Michelle Otto
Owner and President of 6Storage Software Solutions
By Alejandra Zilak
Michelle Otto is the owner and president of 6Storage Software Solutions, an industry-leading provider of self-storage management software and cloud-based security systems. These titles are undeniably impressive and tech-forward, but the road that led her to where she is today started in a much different field. Her story fits perfectly in the mosaic of professional backgrounds that comprise the self-storage industry. It also shows how sometimes the right path appears gradually as you move forward and go with the flow.
The Road To Storage
Otto was born and raised in rural Missouri, along with a sister and a brother; since the early days, they learned to value spending quality time with their extended family. “My mom is one of 13 siblings,” she says, proudly pointing out that they are all still alive today, which makes planning family events enjoyable. “I have over 200 family members, and biannually I plan our Christmas gathering at a local Knights of Columbus Hall. Everyone celebrates with great food and catches up with each other.”
Backtracking a bit, Otto enrolled in a 10-month secretary program at Hickey College in St. Louis following high school. “I always knew I wanted to be a secretary, and I wanted to start working as soon as possible,” she says, “so attending a university was not for me.”
“Entering self-storage was not easy, especially when I needed a loan to purchase the million-dollar facility … I was dealing with lenders that had no idea about the business, and at the time it was very obvious I was a woman in a man’s world.”
– Michelle Otto
Owner and President, 6Storage Software Solutions
Otto worked as an executive secretary in corporate legal departments from 1991 until 2010; it was a career she enjoyed very much. Toward the end of those years, she and her husband Jim made a purchase that would change the trajectory of their lives. “In 2007, we bought our first self-storage facility. It had 60 units, and as we got our sea legs operating it, we decided to purchase a second facility in 2010.”
This new purchase was significantly bigger, with 328 units. It was also a hefty project, as it was a distressed property that needed a lot of attention; they were dealing with leaky storage units, property encroachments, and city requirements to get the property to pass code. For that reason, Otto quit her corporate job. Their new mission became to invest in additional storage facilities.
Growing Pains (And Solutions)
Owning a portfolio and operating these businesses provided the Ottos with firsthand knowledge of industry hurdles. “Entering self-storage was not easy,” she says, “especially when I needed a loan to purchase the million-dollar facility. I wondered how I was going to get the down payment when I had been a secretary for years and had saved only $80,000. In addition, I was dealing with lenders that had no idea about the business, and at the time it was very obvious I was a woman in a man’s world. It was not easy back then, and still today I face challenges.”
She also found it difficult to find self-storage management software that met her needs. “I have used many products; and for a long time, I was not happy with how companies treated operators, particularly smaller ones. In 2019, I was determined to find a better option, and I found 6Storage.”
That would be another serendipitous event in her life. Not one to miss an opportunity to make things better, she decided to become vocal about what could be improved—and to offer to be a consultant. “I saw they were on the right track but needed help, so I offered to be a consultant.” Just as she went from owning one facility to an entire portfolio, she eventually bought 6Storage, proving self-storage to be a lifelong passion.
“Since day one, I’ve been on a mission to provide a software product that gives operators what they are looking for,” says Otto. “I listen to them and strive to fill any missing gaps.”
And they have been filling them for years. “We offer an all-in-one automated system: management software, a website with online rentals, and an access control system. We also offer a Tenant Protection Plan, an AI chatbot, and search engine optimization (SEO) services. I believe in offering all these solutions, but I also believe we must do a great job at each product that we offer. We want to be the best in the industry.”
She also highlights their ethos of providing great customer service and of having a good work culture. “I have the best team of employees, and they all love what they do. Everyone takes ownership of their piece of the business,” she says with pride.
Otto enjoys providing educational material to her customers and prospects via webinars. “I like to showcase our software, offer sneak peeks of features, and to encourage participants to attend more detailed demos.”
She chose this type of engagement as both a form of education and marketing. “Operators appreciate that they’re free and eliminate the need for travel, which can be time-consuming and costly. Webinars also allow them to stay focused on their facilities without stepping away from daily operations, making it a convenient way to learn and stay engaged with the industry.”
Most recently, Otto hosted a Storage Redefined Masterclass in Denver. “I presented at the Toy Storage Redefined Masterclass. I see it as an opportunity to focus on a niche of the self-storage industry. It’s an emerging segment with its own set of challenges and opportunities, so being able to share insights and connect with operators who specialize in this space is incredibly valuable.”
Teaching family has been just as important as educating customers. Her daughter Jessika serves as the product owner at 6Storage. “She has real experience as an operator as well and has been in self-storage most of her life.” Although she once swore she would never work in the family business, 10 years later Jessika Selsor has become both an industry and software expert.
Reflecting On Her Career
Looking back, Otto is aware of how much the industry has evolved in the past two decades. “When I first started, we didn’t have the automation of sending out monthly invoices or late notices. I remember mailing a green monthly postcard as my invoice to my tenants. The tenants would return half of the green card with their check with each payment. There was no automation, and using a credit card for autopay was not common. We also didn’t have information at our fingertips, like we do today. We received our knowledge by attending trade shows and by trial and error.”
“I have used many products; and for a long time, I was not happy with how companies treated operators, particularly smaller ones. In 2019, I was determined to find a better option, and I found 6Storage … I saw they were on the right track but needed help, so I offered to be a consultant.”
– Michelle Otto
Owner and President, 6Storage Software Solutions
But oftentimes the long way builds strength and endurance, and Otto is cognizant of the accomplishments she and her husband have achieved. “We don’t have any investors, and we are the sole owners of our storage facilities. I know the industry is made up of many syndications and investors. I watched Wall Street money enter the industry and overhaul it completely; and I’m really proud of what Jim and I have built.”
She’s also aware of the highly valuable viewpoint of women in the industry. “We think differently from men in many ways, and we are very much needed in this industry. We see things from a different perspective and create a necessary balance.”
And of course, Otto enjoys the people in this space. “I love the people in storage. I love that we are a smaller industry, and I love watching it change and grow.”
On A Personal Note
Otto is still very much the same family-oriented person she was throughout her adolescence. “I love to spend time with our family,” she says. “My husband and I have been together for 35 years; we have two beautiful daughters and four grandbabies. The youngest one was born this past July.”
Otto relishes spending time in the kitchen, especially baking and preparing family meals. She loves to travel, too. “I have several favorite travel destinations, but Aruba is my favorite. However, this year I had the opportunity to go to Egypt and take a cruise on the River Nile—yes, the Egyptians call it the River Nile, not the Nile River. It was such a great trip.” Despite greater Cairo having a population exceeding 22 million, Otto mentions that the city has fewer than 50 self-storage facilities, underscoring a major opportunity for growth. However, it could take time for it to gain acceptance because the concept is mostly unfamiliar to Egyptians
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