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Welcome back to Self Storage Lab, the podcast where we deconstruct how operators are adapting to today’s technology-driven landscape—and what it means for the future of the industry.

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This episode’s guest is Noah Starr, founder and CEO of Tract IQ—a data intelligence platform giving operators, brokers, and investors visibility into over 70,000 self storage properties nationwide. Before launching Tract IQ, Noah built a portfolio of 12 self storage facilities and underwrote billions in real estate transactions. That operator-first perspective now powers one of the most talked-about data platforms in self storage.

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In this episode, we explore:

• Noah’s leap from Wall Street to storage entrepreneur (and why it all happened in the same week he got engaged and bought a house).
• The data gap that led to Tract IQ—and why smaller operators were flying blind for too long.
• How independent operators can use data transparency to compete with REITs.
• The balance between scaling fast and staying focused on quality.
• What “AI hype” gets wrong about real innovation in real estate tech.
• Why empathy, trust, and relationships will always be the real moat—even in a data-rich future.

If you’ve ever wondered how better data could transform the way you evaluate deals, forecast performance, and build trust with investors, this episode is a must-listen.

In This Episode

(00:02:32) From corporate burnout to closing on his first storage deal.
(00:05:22) Building a 12-facility portfolio—and discovering the data problem firsthand.
(00:06:05) The story behind acquiring Tract IQ and shifting from investor to tech founder.
(00:08:20) What scaling fast actually looks like (and what not to do).
(00:10:00) Why real estate data has been broken—and how Tract IQ is fixing it.
(00:14:00) How smaller operators can differentiate from REITs through transparency and partnership.
(00:16:35) Real customer stories: how Tract IQ helps users find—or avoid—their next deal.
(00:18:50) The cost of a bad deal (and why saying “no” can be your best ROI).
(00:20:00) What headlines get wrong about street rates, rents, and market health.
(00:24:00) Why there’s no single “health metric” for self storage—and what to track instead.
(00:25:47) The cost of data is dropping—and why that’s good for operators.
(00:27:00) AI, data quality, and why Noah refuses to chase the hype.
(00:39:02) How Tract IQ builds culture around transparency and empowerment.
(00:43:00) What will truly differentiate operators once everyone has access to the same data.
(00:45:00) Leadership lessons, favorite books, and the routines that keep Noah grounded.

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Mentioned in This Episode

Frameworks & Philosophies

• Data transparency as a competitive advantage
• “There’s nothing more expensive than a bad deal.”
• Relationships as the ultimate moat in a data-rich world
• Technology should simplify—not distract—from operator focus

Tools & Practices

• Tract IQ’s custom prospecting engines
• Mentorship and conservative underwriting frameworks
• Journaling and “offline weekends” for clarity

Favorite Nuggets

• “Real estate data today is mostly peripheral metrics—we’re fixing that.”
• “The AI is only as good as the data.”
• “You can’t automate empathy, trust, or partnership.”
• “It’s a fun time to be a builder—but the unsexy problems still matter most.”

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🔗 More from Noah & Tract IQ:

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tractiq.com

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LinkedIn: Noah Starr

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