From $0 to $400K/Month in Wholesaling – Here’s How Joe Potenza Did It!

• (00:00-00:30) Joe Potenza scaled his wholesaling business to $400-500K/month, with the goal of reaching $1 million/month in the next ~24 months. He attributes success largely to mastering ads (Google, Facebook) and staying adaptive as systems change.

• (02:13-02:43) His operations are well scaled: the wholesaling business runs mostly without his constant involvement. Profits go into buying rental real estate—he owns ~70 rental units ranging from single-family homes to smaller apartment buildings.

• (04:21-06:26) Team structure: ~20-22 staff. In the past year they’ve not grown much in headcount, but they made operational adjustments. They’re converting many 1099 contractors to W-2 employees to add stability and professionalism.

• (05:27-06:57) Business model & Lead flow:
    • Marketing/ad spend heavily focused on PPC: Joe expects to spend ~$1M/year on Google Ads.
    • Structure: a lead gen system → acquisition sales teams to get contracts → disposition sales teams to sell/assign contracts → transaction coordinators to close deals.

• (09:57-10:30) Geographic & deal types: They operate in ~32 states, but ~80-90% of revenue comes from about 10-12 states. They do “assignment” deals, traditional cash equity deals, and novations; creative deals have been mostly dropped.

• (12:11-14:28) SOPs, underwriting & disposition system: They use standard operating procedures (SOPs) for each type of market (metro, suburb, rural). They track cancellations carefully, analyze why deals fall apart, and adapt both underwriting (pricing & comps) and disposition strategy based on market type and local factors.

• (18:06-20:46) Documentation & training: Emphasis on documenting everything (playbooks, video walkthroughs using Loom, etc.). Training combines reading SOPs + live walkthroughs + hands-on coaching to ensure people follow the SOPs properly, not just theoretically.

• (21:13-23:37) Remote vs office & culture: He started remote, but now believes having an office is better for culture, leadership development, and maintaining high standards for sales teams. Remote works in some roles, but harder to build leadership virtually.

• (29:28-35:14) His backstory & hustle: Joe nearly declared bankruptcy on a rehabbing project; to recover he committed to wholesale real estate full-throttle. During that period, he worked ~80-100 hrs/week, doing tons of calls, texts etc., to make enough deals to pay off debt. He made ~$400K profit in his first 12 months of wholesaling, but sacrificed personal life heavily.

• (52:29-52:59) Margins & long-term vision: Their wholesaling business has margins of ~40-50%. Joe is focused not just on revenue but building a real estate portfolio, growing sustainably, and maintaining integrity (transparent with sellers, ethical contracts) so the business lasts and has strong reputation.