Juan Castellanos, Senior Marketing Manager, SecureSpace
Juan, can you tell us a bit about your background and what sparked your interest in self storage, real estate, and entrepreneurship?
My background is rooted in real estate and entrepreneurship, fields I’ve always been passionate about because of their tangible impact on communities and their potential for long-term value creation. I’ve had the privilege of working in roles that have allowed me to blend strategic thinking with operational excellence, which is crucial in the self-storage industry. What initially sparked my interest in self-storage was its unique position as a real estate asset class. It’s resilient, adaptable, and meets a fundamental need for individuals and businesses: space.
Whether someone is going through a life transition, a business is expanding, or people just need room to grow, self-storage plays a critical role. Entrepreneurship, for me, has always been about finding ways to innovate and create solutions that make life easier for people. With SecureSpace Self Storage, I saw an opportunity to bring a fresh approach to an industry that could benefit from improved technology, customer experience, and operational efficiency. It’s been incredibly rewarding to see how we’ve been able to elevate the standards in this space while delivering exceptional value to our customers.
What were some of the pivotal steps in your journey that led you to your current role?
My journey to my current role at SecureSpace Self Storage has been shaped by a mix of strategic steps and key opportunities. Early in my career, I worked as a Digital Marketing Manager at a property-management company, where I gained valuable insights into the real estate industry and how technology can drive business growth. It was during this time that I saw the potential of self-storage as a resilient asset class with significant opportunities for innovation.
I’ve always been passionate about using technology and data to make smarter decisions, which became a guiding principle throughout my career. When the chance came to collaborate with visionary leaders who shared my passion for transforming the self-storage industry, I knew it was the perfect fit. At the heart of it all has been a focus on creating exceptional customer experiences. Whether it’s through modern facilities or seamless digital tools, putting customers first has been key to our success and something I’m deeply proud of.
You've spoken before about SecureSpace's use of big data for personalized customer experiences. Can you share an example of how this data-driven approach led to a surprising or unexpected business insight?
One of the most exciting aspects of using big data at SecureSpace is uncovering patterns that might not be immediately obvious but have a significant impact on how we serve our customers. For instance, we analyzed customer behavior across our locations and noticed a surprising trend: a high number of storage-unit reservations were being made during late-night hours. Initially, we thought this was just a coincidence, but digging deeper, we discovered that many of these customers were busy professionals or individuals in the middle of life transitions, like moving or downsizing, who found time to handle logistics only after their day settled down.
This insight led us to enhance our online reservation platform to make it even more intuitive and accessible for late-night users. We also optimized our digital marketing to target these night owls with tailored messaging during those hours. The result? A noticeable uptick in conversions and happier customers who appreciated the flexibility. It’s a great example of how data-driven insights not only improve the business but also help us better understand and meet the unique needs of our customers.
Your advice to your younger self about understanding state tax laws highlights the importance of financial awareness for entrepreneurs. What's another financial lesson you've learned that you think every entrepreneur should know?
One financial lesson I’ve learned—and I think every entrepreneur should internalize—is the power of cash flow management. It’s one thing to be profitable on paper, but cash flow is what keeps the lights on and the business running day to day. Early on, I realized that predictable revenue streams, especially in industries like self-storage, are a tremendous asset.
However, even with steady income, unforeseen expenses or timing mismatches can create bottlenecks. That’s why building a cash reserve and understanding the timing of inflows and outflows are so crucial. For entrepreneurs, it’s essential to avoid overleveraging and to maintain a buffer for both opportunities and challenges. Whether it's investing in growth, covering unexpected costs, or weathering economic fluctuations, that financial cushion can be the difference between thriving and merely surviving. It's not just about growing fast—it’s about growing smart.
Proactive communication and transparency are crucial for customer retention. What are some creative ways you've seen businesses implement these principles to foster strong customer relationships?
Proactive communication and transparency truly are game-changers for customer retention. One of the most effective and creative approaches I’ve seen is the use of personalized, real-time updates to keep customers informed. For example, at SecureSpace, we focus on clear, upfront communication about unit availability, pricing, and even policies—no surprises, just trust. Another creative approach involves leveraging technology to stay one step ahead of customer needs. For instance, some businesses send automated reminders for key actions, like renewing a lease or making a payment, but they take it a step further by adding tips or value-added insights.
In self-storage, that could mean offering suggestions on maximizing storage space or links to moving resources. I’ve also seen brands shine by creating transparency around service issues. If there’s a delay or maintenance at a facility, proactive businesses notify customers before they even notice a problem, often with a solution already in place. That kind of honesty builds trust. Lastly, businesses that celebrate milestones—like anniversaries of being a customer—or offer small, unexpected perks really stand out. These gestures show that a company values its relationship with the customer, not just their payment, and that’s where loyalty begins to deepen.
Building on that, how can small businesses effectively leverage technology, like CRM systems, to enhance customer communication without losing that personal touch?
Small businesses can use technology, like CRM systems, to improve communication while still keeping it personal. The key is to see technology as a tool to enhance relationships, not replace them. For instance, a CRM can help track customer preferences and past interactions, which makes it easier to personalize messages. Instead of sending out a generic email blast, you can tailor your message to each customer’s specific needs or history. That way, even an automated email feels personal—like a friendly follow-up or a thoughtful thank-you. It’s also important to use automation wisely.
If you’re sending automated messages, make sure the tone feels warm and genuine. Something as simple as using the customer’s name and referencing their recent activity can go a long way. A message like, “Hi Sarah, hope you’re loving your storage unit! Let us know if there’s anything else you need,” feels a lot more personal than a standard notification. CRMs are also great for encouraging two-way communication. They make it easy to collect feedback and respond quickly, whether it’s through a follow-up email or a live chat feature. It’s all about creating a conversation, not just pushing out information.
Another great use of technology is tracking customer milestones, like anniversaries or birthdays. Sending a little note or offering a special discount at the right time shows customers you’re paying attention and that you value their relationship. And finally, a good CRM makes life easier for your team. When employees have quick access to customer details, they can provide faster, more personalized service. It’s all about using the technology to empower your team to build stronger connections. By combining the efficiency of a CRM with a personal touch, small businesses can scale their communication efforts without losing that human connection that makes them special.
Many entrepreneurs are eager to scale their businesses quickly. What's one common pitfall you've observed in business growth, and how can it be avoided?
One common pitfall I’ve seen in rapid business growth is scaling without a solid foundation. It’s tempting to expand quickly when demand is high, but if your operations, team, or infrastructure aren’t ready to support that growth, it can lead to inefficiencies, customer dissatisfaction, and even financial strain. For example, I’ve seen businesses rush to open new locations or add services without first ensuring their processes are streamlined and replicable.
This often results in inconsistent customer experiences or operational bottlenecks that are costly to fix later. The best way to avoid this is by focusing on sustainable growth. Before scaling, take the time to refine your systems and ensure they can handle increased volume. Invest in training your team, so they’re equipped to maintain quality and consistency as the business grows. And most importantly, don’t lose sight of your core values and what made your business successful in the first place. Scaling should feel like a natural progression, not a scramble. When you grow strategically and thoughtfully, you set your business up for long-term success instead of short-term burnout.
Investing wisely is critical for business success. What advice would you give to entrepreneurs seeking funding, and what key factors should they consider when evaluating investment opportunities?
When seeking funding, my advice to entrepreneurs is to approach it as a strategic partnership, not just a financial transaction. The right investor can bring more than just capital—they can provide mentorship, industry expertise, and access to valuable networks that help accelerate growth. So, it’s crucial to align with investors who share your vision and values. When evaluating investment opportunities, one of the most important factors to consider is control. Understand the terms of the deal and what it means for your decision-making ability. Retaining enough control to steer your business in the right direction is essential, even if it means accepting less capital upfront.
Another key factor is the long-term impact. Ask yourself how the funding will help you scale and whether it aligns with your business goals. Will it help you build a sustainable operation, or does it come with expectations for growth that could lead to unnecessary risks? It’s easy to get caught up in the excitement of securing capital, but staying focused on your long-term vision will help you make smarter decisions.
Lastly, transparency and trust are critical. Be open with potential investors about your plans, challenges, and goals. In turn, ensure they are transparent about their expectations, involvement, and the return they’re looking for. This mutual clarity sets the foundation for a healthy, productive partnership. At the end of the day, the best funding is one that fuels your business without compromising its integrity or your vision.
Looking ahead, what are some emerging trends in the self storage industry or broader business landscape that excite you, and why?
The self-storage industry is evolving rapidly, and several emerging trends have me excited about the future. One of the most significant is the integration of smart technology. From keyless-access systems to real-time monitoring and digital tools for managing rentals, these advancements are transforming the customer experience. People now expect convenience and flexibility, and smart technology allows us to deliver that seamlessly.
Another trend is the growing emphasis on sustainability. Customers are increasingly drawn to businesses that prioritize environmental responsibility. In self-storage, this could mean energy-efficient facilities, eco-friendly building materials, or even initiatives like solar power and water-saving measures. I’m excited about how these efforts not only benefit the planet but also resonate with the values of today’s customers.
On a broader scale, I see personalization continuing to shape the business landscape. Big Data and AI are enabling us to anticipate customer needs and tailor experiences like never before. In self-storage, this could mean predictive tools that suggest the right unit size or automated systems that adjust pricing based on demand, ensuring customers get the best value.
Finally, the rise of remote work and lifestyle flexibility is driving a shift in how people use storage. As people embrace mobility and reconfigure their living or working spaces, self-storage plays a vital role in helping them adapt. Whether it’s temporary storage during a move or long-term solutions for businesses downsizing office space, the demand is evolving, and we’re excited to meet these new needs.
These trends represent opportunities to innovate, elevate the customer experience, and lead the industry into a dynamic, customer-focused future. It’s an exciting time to be part of this space.
Thanks for sharing your knowledge and expertise. Is there anything else you'd like to add?
Thank you for the opportunity to share! I’d just like to emphasize how exciting and rewarding it is to be part of Secure Space and an industry like self-storage, where we have the chance to truly make a difference in people’s lives—whether they’re navigating major life transitions, pursuing new opportunities, or simply seeking more space to grow.
For entrepreneurs, I’d encourage them to stay curious and embrace change. The business landscape is always evolving, and the ability to adapt while staying true to your core values is what ultimately sets you apart.
Lastly, I want to highlight the importance of building relationships—whether with customers, team members, or industry peers. It’s those connections that drive growth, innovation, and success. Thank you again for having me—it’s been a pleasure to share my perspective!
