Bob Moser's core investment thesis, developed in college, is to identify fragmented real estate sectors at the inflection point when large, institutional investors begin to consolidate them. This strategy allowed him to get in early on manufactured housing and self-storage before they became mainstream, capturing significant upside.
To remove friction from acquisitions, Prime Group goes beyond the transaction and helps sellers solve their next problem: what to do with the money. By hand-holding them through maximizing their sale proceeds, managing tax implications, and planning their next steps, they build deep trust and turn sellers into a referral source.
A common misconception is that self-storage is primarily for personal items. In reality, 30-40% of demand comes from small businesses like contractors and pharmaceutical reps who use the units as low-cost, flexible warehousing. This dual demand driver (residential and commercial) makes the asset class uniquely resilient.
Prime Group developed a smart lock for storage units that operates without batteries or Wi-Fi. It harnesses the small amount of passive energy emitted by a user's smartphone to power the lock mechanism. This innovation solves the massive operational problem of replacing dead batteries across thousands of units and improves security.
Contrary to the short-term focus of many investment funds, genuine wealth creation in real estate requires a multi-decade time horizon. The significant, compounding growth that builds fortunes typically occurs after the first 10-15 years of ownership, a perspective often lost in 3-5 year fund cycles.
Before initiating contact, Prime Group's team conducts deep dives on target properties, researching rents, taxes, and other operational details. The goal is to understand the asset better than the owner. This level of preparation establishes credibility, demonstrates serious intent, and sets them apart from unsolicited, low-effort offers.
During the 2008 financial crisis, self-storage assets proved highly defensive. The demand is driven by life events like death, divorce, and downsizing, which occur in any economic cycle. This contrasts with aspirational real estate (e.g., luxury retail, high-end office) that suffers when discretionary spending tightens.
Before sophisticated software, Bob Moser used the Freedom of Information Act to request physical records of water and sewer permits. This allowed him to identify every property in niche asset classes like RV parks and self-storage, creating a proprietary database for off-market acquisitions that competitors couldn't access.
Unlike public REITs that prioritize stable, high occupancy rates (90%+), Prime Group strategically allows occupancy to dip in slower seasons by holding rents steady. This leaves them with available inventory to capture higher-paying tenants during peak seasons, ultimately maximizing top-line revenue rather than just occupancy metrics.