What Creators Can Say (and Can't) in Videos and Posts About a Real Estate Deal
When a creator talks about a live real estate deal, the video, post and caption become part of the offering. They must be accurate, balanced and consistent with the legal documents, and they can't promise returns or hide risk. The safest pattern is simple: describe the property and plan, say who the deal is for, and point everyone to one page with the full terms and risks.
New to this? Start with our guide to how creators raise money from followers for real estate.
A do and don't list
Describe the property and plan, say who the deal is for and send people to the full terms, and don't promise returns or hide risk.
| Do | Don't |
|---|---|
| Say the deal is for accredited investors only | Say "anyone can get in" |
| Describe the property, market and business plan plainly | Promise or guarantee returns |
| Link to one deal page with terms, fees and risks | Quote projected returns in a caption without assumptions |
| Disclose that you're a sponsor and how you're paid | Hide a financial interest or paid relationship |
| Show your real track record, including setbacks | Show only wins |
| Say "investing involves risk, including loss of your investment" | Call it safe, risk-free or "can't lose" |
| Send money only to the escrow account on the deal page | Ask anyone to send funds to you personally |
Example scripts
The examples below show a risky version and a safer version of the same message.
Risky: "Guaranteed 15% returns on our new apartment deal. DM me to get in before it fills!"
Better: "We're buying a 64-unit apartment building and raising from accredited investors under Rule 506(c). The terms, fees and risks are on the deal page. Investing involves risk, including loss of your investment."
Risky testimonial: "Sarah made $40,000 on her first deal with me."
Better: Only share testimonials and results you can document, with context about the deal, the dates and the fact that past performance doesn't guarantee future results.
Content you can publish about real estate without pitching a deal
Educational content, such as how syndications work or how to read a pro forma, is generally fine. Once a post points to a live deal and invites people to invest, it's part of the offering. The line is thin, so keep the educational and promotional content clearly separate and don't tease deal terms before the offering is ready.
Disclosures to put in every post or video
Four disclosures should appear every time.
- Your role and how you're paid.
- That the deal is for accredited investors only.
- That investing involves risk, including loss of the entire investment.
- Where to find the full documents.
Review before publishing
Run every post through four checks before it goes out.
- Does every number match the offering documents?
- Would a reasonable viewer understand the risks?
- Is your role and compensation disclosed?
- Did a securities attorney approve the template language?
Who this isn't for
These examples aren't legal advice or approved language. Have a securities attorney review your own scripts before you publish.
How DoorRaise helps
Our posting rules cover what you can and can't say about a live deal, and every deal page shows the same fee card, the sponsor's track record and the risks.
DoorRaise is for apartment buildings with 5 or more units. Start your deal or see pricing.
Related guides
These guides cover the next questions most readers have.
- Can Your Followers Invest Under 506(b)? The Substantive Relationship Test for Creators
- Rule 506(c) for Content Creators: How to Raise From Accredited Followers
- How Much Can a Creator Raise From Followers for a Real Estate Deal? A Funnel Walkthrough
FAQ
Can I show projected returns in a video?
Keep projections inside the offering documents with assumptions and risks. A caption number can become evidence of what you promised.
Do I have to say I'm paid?
If you're paid to promote a security, Section 17(b) requires disclosure of the payment and its amount. Sponsors should also say they're sponsors.
Can I use testimonials?
Only accurate, documented ones, with context. Avoid cherry-picking.
What if I get a comment asking about returns?
Point people to the deal page and the offering documents. Don't give individualized promises in comments or DMs.
Sources
- Pino v. Cardone Capital, Ninth Circuit opinion, Dec. 21, 2022
- SEC, general solicitation
- SEC, Rule 506(c)
- Securities Act Section 17(b)
- 17 CFR 240.10b-5
- Investor.gov, 10 red flags of unregistered offerings
- DoorRaise, posting rules
This post is general information, not legal advice. Talk to a securities attorney before you market an offering. DoorRaise is not a broker-dealer, investment adviser or funding portal.