Self Storage Income 332. Self Storage’s “Impossible” Data Just Went Public (This Changes Everything) w/Noah Starr
Jan 20, 2026
Noah Starr, CEO of TractIQ and former self-storage investor who built a verified data platform. He unveils public occupancy and financial performance data for thousands of facilities. Short segments cover how this levels the playing field, ends guesswork in underwriting, uses competitor data to run properties, and helps pick the right managers.
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Verified Occupancy Data Changes Underwriting
- TractIQ released verified occupancy and financial performance data for thousands of self-storage facilities dating back to 2018.
- Noah Starr says this data makes underwriting precise by revealing true achieved rents and occupancy instead of peripheral estimates like street rates.
Peripheral Metrics Are Not Underwriting Standards
- Historical self-storage underwriting relied on peripheral metrics (supply per capita, street rates, demographics) rather than true operating metrics.
- Noah Starr compares the shift to analyzing stocks by financials, arguing achieved rents and occupancy should be underwriting standards.
How Controlling A Local Market Tripled Revenue
- AJ Osborne recounts buying four facilities and raising market rates from $0.50/ft² to $1.50/ft² in five years, tripling gross revenue.
- He notes that doing that today would be nearly impossible without buying the whole market due to lack of information.