DFW Investors - what kind of return is realistic on SF rentals

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I am searching for my next SF purchase in the north DFW area. I think I can come close to 1.5% of the total price for the rental amount (2% is out of the question), but it's the ROI that I am having trouble justifying. For example, I would need to purchase a property for less than $100k (and that's fixed up ready to rent) to get a good return using the 50% rule (I actually prefer to use closer to 60% to estimate my expenses). I am looking at properties that would rent in the $1500 - $1700 range, which means they are listed around $139K to $150K. Even at a good discount off of list price, it's tough to get down around $100K.

I realize the 50% rule and 2% rule are just guidelines, but most SF properties I look at are coming in at a 6-7% return when I run them through an analysis calculator.  

What return should I really expect in the Dallas area?   Am I looking at this all wrong for SF buy and hold?