Selecting the Ideal Market for Self-Storage Investment: A Comprehensive Guide

The self-storage industry has emerged as a lucrative sector for investors, offering consistent returns and resilience against economic downturns. However, the success of a self-storage investment is heavily influenced by the market in which the facility is located. Choosing the right market is paramount, and there are several key factors that investors should consider to ensure they're making a well-informed decision.

Robust Demographics: The Population Factor

One of the primary indicators of a potentially successful self-storage market is its population density. A densely populated area suggests a higher demand for storage solutions. As a rule of thumb, investors should look for markets that boast:

  • At least 10,000 people within a 1-mile radius
  • A minimum of 30,000 individuals within a 3-mile radius
  • A population of 50,000 or more within a 5-mile radius

Such demographics indicate a substantial potential customer base, ensuring a steady stream of renters for the storage facility.

Competition Analysis: The Storage Supply Metric

While a densely populated area is a positive sign, it's equally important to assess the competition. The national average for storage space is approximately 8 square feet per capita. However, markets with storage space below this average tend to perform better, as they indicate a supply-demand imbalance in favor of storage providers.

By targeting markets with a lower-than-average storage space per capita, investors can capitalize on increased demand, leading to higher occupancy rates and rental prices.

Real Rental Rates: The Ground-Truthing Approach

While online research provides a wealth of information, there's no substitute for ground-truthing. Investors should make it a point to call local competitors to ascertain the real rental rates in the market. This hands-on approach offers a more accurate picture of the prevailing rates, allowing investors to price their units competitively.

Additionally, checking the online pricing of competitors provides a broader perspective on the market's rental landscape. It's essential to consider any discounts, promotions, or special offers that competitors might be providing, as these can influence the average rental rate in the area.

Accessibility and Visibility: The Cornerstones of Success

Lastly, the physical attributes of the storage facility play a crucial role in its success. A facility should be easily accessible, with well-maintained roads leading to it. This ensures that renters can conveniently access their stored items without any hassles.

Moreover, visibility is a key factor. A facility located on a main road or a busy intersection is more likely to attract renters than one tucked away in a secluded area. High visibility acts as a constant advertisement for the facility, drawing in potential customers and ensuring consistent footfall.


Investing in self-storage requires a meticulous approach, with market selection being a critical step in the process. By focusing on robust demographics, analyzing competition, ground-truthing rental rates, and ensuring optimal accessibility and visibility, investors can position themselves for success in the self-storage industry. Making informed decisions based on these factors can lead to higher returns and a thriving storage facility.

Jeremiah Boucher, a self-storage industry expert, has rapidly built an impressive 1.5 million square foot portfolio consisting of 61 properties in just 7 years. Specializing in suburban and exurban properties, he has successfully navigated the market by purchasing directly from original mom-and-pop owners. Jeremiah provides valuable insights, lessons learned, and strategies for finding and financing deals, providing invaluable guidance for those interested in exploring the lucrative self-storage sector.