At what point does a per-lead fee stop being a finder's fee?

Question

Two investors in my market are offering me different structures and I want to think about this properly before I pick.

Investor A: $500 flat, paid only when they close. No cap on volume. Investor B: $200 per lead they accept as qualified, capped at 10 a month, plus $750 if one of those closes.

I'm pulling roughly 30 addresses a month off probate filings and code violation notices, driving them, photographing them, noting occupancy, and getting a phone number where the owner is findable. I have no idea what my real conversion is yet. If I guess 1 in 25 turns into a closing for a competent buyer, A pays me about $600 a month and B pays me up to $2,000 plus closings.

B looks obviously better and that's what makes me nervous. Who decides "qualified"? And at what point does getting paid a per-deal amount on close start to look like I'm brokering rather than scouting? I don't negotiate price with owners and I never touch a contract.

Rena Expert · Accepted Answer

Your conversion guess is carrying the whole comparison, and 1 in 25 is optimistic for a bird dog handing leads to someone else's follow-up process. The person who calls the owner controls conversion, and you don't control that. If the real number is 1 in 60, A pays you roughly $250 a month for 30 drives and B still pays $2,000 before any closing. That gap is the reason B is attractive, and also the reason B is fragile: an investor paying $2,000 a month in lead fees will tighten the acceptance standard the moment the pipeline doesn't pay for itself.

So get the standard in writing, and get a duplicate rule in writing too. Investors who pull their own probate and tax-delinquency lists already have most of your addresses. Agree on something like a 30-day window where an address you submit is yours even if it later shows up on their pull, and agree on how a dispute gets settled. Otherwise your best leads get rejected as "already had it" and you have no way to argue.

On the second question, the pay structure isn't what creates exposure. What creates exposure is the activity attached to it. Passing information stays on the scouting side. Discussing price, terms, or timing with the owner, or presenting yourself as the person who can buy or sell the house, is where licensing statutes start to apply, and the trigger language differs state by state, so run your actual script past a real estate attorney licensed where you operate before you scale it.

One thing worth deciding early: exclusivity. If you feed the same code violation address to A and B in the same week, you may get paid twice once, and then you will not get called again.

devon_pierce · Answer

The word doing all the work in B is accepted. I'd make them write down the accept criteria before you send a single address. Mine would be: owner contact verified, photo taken within the last 14 days, occupancy stated, and not already on their own list. Without that, "qualified" means whatever they feel like on the day they get the invoice.

monica_tran3 · Answer

Per-lead pricing exists in every service trade and it always ends the same way. I've bought $75 leads where half were tire kickers and the vendor's definition of a lead was "someone filled a form". The vendor who survives is the one who eats the bad ones. If you take B, expect to credit back leads you thought were fine.

gregpowell66 · Answer

Something you can charge for that most bird dogs don't bother with: roof age estimate from the street, siding condition, whether the driveway is cracked in a way that says foundation movement, meter still spinning. Investors doing 20 offers a month would rather pay for that than another address off a list they already own.

omar_haddad · Answer

Careful with girder's suggestion though. The second an investor starts relying on your condition notes to set an offer, you own a piece of the estimate, and roofs lie from the street. I'd photograph and describe what I see and never put a repair number on paper. "Three-tab, curling at the south edge" is fine. "$9k roof" is not.

megan_doyle15 · Answer

Sorry, basic one, does the code violation list actually tell you the owner's phone number or is that a separate step?

jessreyes12 · Answer

Here's what I'd want to know and would have been too embarrassed to ask: how do you even find out the investor closed? If A pays only on close, and A never tells you, you're relying on either their honesty or you checking recorded deeds, and in a decent number of states the sale price isn't public at all. Do people just watch the recorder's index for the address?

carlos_nunez · Answer

I'd take A's structure if I were the investor and I'd never offer B's. Per-lead pay buys me volume and I don't want volume, I want the four houses a month worth calling twice. Kestrel, if you can hold your nerve through the first dry stretch, pay-on-close with a decent buyer beats per-lead with a buyer who's counting the invoices.

At what point does a per-lead fee stop being a finder's fee?

8 replies