How to Price Your Wholesale Deals for Maximum Speed and Profit

The Pricing Dilemma

Price too high: the deal sits, buyers pass, and your contract expires. Price too low: you leave money on the table. The sweet spot maximizes your fee while ensuring a quick sale to your buyer list.

The Buyer's Perspective

Your buyer needs enough margin to profit. For flippers: they need to buy at 70-75% of ARV minus repairs. For landlords: they need the price to support positive cash flow with their financing.

Your asking price must leave enough room for their profit — or they won't buy.

The Pricing Formula

Asking Price = Your Contract Price + Your Desired Fee

But verify: Asking Price < ARV x 0.75 - Estimated Repairs (for flip buyers) or Asking Price supports 1% rule for rental buyers.

Fee Guidelines by Deal Size

• ARV under $100K: $5,000-8,000 fee
• ARV $100K-200K: $8,000-15,000 fee
• ARV $200K-350K: $12,000-20,000 fee
• ARV $350K+: $15,000-30,000+ fee
• Multifamily: $20,000-100,000+ fee

When to Reduce Your Fee

If a deal hasn't generated serious buyer interest after 48-72 hours:

• Reduce by $2,000-3,000 and re-blast
• A smaller fee on a closed deal beats a larger fee on an expired contract
• Track which price point generates the most interest

Pricing Psychology

Use specific numbers ($87,500) instead of round numbers ($90,000). Specific prices signal that you've done precise analysis. Round numbers feel arbitrary.

The Bottom Line

Price your deals based on your buyer's required margin, not just your desired fee. The deal must work for your buyer for them to close. Price for speed in the first 48 hours, reduce if needed, and always prefer a closed deal at a smaller fee over an expired contract at a larger one.