How to Find Mom and Pop Storage Facilities Before Anyone Else Does

If you're in the world of self-storage investing, one of the most overlooked and lucrative opportunities lies in finding "mom and pop" storage facilities before the competition does.

These facilities are often under-marketed, under-managed, and ripe for improvement—a perfect recipe for value-add investors looking to scale.

At StorageLife, our mission is to help aspiring investors uncover these hidden gems using practical, real-world strategies. In this post, we’ll guide you through how to locate these facilities using nothing more than Google Maps and a bit of detective work.

What Are Mom and Pop Storage Facilities?

"Mom and pop" facilities are small, independently owned storage properties. They aren't operated by large national chains, and often, their owners are not professionally trained operators. This creates an amazing opportunity for savvy investors to come in, optimize operations, and increase profits significantly.

These owners may not be using the latest technology, marketing tactics, or customer service systems—which often means there's untapped potential waiting to be unlocked.

Why Target Mom and Pops?

There are several compelling reasons why mom and pop facilities should be on your radar:

• High potential for improvement: Better management, marketing, and operations can quickly increase profitability.

• Less competition: Institutional buyers tend to overlook these smaller properties.

• Flexible sellers: Mom and pop owners may be more open to creative deal structures.

• Ideal for new investors: These facilities are usually smaller and more affordable—perfect for those learning how to start a self-storage business.

Step-by-Step Guide to Finding Mom and Pop Facilities Using Google Maps

1. Choose a Market to Explore

Start by picking a city or region you’re interested in. Avoid major metros dominated by REITs and large operators. Look at second- or third-tier cities where big money hasn't fully moved in yet.

Example: Instead of Los Angeles, try Springfield, Missouri or Nixa.

2. Search for "self-storage" in Google Maps

Type "self-storage" into the Google Maps search bar. You’ll see dozens of pins pop up. Zoom in and out to see nearby areas and other potential sites.

3. Look for Facilities Without a Website

One of the biggest indicators that a storage facility is a mom and pop is the lack of a website. Modern operators understand the importance of having an online presence. If there’s no website, it's almost a guaranteed mom and pop. Screenshot it. Save it. That’s a hot lead.

4. Check the Number of Reviews

If a facility only has a handful of Google reviews (less than 20), it likely means they aren’t actively managing their reputation or online visibility. That’s another red flag that they aren’t professional operators.

Professional storage businesses are constantly asking for reviews to build trust and credibility.

5. Analyze the Website (If They Have One)

Even if a facility does have a website, check the quality:

• Is it homemade or professionally built?

• Are they using storage-specific software like StoragePug or ESS?

• Are they using online payment and reservation systems?

If the answer is no to any of those, it may still be a mom and pop trying to modernize but not quite there yet.

6. Use Street View for More Clues

Google Street View is your secret weapon. Drop the little yellow guy onto the street outside the facility and look around.

Things to look for:

• Is there a sign out front with a phone number?

• Does the sign match the Google listing number?

• Are there multiple businesses on the same property?

Sometimes, the owner also runs a nearby auto repair shop or other business. That means you might find a second phone number—possibly even the owner’s direct line.

7. Look for Signs of Neglect or Limited Marketing

If the photos are outdated, low-quality, or don’t show the facility at all, that’s another great sign. Real operators invest in professional photos. Weird, blurry, or non-relevant photos? Goldmine.

Also, if the facility name is something generic like "Best Storage" or "Sunshine Storage" with no branding, that’s another giveaway.

Bonus Tips from the Pros at StorageLife

Our self-storage mentorship students often find that simply calling the number on the sign or property can lead directly to a conversation with the owner. That’s your opportunity to start a relationship and eventually make an offer.

Also, sometimes local businesses next door are owned by the same person. If you can't get the storage owner directly, call the neighboring business and ask if they can connect you.

This detective-style research is how some of our self-storage mastermind students have uncovered incredible deals.

Why This Works So Well

The reason this technique is so effective is because most people aren’t willing to do this kind of legwork. They rely on brokers or commercial listings. By using this method, you’re finding opportunities that literally no one else is looking at.

That gives you a huge edge.

This is a perfect strategy whether you're just starting and wondering how to invest in self-storage, or you're scaling up and looking for your next acquisition.

What Happens After You Find One?

Once you identify a potential lead, it’s time to make contact. Use skip tracing tools to find the owner’s contact info or simply call the number listed on the facility or their website (if any). Introduce yourself professionally. Let them know you're a serious buyer.

At StorageLife, we cover all of this and more in our self-storage investing course, including templates, scripts, and follow-up strategies.

What to Watch Out For

Before jumping into a deal, remember that risks of self-storage investing do exist:

• Poor locations with low demand

• Expensive repairs or deferred maintenance

• Zoning or permitting issues

That’s why due diligence is so important. Our hands-on self-storage mentorship team always helps students fully vet each opportunity before moving forward.

Conclusion: Your Next Step

Finding mom and pop storage facilities is part art, part science, and a whole lot of hustle. But if you’re willing to put in the effort, the rewards can be massive.

With tools like Google Maps, a sharp eye for detail, and the right guidance from our team at StorageLife, you can uncover deals before they hit the mainstream.

If you’re serious about scaling your portfolio or just getting started with self-storage as an investment, join our community. We’ll teach you everything from locating properties to managing and optimizing them for maximum self-storage return on investment.

Let’s get out there and find those hidden gems before anyone else does!