Case Study: Marketing Package That Closed a $280K Deal in Dallas
A wholesaler in the DFW market had a 4/3 in the Lake Highlands area under contract at $195,000. The ARV was $340,000 based on five comparable sales. Repairs were estimated at $65,000 for a full renovation (kitchen, bathrooms, flooring, HVAC, and exterior). The asking price was $215,000, leaving $60,000+ in projected profit for a flip buyer.
The deal was strong on paper. But the first attempt at marketing — a basic email with the address, price, and two exterior photos — generated zero responses from a list of 80 buyers over three days.
The marketing package rebuild
The wholesaler rebuilt the marketing materials with a complete package: a dedicated deal page with 22 interior/exterior photos, all 5 comparable sales with addresses and sold prices on a map, a line-item repair estimate broken into 12 categories, a financial summary showing both flip and rental scenarios, and an offer submission form.
The re-blast with the new deal page link went to the same 80 buyers plus 35 newly identified investors from a fresh search. This time, the subject line included the ARV: "$340K ARV in Lake Highlands — Asking $215K."
The difference
The re-blast generated 7 responses (6.1% response rate vs 0% on the first attempt). Four investors viewed the deal page for more than 2 minutes. Two scheduled walkthroughs. Both made offers. The winning offer was $212,000 with a 14-day close. Assignment fee: $17,000.
Same deal. Same buyer list (mostly). Different presentation. The marketing package was the entire difference between zero responses and a $17,000 assignment fee.
What the package included
- 22 property photos (interior and exterior)
- 5 comparable sales with map, sold prices, and dates
- 12-category repair estimate totaling $65,000
- Flip analysis: $340K ARV - $215K asking - $65K repairs = $60K projected profit
- Rental analysis: $2,400/mo projected rent, 7.2% cap rate at $280K all-in
- Offer submission form on the deal page