They say the best deals in commercial real estate come from being in the right place at the right time. What they don’t tell you is that finding the right place sometimes means driving more than 2,000 miles in a single week, getting pulled over for speeding, and receiving site leads from the most unexpected source: a small-town police officer.
Last week, Victor and I embarked on what we’re now calling the Great Oregon Site Hunt, a whirlwind tour of secondary markets across the state in search of the next great retail development opportunity. Buckle up, because this is the story of how site selection works when you’re willing to get your boots on the ground.
The Mission: Finding Gold Where Others See Gravel
Our goal was simple: identify underserved markets with real potential, visit the sites, and separate the diamonds from the disasters. While some brokers send us listings from their air-conditioned offices based solely on demographic reports and satellite images, we believe in a different approach: show up, look around, and ask the hard questions.
Here’s the truth about site selection that nobody puts in the glossy marketing materials: not every vacant lot is a good opportunity, and not every shopping center is the right fit for quality retail.
The Phoenix Incident: When Speeding Leads to Prospecting
About halfway through our journey, as we were making our way through Phoenix, Oregon, I may have gotten a bit enthusiastic with the accelerator. Before we knew it, flashing lights appeared in the rearview mirror.
Most people in this situation would be considering their insurance rates. But when you’re on a mission to find development opportunities, your brain works differently. As the officer approached the vehicle, I thought we’re already here, we’re already stopped, might as well prospect.
After the standard license and registration exchange, I began explaining our activities in the region. I told him we’re looking for potential retail development sites. We work with national brands seeking to expand into underserved markets like this one.
The officer’s demeanor shifted immediately. He said, “You might want to check out the site where our grocery store used to be. It just closed, and the whole community is pretty upset about it. That property is going to need something.”
And just like that, a traffic stop turned into a lead-generation opportunity. The officer provided directions, shared local context on community needs, and sent us on our way with a warning rather than a ticket. I learned to monitor my speed, and we identified a potential opportunity that none of the brokers listed.
We drove straight to the former grocery site. The officer was right. It was a substantial property with good bones, a strategic location, and a community that genuinely needed retail services. This is exactly the kind of ground-level intelligence you can only get by being there, talking to people, and yes, occasionally getting pulled over.
The Difference Between Data and Reality
By the end of the week, we had covered over 2,000 miles, visited dozens of potential sites, and filled notebooks with observations that no demographic report could capture. We saw firsthand why some shopping centers fail while others thrive. We identified properties with genuine potential that weren’t being marketed effectively. We spoke with local officials, business owners, and yes, law enforcement, all of whom shared valuable insights into their communities’ needs.
This is what separates successful development from missed opportunities. Anyone can pull demographic data and traffic counts. Anyone can identify vacant land on a map. But understanding which sites will actually work, which communities are ready for investment, and which locations will breed success rather than problems requires getting in the car and seeing for yourself.
Some brokers pitch sites based on spreadsheets. We pitch sites based on tire marks and speeding tickets.
Looking for Partners Who Get It
If you’re a brand looking to expand into secondary markets, or a broker who understands that the best opportunities aren’t always in the standard listing packages, we should talk. We’re looking for partners who appreciate that great site selection requires more than data analysis. It requires boots on the ground, conversations with locals, and the willingness to see potential in unexpected places.
We know the difference between a well-designed shopping center and one that’s waiting to become someone else’s problem. We understand adaptive reuse and creative repositioning. We’re willing to drive 2,000 miles in a week to find the right opportunities. Apparently, we’re even willing to get pulled over if it means finding a lead.
The secondary markets across Oregon and beyond offer significant opportunities for those willing to do the work. The question is: Are you ready to move beyond PowerPoint presentations and actually go find them?
Just maybe drive a little slower than I did.