I personally focus on Connecticut because it's cheaper to get to scale on units and I prefer the demographics and landlord/tenant laws.

I recommend doing an initial preview demand and demographics at Radius Plus.

I know that some people use different algorithms and demographic research to tell whether or not certain locations would be good for self-storage. 

I have furnished multiple small houses (800 to 900 sf, all being 2 - 3 bedrooms and 1 bath) with my core demographic being medical professionals in town for training or short-term contracts (90 days), and pre-Covid, it cost us about $6K to $7K in my city.

Having a place to stay there says nothing about whether the economic and demographic factors of a market are strong and whether you can get a good ROI.

It's no different than flipping houses in the traditional sense,  other than the fact that your buyer demographic will be landlords. 

Plano has a wide variety of demographics.

Yet, when it comes to wholesaling, wholesalers think they can be successful with little or no knowledge about the business.If you want to successfully wholesale, here are some things you need to know:- Accurate rehab estimate- Accurate ARV- How to price the property so that it's a great deal for a buyer- Everything about the house you're trying to sell (like if it's on public water/sewer)- Local permitting requirements- Local buyer demographics and stats- Etc...I know a lot of wholesalers think it's the buyer's responsibility to figure these things out, but if the wholesaler doesn't know these things, they will price the property incorrectly, and their buyers won't want to do business with them.More than 99% of the "wholesalers" who have contacted me over the years I would never do business with, simply because they don't provide good deals. 

With my demographic, dovetail joinery makes zero sense.

The returns may not match because they are different demographics just like two neighborhoods in the same City offer different returns.