Gross Potential Revenue (GPR) is a widely used metric used for self-storage real estate investment decisions. While it can be helpful for investment decisions, when it comes to tactical pricing decisions, it is often misused and has led to pricing mistakes by some operators. GPR provides an estimate of the potential revenue for a facility…

In a past blog, we reviewed the definition of Gross Potential Revenue (GPR) and how it provides useful information for evaluating investment decisions. We also highlighted how GPR can provide misleading information when used to support pricing decisions. Here, we present a detailed example of why and how GPR should not be used for pricing.…

In a previous blog, we talked about measuring new customer move-ins in revenue per square foot. Here, we take another look at this KPI, but as it relates to existing occupied unit percentages. Utilizing this relationship, we have another way of ascertaining whether we should be pricing new customer rents in in a more profitable way.