Ronald L. Havner
Analyst · Christy McElroy with UBS
Okay, Ross, I'll try to start answering that question, and let John Reyes finish up since he's in charge of pricing. If you look at our business, and it's really across the platform, we've had pretty robust demand. We've been able to dial down the marketing spend here for the last 2 years. I went through the customer acquisition cost. They continue to decline. In fact, they went positive this quarter. Move-in volumes, despite reduction and television reduction in Internet spend and reduction in dollar specials, move-in volume held steady, and rates were up. So for our product type, we're feeling pretty good about the robustness of demand. We don't monitor our pricing versus McDonald's or Starbucks or any of those guys. I think in part, the uptick in the economy, the consumers, whether their incomes are up, but the activity in the economy's positive, homebuilding's positive and that activity's a good thing for our business combined with the absence of new supply. We're fortunate that there's not a lot of construction going on. I touched on that earlier, and what we're seeing across the country. We don't see a lot of development going on. And for the most part, on our development sites, we're not seeing a lot of competition on the stuff that we're doing today. Those are all positive things in terms of continued absence of supply. I was at the self-storage association a couple of weeks ago. And if you take the U.S. population at, I don't know, 320 million, 330 million people and add 1%, 1.5% population growth and then you apply 7 square feet per person, I think there's plenty of capacity or plenty net new demand from that population growth, and yet it's not being met with new supply. So overall, our business is pretty good. You're seeing it across the public competitors, and demand is fairly robust. In terms of pricing?