Let’s start with a hard truth: there’s a fine line between being aspirational and being full of s**t.
In the world of property investment, where deals are sealed over coffee and credibility is currency, nothing will kill your reputation faster than faking success with someone else’s money.
You might have heard the mantra, “Fake it ‘til you make it.” Well, I’m here to tell you to take that tired quote, roll it up, and chuck it in the skip.
Especially if you’re out there trying to raise finance, sponsorship, or secure a joint venture (JV) deal.
Because if you’re pitching yourself as the next Lord Sugar, but you haven’t even flipped a garden shed, trust me, people will smell the lies before you finish your elevator pitch (see what I did there?). Yes, I’m the only female angel investor on the hit TV show Property Elevator, where budding property investors and developers pitch for funding for their deals. So, I know a thing or two about how to spot what's hot and what's not, or should I say who is hot and who is not.
This is how you can raise finance and approach investors the right way, regardless of how much money or experience you currently have. More importantly, this is how you do it the right way. No lies. No over-exaggeration, and no holding up your house keys in front of a random property pretending it’s your own (I’m sorry, but we’ve all seen someone do it!)
Let’s get one thing straight: having no money does not mean you have no value. Many of the best property entrepreneurs started with nothing but a half-decent pitch deck and a passion for bricks.
What matters is not what’s in your bank account; it’s what’s in your head. It’s your character and your game plan.
But where many fall short is pretending they’re something they’re not. They rent a Lamborghini for the day, take selfies outside properties they don’t own, and post “closing day!” on Instagram while the only thing they’ve closed is the coffee shop door behind them. This is not ‘hustling’; it’s fraud dressed up with filters.
If you’re serious about raising finance, here’s the golden rule: Be honest about your position. Then be bold about your potential.
You want to raise money for your property venture? Cool. But before you slide into someone’s messages asking for £100,000, let’s get a few things straight. Here's my roadmap for doing it right, even if your current net worth is mainly overdraft.
Before you talk to anyone, get honest with yourself. What’s your experience level? What have you done, even if it’s small? Have you managed a refurbishment project? Shadowed a developer? Bought your nan’s ex-council flat and added value with a paintbrush and a prayer? Lay it all out. Your transparency isn’t a weakness, it’s trust-building.
You don’t have money? Fine. But what do you have?
People don’t invest in deals, they invest in people. So, before you go raising finance, take time to build your presence and prove your authenticity.
That doesn’t mean shouting “I’m a property developer” on LinkedIn when you’ve never seen a skip in real life. It means:
If you want to attract funding, you need to understand the risks, the returns, and the structure of a deal. This is not Dragon’s Den. You don’t just say, “I’ve got a great idea, gimme cash.”
You say:
People trust what they see. So go build a track record, even if it’s modest.
If you don’t have money for mentorship, trade your skills for training. Seek out someone successful and trade their time – the opportunity to shadow them – in exchange for something or another skill you bring to the table.
If you can’t afford a full refurb, then project-manage someone else’s or volunteer your time to gain experience and add value.
If you don’t have a deposit for a buy-to-let, can you source deals for a fee? On the other hand, if you don’t feel ready for a JV, partner with someone on a mini flip.
Money follows confidence, but it must be earned, and confidence comes with knowing.
Instead of saying “I’ve got no experience but I’m passionate,” try: “I don’t have funds myself, but I’ve aligned with experienced partners. I’ve done my homework, and I’ve got a viable exit strategy. Here’s the plan, and here’s how you’re protected.”
If you raise money on false pretences – overstated returns, dodgy valuations, ghost team members – you are not a visionary, you are a liability.
Not only will you lose your reputation, but you might also end up losing someone’s pension pot, life savings, or worse.
In this game, credibility is everything. It’s like your virginity; you only lose it once.
If you screw up with honesty, people forgive you. If you screw up with lies, they never forget.
Your cheat sheet for getting started, the right way:
Raising money for your property venture is not about being flashy, smooth-talking, or name-dropping. It’s about being trustworthy, consistent, and above all, real. Your people will always find you.
So, here are my final thoughts: if you're thinking about faking it until you make it, let me offer you some better advice: the five Ps. But just to clarify, this isn’t the usual “Proper Preparation Prevents Poor Performance.” This is my own take on it:
Practice until you're credible. Prepare until you're confident, and Pitch like a Pro, not a Pretender.
Because in the long run, investors don’t just fund deals. They fund people. And if you’re not someone you’d invest in, why should they?
Strong ideas deserve strong delivery. If you’re preparing to raise funds or pitch your next venture, these two books will help you sharpen your approach and elevate your personal brand:
The Art of the Start 2.0 – Guy Kawasaki
Big energy, straight-talking advice. This one's packed with golden nuggets on storytelling, pitching, and bootstrapping your way to credibility. A great read for anyone getting ready to step in front of investors.
Key Person of Influence – Daniel Priestley
One of my all-time favourites. This book is all about building your personal brand and becoming someone people want to invest in. If you're the product, this is your playbook.
Remember this: success breeds success, knowledge is power, but action is key. Hold yourself accountable, show up daily, and stay in the game, because effort compounded over time always makes a massive difference. Consistency beats talent, every time!
Thank you for reading. If you enjoyed the article or would like to ask any questions, feel free to reach out on LinkedIn: Hayley Andrews.
