@Scott Trench you should definitely trademark "extend and pretend approach" because that tickled me.

Solar Tubes, actually that's a trademarked name and specific type of "sun tunnel/tube," but yes, even I call them that ... they are meant to be installed in an attic space! 

Such as registering for US Trademarks. 

It can also go even deeper -- what if the loan AND the servicing are BOTH sold, BUT the original lender authorizes the loan servicer to use their trademark and branding, and authorizes the 1-800 number employees to answer the phone as if they were Wells Fargo employees?

Pick any name you want (provided it is not trademarked) and the tenant will write checks out to that company name.

And now Brian wants to talk about his (surely Magical and Trademarked) Cook Islands product. 

@William Smith  Doesn't someone still own and enforce the "We Buy Houses" trademark? 

(that phrase may already be trademarked but I have no financial interest in capitalizing on it... it's just sound advice!)

People can sell you the assets/debts in the business, but not trademarks or names, or contracts they have with clients, etc.

I haven’t trademarked anything.