About
Built Around Real Estate Investors
A focused resource for investment-property financing, rather than a lender trying to serve every type of borrower.
Positioning
Financing Is About More Than the Loan
Real estate investors need more than access to capital. They need clear communication, an understanding of the transaction, and a financing resource who understands the property's numbers, project timeline, and exit strategy.
William J. Reich works with investors across Fix & Flip, DSCR, Ground-Up Construction, Multi-Family, and other real estate financing scenarios with an emphasis on responsiveness, transparency, and long-term relationships.
The goal is not simply to work on one transaction. It is to become a reliable financing resource investors can return to as their businesses and portfolios grow.
Primary Focus
- Fix & Flip
- DSCR
- Ground-Up Construction
- Multi-Family
Business-purpose, investment-property financing. Eligibility and program requirements are reviewed scenario by scenario.
Working Together
Why Work With William J. Reich?
A financing relationship built around access, integrity, responsiveness, and partnership.
01 — DIRECT ACCESS
Work directly with William J. Reich throughout the financing process rather than being passed from one unfamiliar contact to another.
Hover a value to explore
01
Direct Access
Work directly with William J. Reich throughout the financing process rather than being passed from one unfamiliar contact to another.
02
Reliability
Clear expectations, consistent communication, and a commitment to keeping investors informed as the transaction moves forward.
03
Integrity
Financing structures, costs, and important terms should be understood before an investor reaches the closing table — communicated up front, without unnecessary surprises.
04
Responsiveness
Real estate opportunities can move quickly. Investors should be able to get timely answers when a purchase contract, project, or financing decision is moving forward.
05
Business Partnership
The conversation goes beyond the loan request. Bill takes the time to understand the property, project economics, investment strategy, and planned exit.
06
Investor Experience
Experience working with real estate investment financing across Fix & Flip, DSCR, Ground-Up Construction, and other investment-property scenarios.
07
Speed & Efficiency
A streamlined financing process can help investors spend less time chasing updates and more time focusing on the property and business plan.
08
One Point of Contact
Maintain continuity throughout the transaction with a consistent point of contact who understands the deal and its history.
Relationships
Built for the Long Term
The goal is not simply to finance one transaction. WJR Equity Lending is focused on building reliable, long-term relationships with real estate investors — understanding how they invest, what they are trying to accomplish, and how financing fits into the larger strategy.
Hands-On Assistance
A more personal financing experience with direct communication throughout the transaction.
Aligned With Your Investment Goals
Financing discussions should take the property's numbers, project strategy, and intended exit into account.
Honest & Knowledgeable
Straightforward conversations about the financing structure, considerations, and available options.
Leadership
Meet William J. Reich
William J. Reich is a Boston-area executive with more than three decades of leadership experience building and running sales, revenue and operating teams — including roles as President, Chief Revenue Officer and Vice President of Sales at technology and services companies ranging from early-stage ventures to a $300 million regional business unit.
Since 2015 he has worked as a management consultant and interim executive, advising private and venture-backed companies on growth strategy, partnerships and operations. He has spent recent years in private real estate lending as an account relationship manager, working directly with investors on Fix & Flip, DSCR, ground-up construction and multi-family financing.
He is a licensed Realtor in the Commonwealth of Massachusetts (credential 9576123-RE-S). WJR Equity Lending brings that combination together: a real estate professional who understands investor strategy, backed by a career built on relationships, responsiveness and follow-through.
2024 – Present
Private Real Estate Lending
Account relationship manager working directly with investors on Fix & Flip, DSCR, ground-up construction and multi-family financing.
Since 2021
Licensed Realtor, Massachusetts
Licensed real estate professional in the Commonwealth of Massachusetts (credential 9576123-RE-S).
2015 – Present
Executive & Management Consulting
Interim management and advisory work with private and venture-backed companies on growth strategy, partnerships and operations.
2009 – 2012
President, Net Atlantic
Led company-wide strategy and daily operations, expanding the business 50% while strengthening margins and rebuilding the go-to-market organization.
1990s – 2000s
Sales & Revenue Leadership
Vice President and executive sales roles across technology and information services companies, scaling teams, partnerships and recurring revenue.
1980 – 1990
Eastern Region VP, Wang Laboratories
Responsible for a four-state region with six district offices and roughly $300 million in annual revenue.
Have a Deal You Want to Discuss?
Talk directly with William J. Reich about the property, financing request, and investment strategy.