How a Pittsburgh Real Estate Wholesaling Team Scaled to 240 Deals with Purpose-Driven Leadership

In Pittsburgh’s competitive wholesale real estate market, scaling to 240 deals a year requires more than hustle. It takes process, culture, and purpose and that’s exactly what Daniel Hoey’s team built.

Real estate entrepreneur Daniel Hoey leads a Pittsburgh-based wholesale company that began as a division within a property management firm. Four years in, the business now operates independently with a lean team of seven full-time employees and a part-time CFO. In 2025, they expect to close around 160 wholesale deals, with plans to reach 240 the following year.

Want to dive deeper into the story? This episode of the DealMachine Real Estate Investing Podcast features Daniel Hoey sharing how his team scaled with purpose, precision, and people-first leadership. Watch the full interview below:

The Journey: From Cash Machine to Standalone Wholesale Operation

Daniel didn’t own the original property management firm; he ran it. When that owner’s risk profile changed, Daniel spun off the wholesale division and co-founded a new company with three partners.

One brought deep wholesaling experience from a competitor. Daniel admits he knew little about wholesaling, so his focus was on what he knew best: building systems and people.

The Road to 240 Wholesale Deals: Scaling Without Losing Profit

Daniel believes in growing until diminishing returns kick in. He estimates 240 deals a year is the natural ceiling for their Pittsburgh market. Going beyond could mean thinner margins, increased risk, and inefficiencies.

“At some point, you enter a zone of diminishing returns.”

That clarity helps the team scale intentionally, not endlessly.

How the Wholesale Engine Works: Data-Driven Simplicity in Real Estate Wholesaling

Daniel calls wholesaling a "toy business to run". Simple in theory, but complex in execution. Their model is built around three core metrics:

Three KPIs That Drive Success

• Marketing: Cost per sales-qualified lead (SQL)
• Acquisitions: Close rate on SQLs (target: 25%)
• Dispositions: Average fee per transaction (around $15,000)

Every lead is tracked from initial contact to closing. Off-the-shelf systems lacked the granularity they needed, so they built their own reporting.

Speed and Trust: The Competitive Advantage

The team’s target response time is under 15 minutes.

“You can lose deals if you don’t respond fast.”

That urgency creates early trust with motivated sellers. In a high-stress moment, sellers remember who showed up first.

Reputation as a Lead Magnet: How Reviews Drive Real Estate Deals

The company has over 180 five-star Google reviews and expects to hit 300 by year-end. They also gather feedback on Trustpilot. A transaction coordinator manages the entire review process.

“People read our reviews and say, ‘I just found who I want to work with.’”

That credibility converts traffic into trust, and trust into deals.

Marketing Efficiency: Spending Less Than 30% of Revenue

Daniel targets an uncommon benchmark: spend less than one-third of revenue on marketing. With help from a fractional CMO, the team tracks metrics tightly and scales confidently.

This CMO oversees vendor relationships and ensures metrics are reported like an in-house executive without the full salary.

Team Roles, Structure & Remote Flexibility

Though the company is based in Pittsburgh, the team operates remotely. Daniel lives in Hilton Head, SC. Others live in areas north of the city. One team member, Jake, handles every site visit.

A Site Visit Structure That Scales

Jake captures photos, videos, and packages each visit for underwriting. Acquisitions finalizes the deal by phone.

“We almost never sign in person, but Jake represents us well.”

Some deals are lost to in-person closers, but their lean, flexible system wins more than it loses.

Lessons From Past Ventures

Daniel previously built a mortgage banking firm that expanded to 16 states before selling. He also co-founded a voluntary employee benefits company that failed during the 2008 financial crisis.

That experience reshaped his approach to leadership, risk, and resilience.

Why Culture Comes First

Daniel’s focus is on organizational and individual development. His philosophy: work must mean something. When it does, pay matters, but it's not the only reason people stay.

“If all people care about is the next raise, you haven’t built any culture of value.”

Buy Box Principles: The Operating Code

These principles are lived daily and guide everything from hiring to seller conversations.

The Principles That Power the Team

• We do our best today and better tomorrow. Continuous improvement is expected and celebrated.
• We don’t make the same mistake twice. Systemic fixes prevent repeat errors.
• We serve, encourage, and celebrate one another. People bring their whole lives to work.
• We win together with our partners. Long-term partnerships > one-time gains.
• We learn together as a team. Knowledge is shared, not siloed.
• We are resilient. The business resets monthly. The team supports each other through ups and downs.

These aren't just slogans; they shape how the company treats sellers, buyers, and each other.

Seller First, Even Without a Deal

Some sellers won’t lead to profit and that’s okay. The team has helped elderly clients move to better housing without earning a fee.

“When someone calls us, we are supposed to serve them. Period.”

This servant-leader mindset builds deep community trust and team pride.

The Power of Long-Tail Lead Nurture

Thanks to disciplined tracking, the team still closes deals from leads generated years ago. Some sellers aren’t ready in year one, but they come back when the time is right.

Building a Business That Fits the People

Their model isn’t flashy, but it fits. Instead of chasing on-site closings, they built a system around remote work, lean staffing, and structured roles. It works because it matches who they are.

They’ve also learned that fast wholesales often beat wholetails in terms of time, risk, and return.

Leadership That Drives Retention

Retention is one of the team’s most powerful competitive advantages. Daniel coaches team members on both business and personal goals.

“You’re great, or you’re gone.”

That clarity brings in high performers who stay long-term.

Expansion Only If It Fits

If they reach 240 deals, geographic expansion may follow. But they won’t grow for growth’s sake. Culture and margin will stay the priority.

Takeaways for Real Estate Operators

Whether you’re at 10 deals or 200, Daniel’s story offers lessons:

• Know your key metrics and follow every lead.
• Respond to sellers in under 15 minutes.
• Make your reviews your best marketing channel.
• Design systems around your team, not an ideal.
• Serve sellers even when it doesn’t pay.
• Hire great people and coach them to grow.
• Scale only to the point where profit remains strong.

Frequently Asked Questions About Real Estate Wholesaling

Is wholesaling real estate legal in Pennsylvania?

Yes, wholesaling is legal in Pennsylvania. However, investors must comply with state laws, including transparency requirements and contract assignment guidelines.

What tools help scale a wholesale real estate business?

CRM platforms, automated lead tracking systems, and analytics dashboards are essential tools for managing marketing spend, seller engagement, and deal flow.

How much can a real estate wholesaler make per deal?

In markets like Pittsburgh, experienced wholesalers can earn around $15,000 per transaction, depending on the deal structure and buyer demand.

What is real estate wholesaling and how does it work?

Wholesaling involves securing a property under contract and assigning it to another buyer, usually without repairs. The wholesaler earns a fee for facilitating the deal.

How can a small real estate team close over 200 wholesale deals a year?

With fast lead response, tight systems, great team culture, and clear KPIs, even small teams can scale their wholesale operations.

Why is team culture so important in real estate?

Strong culture drives retention and engagement. It keeps great people on board and helps the team grow together.

What’s a good close rate for sales-qualified leads in wholesaling?

A 20–25% close rate on qualified leads is strong. It means one in every four motivated sellers becomes a deal.

How do reviews impact wholesaling?

Trust is everything. Great reviews convert online traffic into phone calls, and those calls into deals.

Final Thought: Purpose + Process = Scalable Success

Daniel’s story proves that a lean real estate team can scale if the system is tight, the people are aligned, and the work has meaning. With fast lead handling, strong culture, and focused metrics, they’re poised to hit 240 deals, without burnout or bloat.

Build a system that fits your people. Serve every seller. Track the numbers. Improve monthly. And most of all—make the work matter.