What Type of Self-Storage Investing Facilities Should You Target First (and Why)

Entering the world of self-storage investing can be overwhelming at first. There are so many different property types, deal sizes, and market conditions to navigate. So one of the most important questions we help new members of StorageLife answer is:

What types of facilities should you target first?

The truth is, not all storage properties are created equal. Some are optimized for first-time buyers; others are better suited for seasoned operators or institutional investors. In this post, we break down the types of facilities you should prioritize as a beginner in self-storage investing, and why starting with the right target can massively increase your chances of success.

Start With Mom-and-Pop Owned Facilities

If you're learning how to start a self-storage business, mom-and-pop facilities are your golden opportunity. These are typically older, smaller properties that have been operated for years (sometimes decades) by individual owners or families.

Why target them?

• They're often mismanaged or under-optimized.

• There's usually no website, limited tech, and poor marketing.

• Many owners are nearing retirement and open to selling.

• They frequently fly under the radar, off-market opportunities are common.

At StorageLife, we’ve found that these facilities offer the most room for value-add strategies and creative deal structures. They're perfect for investors learning how to invest in self-storage without needing to go head-to-head with institutional buyers.

Use Google Maps to Spot Hidden Gems

Most new self-storage investing students think they need a fancy list or database to find deals. But guess what? Google Maps is one of the most powerful tools available.

Facilities without a business listing, reviews, or website are often:

• Less competitive (few other investors know about them)

• Not marketed online

• Owned by someone who isn’t tech-savvy (a major green flag!)

In our mastermind, we coach members to use Google Street View and satellite mode to "drive the market" virtually, identifying facilities with:

• Faded signage

• No clear branding

• No web presence

This method often reveals assets not found on any self-storage broker list or database. You can then pull owner data using tools like PropStream, Reonomy, or OnX to skip trace and reach out directly.

Target 10,000 to 25,000 Square Foot Facilities First

When you’re new to self-storage as an investment, bigger isn’t always better. Large facilities (50,000+ sq ft) often attract intense competition, require more sophisticated operations, and involve more capital.

Start small.

We recommend targeting facilities in the 10,000–25,000 sq ft range. They typically:

• Fly under the radar of large operators

• Are more likely to be owned by individuals

• Require less capital to acquire

• Offer strong upside with operational improvements

These deals are ideal for joint ventures or small partnerships. We cover how to structure these partnerships in our self-storage investing course.

Look for Operational Red Flags

Want to find value? Look for signs of mismanagement.

Here are a few things we teach our students to spot:

• No online rental option

• No clear pricing structure

• Handwritten signage

• Poor customer service

• Facilities that are full but have no dynamic pricing

This is where your opportunity lies. These types of properties are often cash-flowing but leave a lot of money on the table. It’s also why learning how to analyze a self-storage deal is such a vital skill.

Your CRM Must Highlight These Opportunities

At StorageLife, we use Podio CRM to organize every lead, especially mom-and-pop targets. It’s essential that your CRM or spreadsheet has filters or automations to flag:

• No website

• No Google reviews

• No business listing

Why? Because these leads are often missed, forgotten, or not followed up with frequently enough.

We suggest setting reminders to follow up with these leads every 30–45 days. Often, it's not about catching them when they’re ready, it’s about being the only buyer who stuck around.

Use a Personal Touch in Outreach

If you’re sending a self-storage marketing letter, following up by phone, or visiting in person, make it personal. These owners often care deeply about their property and want to sell to someone they trust.

A few tips:

• Reference the owner's name

• Mention something specific you noticed (e.g., "I saw your facility doesn’t have a website, have you considered it?")

• Offer to make it easy for them (flexible terms, quick close, etc.)

Remember: you’re not just making an offer, you’re solving a problem. That’s a big focus in our self-storage mentorship program.

Revisit Leads Regularly

Just because a seller says “no” today doesn’t mean they won’t say “yes” in six months.

We’ve had multiple deals come through after 5–7 follow-ups. Some of our best members in the self-storage mastermind follow up 10+ times with the same lead—and win big.

Persistence builds trust. Set reminders, log every call, and never assume a lead is dead.

Target Secondary and Tertiary Markets

Everyone wants to invest in Phoenix, Austin, or Miami. But as you’re learning how to buy a self-storage facility, remember that competition drives up prices.

Instead, look at:

• Cities with 25,000–150,000 people

• Towns with no REIT-owned facilities

• Places where supply hasn’t kept up with population growth

These areas often have less competition, better returns, and more mom-and-pop opportunities. Pair your search with our self-storage cap rate by state resource to see where yields are strongest.

Final Thoughts: Simplicity Wins Early On

Self-storage investing is one of the most rewarding and scalable paths to wealth, but it pays to start simple.

Target mom-and-pop facilities. Use tools like Google Maps and PropStream. Set up a CRM that helps you follow up.

As you grow, you can graduate to larger deals, consider self-storage syndication, and explore more advanced marketing techniques. But at the beginning, clarity and consistency will outperform complexity.

Want help picking your market or reviewing your lead list? Join our self-storage mentorship program or hop into the next self-storage mastermind session.

Book a call today to start your journey in self-storage investing the smart way.

StorageLife: Empowering Self-Storage Entrepreneurs Every Step of the Way