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In this episode, the podcast hosts welcome Gabriel Luna, an accomplished marketing expert known for his strategic acumen and innovative use of AI in marketing. Gabriel is the Engagement and Communications Manager for KobreCo, overseeing brands like Trojan Storage and QuikStor.

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Gabriel shares his journey from a background in computer science to a leadership role in self-storage marketing, detailing how AI-driven tools have transformed his workflow. He discusses his role as chair of the marketing and communication committee for the California Self Storage Association, highlighting key industry challenges like optimization, technology adoption, and automation.

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The conversation covers a wide range of topics, including the intersection of creativity and data, the psychology behind AI adoption, and the role of personalization in self-storage marketing. This episode is packed with personal insights, practical applications, and forward-thinking strategies that operators and marketers alike can learn from.

Also in our queue: Episode 13: The State of AI

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In this episode, we discussed:‍

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(02:06) The spark of a tech-driven mind – Gabriel’s childhood introduction to computers and Unix systems.

(03:41) From computer science to marketing—how a passion for tech and creativity shaped Gabriel’s career.

(05:40) AI as a daily assistant—how Gabriel integrates generative AI into marketing workflows.

(15:22) Breaking barriers—why AI adoption is still a challenge in the self-storage industry.

(25:47) The balance of art and analytics—how Gabriel harmonizes creativity with data-driven decisions.

(33:43) Adapting to industry shifts—navigating change in self-storage marketing.

(34:23) New responsibilities, new perspectives—Gabriel’s transition to vendor-side marketing with QuickStor.

(34:53) The human side of networking—why relationships drive success in self-storage.

(36:40) AI-powered personalization—how automation is making self-storage marketing more customer-centric.

(41:36) Operational pain points—challenges operators face in an evolving market.

(42:27) The quest for better customer experiences—what self-storage businesses can improve today.

(45:51) Smart decision-making—using AI to optimize marketing campaigns and operational strategy.

(49:33) The future of self-storage marketing—emerging trends and technological advancements.

(51:47) Practical AI applications—real-world examples of AI’s role in self-storage operations.

(56:33) What’s next for Trojan Storage? Gabriel shares upcoming initiatives and big-picture goals.

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Mentioned in this episode

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AI Tools for Productivity

• ChatGPT (OpenAI) – Gabriel’s go-to tool for automating emails, summarizing meetings, and brainstorming ideas.
• Gemini (Google AI) – Briefly mentioned as part of Gabriel’s workflow.
• Notta.ai – AI-powered transcription tool that Gabriel uses for capturing meeting notes and generating summaries.
• Pandas (Python Library) – Used for data manipulation and analytics within Trojan Storage.

Self-Storage Specific

• QuikStor – Self-storage management software, now integrated with Trojan Storage.
• swivl – AI-powered chatbot and automation platform for self-storage businesses, helping streamline customer interactions.
• SpareFoot – Marketplace for self-storage listings and rentals, frequently analyzed for marketing performance.
• CSSA (California Self Storage Association)

AI in Marketing & Automation

• AI-powered email automation
• AI-generated review responses
• Data-driven advertising campaigns

Miscellaneous Mentions

• Eleanor Roosevelt Quote – “The future belongs to those who believe in the beauty of their dreams.”
• AI’s Role in Psychological & Emotional Support – Gabriel's unconventional use of AI as a brainstorming and emotional clarity tool.

If you haven’t already, go download the second edition of our industry report “The State of Technology in Self Storage”. We cover a ton of data points focused on how operators should think about putting The Modern Customer at the center of their universe.

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