About Family Storage Holdings
Family Storage Holdings, Inc. is a family-operated private self-storage acquisition company headquartered in Rocklin, California. The company was founded in 2025 by Josh and Rebecca Unfried, who bring over 14 years of business ownership and operational experience to every acquisition.
Backed by advisors Doug and Andrea Vansoest — who have closed 350+ real estate transactions and currently operate five self-storage facilities — Family Storage Holdings acquires owner-operated self-storage facilities in secondary and tertiary markets across Colorado, Arizona, Nevada, Idaho, Utah, and California.
The company offers committed capital, flexible deal structures including seller financing and owner carryback, and closes acquisitions in 45 days or less. Family Storage Holdings is not a real estate investment trust (REIT). It is a privately held, family-operated company.
Our
Story
How We Got Here
In 2011, Josh and Rebecca Unfried started a family business from scratch — a digital marketing agency they'd build over the next nine years into something they were genuinely proud of.
They didn't have a playbook. They figured it out — early mornings, late nights, a team they were responsible for, and clients they cared about. When they won HubSpot Partner Agency of the Year, it wasn't because of a strategy deck. It was because they showed up every day and did the work.
In 2020, they sold the agency to the CMO of 24 Hour Fitness and a private equity group. And they learned something important in that process: the buyer matters as much as the price.
The right buyer treats what you built with respect. They understand what it cost you — not just financially, but personally. They close when they say they'll close. And they make the transition feel like a handoff, not a takeover.
That experience is why Family Storage Holdings exists. Josh and Rebecca spent the next several years studying self-storage — learning the asset class, building relationships with experienced operators, and developing a model that would let them be the kind of buyer their sellers deserve.
In 2025, alongside advisors Doug and Andrea Vansoest and their sons Aaron and Jonah, they launched Family Storage Holdings with a simple premise: buy self-storage facilities from owners who built them right, and honor what those facilities represent.
Meet the Team
Why Self Storage
Self-storage isn't glamorous. It doesn't have the flash of multifamily or the scale of industrial. But for an owner-operator who built a facility over 20 years, it represents something most asset classes don't: a business they actually ran, with tenants they knew by name, in a community they cared about.
Josh and Rebecca were drawn to self-storage precisely because of that owner-operated character. The facilities they target — under $2M, secondary and tertiary markets, strong occupancy fundamentals — are the ones the big institutional buyers walk past. They're not too small to be good investments. They're too small to be interesting to a REIT.
That's the gap FSH is built to fill. A buyer with committed capital, real operator backing, and the motivation to close — for facilities that deserve a buyer who actually wants them.
At a Glance
Founded: 2025
Headquarteres: Rocklin, California (Sacramento metro)
Company type: Privately held family business — not a REIT
Founders: Josh Unfried (Founder) and Rebecca Unfried (CFO)
Acquisition focus: Owner-operated self-storage facilities
Target markets: Colorado, Arizona, Nevada, Idaho, Utah
Market type: Secondary and tertiary markets
Deal size: Primarily under $2 million
Closing timeline: 45 days or less
Deal structure: Committed capital, seller financing, owner carryback, SBA 7(a)
Advisor track record: 350+ real estate transactions, 5 self-storage facilities in operation
Storage Facility Seller Resources
Everything you need to understand your options, know what your facility is worth, and make a confident decision on your own terms.
A plain-English guide written for the owner who built their facility the right way and wants to exit the same way. Covers how your facility is valued, what buyers actually look at, common deal-killers, and how the process works from first conversation to funded close. Free download, no obligation.
Find out what your facility is worth in under 3 minutes. Enter your square footage, occupancy, and monthly revenue and we'll show you a cap-rate-based value range using current market benchmarks for your state — the same math buyers use when they underwrite a deal. No sales call required to see your number.
Practical articles written for self-storage owners who are thinking about their next chapter. Market trends, valuation guidance, deal structure basics, and what's actually happening in tertiary markets across the Mountain West. No noise — just information that helps you make a better decision on your own terms.
