How to Price a Wholesale Deal (Without Leaving Money on the Table)
Pricing is the single most important decision in disposition. Price too high and the deal sits until your contract expires. Price too low and you leave thousands of dollars on the table. The sweet spot is an asking price that generates multiple interested buyers within the first 48 hours while maximizing your assignment fee.
This guide covers the math, the psychology, and the market signals that help you nail the price on every deal.
Start with the buyer's math, not yours
The most common pricing mistake is starting from your perspective: "I have the property under contract at $120K and I want a $15K assignment fee, so I will ask $135K." This approach ignores whether $135K actually makes sense for the end buyer.
Instead, start from the buyer's perspective. What can they buy this property for and still hit their target return? Work backward from ARV:
For flip buyers: Maximum Purchase Price = ARV × 70% − Repairs − Buyer's Closing/Holding Costs
For rental buyers: Maximum Purchase Price = Monthly Rent × 100 (1% rule) − Repairs
If your ARV is $280K and repairs are $45K, a flipper using the 70% rule maxes out at $280K × 0.70 − $45K = $151K. That is the most they can pay and still expect a 15-20% profit margin after all costs. Your asking price needs to be at or below $151K for a flipper to be interested.
If you are under contract at $120K, your maximum assignment fee at this price is $31K. That is a great deal for you. But if you get greedy and ask $165K, you have priced every serious flipper out of the deal.
The three pricing approaches
1. MAO-based pricing
Calculate the buyer's MAO using the 70% rule (or 65% for heavy rehabs), subtract your contract price, and set your assignment fee as a percentage of the remaining spread. A common rule of thumb is to take 30-50% of the spread between contract price and buyer MAO. Use our assignment fee calculator to run this quickly.
2. Comparable assignment pricing
Look at what other wholesale deals in the area have traded at recently. If similar properties are being assigned at $5K to $10K fees, pricing your fee at $20K will be hard regardless of what the math says. Market norms set buyer expectations.
3. Reverse-engineer from buyer feedback
If you have relationships with active buyers in the area, ask what they would pay for a property like yours before setting your price. "I have a 3/2 in [subdivision], needs about $40K in work, ARV around $275K. What price range would make this interesting for you?" This is the most accurate pricing method because it tests real buyer appetite.
Pricing for different buyer types
Flip buyers
Flippers are the most price-sensitive buyers because their profit margin is the gap between their all-in cost and the ARV. They will scrutinize your comps and your repair estimate. If your numbers do not hold up, they will counter-offer or pass.
Price deals for flippers with 15-25% margin between your asking price plus repairs and the ARV. This accounts for their closing costs, holding costs, financing costs, and profit. Tighter margins only work in hot markets where flippers can sell quickly.
Rental buyers
Landlords care less about ARV and more about cash flow. They evaluate using cap rate, cash-on-cash return, and the 1% rule. A deal that does not work as a flip might be perfect for a landlord if the rent-to-price ratio is strong.
Price deals for landlords by ensuring the all-in cost (your asking price plus repairs) supports a minimum 1% rent-to-price ratio or 7%+ cap rate, depending on the market.
BRRRR buyers
BRRRR investors need BOTH the rental numbers to work AND enough ARV to refinance and recover their capital. Price these deals so the all-in cost is no more than 75% of ARV (to support a cash-out refinance at 75% LTV) while also generating positive cash flow at projected rents.
When to lower your price
If you have marketed a deal for 5-7 days with proper outreach (email blast, SMS, follow-up calls) and have not received a serious offer, your price is too high. Reduce by 5-10% and re-blast with new messaging: "Price reduced on [address] — now $X."
Price reductions are not failures. They are data. The market is telling you what the deal is worth. Listen to it. A smaller assignment fee is infinitely better than no assignment fee because the contract expired.
When to hold firm
If you have early interest (multiple page views, walkthrough requests, questions), hold your price and let buyers compete. The worst thing you can do is drop your price when buyers are already circling. Create a soft deadline: "I am reviewing offers Friday at 5 PM" and let the interest build.
The assignment fee sweet spot
Assignment fees in 2026 typically range from $5,000 to $15,000 for standard residential wholesale deals. Outliers exist in both directions: $2,000 fees on skinny deals in low-price markets, and $30,000+ fees on larger properties or commercial deals.
A general guideline for residential deals under $300K ARV:
| Market | Typical Fee Range | Notes |
|---|---|---|
| Low cost (<$150K ARV) | $3,000 – $7,000 | Thin margins, volume is key |
| Mid market ($150K – $300K ARV) | $7,000 – $15,000 | Sweet spot for most wholesalers |
| Higher end ($300K+ ARV) | $10,000 – $25,000+ | Fewer deals but larger per-deal profit |
Related
- Wholesale Deal Pricing Strategies
- Maximum Allowable Offer Guide
- Assignment Fee Calculator
- MAO Calculator
- Why Your Deals Are Not Selling