Reference · 27 terms

Wholesaling & investor CRM glossary.

Plain-English definitions of the terms acquisitions and dispo teams use every day, and where it helps, what each one looks like inside a CRM.

A B C D K L M P S T U

Acquisitions (acq): The part of an investor business that finds motivated sellers, qualifies them and gets properties under contract. In a CRM: Usually the lead and opportunity stages owned by acquisition reps.
After-repair value (ARV): What a property should sell for once repairs are done, based on recent sold comps of similar renovated homes nearby. In a CRM: A currency field on the deal record that feeds the MAO formula.
Assignment contract: A contract that lets a wholesaler transfer their right to buy a property to an end buyer for a fee, instead of buying it themselves.
Assignment fee: The wholesaler's profit on an assigned deal: the difference between the end buyer's price and the wholesaler's contract price. In a CRM: Captured on the transaction so campaign ROI uses real profit.
Attribution (lead source attribution): Tying every contract and closed deal back to the marketing channel and campaign that produced the original lead. In a CRM: Lead source carried from lead to opportunity to transaction and locked against accidental edits.
Booked revenue: Expected profit recorded when a deal goes under contract, before it closes. In a CRM: Compared weekly against what deals actually closed for (forecast vs. actual).
Comps (comparable sales): Recently sold properties similar in size, age, condition and location, used to estimate ARV.
Contract-to-close rate: Closed deals ÷ signed contracts. The gap shows how many deals fall out after signing.
Cost per appointment: Campaign spend ÷ seller appointments set from that campaign. Closer to real channel cost than cost per lead. In a CRM: One of the Monday 5.
Cost per contract: Campaign spend ÷ purchase contracts signed from that campaign's leads.
Cost per deal: Campaign spend ÷ closed deals from that campaign. The number that decides whether a channel pays for itself. In a CRM: See the cost per deal calculator.
Cost per lead (CPL): Campaign spend ÷ leads generated. Easy to measure but misleading on its own, because lead quality varies by channel.
Disposition (dispo): Selling or assigning a contracted property to an end buyer. The dispo team markets deals to a cash buyers list.
Double close: Two back-to-back closings: the wholesaler buys the property and immediately resells it, instead of assigning the contract.
Drip / follow-up sequence: Scheduled calls, texts or emails to sellers who aren't ready yet. Most deals come from follow-up, not first contact. In a CRM: Tasks or cadences triggered by lead status and next follow-up date.
Kept deal: A property the investor keeps (for example as a rental) instead of selling. Leaving these out of ROI undercounts the channel that found them. In a CRM: A flag plus a profit value so it counts in campaign ROI.
Lead queue / round robin: A shared list of new leads assigned to reps in rotation or by rules (market, source, availability) so no lead sits unowned.
MAO (maximum allowable offer): The highest contract price that still leaves room for the end buyer's margin and the wholesaler's fee. Common formula: ARV × 70% − repairs − fee. In a CRM: See the MAO calculator.
Missed-call alert: An automatic task and notification when a call to a marketing number goes unanswered, so someone calls back within minutes.
Motivated seller: An owner with a reason to sell quickly or as-is: inheritance, divorce, relocation, financial distress, a tired landlord, or a property in poor condition.
Pay per lead (PPL): Buying seller leads from a vendor at a fixed price per lead, instead of paying for ads or mail directly.
PPC (pay per click): Search or social ads where you pay per click, usually pointed at a seller landing page.
Seventy percent rule (70% rule): A flipper's rule of thumb: pay no more than 70% of ARV minus repairs. Markets vary, often 65–80%.
Skip tracing: Finding current phone numbers and emails for property owners from public and commercial data, mostly for cold calling and texting.
Speed to lead: The time from a seller reaching out to a real person on your team responding. In a CRM: Measured from lead created time to first logged call.
Transaction coordinator (TC): The person who manages a deal from signed contract to closing: title, documents, deadlines and communication. In a CRM: A transactions board with stages and required checklist items.
Underwriting: Checking a deal's numbers (ARV, repairs, MAO, exit strategy) before making or accepting an offer. In a CRM: Underwriting fields and a QC gate on the opportunity.

Put the terms to work

MAO calculator · Cost per deal calculator · Missed call cost · The Monday 5

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