How These Twins Scaled a 7-Figure Real Estate Business Using TV Leads and Zero Price Drops

From House Hacking to Full-Time Real Estate Operators

Nate and Nick Squires launched their Cincinnati-based real estate business in 2016 with a simple house hack which is buying a house and renting out rooms to friends. That first step unlocked their interest in real estate.

By 2017, they had purchased a four-unit property, which became one of their best-performing assets, more than doubling in value over time.

The Yellow Springs Rental Turnaround

They steadily built a portfolio while holding down full-time consulting jobs. One milestone was acquiring a nine-unit cabin complex in Yellow Springs, Ohio, just outside comedian Dave Chappelle’s hometown. Despite low rents and rough conditions, they rolled up their sleeves, did much of the rehab themselves, and raised rents from $400 to $600.

These cabins are currently long-term rentals, but the long-term vision is short-term use, like Airbnb, once market and capital conditions align.

Early Wins with Wholesaling

By 2021, they realized slow rental growth wouldn’t deliver financial freedom quickly enough. Nate began wholesaling and flipping while working remotely. Cold calls and driving-for-dollars lists eventually landed a $20,000 assignment fee, enough to validate the model and build momentum.

He quit his job in 2022; Nick followed later that year, cashing out his 401(k) to help fund marketing and operations.

Their corporate consulting backgrounds (PwC and KPMG) gave them a strong work ethic, operational discipline, and a drive to build a business they could scale and own.

Why They Shifted from Rentals to Active Income

In an episode of the DealMachine REI Podcast, Nate and Nick shared their full process, tools, and mindset for building one of the most consistent land operations in the country. Want to hear the full interview? Watch the full episode:

They needed active income to accelerate their path. Wholesaling and flipping allowed them to stack cash while keeping or assigning deals as needed. Once the business model was proven, Nick joined full-time, taking over dispositions while Nate led acquisitions.

Instead of bringing in hires prematurely, they built roles around real strain. Every dollar was deployed to support proven processes.

Why TV Leads Convert Better for Real Estate Deals

TV became their leading channel for one reason: trust. Sellers feel like they know Nate and Nick before the first call. Their identical twin brand identity made them memorable, and their message: “local, direct, dependable” resonates.

TV also brings higher intent leads. Unlike cold calls or postcards, these prospects often want to act now. They used Tony Javier’s 10X TV to produce their first commercials, then scaled up.

Supporting Channels: PPC, Direct Mail & D4D

While TV is their top performer, PPC captures high-intent searches in the moment. Direct mail delivers strong ROI and is their most scalable channel. Driving for dollars (D4D) remains a scrappy but effective approach for entry-level team members.

Weekly Lead Funnel Goals:

• 85 leads
• 30 appointments set
• 20 appointments attended
• 5 signed contracts

Average assignment fees currently sit around $25,000, and the goal is to lift that closer to $35,000 with better flips and strategic marketing.

Building a Real Estate Team with Intention

Hiring High Performers, Not Just Help

The Squires waited to hire until it hurt. Their first hire was a proven performer from Amazon, who already understood their expectations. He grew into a chief revenue officer role, bringing energy and standards to acquisitions.

They recruit via LinkedIn, run 30+ phone screens per role, and host interviews that are more like filters:

"We list the reasons you wouldn’t want the job. If they still want it, that tells us a lot."

Candidates must be comfortable with long days, late appointments, and on-the-spot negotiations.

The Role of a Strong Transaction Coordinator

They also prioritize high performance in operational roles. Their remote transaction coordinator manages multiple clients but performs at a high level. They're now hiring a full-time, in-house TC to support growth.

Flipping Lessons: Avoiding the Mistakes That Cost Them Thousands

In 2023, they tried scaling flips aggressively. A few early successes led to overconfidence, followed by some painful losses. They overpaid, overspent, and underestimated timelines. Nick shifted focus from dispositions to firefighting flip issues.

Now, they aim for simplicity: cosmetic flips only. Paint, floors, trash-outs, and minor updates. Their target is a $40,000 profit per flip. Anything lower must be a low-risk, fast-turn opportunity.

Common Contractor Pitfalls & Their Fix

Contractors were the biggest challenge. Top crews took higher-paying jobs, while replacements couldn’t match quality or deadlines. They now use multiple vendors, set clear expectations, and cut ties quickly when needed.

Systems, KPIs & Weekly Metrics That Drive Growth

The 85-30-20-5 Funnel

They track every stage of the sales funnel:

• 85 leads → 30 set appointments → 20 attended → 5 signed deals

Using Stoplight Reports for Fast Adjustments

They use color-coded stoplight reports weekly:

• Red = off-track
• Yellow = check performance
• Green = on goal

This system highlights where deals break down, from marketing to acquisitions to closing, and helps them course-correct fast.

Ethics as a Competitive Advantage

Unlike many competitors, they avoid last-minute price drops or cancellations. If the facts haven’t changed, they honor the original offer even if that means taking a loss.

“We pride ourselves on not price dropping and not cancelling. If we have to buy it, we’ll buy it. We’d rather take a loss than damage the brand.”

This approach builds long-term credibility with sellers and agents. Many deals come back after falling through with higher bidders.

Training a Real Estate Team to Think Like Owners

Acquisitions reps are expected to hustle. They might drive an hour for a hot appointment at 7 p.m. and not get home until 10. Dispositions staff move contracts fast and protect buyer relationships. TCs ensure smooth closings.

“If you hesitate when asked about driving to a 9:30 p.m. signing, it’s probably not the right role for you.”

They look for people who want the pressure and the payoff.

How They Underwrite Real Estate Deals and What They Pass On

Their underwriting is now conservative. They price flips to middle-of-market comps, not peaks. Most flips are cosmetic. They pass on gut jobs unless spreads are massive.

On wholesale, they often offer $15K–$30K less than competitors. Sellers often return when other buyers can’t close.

Average wholesale fee: $25,000 - strong for the Midwest.

The Road Ahead: Scaling with Clarity & Control

Current run rate: 15–20 deals/month

Monthly revenue: $300K–$400K

2025 goal: $6M in revenue

Marketing Scale Plan:

• TV: Expand reach with updated messaging
• PPC: Increase bids for high-intent terms
• Direct Mail: Largest growth potential

Revenue Strategy:

• Increase flips with $40K+ spreads
• Maximize ROI per lead channel

Five-Year Vision:

• $15M/year in Cincinnati
• Expand to Tampa and another metro
• $36M total annual revenue
• Acquire more rentals and multifamily

Key Takeaways for Real Estate Entrepreneurs

• Start simple (house hacks → rentals → active deals)
• Prove each stage before scaling
• Build systems before hiring
• Use trusted marketing channels (TV, PPC, Mail)
• Track weekly metrics religiously
• Flip only when margins and timelines are clean
• Hire high-performers, not placeholders
• Treat trust as part of your business model

Frequently Asked Questions

Q1: What makes TV leads better than direct mail or cold calling?

TV leads come with trust. Sellers recognize Nate and Nick from repeated ads and often feel more confident calling them directly. This results in higher-quality, more motivated leads.

Q2: How many deals per month do the Squires close using TV ads?

TV ads help them close 15–20 deals monthly. While not every deal comes from TV, it remains their most impactful marketing channel.

Q3: What systems help manage their real estate pipeline?

They use stoplight reports, weekly KPI reviews, and vendors like Sharper Solutions to implement process frameworks. This ensures accountability and transparency.

Q4: How do they ensure team quality while growing fast?

They hire intentionally and slowly, often after reviewing 30+ candidates per role. Interviews focus on cultural fit and resilience, not just skills.

Q5: What’s the average profit per wholesale deal?

Their average wholesale real estate assignment is $25,000, which is well above average for the Cincinnati area, achieved through strong acquisitions and disciplined pricing.

Q6: How can I use TV ads to generate real estate leads like Nate & Nick?

TV works best when your messaging is clear, local, and repeated consistently. Partnering with a vendor like 10X TV helped them create memorable commercials and improve response rates.

Q7: What KPIs should I track to scale my wholesaling business?

Follow their proven funnel: 85 leads → 30 set appointments → 20 attended → 5 contracts. Track average assignment fee, fallout reasons, and marketing ROI weekly.

Final Note

Referencing real interviews and first-hand insights, this blog captures how Nate and Nick built a scalable real estate business rooted in trust, execution, and intentional growth. Their model isn’t built on gimmicks; it’s built on systems, people, and performance.

If you’re serious about scaling, follow their playbook: start lean, hire smart, track everything, and never break your word.