The 5 Inarguable Truths About Succeeding in Wholesaling

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Starting out as a real estate wholesaler is not as easy as everyone tries to portray it to be. You will have ups and downs, peaks and valleys, and you will be on the pinnacle at one moment and in the gutter the next. In this investment niche, it’s about controlling your emotions. There are five infallible truths about wholesaling that will keep you upright and on your feet.

I remember during the time when I first started, it was a roller coaster ride every month. I would try and read BP articles and listen to the BP Podcast, but it was difficult because others were discussing their success, and only thing I had to show was my failures.

It was a challenging time, but I kept a phrase close to my heart that helped me get through the rough times: “Enjoy the journey.” I used this phrase because I had to remind myself that this is my journey. I cannot compare my path to success to anyone else’s because I am uniquely different, just as those who were having measurable success were. This really helped to ground me.

I wrote that quick preface to encourage those of you who are struggling to close your first deal or to do consistent deals to welcome every turn that is in your journey.

Related: 6 Common Mistakes Investors Make When Starting Out in Wholesaling

Here’s what I’ve learned on my journey thus far. If you can master these five truths, you will have measurable success. It’s not difficult to do each, but it is challenging because it takes consistency.


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The 5 Inarguable Truths About Succeeding in Wholesaling

1. You have to utilize the power of connections.

Your connections can get you something money cannot buy — and that is influence. You have to focus on networking and meeting new people, especially people that are doing what you want to do. There is a time when you have to set aside your fears and your emotions and step out to find a team of influencers that will steer you in the right direction.

This is not easy the majority of the time — your emotions can challenge you, making you think that you’re inferior or you have nothing to offer. You have to remember that there’s only one you ever created, and you can offer something distinctly different that anyone else.

2. You need to study your market.

You have to know your market, what is happening, where it’s happening, and who is making it happen. You have to be informed about trends. Once you understand what is going on, you will be able to navigate your way through volatility.

Real estate is volatile, so you have to understand where the flippers are looking to buy and what areas are over-priced and over-saturated. Yes, if you get a great deal someone will buy it; however, this could increase your cost per lead. If everyone is marketing in a certain area, it is more challenging to pull a deal in that area. You have to know your market to be ahead of the curve.

Here’s a great example of how to know your market: You must be aware of historical districts that are highly desirable, areas that have larger lot sizes, and areas that are going through gentrification. There may not be solid comps in the area because the area is in the midst of a transition, but if you are aware of what is transpiring, you can get plenty of deals before that area becomes saturated.

3. You must market wisely to your targets.

To expound on the previous “study your market,” you must streamline your marketing efforts. You have to strategically develop a marketing plan. Especially when starting out, most don’t have the luxury of spending $20,000 a month on marketing like the big boys, so every effort must be calculated.

You have to know where to place bandit signs, who to send letters to, what type of letters to send, and how to drive traffic to your website. All of these things are essential when starting out. Don’t get me wrong; you don’t need know everything before starting, but you need to know the basics. As long as you continue to learn from your connections and implement what you’re learning, you will have a measure of success.


4. You have to know your numbers.

The easiest mistake and the most common mistake that I’ve seen (I’m guilty also) happens in the beginning when you are so eager to get a deal that when someone finally says yes to selling their house, your ambition makes you overlook the numbers.

It is very thrilling to finally have a house under contract, but there is a difference between having a house under contract and having a deal. Knowing the numbers makes it easier to close that first deal. I struggled with this; I had a house under contract, and I underestimated the repair cost, overestimated the property value, and made the inspection period too short. Yes, I did everything wrong — poor negotiations, terrible math, and too much ambitious. In the end, guess what? I did NOT close the transaction because it was not a deal.

A deal looks different in every market; in some markets the 70 percent rule is effective, and in others you can push it to 75-80 percent. It’s relative to your area. This again goes back to leveraging your connections.

5. You must close the transaction.

This is the part that everyone wants to get to: CLOSING! I can guarantee if you follow the the first four steps, you will be at step five more often than not. Let me stop here for a second and let you know that this does not come easy. A lot of evaluating, marketing, networking and “no”s will come first. Please do not think that this process is very simple because it takes a thick skin and tons of dedication to get to this part of the transaction.

Related:3 Ways Wholesalers Can Protect Their Sellers (& Build Good Reputations!)

Closing the transaction encompasses all the other four truths, plus negotiating. There are numerous ways to structure a deal and close a transaction. I will not dive into every step, but I will say, learn about assignments, double closings, seller financing, and lease options. If you cannot learn about each in-depth, pick one and find someone who is well-versed with the others, and you will be cashing checks. Cha-ching!



Enjoy your journey. There will be highs and lows, but never measure yourself against another because your journey will look different from theirs. The easiest way to become distracted is by trying to be a carbon copy of an original. Be your own original masterpiece and cherish every moment of your journey. You will look back soon and understand why you had to go through certain failures and why you had to be challenged by certain people. Enjoy the ride, and remember, sometimes you have to go at things alone until you find the right connections.

If this was something you needed to hear, let me know. We bloggers need to know that we are providing the content that will help you along the process.

I look forward to your comments. Remember, enjoy the journey!

About Author

Marcus Maloney

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 wholesales virtually in multiple states while building his investment portfolio. He has also converted some of his deals into cash-flowing rentals. Marcus holds seven rentals, two of which are commercial units. He’s even purchased a school, which was converted into a daycare center. His overall goal is to turn what is a marginal profit into a significant equity position. He leverages the equity by using the BRRRR (buy, rehab, rent, refinance, repeat) strategy to increase his portfolio without any money out-of-pocket. Marcus has been featured in numerous podcast such as the Louisville Gal Podcast, The Best Deal Ever Podcast, The Flipping Junkie, and many others. He contributes content regularly to his YouTube channel and blog.


  1. Awesome article, lots of good information. You are exactly right it\’s a journey. But you definitely need to have connections to help you through the unkown. Simple phone calls is all it takes sometimes. Thanks for the article.

  2. James Green

    @MARCUS MALONEY, another great post! Point one has been crucial for me, since I by nature am a introvert. Since this business pushes me out of my comfort zone, I’ve had some great opportunities, through what seemed like “innocent” connections.

    • Marcus Maloney


      Great that comment alone should push people out of their comfort zone. Networking is big and I challenge anyone who believe they are an introvert to just have conversations with strangers ie. in the grocery store, at walmart anywhere and that will begin to give you confidence to speak freely to anyone.

  3. Roberto Escapita Jr

    This was definitely something I needed to hear! Or read! As a newbie REI, I just learned a little lesson as far as “gurus” are concerned. Boy was it painful but on the bright side as you mentioned in this blog, there’s going to be a time to look back and wonder why we individually failed at certain things and why certain individuals challenged us along the way. I think you couldn’t have said it any better. Thank you for this knowledge and your time. Blessings!

    • Marcus Maloney


      Thank you for reading and your comment is an ispiration to me. I always want to write content that will help someone. We should all pay it forward in some form or fashion.

      Do not let anyone or anything deter you from what you want to accomplish. You are equipt and well able to accomplish your dreams. Challenges are just valleys, and remember on each side of the valley are mountain peaks.

      Thanks for reading “Enjoying the Journey”

  4. Candy Geo

    This post is very inspiring! I’ve found that in the past few months of starting out as a Wholesaler, I have let it be too much of an emotional process and listened to all the negative noise about this investing strategy. Although I still have yet to complete my first deal, I know that it will be better to keep learning while enjoying the journey. Thanks for sharing your knowledge and experiences!

    • Marcus Maloney


      How sweet it will be when you get that first deal done. As you stated there are emotional highs and lows, try and focus on the highs and discredit the lows by looking at what you learned. Thanks for reading.

      “Enjoying the Journey”

  5. Brian Gibbons

    Good post Marcus.

    If cash buyers are not buying in an area, you will have a hard time wholesaling. Interview cash buyers first.

    Have 2 business plans,

    Plan 1
    AB Areas – Pretty Houses, sub2, wraps and lease options
    AB Areas – Light Rehabs – JV with the seller

    CD Areas – Wholesaling for cash in not war zones, where landlords want to be.

  6. Marcus Maloney


    Unfortunately, I do not have a contract, I am a licensed Realtor so I have to use the Dept of RE Contracts. I would advise when you starting out you do everything to limit liability so I would suggest you have an attorney draw up the contract or you can use a Realtor purchase contract for your state. Even using the Realtor contract you should still have your attorney to review it.

    I’m sure someone on the web will have a contract but again I harp on liability so just do things right from the start and you should not have any issues.

    Thanks for reading!

    “Enjoying the Journey”

  7. Phips Deus

    Great article!!! I have a question. I got into wholesaling however because I am the breadwinner and the homemaker for my family, how can I do my best to make connections with wholesalers and buyers with the limited time I have. I know there are many ways, I am currently having a hard time figuring out what those ways are.

    • Marcus Maloney


      Challenges are great because it gives you the opportunity to try and create a solution (strategic development). I would suggest that you google sell my house______________(your city) and a list of the majority of wholesalers and flippers will have a website for lead generation. I would fill out the form or dial their number and build the relationship via phone first (due to your limited time). Ask essential questions:
      What type of properties are you looking for?
      What area are you looking in?
      Acquisition cost and repair amount?
      Once you have done that make sure you are on their mailing list to evaluate their deals.

      Utilize and find local investor meet ups you can attend, again since your time is limited this must be done strategically. I do understand as most families are not traditional, so scheduling is very important.

      I hope I was able to help, keep learning and pursuing your desire. Enjoy your Journey

  8. Erick Moreno

    Great article. It’s what I needed to hear. I know the journey is a long one but I’m ready to thicken up the skin and get out of my comfort zone. There is a lot of good advice in your article. Thanks for writing it.

    • Alicia,

      Great thanks for reading, I share a lot more via YouTube and my personal blog at, I personally like the informative videos better, they provide step by step guide to getting starting or continuing with success.

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