Stop undercharging — the math that changed how I price my deals

How I went from earning $3,500 per deal to setting a $9,000 minimum and never looking back

When I started selling creative deals, I looked at what wholesalers were charging — usually a flat $5,000 — and figured I'd do the same. Coming from the agent world, I thought in percentages, so I started at one percent.

The result? I was earning $3,500–$5,000 per deal. Compared to the $15,000 average I was used to making selling condos in Boulder, it felt like too much work for pennies.

The breaking point came when I closed a million-dollar deal that required almost no effort — while simultaneously grinding through two $138,000 properties. Both were a mess: horrible inspections, endless delays, constant back-and-forth with lenders and title companies. I earned about $4,000 on each.

Never again.

That experience cemented a decision: do fewer deals, at a higher price point and commission rate.

Here's how my pricing evolved:

→ Year 1: 1% (no minimum) — earned $3,500–$5,000 per deal
→ Year 2: 2% — better, but still juggling too many low-value deals
→ Year 3: 3% with a $9,000 minimum — closer to my historical per-deal earnings
→ Year 4: 4% with a $9,000 minimum and $400,000 minimum sale price

At four percent, I'm aligned with the standard transaction broker rate. I usually work both sides — buyer and seller — which doubles the workload: more emails, more paperwork, more room for error. Four percent compensates for that.

And compared to the six percent sellers typically pay on an MLS listing, it's still a win for them.

Here's the mindset shift that made this possible:

Good deals have room for everyone to win. If you're the person finding deals, negotiating terms, managing timelines, and solving problems — there should be more than enough room for a healthy profit while still creating a great opportunity for the buyer.

One reason I share my earnings openly is that I don't agree with the taboo around talking about money. Transparency matters. It helps establish what's fair, what's possible, and what's worth striving for.

So here's my challenge to you: set your minimum fee and minimum sale price this week. Write them down. Don't negotiate below them, no matter how tempting.

If a deal doesn't clear your floor, pass it to someone else and take a referral fee. Your time is too valuable to grind through deals that drain you.

Price yourself based on value, not fear. The right clients will respect it.