What makes self-storage a recession-proof investment? Self-storage has become one of the most resilient and lucrative asset classes in real estate. But what makes it so unique? In this episode, Angel Williams sits down with Joe Downs to uncover the strategies behind self-storage investing, pricing models, and why major players manipulate the market. They also discuss how generational shifts impact demand, the role of technology in facility security, and what investors need to know before entering the space. If you’ve ever wondered whether self-storage is a good investment or how pricing structures actually work, this conversation breaks it all down.

 

[00:01 - 04:00] The Psychology of Learning in Real Estate

• Learning new asset classes is about stacking knowledge, not starting from scratch
• Self-storage shares 80% of the fundamentals with multifamily real estate
• The real challenge is understanding industry-specific terminology and operations

 

[04:01 - 08:23] How Big Players Dominate the Market

• Large storage companies manipulate pricing with steep discounts, then raise rates drastically
• Their strategy forces smaller operators to lower rates, affecting competition
• Customers are often unaware of price hikes due to auto-pay and infrequent visits

 

[08:24 - 13:49] Generational Shifts & The Growing Demand for Storage

• Millennials and Gen Z are more likely to use storage than previous generations
• Smaller living spaces and lifestyle preferences increase storage reliance
• Self-storage thrives in both economic booms and downturns, making it recession-resistant

 

[13:50 - 18:05] Security, Technology, and Preventing Theft

• Modern storage facilities use Bluetooth access to track individual entries
• Upgraded lighting, fencing, and AI security reduce crime rates
• Remote monitoring allows facility owners to manage security from anywhere

 

[18:06 - 23:56] Expansion vs. Optimization: How Investors Maximize Profits

• Value in self-storage investing comes from expansion or improving operations
• Some properties hold potential for future development based on market demand
• Strategic pricing adjustments and marketing drive higher occupancy rates

 

 

Key Quotes:

 

"Self-storage is a sticky business—just like a gym membership, there’s never a good time to cancel." — Joe Downs

 

"Millennials aren’t minimalists—they just live in smaller spaces but still want all the same stuff." — Joe Downs

 

 

Connect with Joe:

 

Website: https://www.belrosestoragegroup.com/

LinkedIn:https://www.linkedin.com/in/joe-downs-7990851/

 

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