THE OPPORTUNITY Every so often, a property comes along that's priced like a puzzle instead of a paycheck. This is one of those. 5732 W Rawson Ave is 13 acres of triple-zoned commercial land in Franklin, Wisconsin, sitting at $1,150,000 — a number that's noticeably lower than what comparable commercial parcels in this corridor are commanding. That gap isn't a mistake. It's the opportunity. WHY IS IT PRICED THIS WAY? Part of the site sits within the floodplain. That's the honest answer, and it's the entire reason this parcel is available at a price this aggressive. For most buyers, floodplain is a dealbreaker. For the right buyer — one willing to pursue a FEMA Letter of Map Amendment and work with the City of Franklin on remediation — it's the single biggest lever for building equity on day one. The buyers who move now, while the price reflects the floodplain risk, are the ones positioned to capture the full value once that risk is resolved. This is a "do the work, own the upside" property, and that kind of opportunity doesn't sit on the market long once the right buyer sees it clearly. WHAT YOU'RE ACTUALLY BUYING Thirteen full acres, zoned Commercial, General Business, and Light Industrial. That's not one narrow use case — it's flexibility most sites in this market simply don't offer. Warehouse. Contractor yard. Fleet or logistics operation. Flex space. Retail. Owner-user headquarters. Just not 100% residential. Here's the piece that changes the math for a lot of buyers: 5 acres of deeded, transferable truck parking conveys with the sale at closing. This isn't a promise or a plan — it's an existing, legal, income-capable asset that transfers the day you close. Adding to the site's working infrastructure, a garage shop with 16-20 foot ceiling sits on the property — tall enough to fit a dump truck inside. It's basic (electric only), but for a contractor, fleet operator, or logistics buyer, that's real, usable storage and shop space from day one. Paired with the deeded truck parking, this site already has the working bones of an operations yard before you change a single thing. There's also an existing residential structure on the property. Unlike the shop, this one carries no standalone value as-is — it will need to be converted to commercial space or removed entirely, depending on your business plan. Either way, it's your call, not a constraint. LOCATION DOES A LOT OF THE WORK HERE This site sits minutes from I-94 and Highway 36, putting it directly in the flow of regional commercial traffic — a critical detail for any logistics, distribution, or fleet-based business evaluating a site. It's close to The Rock Entertainment District and Franklin Field, and near area shopping, future Poth's General redevelopment site w/ 300+ apartments which matters if any part of your plan involves foot traffic, employees, or clients who need convenient amenities nearby. For businesses with a regional or national footprint, the airport access seals the deal: just 11 minutes to Milwaukee Mitchell International Airport, and roughly 70 minutes to Chicago O'Hare International Airport. That's two major air cargo and passenger hubs within easy reach — a genuine advantage for logistics, distribution, and any business where travel or freight timing matters. WHO THIS IS BUILT FOR This property isn't trying to be everything to everyone, and that's exactly why it works so well for the right buyer: Developers and land investors who can see the spread between today's price and the site's fully-entitled value once floodplain work is complete. Trucking, logistics, and fleet operators who want to stop leasing yard space and start owning it — with truck parking already deeded and ready to use. Contractors and trade businesses (landscaping, excavation, HVAC, and similar) who need real yard and storage space, not a cramped commercial unit. Owner-users who want to convert the existing structure into office or commercial space rather than starting from bare land. 1031 exchange buyers looking for a property with both a strong basis for appreciation and an already-transferable income-capable asset attached. THE BOTTOM LINE This is a property with a built-in reason to be patient, and a built-in reason to move fast. Patient, because the floodplain work takes real effort and coordination with the City and FEMA. Fast, because the pricing reflects that effort — and once it's done, the value gap closes. The buyer who acts now is the one who gets to keep that difference. Thirteen acres. Triple zoning. Deeded truck parking. Prime access to I-94, Hwy 36, and two major airports. Priced to move at $1,150,000. This is the kind of site that doesn't come back around. Schedule your showing and see it in person before someone else recognizes exactly what this property is worth.