Real Estate Wholesaling

Your “Special Sauce”: Master One of These 4 Areas to Succeed in Wholesaling

Expertise: Personal Development, Real Estate Wholesaling, Real Estate Investing Basics
96 Articles Written

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What INSPIRES you to keep traveling along your path?

Many people gather inspiration from books written by world renowned authors; others get fired up by a great rags to riches story, or your family may provide that spark you need. There are many ways to get those creative juices flowing and to get you motivated for the task at hand. Outside of your motivation, what sustains you, or better yet — what is your secret sauce?

I ask this question because I have noticed that there are many investors in the industry who do not know what they are good at. It is essential for any entrepreneur to know what sets them apart from the competition. McDonald’s does not make the best burger, but they can produce a burger more affordably than the competition. Jimmy John’s secret sauce is speed; they can give you the same sandwich as Subway, but can give it to you faster.

These are just a few examples of what sets one business apart from another. In the world of real estate wholesaling, there is tons of competition and a low barrier to entry. So not only do you have to face those who are experienced and have the network and capital, but you're also competing against the newbie beginner who is ambitious and ready to just get going.

Related: The Ultimate Beginner’s Guide to Real Estate Wholesaling

Knowing what sets you apart from your competition and developing that skill will help you grab a share of the wholesaling market in your area.

I consider these 4 areas to be the holy grail of wholesaling. If you learn to master one of these areas and learn to outsource the others, you can be successful in real estate wholesaling.

4 Areas That Matter Most to Wholesaling Success

1. Advanced Knowledge of Your Target Market

I found this to be very important because moving to a new state, it was difficult to learn what areas were hot with investor activity and what areas were not. This put me at a complete disadvantage; it was like shooting in the dark. The hardest part was the lack of information regarding particular areas. By having an advanced knowledge of your target market, you begin to learn the trends of the area and how to utilize those trends to your advantage when marketing.

Farming a particular area will make you an expert of the going market rate for houses. This may also provide an additional strategy for houses that may warrant an exit strategy of rental income. There are many investors who are not looking for the norm of 65% of ARV. They may be looking for a passive income property that will give them an above 10% cap rate. Having multiple strategies increases your opportunity for doing deals and more importantly satisfying your customer base, i.e. sellers and buyers.

2. Excellent Communication Skills

As the saying goes, cash is king. Well, in the world of wholesaling, communication is king. Learn to work the craft of communicating effectively. As wholesalers, it’s mandatory for you to have proper phone etiquette and be able to guide a conversation. I believe this quality is more critical than knowledge of your target market.

Being an excellent communicator is essential because the caller will come to a very quick assessment that you (the caller) are either a possible friend or foe. Within the initial conversation, you have less than 10 seconds to persuade a potential seller why they need to hear what you have to say. I discussed handling the initial phone call in a prior post called “Real Estate Newbies: Why You Should Shut Up & Listen.” If you are having difficulties on the phone, some of the suggestions will provide you some additional strategies.

3. Creative Deal Structuring Knowhow

I must say that I am bias to this secret sauce. I enjoy learning new ways to structure deals. Being a one trick pony is the fastest way to stop your deal flow. Deal structuring is critical because more times than not, a seller will not accept an offer at 65% ARV unless two things happen: they are low hanging fruit and have tons of motivation, or you are extremely consistent with your follow up (which happens to be a wholesalers' best friend — ALWAYS follow up).

I encourage anyone who wants to close more deals to research, study and learn from those who have numerous exit strategies to get deals closed. There are plenty ways to close a deal: traditional wholesale, JV, lease option, seller carry, passive income wholesale, and others. I am learning a few other techniques and strategies to ensure my success and longevity in the industry.

4. Marketing Savvy

Beware! I say this because everyone is caught up in marketing. Yes, I know this drives your lead funnel. I get it. But what I don’t get is that everyone wants to be a master at marketing.Why?

This is just my two cents; there are many outstanding marketers who you can outsource this responsibility to. I again say, do not try to be a jack of all trades and a master of none. If there are master marketers out there, let them generate a marketing strategy for you (with your input, of course). You can focus on honing your other skills while everyone is trying to be the master marketer. You can market like crazy, but if you can’t close a deal, it’s still wasted money. One thing that I have come across is that those who can market really suck on the phone. So if you can get the phone to ring but don’t know how to keep the caller engaged, your efforts are still wasted dollars.

Related: Newbies: Master These 4 Major Areas of Real Estate Wholesaling FIRST

It’s ok to know a little in one area and more in another. As entrepreneurs, we always believe we have to be the Big Chief and can’t humble ourselves at times. In every entrepreneur book (with substance) that I’ve read, the writer almost always addresses how they were not the smartest person in the group. Let your circle of influence teach you, and if you are the smartest person in your circle, guess what? You are not learning anything new.

I’m a strong proponent of marketing because it keeps the lead funnel full, but if you do not know much about marketing, add a master marketer to your circle of influence.


In closing, you have to outline what your secret sauce will be. What will be your company’s focus? Once you have this outlined, study and master your craft and remember to outsource your needs.

I would love to hear what your company’s secret sauce is.

Without spilling the beans, please share!

Marcus Maloney is a value investor and portfolio holder of residential and commercial units. He has completed over $3.3 million in wholesale transactions. Currently, Marcus is a licensed agent who ...
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    Andrew Cordle from Alpharetta, Georgia
    Replied over 5 years ago
    Knowing your target market is definately a huge advantage. Great post!
    Marcus Maloney Wholesaler from Queen Creek, AZ
    Replied over 5 years ago
    Andrew, Thank you for reading, I have seen this very often where wholesalers market to an area where they have little information about. They dynamics of the community are essential to make sure you have the correct arv and exit strategy. “Enjoying the Journey”
    David Semer Investor from Lincroft, NJ
    Replied over 5 years ago
    This is great summary. Find your niche learn it, master it and stick with it.(then start learning something next) It is OK to get help in area your not an expert in. Great article.
    Marcus Maloney Wholesaler from Queen Creek, AZ
    Replied over 5 years ago
    David, Exactly its all about being resourceful, and using those resources efficiently and effectively. Thanks for reading. “Enjoying the Journey”
    Donald Placide from Babylon, NY/NJ
    Replied over 5 years ago
    Great article, two questions; what is the best way to skout a new market? Also I totally agree that using creative financing to close more deal, but its difficult finding investors comfortable using hence teaching this strategy. Can you recommend anyone ?
    Marcus Maloney Wholesaler from Queen Creek, AZ
    Replied over 5 years ago
    Donald, The best way to scout a new area if you are on the ground is to sign up for other wholesalers websites to receive their deals that way you can start to evaluate the numbers yourself. This will give you an insight on whats going on in a particular area. You can also subscribe to a local Realtor’s blog and learn the information they disseminate. Creative Financing can be tricky but there are Investors that close tons of deals with creative financing. I am testing my hand at now. Try Joe McCall in the St. Louis Market, also there is an older BP Podcast that discuss creative financing but I cant remember the episode. I just remember the gentlemen was Asian doing deals in LV. Hope this helps. “Enjoying the Journey”
    Daniel Morgan Real Estate Investor from Springfield, Massachusetts
    Replied over 5 years ago
    Wow Marcus you made a lot of excellent points.. You can be the best marketer of the world but if you cant close deals by conversating the right way with the seller its money down the drain. Great Post Marcus!!!!
    Marcus Maloney Wholesaler from Queen Creek, AZ
    Replied over 5 years ago
    Daniel, Thanks for reading, you have to be versatile in order to invest. I call it fluid, you must be able to change instantly. “Enjoying the Journey”
    Jeremy Kimbro from Oklahoma City, Oklahoma
    Replied over 5 years ago
    Awesome Sauce!!! As a an upcoming wholesaler this information is very helpful. Its funny you say people who can market are lowsy on the phones because im the complete opposite! Anyways good stuff!
    Marcus Maloney Wholesaler from Queen Creek, AZ
    Replied over 5 years ago
    Jeremy, Thanks, well if you know your weakness is marketing let someone else guide you in the right direction. Hey man happy investing, remain consistent and don’t give up!!!! “Enjoying the Journey”
    K.D Neider from Philadelphia, Pennsylvania
    Replied over 5 years ago
    Great post as always