Safestore 2025 annual report

Goood Day Store Fam..A..Lam

Sorry were a bit late this morning … Kids holiday is mad in our house

We even had my eldest sons mates at our house until 7.30 last night (playing darts) even though he (Zak) wasn’t here 😂

I really wanted our house to be the house that everyone came to and felt welcome at ❤️

Right Letsssss gooooooo

Here’s today’s newsletter …

• 6 Reservations

• 2 Move Ins

• 5 Move Outs

Lets … Do … This ….

Here's what's coming your way today 😎🎯

🤐 A Self Storage Tip - “Willerby Monthly Figures“

🤝 3 Self Storage News Stories

🧐 Yesterday’s Figures For Each Facility

🥸 1 Meme of the Day

Self Storage Tip 💡 💰

Highlights

• 125 quotes is the highest number of quotes since July 2025, up by 24 from last month and 11 more compared to January 2024.
   

• Sq. ft. moved in at 4,385 is 2,030 more than last month and is up by 1,830 compared to January 2025.
   

• Average insurance sold to new move ins above target of £7,000 at £8,062.50 & has increase by £1,500 from last month.
   

• Van Hire insurance revenue at £1,425 is the highest revenue taken since April 2025.
   

• Average customer value highest on record at £245.73, has increased by £3.83 from last month & is £10.06 higher compared to January 2025.
   

• Google Ad spend at £1,529,93 is down by £562.00 from last month with the number of quotes also increasing by 23.76%.

Opportunities

• Conversion rate 25.60% with 32 reservations – this is the third month in a row we have not hit 30% conversion rate .

  We are down by 5.98% compared to January 2025, with January 2025 being 31.58 %.

  25.60% conversion rate is the second lowest in the last 15 months.
   

• Contact made from quotes at 50.40% is down by 2.08% from last month & is below the target of 60%
   

• Cancelled / expired reservations combined at 12.51% is the second month in a row over the 10% mark.
   

• Sq.ft moved out at 4,640 is highest amount of sq.ft. out since October 2024.

  Sq.ft. moved out has increased by 2,540 compared to January 2025 & is 1,135 more than last month.
   

• Net sq.ft. result of negative 255, this is the third month in a row we have finished negative & gives a result of negative 2,165 for the last 3 months.

  January 2025, we finished positive 455 .
   

• Sq.ft occupied at 32,140 means we have only increased sq.ft. by 680 from January 2025 to January 2026, this is down by 3,020 compared to January 2024 to January 2025, which increased sq.ft. by 3,700 .
   

• Percentage occupied at 81.14 % is the lowest occupied level since January 2025 which was at 80.07%
   

• True period Revenue down by £299 from last month, this has increased from £83,898.49 in January 2025 to £89,447.29 in January 2026, however, this is only 6.61% increase and is below target of 10% .
   

• Only 1 Google Review received.
   

• Churn rate high at 14.32% is the highest rate since October 2024, has increase by 3.88% from last month and is 7.71% higher compared to January 2025.

Actions

• Investigate churn rates to identify trends and understand reasons for moving out. Proactively addressing any areas that can be influenced.
   

• Look at reasons why customers are not booking – is it price/offers, is our sales process being followed, how many customers are providing invalid phone numbers. Review call screening to understand its impact on conversions.
   

• Low conversions & high move outs will be affecting the revenue; we need to increase conversion to above 30% and reduce churn rate to below 10% .
   

• Can we hit at least 60% contact made – check we are calling people at different times –Trialling late night calling of CB3, 4 and 5s- review the findings from these trails.
   

• Listen to cancelled / expired bookings – ensure the booking process is being followed.
   

• Implement incentive to increase Google Reviews.
   

• Finish with a positive sq.ft. net result. – February 2025, we finished positive 980.

Score

• 5 /10

If you want some FREE training, here’s a video -

Industry News 🧐 …

• Safestore publishes 2025 annual report

• Urban scarcity reshapes self storage strategy in 2026

• Store & Secure in Poole to expand its self storage facility

The Fun Bit - My Business .... Bare Butt Naked! 😲🤫🤭

Yesterday’s Results -

Willerby (Hull) … My Big Site

• 0 Reservations

• 1 Move Ins

• 0 Move Outs

Month to Date -

• MINUS 800 Sq Ft

Reservations so far this week = 1

Move Ins so far this week = 3

Clough Rd Figures ... The Automated Site

• 1 Reservations

• 0 Move Ins

• 0 Move outs

Month to Date -

• PLUS 105 Sq Ft

Reservations so far this week = 3

Move Ins so far this week = 2

Beverley … My Baby (First Site)

• 3 Reservation

• 0 Move Ins

• 1 Move Outs

Month to Date -

• PLUS 235 Sq Ft

Reservations so far this week = 3

Move Ins so far this week = 0

Wrexham's Figures (Indoor) ... My First Acquisition

• 1 Reservation

• 1 Move Ins

• 2 Move Outs

Month to Date -

• PLUS 395 Sq Ft

Reservations so far this week = 2

Move Ins so far this week = 2

Mansfield Figures

• 0 Reservation

• 0 Move Ins

• 2 Move Outs

Month to Date -

• PLUS 500 Sq Ft

Reservations so far this week = 1

Move Ins so far this week = 1

Glasgow

• 1 Reservation

• 0 Move Ins

• 0 Move Outs

Month to Date -

• MINUS 440 Sq Ft

Reservations so far this week = 1

Move Ins so far this week = 0

Meme / GIF of the day -  👀😂

Health and Fitness ... Move More = Live Longer - 🏋️‍♀️ 🏃

Weekly goals -

• Gym - 3 times

• Run - 25miles

Results so far -

• Gym - 0

• Run - 4 Miles

Yesterday’s Steps - 9,918

Loads of self storage love,

Dean ❤️ 🙃