Self-Storage + Multifamily Real Estate

Invest with clarity. Build for the long term.

Litmus Capital focuses on established, cash-flowing real estate with identifiable value-add potential — combining disciplined underwriting, experienced operators, and practical execution to pursue sustainable long-term investor value.

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Established assets. Understandable upside. Disciplined numbers. A business plan that doesn't depend on everything going perfectly.

30+ Years Business & operating experience

Self-Storage Current strategic focus

Multifamily Real estate investment experience

Long-Term Focus Discipline over speculation

The Litmus Approach

Start with what already works. Improve what can work better.

Litmus Capital focuses on established real estate with existing performance and identifiable upside. The goal is not to create a complicated story around an investment — it is to understand the asset, the opportunity, the risks, and the path to improving long-term value.

“A deal should make sense before you start trying to make the numbers work. ”

That mindset shapes how opportunities are reviewed: prioritize existing cash flow, look for practical improvements, understand the downside, and avoid relying on aggressive assumptions to justify an acquisition.

01

Existing Performance

Preference for established properties that are already operating and producing income rather than depending entirely on future projections.

02

Practical Value-Add

Look for understandable opportunities to improve revenue, rents, marketing, management, or operations without unnecessary complexity.

03

Disciplined Underwriting

Avoid forcing an acquisition simply to win a deal. Assumptions should remain grounded in the actual performance and economics of the property.

04

Experienced Execution

Work alongside experienced operators with a clear business plan, defined responsibilities, and the ability to execute after closing.

The objective is simple: pursue investments where the value proposition is understandable, the upside is identifiable, and the business plan does not depend on everything going perfectly.

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Investment Focus

Self-storage and multifamily.
Different assets. Same discipline.

Litmus Capital evaluates opportunities based on the strength of the investment itself — not simply the asset class. The focus is on existing performance, practical value creation, disciplined underwriting, and a business plan that can realistically be executed.

Asset Class 01 Self-Storage

Established facilities. Straightforward opportunities.

Litmus Capital looks for operating self-storage properties where current income provides a foundation and practical improvements may create additional value.

01

Existing Operations Preference for facilities already producing revenue.

02

Rent & Revenue Opportunity Potential upside from rents, occupancy, marketing, and operations.

03

Flexible Deal Structures Opportunities may include alternatives such as seller financing.

Asset Class 02 Multifamily

Apartment communities with identifiable value potential.

Multifamily opportunities are evaluated for durable fundamentals, existing operations, and realistic ways to improve income, efficiency, and long-term property value.

01

Established Communities Operating apartment assets with existing resident demand.

02

Operational Improvement Potential efficiencies across rents, expenses, management, and operations.

03

Long-Term Demand Housing remains an essential need across changing market cycles.

The Litmus Standard

We don't choose the investment because of the label on the building.

We start with the fundamentals. Whether the opportunity is a self-storage facility or an apartment community, the same questions apply: Is it already performing? Where is the opportunity? What are the risks? Are the assumptions reasonable? And can the business plan actually be executed?

01 Existing Performance Understand what the asset is doing today.

02 Identifiable Upside Know specifically where additional value can come from.

03 Disciplined Underwriting Don't force assumptions simply to make the deal work.

04 Practical Execution Build a business plan that can realistically be implemented.

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Brian Plumer Litmus Capital Investments

Founder

Operator Before Investor 30+ years of business experience shaped by operations, leadership, entrepreneurship, and execution.

Meet Brian Plumer

Business experience that shaped an investor's mindset.

Brian's path to real estate began long before his first investment. His career was built inside operating businesses, where results depended on understanding numbers, managing people, creating systems, serving customers, and executing consistently.

Brian began working in restaurants at 15 and later studied hotel and restaurant management before attending culinary school. His career eventually led to restaurant ownership, where he gained firsthand experience managing operations, people, expenses, processes, and growth.

He later transitioned into retail through the Good Feet Store franchise, adding experience in sales, marketing, budgeting, customer service, leadership, and day-to-day business management.

When Brian moved into real estate, he first learned the business as a passive investor, then pursued capital raising and active participation while surrounding himself with experienced mentors and operators. His experience now spans both multifamily and self-storage investing.

The Experience Behind The Approach

01

Hospitality Restaurants, culinary training, operations, systems, and customer service.

02

Entrepreneurship Ownership, retail, sales, marketing, budgeting, and leadership.

03

Real Estate Passive investing, capital raising, multifamily, and self-storage.

How Brian Looks At Real Estate

A property is an asset — but it is also an operating business.

Brian brings lessons from decades of business ownership into real estate: understand the numbers, know the customer, control expenses, build strong systems, work with the right people, and have a practical plan for execution after closing.

Operations Leadership Budgeting Marketing Systems Execution

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Investor Education

Better investment decisions start with better questions.

Brian's own path into real estate began with education, mentorship, and learning from people who had already built successful investment businesses. Litmus Capital brings that same education-first mindset to prospective investors.

01

Understand the opportunity. Know how the property currently performs, where additional value may come from, and what assumptions the business plan depends on.

02

Understand the risk. Look beyond projected returns and understand the risks being taken to pursue them.

03

Understand who is executing. Experience, judgment, communication, and the ability to execute the business plan matter beyond what appears in an underwriting model.

Get the Free Investor Guide Ask Brian a Question

Free Investor Resource Get your copy of the Litmus Capital Investor Guide.

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Learn Before You Invest

Build your investment knowledge before you commit capital.

A straightforward resource for investors who want to better understand real estate opportunities, ask stronger questions, and evaluate investments with a more informed perspective.

What to review before investing

How to think about risk and potential return

Questions to ask about the business plan

Why the operator matters

How value-add strategies may create additional value

Why It Matters

Build wealth. Pass on more than wealth.

For Brian, real estate is about more than building a portfolio or creating another source of income. It is about building something that can continue beyond one career — and making sure the next generation understands how to manage what was built.

01

Generational Wealth

Brian's goal is to build assets with a long-term perspective and create something that can potentially continue benefiting his children and future generations.

02

Financial Education

Building wealth is only part of the equation. Brian wants his children to understand why the investments were made, how they work, and how to responsibly manage and continue them.

03

A Better Definition of Success

After experiencing burnout earlier in his career, Brian developed a different view of success: pursue meaningful goals without sacrificing family, balance, and the ability to enjoy the life being built.

A Long-Term Perspective

Building the portfolio matters. Understanding what it is for matters even more.

Brian has spoken openly about watching people work relentlessly toward retirement only to realize later that they had not made enough time to enjoy the years along the way.

That experience shaped his own philosophy: continue learning, build deliberately, create passive income where possible, and pursue financial progress without losing sight of family and quality of life.

The goal isn't simply to leave assets behind. It's to leave behind the knowledge to understand what to do with them.

The Long-Term Mindset Behind Litmus Capital

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Start the Conversation

Good investing starts with understanding the opportunity.

Whether you're learning about passive real estate, exploring future opportunities, or simply want to understand how Litmus Capital approaches self-storage and multifamily investing, the first step is a straightforward conversation.

Option One Speak With Brian Ask questions, learn more about the Litmus Capital approach, and stay informed about future opportunities.

Option Two Start With Education Download the free investor guide and build a stronger understanding of how real estate opportunities are evaluated.