What to Expect When Investing in Self-Storage (Reality vs Hype)

If you're thinking about jumping into self-storage investing, it's time to talk about expectations—the real ones, not the polished Instagram version. The truth is, whether you're brand new or you're a seasoned buyer, the same principle applies: your success hinges on one thing above all else—deal flow.

At StorageLife, we help people learn how to start a self-storage business and scale it with confidence. But here's the reality check: no course, mentor, or software tool will get you deals without consistent, focused effort on your part. This post is about setting the right mindset from day one and understanding what it really takes to win in this space.

Everyone Starts with the Grind

Recently, we sat down with Ben Tracy, a seasoned broker at Matthews Real Estate. Ben has been in the industry for over a decade, and one thing he shared really stuck with us: even as a senior sales associate, he still makes 300 cold calls every week.

Let that sink in. Three. Hundred. Calls.

And no, those aren’t callbacks or follow-ups—those are fresh, outbound dials every single week.

Why? Because even at the top of the game, deal flow doesn't magically appear. Whether you're a broker, investor, or syndicator, your livelihood depends on your ability to generate and close deals. That’s the hard truth behind self-storage investing success.

The Expectation vs. The Reality

Let’s face it—this business gets romanticized. You hear things like:

• "I bought my first deal and never looked back."

• "Just send out some letters and deals will come to you."

• "Self-storage is passive income."

  
  

While self-storage as an investment can offer fantastic upside, it is anything but passive in the beginning. The real expectation should sound more like:

• "I make dozens of calls every day."

• "I manage virtual assistants and track KPIs."

• "I follow up consistently and write more offers than I care to count."

Treat It Like a Career

Whether you're going solo or building a team, the mindset shift is this: you are a business. Your business is finding and closing storage deals.

Think of yourself like a broker. Brokers live and die by their ability to source deals. You should approach your role the same way. Want to know how to invest in self-storage? Start with this question:

How many calls are you making this week?

Or maybe:

• How many owners did your VAs reach out to?

• How many follow-up calls did you make?

• How many offers did you write?

• How many LOIs are in play right now?

  
  

This is the self-storage investing game. It's not glamorous, but it's effective. Want more deals? Put in more reps.

Why the Numbers Game Matters

If someone told you that one cold call could make you hundreds of thousands of dollars, would you make that call?

Of course you would.

Now multiply that by 300. That's what Ben Tracy does—week in and week out.

You see, the average self-storage return on investment is strong. One good deal can change your life. But it takes commitment to get there. So if you're sitting around waiting for the "perfect moment" to start calling, mailing, or analyzing deals, stop. There is no perfect moment. There is only now.

Set Your Personal Quota

Here’s a simple but powerful exercise: set your own call quota. Ben does 300 a week. What can you do?

• 15 calls per week? That’s three per workday.

• 50? 100?

  
  

Even starting small builds the habit. The key is consistency.

Pair that with strong follow-up systems. At StorageLife, we teach our members not just how to source deals but how to build scalable lead pipelines. Our self-storage investing course and self-storage mentorship program show you how to track and optimize outreach so that every week you get closer to your next acquisition.

Tools Will Help, But Hustle Will Win

We love tools and systems. From CRMs to underwriting templates to access to a self-storage broker list, these things matter. But no amount of tech replaces the grind.

You need grit. You need drive. You need that fire in your belly that says:

"One deal could change everything, and I’m going to earn it."

That’s the core of self-storage investing.

Be Your Own Accountability Partner

If you're not part of a self-storage mastermind or mentorship group yet, create your own accountability. Pair up with a couple of friends and commit to weekly targets.

Promise each other:

• 15 calls per week

• 2 LOIs per month

• 1 deal analyzed per day

That’s how you build momentum. That’s how you close more deals.

And that’s how you turn this from a side hustle into a real business.

Reality Check: This Isn’t Easy

We don’t sugarcoat it at StorageLife. There are risks of self-storage investing. Markets change. Sellers ghost you. VAs quit. Brokers flake.

But none of that changes the truth: with consistency, the results will come.

Knowing how to analyze a self-storage deal is critical. Understanding the self-storage cap rate by state helps you underwrite faster. Crafting the right self-storage marketing letter could land you your next lead.

But all of these tactics depend on one thing: you showing up every day and doing the work.

The StorageLife Way

At StorageLife, our mission is to provide you with the roadmap, tools, and community to succeed. Whether you’re brand new or scaling your portfolio through self-storage syndication, we want to be your self-storage mentor.

We teach you:

• How to build a calling machine

• How to send strategic mail campaigns

• How to build broker relationships

• How to buy a self-storage facility that fits your goals

And most importantly, we help you set the right expectations from day one.

Final Thoughts: Hustle Wins

Success in self-storage investing isn’t about having the fanciest spreadsheets or prettiest logo.

It’s about:

• Showing up every day

• Making the calls

• Writing the offers

• Doing the follow-up

• Learning from every conversation

Set the expectation that this is going to take work. Then commit to doing it. If you do that, everything else—the deals, the freedom, the income—will follow.

Let’s get to work.