The REITs are using a price optimization strategy to maximize profits by adjusting unit prices. The big guys are trying to fluctuate price to fill up facilities and get all the business possible.
They do so based on a number of factors, such as availability of a certain unit and the occupancy rate.
However, There are tools out there to let you be able to do the same. Tools utilizing your existing software, and extensions of those features that can be made available on your website so that potential customers can find you and rent with you quickly.