332. Self Storage’s “Impossible” Data Just Went Public (This Changes Everything) w/Noah Starr
Self Storage Income
AJ Osborne
4.9 • 591 Ratings
🗓️ 20 January 2026
⏱️ 53 minutes
🧾️ Download transcript
Summary
Self storage analysis is a guessing game. Or at least, it was.
But everything has changed. In this episode, Noah Starr, CEO of TractIQ, returns with an announcement that fundamentally changes the way we find and buy self storage deals.
For years, an investor’s biggest advantage wasn’t having a ton of capital or mastering operations. It was information. And with everyone being overly protective of their data, the self storage industry was actively killing itself.
But not anymore.
TractIQ’s latest release puts verified occupancy and financial performance data in the hands of everyday investors—not just the REITs. Having this data available at scale levels the playing field for smaller operators and allows them to make better business decisions across the board.
Whether you’re looking to buy your first self storage facility, increase revenue, or hire a property management company, you no longer have to depend on peripheral metrics and projections. The lights are on.
We weren’t supposed to have this data for years. But now that it’s here, you have everything you need to take advantage of one of the best times to buy self storage.
What you’ll learn in today’s show:
- How TractIQ’s latest release levels the playing field for smaller investors
- Finding better self storage deals with new occupancy and financial performance data
- Why better data creates more opportunity (not competition) in your market
- Why self storage analysis has largely been a “guessing game” over the last five years
- How to use competitor data to hire the right property management company
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TractIQ Deal for SSI Community Members - https://tractiq.com/special-pricing
Transcript
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| 0:00.0 | Demand is everything in this industry. |
| 0:02.5 | And that being the number one most important thing that determines your future was largely a guessing game. |
| 0:10.0 | Every day, hotels know what their competitors average price is, what their occupancy, and what their revpar is, so that when they're underwriting, they understand, is this a good area for a hotel. |
| 0:20.5 | We're trying to bring that same level of rigor |
| 0:22.9 | and quality data to everyone in storage |
| 0:26.6 | so that we all make better decisions. |
| 0:28.4 | I think this is one of the largest structural shifts |
| 0:31.2 | in underwriting history for self-storage. |
| 0:33.8 | Everyone in storage will make more money |
| 0:36.2 | in the next five to 10 years because of this foundation. |
| 0:39.5 | We're proud to announce that we're releasing. |
| 0:48.7 | Self storage is going to change today with this announcement. |
| 0:53.4 | If you are looking to get into self-storage or if you're |
| 0:56.8 | already in self-storage, today the playing field of this industry is being lowered. The power |
| 1:05.5 | that Reets used to hold is being brought down to everyone. This is a change that I didn't even know that I would |
| 1:15.5 | see for years to come. It's something that we've been waiting for and I'm so excited. This is |
| 1:23.1 | powerful stuff and it puts that power in your hands. So with that, I've got Noah here and he is a CEO |
| 1:35.0 | of Tract IQ and we're excited to announce what's happening, what's going on. And let's jump right |
| 1:44.1 | into this man. What have you guys created |
| 1:47.2 | that is going to make this change? It's so great to be here, AJ. We're proud to announce that we're |
| 1:54.7 | releasing verified occupancy and financial performance data for thousands of facilities going back to 2018. |
| 2:02.3 | This data, to your point, was largely thought to be impossible, but it's here. |
... |
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