What is a a good "rule of thumb" profit margin to shoot for?

[Troy Schwamberger]

What is a a good "rule of thumb" profit margin to shoot for when renting? If your out of pocket expenses are $1000, would $1500 per month rent be an average or above average. $500 per month profit. 

[JD Martin]

If I can't make at least 10% annual cash on cash return I won't purchase. So if I was buying a property for $100k cash, I need to make a minimum of $10k annual return after all expenses. Less than that I would probably just sink money into my vanguard funds.