If House Flipping is “Dead,” How Is She Flipping 10+ Houses THIS Year?

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Profit Targets: Henry's Risk-Reward Rule vs. Dominique's 15% ROI Floor

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With costs covered, the conversation turns to profit — how much to require before saying yes to a deal. Henry's approach is elegantly simple: he targets a net profit equal to his renovation budget. If he spends $100,000 on rehab, he wants $100,000 in profit. The logic is that larger renovations introduce more complexity, more moving parts, and more risk of cost overruns, so they should demand proportionally more reward ^{[1] — Henry Washington "Profit = renovation spend (Henry's rule): Henry Washington's rule of thumb is to target a profit equal to the renovation spend — if he spen…" 18:32 Play} . He'll flex this downward for houses he knows inside and out — familiar neighborhoods, floor plans he's sold many times — but the baseline remains tied to renovation exposure. Dominique takes a different approach: she targets a minimum 15% return on total investment, encompassing purchase price, rehab, and all closing costs ^{[2] — Dominique Gunderson "15% ROI minimum target: Dominique Gunderson targets a minimum 15% return on total investment (purchase + rehab + closing costs) for every f…" 20:46 Play} . Like Henry, she raises that threshold when she's less confident about a deal, when market conditions feel shaky in a particular sub-market, or when she already has plenty of strong projects in her pipeline. Henry notes that applying his approach in a more competitive market like Dominique's would likely price him out of deals entirely, underscoring how market context shapes every profitability rule.

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Dominique's 15% ROI Minimum — And When She Pushes It Higher

If House Flipping is “Dead,” How Is She Flipping 10+ Houses… · Jul 15, 2026 Business

Dominique Gunderson targets a 15% return on total investment as her minimum underwriting threshold. But she adjusts upward when she feels uncertain about the neighborhood, the layout, or when she already has great projects on her plate — a disciplined approach to deal selectivity.

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Your Market Shapes Everything About How You Flip

If House Flipping is “Dead,” How Is She Flipping 10+ Houses… · Jul 15, 2026 Business

Henry Washington and Dominique Gunderson visited each other's markets and found radically different buyer expectations. Henry salvages cabinets on nearly every kitchen; Dominique can't remember the last time she did. Henry's bathrooms are dialed in; Dominique can often skip full tile work. The fundamentals of flipping are universal — but every execution decision is local.

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