esidential construction is not the typical target for a business buyer.

Building additions, remodeling homes, ADUs — this is high-ticket, project-based work for consumers.

Well today's guest Alicia Powers knew all that.

But there was a lot that de-risked Price Builders, the residential construction business in San Diego that she bought last July, 2025.

For one thing, Alicia knew and loved construction. She'd worked in it for years.

For another, Alicia had experience driving leads and generating demand in the home remodeling market in that very geography.

Alicia knew the business and its owner and superintendent. She and her husband had hired the firm to build an ADU on not one but two of their properties.

So she'd worked with them — twice — as a customer and seen firsthand the quality of service and product.

Then there was structure.

‍Alicia hung around the hoop after a first failed round of negotiations with her seller.

But then, months later when negotiations restarted, Alicia was able to structure deal terms to mitigate her risk. Listen for that segment.

And finally, what this business also had going for it was Alicia's interest in it. She was just drawn to it, excited by it.

That X-factor doesn't show up in the spreadsheet, but it can make all the difference.

Here is Alicia Powers, owner of Price Builders.