On the Spot with Doug Ticus – February 2026

February 18, 2026

Self-Storage Outlook 2026: Data-Driven Rents, Strong Capital Flows, and What It Means for Investors

The self-storage sector continues to demonstrate resilience as it enters 2026. In Capright’s latest On the Spot podcast, Steve Williams sits down with Doug Ticus to discuss two trends shaping the market: the growing gap between street rents and in-place contract rents, and the strength of investor demand.

For owners, operators, and investors, the message is clear: technology-driven revenue management and renewed capital interest are positioning self-storage for a solid year ahead.

The Growing Gap Between Street and Contract Rents

One of the most notable trends in the self-storage sector is the widening spread between advertised “street” rents and the rates existing tenants actually pay.

Operators often attract new customers with promotional pricing, but that’s only the beginning. Once tenants are in place, Existing Customer Rate Increases (ECRIs) quickly move those rents toward market levels.

What’s driving the effectiveness of this strategy?

Big data and advanced analytics.

Today’s leading REITs and institutional operators leverage sophisticated customer data to:

• Identify tenants most likely to accept rent increases
• Optimize the timing and size of ECRIs
• Reduce churn while maximizing revenue

This precision pricing approach allows operators to retain “sticky” customers while turning over price-sensitive tenants. The result is stronger revenue growth and improved operating performance across stabilized portfolios.

Why it matters:

Revenue management, once a differentiator, is quickly becoming a core competitive requirement in institutional self-storage.

Investor Demand Strengthens Heading Into 2026

On the capital side, the outlook is equally encouraging.

While the ultra-low-cost capital environment of 2021 is gone, the sector is benefiting from a significant reallocation of investor capital.

According to Doug Ticus:

• Investors are rotating out of underperforming sectors, particularly office
• New funds and new entrants are targeting self-storage
• Long-time buyers remain active and competitive
• Demand is concentrated on Class A, institutional-quality assets

This capital migration is increasing competition and supporting transaction activity as the market moves from late 2025 into 2026.

Why it matters:

Self-storage’s operational flexibility, short lease terms, and defensive demand profile continue to attract capital in a more selective investment environment.

The Bottom Line

The self-storage sector enters 2026 with momentum. Technology-enabled pricing strategies are driving revenue growth, while renewed investor interest is increasing competition for high-quality assets.

For institutional investors and operators alike, execution, not just market conditions, will be the key differentiator.

For a full breakdown of the latest trends and insights, check out our Self-Storage REIT Update:

📬 Let’s Talk

At Capright, we are uniquely positioned to support institutional investors, operators, and developers navigating this evolving environment. As an independent valuation and advisory firm, we provide clarity, accuracy, and confidence, especially where the stakes are highest.

If you’d like to discuss the findings or need support with your Self-Storage valuation or strategy, reach out to: