The StorTrack Advantage: Helping Self Storage Investors Maximize Profits

Is Data the Secret to Self-Storage Success? You Bet.

Scott sits down with James Breunig of StorTrack, the go-to data platform for self-storage investors. 

James shares his journey from manufacturing to self-storage, detailing how data-driven decision-making has shaped his success. 

The conversation dives deep into market analytics, revenue management, and the critical role of tracking trends to stay ahead in an increasingly competitive industry. 

With insights on the latest industry shifts, strategies for optimizing pricing, and the hottest markets for expansion, this episode is packed with knowledge for investors at every level. 

Plus, StorTrack is offering an exclusive 40% discount to listeners—don’t miss out!

WHAT TO LISTEN FOR

09:48 What Exactly Does StorTrack Do?

14:46 Why Real-Time Analytics Matter More Than Ever

20:55 The Power of Revenue Management & Pricing Strategies

29:02 How StorTrack’s Custom Data Reports Unlock Hidden Revenue

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Chapters

• 9:48 What Exactly Does StorTrack Do?
• 14:46 Why Real-Time Analytics Matter More Than Ever
• 20:55 The Power of Revenue Management & Pricing Strategies
• 29:02 How StorTrack’s Custom Data Reports Unlock Hidden Revenue

Transcript

Announcer (00:03):

This is the Self Storage Podcast with the original Self storage expert, Scott Meyers.

Scott Meyers (00:13):

Hello everyone, and welcome back to the Self Storage Podcast. I'm your host, Scott Meyers, and on today's episode we have my very special guest, James Breunig with StorTrack. James, welcome to the show.

James Breunig (00:23):

Thank you For having me, Scott.

Scott Meyers (00:26):

James, you're in Wisconsin and also a badger. Correct?

James Breunig (00:31):

I'm actually in Florida from Wisconsin, travel back and forth, so I'm a little bit warmer weather right now, but we're cool too. But yeah, love the Badgers.

Scott Meyers (00:41):

I don't know if you have been looking at the temps recently, but those of us that are still here in the Midwest suffering from a single digits these days. So I'm thinking that move to Florida probably has been a good one, correct?

James Breunig (00:52):

Oh, yeah. No, and my friends are keeping me up to date pretty much on a hourly basis, so

Scott Meyers (00:58):

I'm sure they are. Well, the Meyers side of the family also, Germans just like brine eggs, and my dad grew up in Oshkosh, Wisconsin, and my grandparents were there, and so I learned how to fish in the lake of Winnebago, if you're familiar with, it's a pretty big lake

James Breunig (01:15):

Ice fishing or doing just the traditional fishing,

Scott Meyers (01:21):

Doing a little bit of both. We didn't go there too much in the winter for obvious reasons, but we'd spend our summers out there. My grandparents had a boat, and yeah, that was a tradition that we passed on from kid to kid and generation to generation, and we really enjoyed our summers up in Oshkosh.

James Breunig (01:37):

Beautiful lake, beautiful area of the state too.

Scott Meyers (01:39):

Yeah. Well, tell us a little bit about, for those that aren't familiar with StorTrack and perhaps yourself, give us a little bit of background on yourself, how you got into self storage, and then if you would, the Storet track story.

James Breunig (01:52):

Sure. So for me it was a little bit of a strange journey. My background is in manufacturing, that's really kind of where I got into the data side of the analytics and studied lean manufacturing and worked for a number of large manufacturers in the state of Wisconsin. And then when the housing crisis came along in Florida, literally true story, I was sitting on my computer, my wife and I had looked at real estate and eventually wanted to retire in Florida, and I said, you're not going to believe in these prices on real estate. And we started looking at it. We talked about we had a business as well in Wisconsin, and we decided to sell our business and make the transition. Our kids, our youngest had just graduated high school, and so we were empty nesters at the time and we had the lucky enough, we sold our business during a very difficult period and moved to Florida and we just said, we'll figure it out from there.

(03:09):

And that's literally how I got into self storage. I got down here, there's not a lot of manufacturing, so I had to figure out something else to do. And I started out literally as a property manager for a 14 facility portfolio, moved around, had some pretty good success with turning around some properties that were struggling, continued to work my way up and then got into the operations side. And from there I've worked for a number, I was with them for quite a few years, budget, self storage, they're no longer around, but they were sold to the REITs, several different ones. And that's kind of where I got my introduction into working with the larger groups

(04:03):

And went on from there to work for one of the largest privately held and also one of the largest REITs. So I've seen a wide array of strategies and methods. So I always love to talk self storage, and I find all the, there's so many unique ways to run this business and there's so many different ways. So it's always a learning process. And now doing what I'm doing with Storet Track, I get to talk with a wide range of people, wide range of strategies. So again, it's really turned out to be a 16 year journey that's really taken me to places I had no idea when I started.

Scott Meyers (04:52):

Well, I like to talk about self storage as well, obviously by way of the podcast and everything else that we do here. Fortunately, my wife doesn't like to talk about it any more than she has to, and therefore, I'm thankful that she won't be listening to this podcast because she too will be wanting to move out to Florida, as I've been told a number of times, especially as we discussed at the top of the show. So you also mentioned, of course, there's multiple ways to skin the cat, if you will. There's lots of recipes for success in self storage, and the good news is that this asset class produces a lot of successful investors. Just once you have a path and chart a course and follow it, there's many roads that lead to success in this industry. And the one that we're following is one that you've seen many, many times, which is growing and scaling a portfolio and then selling that off to the bigger players, regional players, national players, or to the res.

(05:44):

And you've seen that over and over again. And that is the great consolidation race that we're seeing in the industry. And I spoke on ISS about this a couple of years ago and what to look for and how to navigate that. But you've seen it firsthand. You've been in the middle of it as well. We've gone from a place where I get into the industry, oh gosh, almost 20 years ago now, and in which about 10%, less than 10% of the industry was owned by the REITs. And now depending upon how you look at it, the national players are getting larger and the REITs are continuing to gobble up. And so there's maybe 70% of the industry out there that is still truly available to purchase by individual investors, if you will. And again, depending upon the stats and the numbers that you look at. But are you seeing an acceleration of that recently? A push? Is that something that is a strategy that comes across your desk as you're working with folks to look to gain an advantage by using your data and your analytics?

James Breunig (06:44):

It is one of the things that we see are probably more of the larger players with deeper pockets who are not as affected by interest rates and other things, looking at portfolios, there's discussions, but to be honest, probably the last six months of 2024, we really kind of seen a slowdown. They're still out there, they're still looking at 'em. There is consolidation, there is a lot of people who are looking to see kind of what the market's going to do. There's areas of the country obviously that have become oversaturated. There's other areas that are performing very well. So that's really the trick. So finding those areas that have some uniqueness to 'em or, and again, what everybody's watching, what I'm hearing and what people are looking for is where is that migration going to be? It's kind of a readjustment period I think is what we're going to see over the next couple of years. I think there's a couple of areas that are probably going to accelerate and do well, and there's some that are probably going to be a little bit oversaturated or maybe just neutral. So

Scott Meyers (08:08):

That brings us right to the reason why we're here on this podcast is to talk to you about, it's one thing to look at a facility itself or a couple of facilities and look at the numbers and put a value on it, but that really today is 50, maybe even 40% of the equation. It truly is the market and what we've seen since 2020, I mean, it's always easy before to be able to look at is a market growing? Is it growing by 2%, 3% just by natural or organically in terms of industry is growing, jobs are growing, but since 2020 with Covid, when everybody was sent home to work, then companies realize that it doesn't matter where these people live, they can work from anywhere. And so we became a very, very, even much more so mobile society and people were migrating to this.

(08:55):

The smile states as we call 'em, the places where you are now, where the weather is nicer, real estate of all sorts is on the upswing. And so that has played into, I would say more so our analysis, our underwriting, and our overall valuation. So facilities as we're moving forward. So for those that aren't familiar with StorTrack, perhaps you're either are not in the industry or you're very new to it. Everybody else that's been in the industry is very familiar with StorTrack and what you do. But if you would, James, give us a snapshot of what StorTrack does for investors as they're analyzing market data.

James Breunig (09:33):

Sure, and honestly, that kind of leads into how I was introduced to Star Trek. StorTrack has been around since 2014. Literally in the early days it was a lot of spreadsheets and pivot tables.

(09:48):

And for us, like I said, when we were smaller with a 14 facility portfolio, trying to find a way to capture all that market data was important to us and we didn't want it to become completely all time consuming. So one of the things StorTrack does is it offers operators of all sizes an efficient way to look at rates. Our optimized platform is our oldest platform. That's what really originated with StorTrack, and it was really for design for operators to keep track of market trends, market rates, things of that nature. And then Storet Track continued to evolve and we started getting into tracking the demographics and the facilities currently. And just literally over the last three years since I've been here working with Storet Track, we've seen our number of facilities expand from somewhere in the 40,000 range up to we're over 69,000 today that we're tracking.

(11:06):

I think we've had over a little over 4,000 developments in the pipeline. So providing that data, and then again, not just the data, but providing that historical trend for people to look back on, I think is probably one of the things that we do really well. And I think it's in some cases overlooked, but trends are really where you get your best feel for what the market does. So I guess long story short, we provide data to small operators, large operators in several different ways, either through our optimize or explorer platforms, which are kind of our pre-canned view, but we also offer API access. So again, a lot of large operators will consume our data as part of their revenue management. We track rates every single day and in a few markets now we're starting to do intraday. So again, with the number of rate changes and things that occur in the market, it's so important to stay on top of the full picture. The other thing we let you do, if you're looking to track a particular operator class, we've added additional operator classes. Again, at one point we had small operators, medium operators, and large operators.

(12:39):

Today we have five different operator classes. So when you're looking at those reports or pulling that data, you can really focus on what's most important, where do you fit in that niche, but again, you can look at everybody, you can see all the different rate changes, historical data, all the things that create the full picture along with demographics in the Explorer platform.

Scott Meyers (13:07):

So all of this plays into underwriting. I mean, this is where the rubber meets the road before you acquire or before you develop at a particular site. We've got to dial in our underwriting just as close as we possibly can. And again, we know for the most part, even though in the past several years we have had some cost overruns and budget overruns on the construction side or even on expansion, however, those for the most part are controlled. But what we can't control and what we need to wrap our hands around is the market. So where is it right now? Where has it been historically? But more importantly as we just mentioned, is the trends. What are we seeing in these markets that are growing and where folks are migrating to being able to see the developments and everything else to understand not only if it makes sense to be able to get into an investment, but the revenue management piece.

(13:57):

I mean, that's how we win the game right now. I mean, it all boils down to that, and there is a huge onus on having the data to be able to make the smart decisions. We've seen rates be slashed across the country because there has been slow movement in storage because of the lack of a housing starts and lack of housing acquisitions. And so you have to buy traffic, you have to buy customers, and it means getting it from somebody else. But now that we're moving into a place where housing starts are up, all of a sudden it's going to be even more important to be able to track these items to see if we're in one of those five classes, as you mentioned, where do we fit? Do we still want to be a low cost provider in our bracket, in our one fifth or have we improved our facilities so it's no longer a C, it's a B, and now we're up in bracket number three or number two and we need to compete with them.

(14:46):

And so do we want to set the rates within that two-fifths or do we want to still stay underneath our folks in lease up mode? I mean, all of this is truly, it's a daily decision that needs to be made. And now that we're also doing our ad spends based upon a daily basis, not only set for the month, but we can set those daily as well. There's a number of applications that I'm sure you're familiar with in the industry that allows us to be able to set our advertising goals across social media as well as Google ads, paid ads, everything is set on a daily basis now with a different skillset and different personnel that we have in our organizations that we probably didn't anticipate having in place maybe even three to four years ago now. So more than ever, real-time data is critical to success in this competitive landscape that we're seeing right now. And obviously you're right in the middle of it. What else are we seeing maybe that's in that development or on the horizon that we can expect to see, whether it be through StorTrack or just some of your other data gathering partners that we see in the industry right now that we should be able to look up for?

James Breunig (15:50):

Sure. A couple of things to note, because that's a lot what you just said. There are so many different factors, and probably one of the most important that people should be paying attention to right now is the rental housing percentage, especially when it comes to multifamily, because even though the housing market itself has slowed down multifamily markets and the areas that are developing those markets, and with future developments probably one of the hottest markets to look at. And then also that percentage, again, the majority of people I talk to that are pretty good at this, they want to see something above a 35% rental housing. And again, just because in markets like this, when the housing market slows down, you still have the churn. So it's going to help a little bit. But again, any new housing, any of those development areas, that's really going to kind of help point to a great area to look at. We track new housing as a map filter, so again, that's something you can do on our platform and see where those new housing developments are going in. We update that every 30 days along with the developments. So again, if there's opportunity with either maybe some smaller operators that are already there to maybe ease up

(17:29):

Going through the entitlement process, that's probably a tactic that people are looking at, especially when you get into areas like California or parts of the country where entitlement becomes an issue. More people are looking at acquiring those properties rather than building ground up, going back in and either enhancing the current facility or doing something of that nature. So that's one way to look at it. The other big topic that you brought up was, you're right, there are a lot of tools available now, especially when you're as part of your revenue management, and probably one of the big ones is customer sentiment. That's something that we're going to be adding to the optimized platform right now. We track marketing categories. So again, you can look on the optimized platform and tell if somebody's using paid Google Ads, if they're on an aggregator site like SpareFoot or rent.com, you can see what your competition is using from the operator perspective. One of the lessons that we learned when I was still functioning in the operation side is sometimes there's just no demand. So lowering your price doesn't really make sense. So one of the things that we started to do on anybody that's working on the marketing side or making those revenue decisions, the first thing you have to determine is their demand. Because if there's not demand, maybe that's what you need to work on rather than lowering

(19:19):

The Rates. And again, with a lot of the marketing platforms out there now, you can see what people are looking at. You can see the clicks, the hits. If they're clicking and you're not getting any rentals, that may be a suggestion that maybe you got to look at your price and you may want, then that's where you're going to want to look at us and see where you are in the market. If you're not getting clicks, then maybe you have to do something from the marketing perspective, and it's a competitive marketplace out there. So again, thinking outside the box, and again, I always go back, I talked to a number of different operators. Some have prime real estate on Main Street with great signage, and they spend very little on web marketing. Again, that location, location, location is still always the key. So there's some things that are pretty consistent for most people, especially if I'm talking to smaller operators or operators who are looking to be a little bit more competitive. And this kind of goes against a grain, especially when you think about all the price changes, right? Everybody talks about the large operators or the REITs coming in with these low prices and with 30, 40% ecri,

(20:55):

That's a strategy. I've seen it work both ways. So again, if you're not going to be that proactive, keeping your rate up, I've always found if you're in the top three in your market, you're probably going to be just fine as long as you have a nice facility and it's kept well. So again, there's a lot of different strategies and a lot of different things to look at, but it still comes back to having that rate data, that history, understanding cyclical periods. And again, that's being able to look back a year, two, three to really understand what's going on in the market, I think is incredible. You can't discount it. And again, a lot of people will we'll kind of dismiss that, and they're just going to set their rates based on whatever their manager or somebody may suggest because they feel price is an issue. You really have to understand how price is affected by all these different factors.

Scott Meyers (22:01):

James, let's shift gears to the acquisition side as well. So in the past, if there's another market that we're going into, I mean anytime that we would buy a facility or if we have an opportunity to develop one, then the goal is to see how many we can get in that market for obvious reasons, economies of scale, so we can spread our resources for marketing dollars to personnel across multiple facilities. If somebody's looking for what is the hottest market in the country right now, some of your larger operators or medium sized folks are looking to expand. We used to go back to, well, we still do. We go to consultants to have them search up markets for us. But with the data that you have at hand, I'm assuming that you've got this big dashboard and there's a big flashing green light that tells you the markets across the country or the market that has the lowest amount of supply and the highest rental rate that you point people to. Is that correct? And would you share that with just me after the podcast and not anybody else?

James Breunig (22:58):

Sure. I know that usually that's the way most people like to keep it. Yeah, we do have what's called a market discovery tool that's actually getting some enhancements. It's in testing right now. Right now, what you can do is you can put in specific criteria. So for example, if you wanted to know, and this is how I tell most people to use this, is pick a specific size, especially like a 10 by 10 climate or 10 by 10 regular. Don't do all climate or all pick a size. And like I said, I usually recommend 10 by 10 climate and then look at start with the highest rates. And Miami, actually, south Beach is the highest in the country. It's always funny to look at, believe it or not, it was $11 a square foot for a long time. They're kind of struggling now it's down to eight, but

Scott Meyers (24:02):

The cost of a small apartment, one bedroom apartment in other parts of the country,

James Breunig (24:06):

And again, there's no land. I mean it's all develop. So there's literally four operators and it's who you're going to go with, but you can reverse engineer that through the whole US and full list and then go back. So the way we are doing it currently is we follow the city proper outline. What we've changed in the development side is we're going to actually add in a radius. So you're going to be able to choose, you can look at a city, you can look at a radius based approach, because again, when you have cities that are up next to each other side by side, it's helpful to see that radio space because it could look dynamite one minute, and then you change the metrics and you're going to see something different. But yeah, so that's one of the tools. And then when you do that, then you also want to see what's in the pipeline because rates are great, but if you think you're the only guy that found that one,

Scott Meyers (25:09):

Guess

James Breunig (25:09):

What? There's a lot of people looking at it. So again, that's where having the rest of that surrounding data, even in our basic explorer platform, which is pretty inexpensive, it's $99 a month that will give you all of 22 data points to look at and including the rates for the benchmark unit sizes. So being able to look at the full picture and then also see what's in the pipeline is incredibly important. But that is a really good tool. But again, I tell everybody there's so many things that go into it. And then as far as hotspots in the country right now, I think you're going to see a lot more activity in the west. The southeast has been under a lot of pressure for development and building over the past three years, but not to say that there's not good markets here, there are, and you just have to look, I see 'em on a daily basis. The other one that's getting a lot of attention is probably the east coast northeast. The reason being, and I get asked this question all the time, we're seeing non climate rates rival climate controlled rates, and they're like, how can that be? That's got to be incorrect. It's really not. It's about people wanting to pay for that ability to drive up to their unit.

(26:49):

So one of the things we do too, and this is why I always tell people, when you're comparing rates in a market, you can't just lump 'em all together because again, if you have a single story facility and you're in a market right now that has a number of new Gen V buildings who are three and four stories, your rates for those ground level units are going to be significantly higher.

Scott Meyers (27:16):

And especially we built ours, all our multi-story with the drive up on the exterior. And so the dozen to 20 units that are on the perimeter, on the ground level to drive up and that are temperature controlled, those commanded premium. So that's all you need to know about what the market is looking for.

James Breunig (27:34):

So that's why I think especially when you're looking at that data,

Scott Meyers (27:38):

Comparing

James Breunig (27:39):

Apples for apples, make sure you're looking, if you're doing ground floor, make sure you're looking at ground floor rates. We give you that ability to sort those out. So that's where, again, a lot of times when people compare our data, they're not used to seeing all those different filters and being able to separate that data out, but that's really critical. The other spot we're seeing a similar trend is out west as well. Again, being in Florida, man, we love our climate control because of the humidity and everything else. In some of these cases where you have drier climates or up the east coast, again, there's areas where it's just not as important or used as great a period of time as it is, for example, in Florida or Texas.

Scott Meyers (28:36):

So James, we can't dive into all of the bells and whistles and the horsepower that StorTrack has. And so can you think of one specific example, or maybe another way of asking this is how have people taken your off shelf software and either customize it on their own or have you helped someone customize it to get maybe a data set or to do anything to gain an advantage or at least to get more data to make better decisions within the framework of the StorTrack software?

James Breunig (29:02):

Sure. So something that I don't think a lot of people are aware of is we do a lot of custom reporting. And again, whether you're using our API for operators who are pulling that data, in some cases we do what's called the data feed. So we'll just send over an Excel spreadsheet. So again, you don't have to have a data science team prepared to digest all that information and create spectacular reports. Although you can probably, one of my favorite stories, and this was for operator who was using a revenue management team, they were fairly large, they have 180 locations, and their problem was that they were still seeing, they didn't feel like their facilities were achieving peak performance. So one of the things we did is we submitted their full list of facilities, we used a five mile radius around them, and then we created a report where they could match their rates easily up with the market high, the market average, and the market low, and then see what that variance was. And what came back was pretty stunning. In some cases, they were 30 to 50% off the market average, and in some cases it's justified, right? It's your last unit.

(30:37):

But it was a quick way to quickly spot where there were potential price deficiencies. And again, they raised their revenue significantly. And I always use the analogy, if you think about 30 cents a square foot doesn't sound like that much, but then if you take it over 50, 60,000 square feet, or if you apply it to millions of square feet, I mean, that's why people go, how do you justify using your software or the cost? I'm like, I can show you real quick formula that will help you solve that answer very quickly. But again, I want people to always think, again, we can do things outside of the box. We have, and I kind of mentioned this at the beginning, we have our platforms that are what we consider to be the best overall picture that we can present that can help the greatest number of people, but we can build stuff on the backend or through customer reports that are going to be tailored to your portfolio's needs. And we monitor everything from market demographics to new supply. I mean, there's some pretty creative ways to look at data across multiple markets simultaneously.

Scott Meyers (32:06):

Well, James, your tool has been, and I hesitate to even call it that because that is so much more for our mentors that are working with our students that are coming into the business. This is a piece that we utilize in every single one of the analytics that we go through when somebody is vetting a deal or evaluating a deal before they buy it, star Trek Analytics and the data on the market is what we use to make sure that they've dotted i's and crossed t's before we give 'em a green light to go forward with something. And obviously the folks in our mastermind are growing and scaling, and many of the folks that you already know that are doing those things within our group, they lean on StorTrack quite a bit. So we're always anxious to well get on the horn or get on the podcast with you to find out what's next and in other ways that we can bring that data into our businesses. So on behalf of our whole education organization, we thank you for what you're doing as well as on the investment side. It's just been an incredible tool for us. So with that, James, what are the best ways for people to be able to reach out and contact you and StorTrack?

James Breunig (33:09):

Sure. So the first place to start is@storetrek.com. Once you go to the website, you'll see that we have a solutions button. If you hover that over that, we'll show you a couple of options for either operators or investors or both. Once you're on there, all you have to do is request a demo, or again, you can reach out directly to myself, I'm james@storetrack.com. But again, if you go through the website, that's usually probably the quickest way because again, there's a number of our team members that they're waiting to help. So that's always the quickest solution. And just as a bonus, we're going to go ahead and we have a promo code that will be shown in the show notes for all the listeners today. It's a 40% off discount off either the basic Explorer or market reports.

Scott Meyers (34:12):

Well, there you are, storage Nation. James, thank you so much. That is a very generous offer. Folks, if you are not using Storage Track for all the things that we just mentioned and all the reasons, well, first of all, you're going to be flying blind, but second of all, with the 40% discount down, you absolutely have to get access to this data. So James, thank you very much for that gracious offer. Well, James, I appreciate your time. And before we sign up for today, what would you say is the best advice you would have for self storage investors heading into 2025?

James Breunig (34:42):

Boy, that's a loaded question. Again, I just, it's going to sound redundant, unfortunately. But data is probably something that, again, there's a number of investors that I talk to that don't put a lot of stock in it,

(35:01):

But I always tell people, the people who are really good in this business use data. So again, use that data. The data isn't going to give you a sales pitch. It's going to give you the facts of what you're looking at. And I think that's probably, look at these markets clear-eyed because again, there is a lot of development still in the pipeline. And again, what looks like a good market could change in a heartbeat. So having the historical data, looking at what's in the pipeline trends, it's all part of the process. And again, I wouldn't shortchange that.

Scott Meyers (35:45):

Yeah, well, no need to apologize for it or say it's redundant. Data is the new currency of business. I mean, let's face it. I mean, their business is built upon that. Anybody that ask for your email address, their businesses, the amount of data that they have with their clients and their customers, and for us, it is how good we can perform at our craft because of the data that we have at our hands. And so, no, we certainly, that message is not lost on us. That is for certain. So with that Storage Nation, you've been spending time with the store track, one of the leading data providers and sources of information in our industry. And Mr. James, Brian, thank you so much for your time today. I appreciate it.

James Breunig (36:21):

Thank you. Really appreciate being here, Scott.

Scott Meyers (36:24):

All right. Thanks James. We'll see you at a industry trade show very, very soon. All right. Take care, my friend.

James Breunig (36:30):

Sounds good. Thank you. Take care.

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