Find Bigger Pockets Podcast featuring real estate agents and listen to those.

A trust might be one way to hide identity, but your friend should really talk to their attorney about this.

@Jesse Byrer I would be careful of any contractor referrals from HUD consultants for a few reasons.HUD Consultants are not allowed to have any conflict of interest or identity of interest with anyone involved in a 203k and a direct referral of a contractor could be a HUGE conflict. 

It's pretty user friendly and it's free as long as you stick with the basic features. 

I like the search features: https://www.biggerpockets.com/search

You want to study what other investors and the builders are doing so you know what colors, features, styes etc are popular in your area. next is to learn how to get deals direct from the sellers and the MLS as well.

Does the commercial have any redeeming features or are they shells?

Do not out build the neighborhood or you WILL lose 99% of the time, ensure your finishes and features are in line with the area. 

I interpret that as establishing my own identity as I will not always take the same approach as others.

I like the search features: https://www.biggerpockets.com/search