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Johnny Coburn built a lean virtual wholesaling business by focusing on vacant land, smart filtering, and honest conversations. Here’s how he consistently closes over 100 land deals a year across multiple markets.
In this episode of the DealMachine Real Estate Investing Podcast, Johnny Coburn breaks down his land wholesaling strategy, tools, and mindset in his own words. Want to hear the full interview? Watch the full episode below:
Johnny Coburn is a land-focused wholesale real estate investor who began his career around 2010 at age 20. Now in his mid-30s, he runs a lean and virtual operation focused mostly on land, with a few single-family homes. He completes more than 100 deals annually, largely thanks to consistent habits, honest conversations, and data-backed targeting strategies.
His first check came from a joint venture (JV) on a land contract, earning him $1,500. That early win confirmed his talent for connecting buyers with active wholesalers. Over time, he evolved into handling contracts directly, enabling greater control and profit.
Why Focus on Wholesaling Land Over Houses
Johnny prefers land because it's easier to generate leads and faces less competition. Most owners have held their land for years and are ready to sell, often with fewer emotional attachments than homeowners. This makes for smoother negotiations.
He can easily collect over 100 land leads in a single day with the right filters. Because land lacks structures and repairs, deals move faster. This volume and simplicity make land ideal for scaling.
He notes that many landowners are older and less emotionally attached to the land, making them more likely to sell. Plus, in his experience, land leads are “10 times more likely” to convert than house leads.
How to Build a Wholesaling Business Virtually
Johnny has lived in multiple states, including Georgia, North Carolina, California, Texas, and Arkansas. However, he works virtually, selecting markets based on data instead of location.
He analyzes trends, competition, and average deal sizes to choose the best areas. This flexibility allows him to pivot easily and maintain a consistent deal flow without being tied to any physical location.
He also emphasizes market differences: in states like Texas, sellers are often entrepreneurial and understand investor margins. In contrast, Arkansas sellers tend to overprice land and be less familiar with investor processes.
What Filters Should You Use to Find Land Leads?
Johnny’s filtering strategy is what drives his success in land wholesaling. He recommends:
- Set property type to vacant land
- Filter for lot size under five acres OR unknown
- Use grouped filters (e.g., "under 5 acres OR unknown") for better stacking
- Add filters for owner age and hold time
- Always pull by county, not city, to find overlooked parcels
These filters help him collect highly targeted leads fast. In some cases, he’s pulled over 100 leads from a single campaign using this setup.
What Tools and Filters Give Him an Edge in Land Wholesaling?
Johnny's competitive edge lies in data and discipline.
- Uses ownership count (5 to 1,000 properties) to find portfolio sellers
- Filters by county to uncover overlooked rural inventory
- Searches for houses with lot numbers that include commas or hyphens, often indicating double lots
- Compensates for sparse comps in rural areas by expanding the search radius
- Switches between MLS and county sales data depending on accuracy and relevance
He appreciates tools that offer granular control over filters and comps, especially for vacant land where data can be inconsistent.
Is Land Wholesaling Better Than House Wholesaling?
Johnny believes land wholesaling has several advantages:
- Fewer competitors targeting land sellers
- Less emotional resistance from sellers compared to houses
- Faster deals since there are no repair negotiations or tenant issues
- Easier to scale virtually with lean systems
While he still does some single-family deals, he says land is often less stressful and more predictable in volume.
How Johnny Build and Use His Buyer List
Johnny initially used Craigslist ghost ads to attract buyers and later searched for active wholesalers via Google. He joined their buyer lists and watched their deal flow.
Now,
- He pulls buyer lists by county and recent purchase dates
- He sends weekly text blasts
- He adds about 30 new buyers per week
- He tests buyer interest before entering a new county
He customizes his filters to match buyers and sellers. For example, he uses the same criteria when pulling buyer lists, only adjusting for purchase date.
How Do You Start Land Wholesaling with No Money?
Johnny’s entry into wholesaling was budget-conscious. His key tips:
- Partner on JV deals by bringing buyers to existing wholesalers
- Use free or low-cost platforms to find initial leads
- Focus on learning how to filter data effectively
- Be transparent with sellers and partners to build trust early
This method helped him break into the business without needing large upfront marketing budgets.
How to Structure JV Agreements for Wholesaling
Johnny emphasizes written agreements with clear terms. His JV contracts:
- Grant 50% equitable interest
- Define the split and marketing rights
- Include timeframes and responsibilities
- Prevent misunderstandings, even with trusted partners
He warns against relying on verbal agreements and stresses that clarity protects profits. He also adapted to industry changes, shifting from 50/50 splits to adding flat fees ($7,000 per deal) to avoid confusion.
Why Does Honesty Matter in Wholesaling?
Transparency is one of Johnny’s guiding principles. He tells sellers up front that he’s wholesaling their property. This honesty:
- Builds trust
- Prevents surprises
- Shortens deal timelines
He believes being direct about assignments and pricing improves closing success and repeat business.
How to Keep Costs Low and Operations Simple
Johnny limits his overhead to around $1,200/month. He avoids unnecessary tools and focuses spending on targeted lists and marketing that delivers ROI. He prefers simple systems, clean paperwork, and minimal staffing.
This lean setup helps him stay profitable and adaptable, even during slow market periods.
Advice for New Real Estate Investors
Johnny’s advice includes:
- Start by building a strong buyer list
- Use tight filters for seller outreach
- Be upfront about assignments
- Always use written JV agreements
- Scale gradually based on results
He also emphasizes pulling lists by county and filtering sellers with multiple properties. These strategies reveal motivated portfolio sellers and better inventory.
Frequently Asked Questions About Land Wholesaling
What is land wholesaling and how does it work?
Land wholesaling is when an investor contracts a vacant parcel of land below market value and assigns that contract to a buyer for a profit.
Is virtual land wholesaling profitable?
Yes. By leveraging data and digital tools, Johnny Coburn consistently closes 100+ land deals annually with minimal overhead.
How do you find buyers for land deals?
Build buyer lists through online ads, search engines, and recent purchase data. Use text blasts and calls to gauge interest before sourcing deals.
Do you need a license to wholesale land?
Typically, no license is needed if you're assigning contracts legally. But check your state’s laws and always use proper agreements.
What tools help with land comps and targeting?
Use platforms that filter by acreage, owner age, and sale date. Toggle between MLS and county records to ensure accurate comparisons.
Key Takeaways
- Land deals move faster and face less competition
- Virtual systems allow flexibility and scalability
- Honest communication builds long-term trust
- Written JV agreements protect profits
- Data and filters are your greatest edge
- Use small, well-targeted lists instead of massive generic ones
- Always pull by county, not city, to unlock hidden opportunities
- Watch for double-lot opportunities in single-family home deals
- Keep overhead low for maximum resilience
Johnny Coburn’s land wholesaling strategy proves that simple systems, smart targeting, and clear agreements can drive sustainable success in real estate investing.
His journey to closing 100+ virtual land deals annually is a masterclass in building a lean, data-driven, and transparent business.