In this week’s episode of the Self Storage Insight Podcast, host Ben Shirey sits down with Ben Golden, self storage owner and founder of Revy, to discuss how AI is changing the way potential tenants find self storage facilities. While Google still dominates high-intent searches, AI tools like ChatGPT and Gemini are becoming another important way consumers discover businesses—and operators need to understand what information these platforms are using to recommend their facilities.
Ben Golden explains that showing up in AI search results isn't about finding a quick shortcut. AI looks beyond a facility's website, pulling information from reviews, Google Business profiles, third-party websites, photos, and other online sources to build a broader picture of a business. That means operators need to focus on keeping information accurate and consistent while actively building a strong online reputation.
One of the biggest takeaways from the conversation is the growing importance of recent, high-quality reviews. Ben explains that recency, velocity, and quality can all play a role in how a facility appears in search results. Even a business with hundreds of positive reviews can't simply stop asking for feedback—consistent activity helps provide search engines with a more current picture of the customer experience.
The discussion also covers the importance of quality website content, accurate business listings, photos, FAQs, and clearly describing the features that differentiate a facility. Rather than using AI to generate large amounts of generic content, Ben encourages operators to use it as a tool while still applying their own knowledge and experience to what they publish online.
Ultimately, AI search doesn't require self storage operators to throw out their existing marketing strategies and start over. The fundamentals still matter: keep your website updated, maintain accurate information across platforms, collect authentic reviews, and stay active online. As AI continues to change how customers search, the operators who understand what their digital presence is saying about their business will be better positioned to stay visible—no matter where the next customer starts their search.