A system and method of allocating a conditional purchase offer for a product or service to one of a plurality of entities in a buyer-driven system. The conditional purchase offer for the product or service in a specified relevant market area is received and at least one of the plurality of entities capable of satisfying the conditional purchase offer are identified. A first-look opportunity to accept the conditional purchase offer is allocated to one of the identified entities and, if it is determined that that entity cannot accept the conditional purchase offer, then a second-look opportunity to accept the conditional purchase offer is provided to one of the remaining entities. The opportunity to accept the offer is provided to each entity according to the allocation until an entity accepts the conditional purchase offer or no eligible entities remain.