Background: The Orlando sentinel wrote this about their campaign:
The Home Builders Association of Metro Orlando kicked off a marketing campaign this week to encourage "fence sitters" that now really is a good time to buy a home in the Orlando area.Lies: The Home Builders Association of Metro Orlando has resorted to outright lies in their desperate attempt to find new buyers for their bubblicious new homes. On their newly created propaganda website they write "This website has been created to server only one interest - that of the today's homebuyer.
Valued at nearly $1 million, the six-week multimedia campaign is appearing on local television, in print, on billboards and on a Web site (realopportunitycfl.com).
Representatives of the Orlando-based trade association said the campaign is the largest in the group's history and includes brochures, automobile stickers, movie-theater announcements and a comprehensive media effort."
No. Their website was NOT created to "serve only one interest - that of the homebuyer," but instead was to help them attract additional buyers for their homes. These homebuilding businesses are here to sell homes profitably and thus make money. Many of the homebuilders in the Orlando area are desperate and need sales. As one commentator on Housing Panic put it "The website is pure self-interested sales collateral." The homebuilders association resorted to lies and other corrupt measures to move a glut of housing units
Scare Tactics: The Home Builders Association of Metro Orlando uses scare tactics to frighten renters into buying now. In their Frequently Asked Questions (FAQ) section. They ask and answer "As a first-time buyer, should I wait until prices go lower to buy a home? No. If you continue to wait, you may never be able to afford to get into the housing market."
Self Contradictions: In their Frequently Asked Questions (FAQ) section. They ask and answer "If I wait to buy a new home, won't prices go down even lower? Timing the market isn't a great idea." However, in one of their TV Ads the announcer says "When it comes to buying a home, timing is everything. That time is now." Thus, their TV ad contradicts thier FAQ on their website.
My esteemed housing bubble blogger Keith over at Housing Panic wrote this and attacked their campaign saying "the ads and website are disgusting. more lies and spin from the REIC."
The Home Builders Association of Metro Orlando's campaign to convince people to buy now is pathetic. It engages in scare tactics, self contradictions and lies. They should be ashamed of their outrageous tactics. Don't be fooled.