Frank Certo, COO of The Storage Mall, shares how leadership, consistency, and culture drive performance across one of the fastest-growing third-party management companies in self-storage. From hockey coach to sales trainer to operations leader, Frank brings decades of experience building high-performing teams that think like owners.
He discusses the evolution of The Storage Mall, which has grown to more than 60 managed properties since 2022, and breaks down the three pillars that guide their operation—Customer Experience, Revenue Management, and Compliance. Frank also unpacks how empowering managers, developing culture, and creating consistency across every customer touchpoint translate into stronger results and happier tenants.
Key Takeaways:
01:40 From hockey rinks to self-storage: Frank’s career journey.
08:37 Lessons from Guardian Storage and early industry relationships.
17:23 Launching The Storage Mall and scaling quickly through partnership.
20:19 Business Development of The Storage Mall with Alex Herbs
25:00 What makes The Storage Mall Different - Defining the Why
28:09 Retaining and developing top talent through strong culture.
32:45 Building Operations: The Customer Journey and Beyond
38:21 Consistency across Website, Phone, and Property Experience
40:58 Empowering managers to act like owners.
44:55 Shifts in industry strategy—from occupancy to revenue performance.
Resources Mentioned:
https://www.linkedin.com/in/fjcerto
https://www.thestoragemall.com/
https://www.cubbystorage.com
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