Ad: "It's not as hard as you think"

Here's an ad from today's OC Register for Encantada in Ladera Ranch (click on the image above to enlarge). This time it's Pardee Homes' chance to tell us how great a time it is to buy a luxury home in South Orange County...before it's too late and the remaining 3 are sold.

The tactics are simple enough, so let's go through the points one by one.

1. "It's a buyer's market." Just because it's a buyers market (and prices are lower than they used to be) does not mean it's a good time to buy. That depends on each family's individual situation.

2. "Location, location, location...close to everything you love." This is flat-out wrong. Ladera Ranch is a nice community, but it is far from many things (non-toll freeways, employment centers) people require. It also depends on one's opinion of what makes for a great location. In Orange County, there is a premium on ocean-close areas. Ladera Ranch is obviously not one of those, but of course beach-front isn't the only thing that makes a community great.

3. "You want to grow. And you want to do it now." These statements appeal to emotions and impatience rather than practicality...the "I want it, and I want it now" attitude. It is helping you as a prospective buyer justify jumping into the market now, despite what the facts and statistics are telling us about how the market seems to have further to fall.

4. "Go green." Again, more justification for not waiting and choosing this builder, because you can tell yourself that you're saving money with the "cost-saving features," doing the environment a favor, and, most importantly protecting your family.

5. "We can help...it's not as hard as you think." Notice how the ad is addressing potential concerns of buyers, so they theoretically will have a hard time coming up with legitimate reasons to say "no." You probably have encountered this type of sales approach before. The builder is communicating a warm and friendly attitude - that they are there to do what it takes to get you into a house and comfortable.

However, we think it's safe to assume the types of people who will be buying $1.5 million homes have been doing very well for themselves already and probably don't need to be babied. This type of approach seems to be better-suited for homes more likely to be purchased by first-time buyers who are intimidated by the process.

Happy home buying everyone!

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