Marketing Your Raise the Compliant Way: The Dos and Don’ts for Ads
“Can I run Facebook or Google ads for my raise without breaking any securities laws?”
Yes—if you know what’s allowed.
If you’re planning to raise money for a real estate project using Regulation Crowdfunding (Reg CF), you probably want to use marketing to spread the word. That’s smart—but it’s also where many first-time sponsors get tripped up. The U.S. Securities and Exchange Commission (SEC) allows advertising under Reg CF, but only if you follow strict rules.
This blog breaks down what you can say in your ads, what you shouldn’t, and how to keep your campaign compliant and effective.
First, What Is Reg CF?
Reg CF is a law that gives entrepreneurs the opportunity to raise up to $5 million in a 12-month period from everyday investors online with the support of platforms like Planet Wealth. It’s considered one of the most accessible ways to fund a real estate project, but it comes with specific rules, especially when it comes to marketing.
Once an offering (called a Form C) is filed with the SEC and goes live on a funding portal, it can be promoted publicly—but only if you say the right things and avoid the wrong ones.
Why Marketing Rules Matter
Every ad you run is considered part of your offering. That means it must follow securities laws, just like your legal documents. Misleading, exaggerated, or unclear ads can lead to regulatory issues, take-down notices, or even liability.
But don’t worry. You can still run strong ads as long as they’re transparent, factual, and aligned with your official offering.
The Dos: What You Can Say in Reg CF Ads
- Stick to the Facts
Always use details that match your Form C. For example:
- “Raising $850,000 for a 12-unit rehab project”
- “Minimum investment: $500”
- “Now live on Planet Wealth”
- Disclose the Risks
Even if your project looks great, make it clear that investing involves risk. Phrases like:
- “Real estate investing involves risk, including the loss of capital”
- “See full Form C for disclosures and updates”
- Use Proper Links
Your ad should always link directly to your live offering page, where people can read all the details before deciding to invest.
- Keep Images Simple
Use real, honest photos of the property—avoid luxury lifestyle shots or “guaranteed returns” graphics.
- Use Clear, Approachable Language
You don’t need jargon. Say what the project is, how much you’re attempting to raise, and where to learn more.
The Don’ts: What to Avoid in Reg CF Ads
- No Guarantees or Projections
You can’t promise returns. Avoid language like:
- “Guaranteed 10% return”
- “You’ll double your money”
- No Statements That Go Beyond the Filing
Every number and statement must match your Form C. If you haven’t disclosed something officially, don’t say it in an ad.
- No Early Promotions Before You File
Before your Form C is live, you can only post “terms-only” notices: the name of the project, the amount you’re raising, and where it will be listed. No marketing until the filing is official.
- No Hype or FOMO-Driven Claims
Stick to reality. Avoid phrases like “once-in-a-lifetime” or “act now before it’s gone.”
A Simple Example of a Compliant Ad
Headline: Invest in a 12-Unit Atlanta Rehab
Body: Target raise $850,000. Min investment: $500. Investing involves risk. View full Form C on Planet Wealth.
Image: Street-view of the property
Link: Provide Link
This is a strong, compliant ad. It’s factual, it includes a risk disclaimer, and it sends readers to your official offering page. No promises, just clarity.
Reg CF makes it possible to raise capital from the crowd—but your success may very well depend on how clearly and compliantly you communicate. A great ad doesn’t just sell—it builds trust. It helps everyday people understand your project and make an informed decision.
Stick to the facts. Respect the rules. And use your ad space to be clear—not clever.
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