Once a property is under contract, a wholesaler needs to reach buyers quickly. Online channels such as email lists, investor groups and simple web pages make that easier, but they also make mistakes very public. This guide explains how to present a contracted property online accurately and in line with disclosure rules.
Start with what you are actually selling
A wholesaler who has not closed on a property does not own it. What they hold is a contract right, often called an equitable interest. Every piece of marketing should reflect that. In Texas, the Occupations Code requires anyone marketing a property they only hold under contract to disclose in writing to potential buyers that they are selling the contract interest, not legal title. Other states have their own rules, and several have tightened them in recent years, so check the law where the property is located.
Write a clear, factual listing
A good deal summary is short and specific. Include:
- The general location and property type, plus the address if your contract and the seller allow you to share it.
- Bedrooms, bathrooms, approximate size and year built, taken from public records or your own measurements.
- A condition summary that names known problems rather than hiding them.
- Your repair estimate and how you arrived at it.
- The comparable sales you used for after-repair value, with dates and distances.
- The assignment terms: price, earnest money expected from the buyer, and the closing deadline in your contract.
Leave out promises such as "guaranteed equity" or "instant profit". You cannot guarantee what a buyer will earn, and claims like these attract complaints.
Use real photos and label them
Use photos you took yourself with the seller's permission, and caption them honestly. Do not use stock images or photos of a different property. If you only have exterior photos, say so. Buyers lose trust quickly when the interior turns out to look nothing like the pictures.
Build a simple buyer package
Many wholesalers keep a one-page summary plus a folder with photos, the repair list, comparable sales and the written disclosure. Sending the same package to every buyer keeps your communication consistent and gives you a record of exactly what each buyer received.
Choose channels carefully
Common channels include your own email list of buyers who opted in, local investor groups and meetups, and a plain web page or PDF you share on request. Be careful with public advertising platforms. Some prohibit marketing property you do not own, and some local rules treat public advertising of a contract as acting like a broker. When in doubt, ask a real estate attorney before you post.
Respect privacy and permission
Your contract may limit what you can share about the seller or the property. Never publish a seller's name, phone number or personal circumstances. Only email people who agreed to receive deal notices, and give them an easy way to unsubscribe.
Keep a log of every enquiry
Record who asked about the property, when, and what you sent them. If two buyers both believe they reserved the deal, your log settles it. It also shows which channels actually produce serious buyers, which helps you stop spending time on the ones that do not.
Know when to bring in a licensed agent
If a property needs wide public exposure, or if your local rules make marketing a contract difficult, partnering with a licensed agent may be the better route. An agent can list the property legally once the deal is structured properly. That may cost you part of the margin, but it keeps you on the right side of licensing law.
Summary
Online marketing works best when it is accurate, disclosed and documented. Describe the contract interest you hold, show real photos, share your numbers openly and keep records. For more on the numbers buyers will check, see our guides to calculating ARV and building a cash buyers list.