A 90-Day Wholesaling Marketing Plan (With Cost Per Contract)

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This guide is the detail behind a service I run for clients. If you would rather hand it over than do it yourself, see Wholesaler Marketing.

A 90-Day Marketing Plan

Most wholesale marketing plans fail by trying four channels at once with none of them resourced properly. This is the sequence that works:

Days 1–14 — pick one market and one channel. Pull and scrub the list, set up tracking, write templates. Send nothing yet
Days 15–30 — start sending at low volume. Test templates against each other. Work every reply same-day
Days 31–60 — scale volume on what is working. Add follow-up sequences. Start recycling early lists
Days 61–90 — add the second channel on the same lists. Review cost per lead and cost per contract
Only then — consider a second market. Most people add markets long before the first is producing

Working Out What a Contract Costs You

Results vary

These figures come from my own client campaigns and are shared to show how the maths works, not as a promise or a typical result. Your cost per lead, cost per contract and results will depend on your market, list quality, offer, budget, how fast replies are answered and current platform pricing.

Budgets should come out of arithmetic, not instinct. The only number you need from me is message volume per lead — 352 on average across my accounts. Everything after that is yours to measure:

Messages per lead — start at 352, replace with your own after a month
Leads per contract — measure it; it varies far too much to assume
Cost per message — platform fee plus credits plus data plus skip tracing, divided by volume
Cost per contract — the three above multiplied together. This is the only number that matters
Assignment fee — your average. If cost per contract approaches it, something upstream is broken

Run that calculation after sixty days with your own figures and you will know whether to scale, change lists or change markets. Guessing a monthly spend without it is how people burn budget in a market that was never going to carry the volume.

Templates Worth Starting From

Wholesale email template — absentee owner

Subject: Your property at {PropertyAddress}

Hi {FirstName}, I buy properties in {City} and came across {PropertyAddress}.

If you have ever considered selling, I can make a cash offer with no repairs, no agent fees and a closing date you choose.

Worth a conversation? Reply here or call me on {Phone}.

{YourName}

Short, specific, one question. Long emails to cold recipients do not get read.

Follow-up letter — no response

Hi {FirstName},

I wrote to you recently about {PropertyAddress}. I buy in {City} and am still interested.

If the timing is wrong, no problem — keep my details in case that changes.

{YourName}, {Phone}

The graceful exit outperforms a harder push. It is also the version people keep.

Both are starting points, not finished copy. Templates circulating widely stop working, which is why what I run for clients gets rewritten regularly rather than reused.

Building the Buyers Side

Every wholesaler obsesses over seller marketing and neglects the buyers list, then discovers a contract they cannot assign. The buyers list is marketing too:

Build it before you need it, not after a contract is signed
Qualify buyers properly — proof of funds and actual closed deals, not stated interest
Record each buyer's criteria so you can match a contract to a buyer in minutes
Stay in contact between deals, or they will be working with someone else when you call
Track who actually closes, since a buyers list full of tyre-kickers is a liability

What Usually Goes Wrong

Adding markets before the first one is profitable
Generating more leads than anyone can answer
Judging a channel on thirty days of data
Changing templates weekly, so nothing is ever tested properly
No source tagging, making it impossible to tell what produced the contracts
A buyers list built after the first contract rather than before