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Maybe you've heard these come-ons, or similar ones, offering you the chance to learn how to become a real-estate investing millionaire? These high-volume, low-brow pitches are common from promoters of real-estate investing seminars.

A friend of mine attended a real-estate seminar that seemed like a rip-off to him. The first part was just a goal-setting exercise. "The middle part gave some information about what could be done, but taught very little about how to do it," he says. "At the end, it all led to having to take more expensive -- $3,000 to $5,000 -- seminars and boot camps to receive the actual hands-on experience you needed. They made you feel that you would fail if you didn't take it.

"These seminars are fascinating from a sociological perspective," says Stephen Roulac, a professor of real estate at Stanford University, and a real-estate investment consultant for the past 30 years. "They play to people's greed and fear."

Not all real-estate investing seminars are a bad bet, of course. Indeed, many will help you learn about the business of investing and can be a worthwhile place to start, experts say. But, how can you tell the desirable from the dross?

"My general theory about these seminars is that if it seems too good to be true, it usually is," says John H. Vogel, a professor of real estate at the Tuck School of Business at Dartmouth. Savvy would-be investors should take their time developing their knowledge of the real-estate industry and shouldn't look to get rich overnight.

What to Look Out For

The U.S. Federal Trade Commission advises consumers to be suspicious of claims that money can be earned fast, despite lack of experience, that making money using the seminar operator's formula is a sure thing, and that the money-making opportunity is only available for a short time.

The number of seminars offered to would-be real-estate investors has exploded along with the booming real-estate market. "If you go on Google.com and search under 'real-estate seminars,' you'll find hundreds," says Mr. Vogel. These seminars are distinguished from professional or academic courses that focus on specific topics, such as real-estate demographics. It isn't unusual to see ads for public seminars promising to teach you "everything -- in three days," says Mr. Vogel. Such seminars often are free, but are intended to entice you to pay for additional knowledge at a future conference.

Eric Janssen, a real-estate manager in New York, takes seminars regularly at New York University's real-estate program, as well as those offered by trade groups, on topics from "how to put together deals in real estate to how to buy and sell property to how to negotiate the best deals," he says.

But he's cautious about seminars offered by individuals, even if the presenters are famous or featured in television infomercials. "Some want you to invest in their real-estate scheme somewhere, or they want you to buy some sort of program whereby you can apply formulas to investment in real estate," says Mr. Janssen.

The 'Greater Fool' Theory

Public seminars may be fine for an introduction to investing, but clearly the business of real-estate investing can't be learned in just a few days, experts say. "The skills it takes to be successful in real estate take years to accumulate," says Mr. Vogel. "You've got to be cautious."

Aspiring investors, therefore, are advised to walk out of seminars that offer advice, for example, on how to trick others into buying a property you're selling. Many get-rich-quick offerings rely on the "greater fool" theory of marketing, which is based on the assumption that there's always someone "out there" willing to do a deal, even if it's disastrous financially.

"They're not really teaching you how to sell real estate," says Diane Saatchi, president of Dayton Halstead Real Estate, a firm that sells property in the Hamptons on Long Island and other exclusive locales. "They're teaching you to look for a fool who will sell you something or go along with a deal that's bad for him. And they never in these infomercials and seminars give both sides of the story."

Highly Leveraged Opportunities

One primary reason that real-estate investments attract newcomers is that leverage -- debt -- is an accepted tool for doing business. Thus, you can get into the business with no money down. "There really is the opportunity to do extraordinarily well," says Mr. Vogel. "So there are success stories and credibility. But the same leverage that allows you to do very well allows you to go bankrupt as well." Moreover, there are low barriers to entry in the real-estate business. "It's easy for everybody to get into it," he says. "That's what lends itself to hype."

But budding investors should realize there's a high cost of getting into, and getting out of, real-estate transactions. "If you're buying a piece of real estate in the East Hamptons, or wherever, there are legal fees, surveys, title costs, mortgage fees, a mortgage-recording tax, and that adds up to thousands and thousands of dollars," says Ms. Saatchi. "That affects the cash you need upfront. When people say you can buy with no money down, well, you can't. It's expensive."

The Seminar Pitch: A Real Curve Ball

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What a pitch! You may have received a letter or seen an infomercial promoting a seminar or conference that promises to help you make a lot of money. Seminar hucksters say they’ll give you valuable information about how to invest successfully or operate a profitable business. Their "success stories" and testimonials seem to show that anyone who attends the seminar can make money from the investment and business program they’re selling. Some promoters may even claim to have gotten rich from their own investment in the program.

If you attend one of these seminars, you’ll hear a series of sales pitches for a variety of business opportunities and investments. Consumers who invest in these "opportunities" frequently find that the pay-off isn’t as promised -- and they can’t recoup the money they spent.

The Federal Trade Commission wants to alert you to the secrets of the seminar squeeze. Be wary of promotional materials or sales pitches that make these claims:

You can earn big money fast, regardless of your lack of experience or training.

The program or business opportunity is offered for a short time only.

The deal is a "sure thing" that will deliver security for years to come.

You’ll reap financial rewards by working part time or at home.

You’ll be coached each step of the way to success.

The program worked for other participants -- even the organizers.

Don’t Get Hit By The Pitch

Promises of quick, easy money can be a powerful lure. If you buy into a business opportunity at a seminar, you may find that the products and information you purchased are worthless and that your money is gone.

You can avoid getting hit by the seminar pitch. Here’s how:

Take your time. Don’t be rushed into buying anything at a seminar. Avoid high-pressure sales pitches that require you to buy now or risk losing out on the opportunity. Remember, solid opportunities are not sold through nerve-racking tactics.

Investigate the business you’re considering investing in. Talk to experienced business people and experts in the field before spending your money.

Be wary of "success stories" or testimonials of extraordinary success. The seminar operation may have paid "shills" to give glowing stories.

Be cautious about purchasing from seminar representatives who are reluctant to answer questions, or who give evasive answers to your questions. Remember that legitimate businesspeople are more than willing to give you information about their investment or sales opportunity.

Ask about how much money you need to qualify for the investment or sales opportunity, and ask about the company’s refund policy. Get this in writing. Keep in mind that you may never recoup the money you give to an unscrupulous seminar operation, despite the operator’s stated refund policies. Taking precautions before you invest is a more effective way to safeguard your money than trying to get a refund after the investment’s been made.

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