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When I first entered the self-storage industry 20 years ago, it looked very different from the landscape we know today. Self-storage was still viewed as a niche investment class, often overlooked by institutional investors and lacking the sophisticated technology platforms that now drive operations. Over the past two decades, I have witnessed remarkable change: a once fragmented industry has matured into a highly institutionalized asset class with sophisticated revenue management tools, advanced data analytics, and a robust pipeline of professional operators and capital sources. This evolution has not only transformed the customer experience but has also elevated self-storage into one of the most resilient and dynamic segments of the commercial real estate market.