@Will Barnard
Integrity is definitely a missing ingredient among "wholesalers" here in the Orlando area as well. This might have been mentioned earlier, but when thinking of the word "wholesale" we should be thinking of making money in terms of volume of transactions, not just looking to knock it out of the park on one individual deal at the expense of the buyer. Much like wholesalers in other sectors tend to make money on bulk purchases or on a high volume of transactions over time, the same should be considered for real estate. In an ideal situation everyone would love to make $10 to $20k for every wholesale deal, but if the value isn't there for the end buyer there is no need to inflate numbers.
At the firm I work with in Orlando, we have been able to maintain an A rating with the Better Business Bureau while doing 1,000+ transactions, and a good portion of the deals have been wholesale deals. While no system is perfect, we've been able to separate ourselves from competitors by putting sold comps, rent comps complete with maps and sold dates in our marketing flyers for our properties. Folks can get a good feel for the integrity of our deals by having all the information at a glance, vs pie in the sky values arm twisting and high pressure sales tactics. The common trend with other wholesalers is to just put a "Zestimate" or a random list of addresses that have "sold nearby", without any sold dates, map to verify the comps are in the neighborhood or are similar to the subject property. We trade doing 1 or 2 deals a month with huge profit margins for doing 20 to 30 monthly and leaving a enough money on the table for investors, while not compromising our integrity.