Lowest paying customers. Some move out. Most stay. When it hits the set rented percentage again it automatically raises the bottom 5% of the renters. Some move out. Most stay. Rinse and repeat. Very efficient for the owners. Not so fun for the renters. But it is the industry standard for major storage companies. Now mom and pop shops are following suit because it is so effective. Law of supply and demand. And as long as more people stay than leave it will continue.