Normally you will hear this phrase in association with foreclosures, distress sales and bank held properties. You will hear people say, "Oh, you can pick that up at fifty cents on the dollar" or "seventy cents on the dollar". That simply means 50% of the original value or 70% of the original value.
https://variety.com/video/att-fire-sale-almost-everything-must-go-to-pay-down-debt/