Hidden Gems: Meet Jyoti Osten of StorYourWay

Today we’d like to introduce you to Jyoti Osten.

Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
I started in Georgia real estate the classic way: buying residential homes, fixing them up, and renting them out. I enjoyed the hands-on rehab work—updating kitchens, bathrooms, landscaping—and seeing the properties become better homes for tenants while generating steady cash flow. That built my foundation and taught me a lot about value-add investing and property management.

Then, a friend who was our broker introduced me to self-storage, and it completely changed my perspective. I quickly realized it is not just real estate—it is operating a real business with more levers to pull for growth. Unlike residential rentals, where much of the day-to-day can be reactive (maintenance calls, tenant issues), self-storage lets me focus on proactive improvements that directly drive revenue and customer loyalty.

There were tangible ways to improve the business by improving customer service, adding security, and making sure the property was kept clean and fresh. These aren’t just for peace of mind; they build tenant confidence, reduce risks, boost retention, and become a huge marketing advantage. I highlight them everywhere: on the website, social media, Google ads, and signage, so prospects know their stuff is safer here than at competitors.

Marketing is another big part I enjoy. It’s about targeted digital strategies—search engine optimization, social media to reach people moving or decluttering, postcards, and encouraging reviews to build reputation. We are also starting a referral program where current tenants can earn credit for every new tenant they refer. I also focus heavily on customer service: making rentals seamless with online tools, quick responses to inquiries, personalized follow-ups, and going the extra mile to solve issues fast. Happy customers renew, refer others, and leave great feedback, which fuels organic growth.

Today, self-storage is the core of what I do. It’s rewarding because every upgrade—to security, service, or marketing—translates to higher occupancy, better rates, and stronger long-term value. It’s evolved from flipping houses to building and running a business that provides real value while growing steadily.

Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
No, it hasn’t been entirely smooth. Like any real estate or business venture, self-storage has thrown plenty of curveballs along the way, especially as I’ve scaled from those early residential rehabs to running multiple facilities as an active business.

One of the biggest struggles was moving from our comfort zone of rural Georgia to urban Georgia. Occupancy was lower than projected due to hidden competition in the area, and the facility has a lot more wear and tear than we were used to handling. It is going to take time to replace the old doors and paint and improve the grounds. I learned the hard way that underestimating capital expenses can slow you down for months.

Competition and oversupply have been recurring headaches, especially in the last couple of years as self-storage has become a popular investment and builders are over supplying. In some markets, new facilities popped up faster than demand could absorb, leading to pressure on rental rates and occupancy dips.

Customer service is another area where things get real. I pride myself on responsive, personalized service—quick online rentals, fast issue resolution—but that means dealing with difficult tenants (late payments, unit misuse, or disputes over access). We had a tenant that we bent over backwards for leave a misleading and false negative review and that hurts.

That said, these struggles have been the best teachers. Each one pushed me to refine my approach: better due diligence on acquisitions, stronger revenue management (dynamic pricing, upselling add-ons), proactive security and service investments that pay off in loyalty and referrals, and building a small but solid team. The road’s had bumps, but overcoming them has made the business more resilient and profitable over time. Today, I view those challenges as part of what keeps it exciting and rewarding—it’s not just investing; it’s running and improving a real service business.

Appreciate you sharing that. What should we know about StorYourWay?
I’m the founder and operator of StorYourWay, a self-storage company focused on providing friendly and secure storage options for individuals and businesses. We specialize in basic, secure self-storage facilities in Georgia. What we’re really known for is transforming underperforming or outdated storage properties into high-performing assets through smart upgrades and a customer-first approach—think of us as the “fixer-uppers” of the storage world, but with a heavy emphasis on running it like a polished service business. I’m proud of our friendly team and focus on customer service.

What I really want your readers to know is that we’re not just another storage place; we’re a partner in helping people and businesses manage life’s transitions smoothly. Whether you’re decluttering after a move, storing business overflow, or safeguarding valuables, we make it effortless and secure.

Contact Info:

• Website: https://www.storyourway.com/
• Facebook: https://www.facebook.com/profile.php?id=61582552030426