SROA Capital Email Format

Investment ManagementFlorida, United States51-200 Employees

SROA Capital is a West Palm Beach–based private equity firm focused on acquiring and operating self-storage properties under the Storage Rentals of America brand. Founded in 2013 by real estate entrepreneur Benjamin Macfarland together with Sidney Kohl and James Jenkins, the company has grown to roughly 450 facilities totaling about 22 million rentable square feet across the Midwest, Northeast, and Southeastern United States. It relies on institutional-style asset management, combining in-house construction capabilities, dynamic lease pricing, branding and digital marketing, automated accounts receivable, ecommerce payments, and a centralized customer-care center to improve operating performance. It targets undercapitalized and mismanaged self-storage assets in high-growth markets and uses its integrated management systems to boost same-store performance and net operating income. A notable recent development is the 2025 acquisition of a five-property, 2,327-unit portfolio from Madison Capital Group, illustrating ongoing expansion.

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