management · Marketing
30-Day Action Plan
Target review date: Next owner call (~April 12, 2026). Each item below is a specific, measurable action the team will complete within 30 days.
Website & Marketing
☐ Update website to reflect current specials by unit type — highlight FMF on 10x20 and 20x20 units specifically to drive traffic to highest-vacancy sizes.
☐ Launch targeted promo for 10x20 units (e.g., 2 months 50% off or extended FMF) to accelerate fill on the 33 vacant units — this is the single biggest revenue opportunity on the property.
☐ Audit online checkout flow to identify drop-off points — 44 users started renting online but only 5 completed. Improving this conversion captures more of the demand we’re already paying for.
☐ Tighten Google review response time back to <2 hours to protect the strong 4.9-star / 146-review profile.
Revenue Management
☐ Scale back ECRI increases to 4–6% range for this market tier — the recent rounds have been effective but calibrating to smaller, steadier increases protects occupancy as we approach stabilization.
☐ Apply longer-term discounts (e.g., 3-month lock-in rate, 2 months 50% off) to specific unit types at lower occupancy: 10x20 (61%), 20x20 (54%), 10x15 (67%), and 10x13 (68%).
☐ Evaluate 20x20 repositioning strategy — test a modest rate adjustment or market as premium vehicle/equipment storage to differentiate from standard units.
Operations & Data
☐ Get repair estimates and timeline for the 14 unrentable units (11 are 10x10s, the highest-demand size). Restoring these adds ~$1,300/mo in potential revenue.
☐ Implement mandatory move-out reason capture at checkout to build better data for future strategy decisions.
☐ Correct EOM report row labels (Rows 30–33) so autopay, protection, AR, and Google rating data track accurately month-over-month.
WHAT THIS MEANS FOR YOU: The property has grown from 9 units to 355 in under 4 years and is approaching stabilization. These next 30 days are focused on converting the remaining vacancy into revenue — particularly in the larger unit sizes where targeted promotions and website updates will have the most immediate impact. The revenue management adjustments ensure we protect the occupancy gains while continuing to grow the rent roll.
Property Snapshot
The Growth Story
LaGrange Climate Storage is a 482-unit, 62,568 SF all-climate-controlled facility at 110 Commerce Avenue in LaGrange, GA (Troup County, pop. ~35,000). Since onboarding in early 2022, the property has grown from 9 occupied units to 355 — a remarkable trajectory for a tertiary market with no national operators in the immediate trade area.
Table 5
Metric
Feb 2025
Feb 2026
YoY Change
Total Units
495
482
-13 (unit conversions)
Occupied Units
257
354
+97 (+37.7%)
Unit Occupancy
51.9%
73.0%
+21.1pp
SF Occupancy
45.8%
68.1%
+22.3pp
Revenue Collected
$28,769
$49,675
+$20,906 (+72.7%)
Actual Occ Rent
$24,457
$45,889
+$21,432 (+87.6%)
GPR
$49,413
$60,806
+$11,393 (+23.1%)
Move-ins (Feb)
29
35
+6 (+20.7%)
There are no rows in this table
Revenue has increased 72.7% year-over-year, occupancy has climbed 21 percentage points, and the property is now within striking distance of its 75–85% stabilization target. Spring and summer seasonality should provide additional tailwind.
Market Position & Competitive Landscape
LaGrange is a tertiary market with 8 tracked competitors within 2 miles, all local/regional operators. There are no national brands (Public Storage, Extra Space, CubeSmart) in the trade area. LaGrange Climate’s key differentiator is 100% climate-controlled inventory — most competitors offer a mix or none at all.
Table 6
Competitor
Dist.
Built
Class
10x10
Notes / Promo
LaGrange Climate (Ours)
—
2,022
CC
$89
Strike-through + FMF promo
All Self Storage
0.7 mi
1,964
—
$108
75% off 2 months
Three Points Storage
0.7 mi
1,934
C
N/A
Older facility
Storage Master (Hogansville)
0.7 mi
1,983
B
$57*
First month free
Storage Master (Greenwood)
0.9 mi
1,987
B
$40–$174
First month free
Safe Self Storage
1.2 mi
1,996
—
N/A
Limited web presence
Boathouse Boat/RV Storage
1.5 mi
2,020
A
N/A
RV/Boat focused
Storage Master (New Franklin)
1.7 mi
1,984
B
$57*
First month free
Storage Rentals of America
1.7 mi
2,001
B
$24*
Deep web promo; ~$52 std
There are no rows in this table
How We’re Spending: PPC & Marketing
Google Ads launched November 12, 2025 with a $1,145/month budget and 5-mile radius targeting. Q1 results (Dec 1 – Mar 12, 2026):
Table 7
PPC Metric
Q1 2026
Monthly Budget
$1,145
Total Spend (Dec–Mar 12)
$3,467.59
Total Conversion Value
$16,801.00
Return on Ad Spend (ROAS)
4.85x
PPC Rentals + Reservations
5 (2 rentals + 3 reservations)
Total Call Interactions
40 (15 ad calls + 6 click-to-call + 19 sales calls)
Online Rent Starts
44 click-begin-rent actions
Impression Share
30.52% (Top of Page: 85.53%)
There are no rows in this table
Google Business Profile
Table 8
Direction Clicks
Phone Clicks
Website Clicks
116
163
302
There are no rows in this table
Review sentiment: 100/100 Positive across Facilities & Amenities, Pricing & Value, and Service & Staff. #1 ranking for all tracked local search terms.
Current Operating Metrics
As of March 12, 2026 (Management Summary + February 2026 EOM):
Table 9
Metric
Current
YoY / Note
Unit Occupancy
73.7% (355 / 482)
+21.1pp YoY
SF Occupancy
68.9% (43,114 / 62,568 SF)
+22.3pp YoY
Revenue (Feb EOM)
$49,675
+72.7% YoY
Actual Occ Rent (Feb EOM)
$45,889
+87.6% YoY
GPR (current)
$51,947
Economic Occupancy
88.2% (Rent Roll / GPR)
Net Flow (YTD)
+10 (76 MI / 66 MO)
Positive trend
Autopay
78.0% (277 / 355)
Sticky tenant base
Protection Enrollment
82.8% (294 / 355)
Strong ancillary
PPC ROAS (Q1)
4.85x
Efficient spend
Google Rating
4.9 (146 reviews)
#1 local rankings
There are no rows in this table
Unit Mix & Vacancy Detail
Full unit-level breakdown. Yellow = 60–75% occupancy (opportunity zone). Red = below 60%.
Table 10
Unit Type
Total
Occ
Vac
Unrent
Street
Avg Rate
Occ%
$/SF
5x5 CC
8
8
0
0
$71
$58
100%
$1.42
7x5 CC
2
2
0
0
$57
$60
100%
$1.63
10x5 CC
44
40
4
0
$75
$89
91%
$1.50
10x7 CC
37
34
3
0
$90
$98
92%
$1.29
10x8 CC
37
29
8
0
$85
$115
78%
$1.06
10x10 CC
140
104
25
11
$89
$122
74%
$0.89
10x13 CC
38
26
11
1
$115
$137
68%
$0.88
10x15 CC
54
36
17
1
$120
$154
67%
$0.80
10x16 CC
6
4
2
0
$129
$138
67%
$0.81
10x17 CC
2
2
0
0
$167
$184
100%
$0.98
10x20 CC
88
54
33
1
$129
$160
61%
$0.65
13x17 CC
2
1
1
0
$139
$152
50%
$0.63
13x21 CC
1
1
0
0
$227
$234
100%
$0.83
15x17 CC
2
2
0
0
$177
$196
100%
$0.69
15x20 CC
3
2
1
0
$199
$263
67%
$0.66
20x13 CC
3
3
0
0
$198
$232
100%
$0.76
20x20 CC
13
7
6
0
$249
$227
54%
$0.62
25x15 CC
1
0
1
0
$314
—
0%
$0.84
8x16 CC
1
0
1
0
$119
—
0%
$0.93
TOTAL
482
355
113
14
—
—
74%
—
There are no rows in this table
Revenue Management: ECRI Performance
Existing Customer Rate Increase (ECRI) activity for the past four months:
Table 11
Month
# Incr.
Before
After
Incr %
Incr $
MO 3mo
Churn
Mar 2026
8
$147.38
$159.17
8%
$11.79
0
0%
Feb 2026
22
$119.86
$132.68
10.7%
$12.82
2
9.1%
Jan 2026
3
$146.67
$164.27
12%
$17.60
0
0%
Dec 2025
18
$144.06
$163.22
13.3%
$19.16
8
44%
There are no rows in this table
The March round (8 tenants, 8.0% avg increase, 0 move-outs so far) is well-calibrated for this market. The team is dialing in the right increase levels — the 4–8% range is the sweet spot for a tertiary market approaching stabilization. Smaller, steadier increases protect occupancy while continuing to grow the rent roll.
Rate Strategy Going Forward
Path to Stabilization
Table 12
Target
Value
Stabilization (6–12 mo)
78–80% unit occupancy
Maturity (long-term)
82–85% unit occupancy
Current
73.7% (all-time high)
Units to Stabilization
21–31 additional units
Revenue Upside at 80%
~$3,000–$4,000/mo additional
There are no rows in this table
At the current trajectory (+5 net units/month in recent months), the property could reach 78% stabilization within 4–6 months, particularly with spring/summer seasonality and the targeted promotions on larger units outlined in the 30-day action plan.
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