Some of the most motivated sellers aren’t landlords, heirs, or distressed homeowners.

They’re entrepreneurs.

Specifically, small business owners who own the building they operate from, and whose motivation is tied to more than just real estate.

Unlike homeowners, these sellers don’t always raise their hand.

They’re not on Zillow. They’re not behind on payments. They’re not waving a for-sale sign.

But when their business slows, leases end, or priorities change…
They’re sitting on a ticking time bomb of untapped equity.

And most investors and agents don’t even see them.

In this article, we’ll show you:

• How to spot small biz owners with real estate upside

• Why their decision to sell is more emotional than financial

• What to say to open the conversation

• How to structure deals that make sense for both sides

Let’s talk about the sellers hiding in plain sight, and how you can be the one they say yes to.

Why Small Business Owners Sell (Hint: It’s Not Always About the Property)

Owning your building sounds smart.

But for many small business owners, that “asset” starts to feel like a burden when:

• Business slows down

• Debt starts piling up

• They’re approaching retirement

• Their kids don’t want to take over

• They’re sitting on $500k+ in unused equity

• They realize the building is worth more than the business

Most don’t want to admit it. They’ve tied their identity to the store, the location, the brand.

Letting go of the building feels like letting go of everything.

But here’s the thing:

When the building is holding them back, not propping them up, they’re motivated, even if they don’t say it yet.

Your job is to help them see the path forward.

How to Identify Owner-Occupant Commercial Properties

You don’t need a huge marketing budget or a specialty brokerage license.

You need better targeting.

Use tools like Goliath Data to:

• Filter by commercial property type (e.g., retail, industrial, mixed use)

• Look for LLC-owned properties with matching mailing addresses

• Identify properties owned for 10+ years (lots of untapped equity)

• Layer in distress signals (e.g., tax liens, recent business closures)

• Prioritize streets with declining foot traffic or new developments

These are buildings likely owned by someone using the space, not leasing it out.

That’s your sweet spot.

What to Say: Opening the Conversation with Respect

You’re not reaching out to a homeowner, you’re talking to a business owner.

Your tone, language, and approach matter.

Avoid:

• “I’m looking to buy your building.”

• “Are you interested in selling?”

• “I buy commercial properties fast.”

Try this instead:

“Hey [Name], I know this might be a little out of left field. I’m a local investor who focuses on business-owned buildings, especially when the owner’s looking to unlock equity, exit, or scale back. I saw your property on [Street Name] and wanted to ask: have you ever thought about what the next chapter might look like with or without the building?”

Why this works:

• It’s soft. Not pushy.

• It respects their business identity.

• It opens the door to a conversation, not a pitch.

3 Offer Structures That Work for This Seller Type

1. Sale-Leaseback

They sell the building to you…
Then rent it back for 6–24 months while they wind things down or restructure.

Perfect for:

• Retirement transitions

• Owners who need cash now but time to exit

• Business owners who want flexibility

Pitch it like this:

“You’d get access to the equity now, but stay in the space while you decide what’s next. No pressure to move or make big decisions overnight.”

2. Subto or Wrap (If Debt’s Still Attached)

Many of these owners have commercial loans from 5–10 years ago, at better rates than today.

If the business is slowing, they may be behind on payments.

You can structure a subto or wrap where you take over the debt, fix up the space, and lease it yourself or flip.

Pitch it like this:

“If the loan terms are decent, I could step in and take over payments. That way you don’t have to deal with brokers, listings, or showings, and you avoid any credit damage.”

3. Hybrid Offers (Part Cash, Part Terms)

These sellers often care about the number, but also taxes, reputation, and legacy.

You can structure hybrid deals that include:

• Cash at close

• Payments over time (installment sale)

• Joint ventures on redevelopment

• Creative tax-friendly exits

Pitch it like this:

“If you’re open to options, I can run a few scenarios, some with cash upfront, some that defer taxes, and even a couple where you share in future upside.”

This isn’t a WeBuyUglyBuildings situation.

It’s a strategic exit.

The Business Is Personal

These sellers are different.

They’ve poured their lives, reputations, and savings into these buildings.

When they consider selling, it’s not just a transaction, it’s a turning point.

Your job isn’t to “close fast.”
It’s to be the one who listens, who offers options, and who makes that transition feel safe.

Because when you do?

You don’t just win the deal.

You earn a relationship that opens doors to every other small business owner in town.