More food for thought on Self Storage, being more recession resistant than others:
4 D's. Death, Divorce, Dislocation, Density
Death - very unfortunate topic, but death creates heirs that will have a lot of items to sort through, so a good option is people clear a house asap to rent or sell, then grab a storage unit so they can "sift through" things slowly over time.. many times NEVER.. and pay the fee instead of being "inconvenienced" to have to go sort through their mothers precious china collection.
Same reason the rental increases for SS are crazy vs Apartments.. raise $150 storage rent by $9 a month = 6% rental increase. would you go rent a truck, take a full saturday in the 90 degree heat, hire movers, to move your crap down the street to save $9 a month? moving sucks so bad its ridiculous.
So once you have people IN your storage unit, they absorb rental increases better than any asset class for this reason, even better than MHP the previous undisputed chap of people being forced to absorb the highest rental increases.. (they say: "dont have the 5k to move my damn trailer, im screwed, ill just pay it", crowd).. the rents are much lower so the increases on an actual dollar value are so much less impactful that it makes no sense to move, and they take it.
Divorce
this creates ripple effects, but storage demand goes up with divorce sadly.
Dislocation
this one is huge for recession proofing.. people lose houses to foreclosure, have to rent smaller homes, units etc, but love all their crap.. they say its temporary.. so they plop items into storage..
people up and move to new cities for any decent job opportunity when they are desperate in a recession.. more storage demand..
I initially had same thoughts you did regarding $100 a month storage is first thing struck from budget if recession hits... hell i am 100% personally against renting a storage unit, if i have that much crap shame on me.. BUT the other factors more than cancel this out.
foreclosures, downsizing homes, more divorce etc during recessions actually creates NET more demand.. you will have some saying i cant afford my storage unit and leaving, but you have MORE move ins from dislocation etc.
DENSITY
this plays on the trend of smaller units. in order to get more affordable rents, developers are producing smaller unit sizes.. thus where the hell you gonna put your mountain bike or kayak, or all the millenial faux outdoorsy crap.. all the millenials 25 green sweaters during the summer.
the trend is smaller units, less cluttered, and these urban storage units fit the bill well. so more density and smaller homes, will create more demand to store stuff from regular renters, than there used to be.
Another factor is in general, storage is more acceptable. the newer urban developments are safer, well lit, hell sometimes they have coffee shops below them and restaurants.. so they have become a bigger part of peoples lives.
they are more accepted. hell, when my wife suggest a few years back we should get a unit, i knew the tipping point had been reached. its become more "normal" for people to have storage unit.
If you look at the data, self storage weathered the great recession better than most any assets, MHP included which was #2. that is why financing has become much better on SS, and to the point BETTER than MHP for sure. 90% LTV!!! damn.