$330K in equity in 30 days from nightly county data
$1M in 90 days. A 4 step data pipeline, a quarterly not-interested campaign, and WTF property selection.
About
Casey Huff has run a wholesaling operation on the Fort Worth side of the DFW Metroplex since 2019 on Sift. He started 2023 as a two man team, hired a sales leader that August, and now works on the business instead of inside it.
Operating market
Casey works the Fort Worth side of the Dallas-Fort Worth Metroplex and builds his list from county records, not list vendors.
Favorite features
The Challenge
Casey started 2023 as a two man team: himself and one acquisitions guy, with callers grinding through manual data. He watched every lead himself, day to day, and the business ran through him.
They were doing well. That was the problem: doing well with no leverage, no system underneath it, and a founder stuck inside the daily lead flow. He knew the operation could do a lot more and a lot better, and buying vendor lists like everyone else was not going to get it there.
What They Built
Hiring a sales leader to get out of the lead flow
In August 2023 one hire changed the shape of the company. The sales leader took over daily lead management, and Casey moved one ring up the ladder to work on the business.
One of the key hires that I made in 2023 was I brought in a sales leader.
A four step data pipeline on raw county records
His VAs scrub county records every night: foreclosure, pre-foreclosure, probate, tax delinquent, liens, code violations, evictions, and land. The pipeline runs purge, skip trace, first call through smrtPhone, then a double tap SMS. No PropStream, no vendor lists, just county data filtered to his exact buyer avatar, a base of roughly 325,000 records.
The quarterly not-interested campaign
Every prospect marked not interested goes back into a quarterly campaign, a play he found in Q4 2023. Court filing documents attached to SMS messages give every touch authority.
Before and After
Before DataSift
- Achieved Data Clarity
- Consistent Deal Flow
- Inconsistent Deal Flow
- Poor Marketing Flow
- Little Data Clarity
- Relied On Google Sheets
- Consistent Deal Flow
- Data Clarity / Organization
- Wholesales, Flips And Does Retail
- Strong Marketing Flow
- Didn't Understand Data Management
- Strong Real Estate Agent
- Wanted To Break Into Wholesaling But Didn't Know How
- Healthy Scale
- Data Driven Decisions
- Consistent Deals
- Strong Marketing Flow
- Inconsistent
- Little Data Insight
- Unorganized Bulk Marketing
- Strategic Focus on Niches
- Enhanced Lead Flow and Certainty
- Streamlined Marketing Process
- Efficient Use of Data
- Direct Mail & Deep Prospecting
- Broad, Unfocused Strategy
- Inconsistency in Results
- Dependency on Luck
- Marketing Clarity
- 6 Figure Months
- High Deal Volume
- Strong Marketing Flow
- Proper Data Management
- Weak Marketing Flow
- Poor Data Management
- Lack of Focus
- Manual Efforts
- Successful Scale
- Total Data Clarity
- Clear Marketing Approach
- Large Deal Spreads
- Improper Data Management
- Poor Marketing Method
- Inconsistent Deal Flow
- Strong Marketing Flow
- Clear Data Management
- Clear Data Management
- Successful Scale
- Many ways to close deals
- Large deal spreads
- Poor data management
- Unable to scale properly
- Poor marketing flow
- Smaller Deal Spreads
- Increased Deal Volume
- Platform Utilization
- Realtor Collaboration
- Funding Efforts
- Lots Of Deals
- Data Driven Decisions
- Strong Marketing Flow
- Sales And Marketing Clarity
- Poor Data Management
- Poor Marketing Flow
- Relied On Bulk Marketing
- Lack of Clarity
- Automated Acquisition
- Strong Marketing Flow
- Data Driven Decisions
- Structured Follow-ups
- Increased Lead Generation
- Achieved Sales And Marketing Clarity
- Manual Acquisition Processes
- Ineffective Marketing Flow
- Minimal Lead Insights
- Poor Follow Up Flow
- Inconsistent Lead Generation
- Lacked Sales And Marketing Clarity
After DataSift
- A VA Works Every No-Contact Lead in DataSift
- Daily Follow-Ups Run From the Sift Line Tasks
- Nine Deals Under Contract After the Stacked Niche Switch
- Cold Callers Sent KPIs by Hand Outside the System
- Expensive PPC Spend With No Return
- Follow-Up Leads Vanished Into an Abyss in the Old CRM
- 60,000 Records a Quarter Feeding His Bulk Callers
- Four Contracts Signed in 10 Days
- Three Deals a Week, Two Weeks Running
- First Direct to Seller Push in 30 Years of Business
- A $10,000 Mail Campaign That Produced Nothing
- 15 Years Buying Only From the MLS and Wholesalers
- New lender agreed 12 days after the first collapsed
- $105,696 net profit after closing costs
- Nine properties contracted at $360K, sold at $450K
- Hard money lenders would not lend on rural portfolios
- Local title companies refused assignments and passthroughs
- Seller would only sell one house, priced far over appraisal
- Still Runs on a $500 Monthly Budget
- An $85K Deal Off a 50-Name Stacked List
- 13 Contracts in Six Weeks From 250 Prospects
- About $40K Spread Across Six Months, Still Behind
- Five Contracts in a Row Fell Through
- Shotgun Lists Across Too Many Zip Codes
- One Contract Per 25-35 Leads, Half the Typical Ratio
- Each Caller Brings 16-18 Leads a Week
- 50,000 Free County Records Called on a Four-Month Cycle
- Two Partners Dialing Everything Themselves From 2017 to 2019
- VA Cleaned Every County Download by Hand in Excel
- Another Blanket ListSource Pull Whenever the Pipeline Ran Dry
- Same county-data system expanding into Texas and Miami
- $800K in revenue from six or seven deep-research deals
- About 20 people across data, calling, research, and sales
- PropStream tax delinquent lists arrived after owners had already paid
- Two years hunting a golden list that did not exist
- Bandit signs at intersections, cold calling all day from a coffee shop
- Four deals closed faster than his first three
- 8,200 dials and 25 leads in one November
- Four VAs running one calling and texting protocol
- Generic YouTube advice with no sequence to follow
- Back at a sales job four months after going full time
- Spent $35,000 on marketing with zero return
- About 35 Leads Per Deal Across 347 Total Leads
- $253K In Cash And Equity From One Package Deal
- 40 Properties Wholesaled In Under Four Months
- 12-Hour Days And A 45-Minute Commute
- No Deals Found Through Realtors, MLS, Or Craigslist
- Cold Calling From A Printed Spreadsheet In The Parking Lot
- Pulls Nearly All His Data Straight From the County
- Runs Jacksonville Virtually on $1,000 a Month
- Locked a Contract Four Days After His January Restart
- Scattered Across SMS, Facebook Ads, and a Website
- Partner's $2 an Hour Caller Hit a 1% Contact Rate
- Called Lists Three Times Then Trashed Them
- 50,000 sqft warehouses in negotiation, one to two leads daily
- $59,000 spread on his first big wholesale deal
- Every eviction filed in New Jersey, worked daily
- Old CRM buried callers in highlight and right-click drama
- Phenomenal months, then crickets for months
- Overnight pharmacy shifts, 84 hours in a single week
- Knows the playbook works and is replicating it
- First off-market contract four months after starting
- $250,000 assignment fee on deal one
- Weak cash position after funding ground-up projects
- Questioned whether real estate money was even real
- Two years spending on development deals, not making much back
- $40,000 month tracking with fixed costs
- Five first to market deals since April
- Probate filings pulled daily in multiple counties
- Two mail campaigns, response rates he did not like
- Costs fluctuated month to month with list spend
- Custom Podio build, broad absentee and vacant lists
- Owner buried beside her son after two years unclaimed
- Runs every heir search solo now
- Five heirs found, contacted, and signed across Texas
- Needed a specialist for her first deep heir search
- Paper records only, fathers listed by initials
- Probate leads dead-ended with no findable heirs
- Every No Recycled On A Two-Year Rehash Cycle
- Three VAs Clean Data Before A Single Dial
- Three First To Market Niche Filters Worked Daily
- Loose Onboarding And Under-Corrected Bad Hires
- Team Swung From Large To Small To Solo
- Broad Marketing Across Every Niche At Once
- Mornings and evenings back with his family
- 8 person crew handles whole projects in sets of two
- 40+ properties across three portfolios in about six months
- Afraid to take on payroll and a crew
- The bottleneck on his own projects
- Software job eight to five, real estate five to midnight
- 55% Answer Rate On One-By-One Click To Call
- Free County Data Replaced Every Paid List
- $45K Fee Closed One Week After The Callback
- Podio, Slack, And Multiple VAs, No Traction
- 30,000-Record Lists Dialed Two Or Three Times Through
- At Least $40K Wasted On Lists And VAs
- Four Marketing Attempts on a Couple of Lists
- A Three-Person Team at About $1,800 Cost Per Contract
- Almost Two Years Nomadic Across Asia, Europe, and the Middle East
- Behind a Jacksonville Desk 95 Percent of the Time
What changed
Casey treats data as the fuel for the engine: bad fuel and you go nowhere. His VAs scrub county records every night: foreclosure, pre-foreclosure, probate, tax delinquent, liens, code violations, evictions, and land. Only records matching his exact buyer avatar go into Sift, a base of roughly 325,000 county-sourced records.
On March 27 he set a 90 day goal: $1M in equity and profit from deep prospecting and his own driving for dollars method. Thirty days in, he had wrapped four deals and put a little under $330K in equity on the board.
"We constantly just get better every single month because I'm able to constantly tune our systems."
The Results
Four deals in the first 30 days put a little under $330K in equity on the board. The 90 day target was $1M in equity and profit, and the pace held: roughly $11K in equity added per day across the first month.
Before: a two man team watching every lead by hand. After: an agent team with a sales leader running the day to day, VAs feeding 325,000 county records through the pipeline, and the founder tuning systems instead of chasing leads.
It took me out of the day to day flow of having to watch all the leads, so I could go one ring higher on the ladder and work more on the business.
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