Sellers, buyers, title companies and lenders often look you up online before they decide to work with you. For a newer investor, an honest, modest online profile is worth more than a flashy one. This guide covers what to include, what to leave out and how to avoid claims that can cause legal trouble.
Decide what you actually do
Start with a one-sentence description that is true today. "I buy and resell residential property in [area]" is very different from "I connect sellers with investors by assigning purchase contracts". If you wholesale, say so plainly and avoid implying that you are a licensed agent or that you own properties you only have under contract.
A simple website is enough
A basic website with a few pages works well:
- About: who you are, where you work and how you operate, with no invented history.
- How it works: the steps a seller or buyer goes through with you, including inspections, contracts and closing through a title company.
- Disclosures: that you are not a licensed broker (if you are not), that you may assign contracts, and any disclosures required in your state. In Texas that includes the written equitable-interest notice.
- Contact: a real phone number and email address that you answer.
Leave out what you cannot prove
Many investor websites are filled with claims that are hard to defend: "hundreds of homes purchased", "close in seven days, guaranteed", "highest cash offers", star ratings with no source. If you cannot back a claim with records, do not publish it. Never use reviews or testimonials that are not from real customers. In the United States, the FTC's rules on endorsements and reviews apply to small businesses as well.
Show your process instead of big numbers
A newer investor builds trust by showing how they work. Explain how you estimate repairs, which title company or attorney closes your deals, how earnest money is handled and how long a seller has to change their mind under your contract. Concrete, checkable details are more persuasive than large claims.
Be careful with social media and listing sites
Advertising a property you only control by contract can conflict with platform rules and, in some states, with licensing law. Post general educational content if you like, but share specific deals only with buyers who have asked to receive them, along with the required written disclosure.
Respect people's inboxes and phones
Unsolicited calls and texts are regulated, and many sellers find them intrusive. Follow do-not-call rules, keep records of consent and honour opt-outs immediately. Your online reputation can suffer quickly if people feel harassed.
Keep everything current
Review your website and profiles every few months. Remove offers you no longer make, update contact details and add new disclosures if laws change. An out-of-date site with old promises can be used against you in a dispute.
Credibility grows slowly
Real reviews, referrals and repeat buyers come from deals that closed smoothly. Until then, the most credible thing you can publish is a clear, accurate description of what you do and how. For more on doing deals transparently, read our guide to wholesale contracts and Texas wholesaling rules.