Repackaging the obvious characteristics of homeowners is meaningless.

By
Real Estate Agent with Better Homes and Gardens Real Estate Metro Brokers

Repackaging the obvious characteristics of home owners in a less than meaningful way.There has been an uproar about the recent NAR commercial that cites some statistical advantages with reference to home ownership and happiness and well-being.

And while is easy to become self-righteous and indignant at the suggestion that there are benefits to home-ownership beyond dollars and cents, this may simply be a case of restating the obvious.

After all, people that purchase homes generally have adequate credit scores, a good job history, a savings history, and sufficient resources to meet their monthly obligations.

Also as a rule of thumb, it generally makes more financial sense to purchase a home if one plans on living in the same place for a longer period of time.

So it is OBVIOUS that homeowners typically have more stable living arrangements, and become more invested in the neighborhood and the communities in which they live.

It’s not BECAUSE they own a home that these things happen. It’s more of a case of the tail wagging the dog.

Because these positive life decisions are indeed more likely to include home ownership as part of their plans, it is obvious that home owners already enjoy these ancillary benefits.

Does that make any sense at all?

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Andrea Swiedler
Berkshire Hathaway HomeServices New England Properties - New Milford, CT
Realtor, Southern Litchfield County CT

Richard, I know what you are trying to say. I just wanted to tell you, in case I hadn't made myself clear enough in my post (yeah, right, LOL), that it angered me to no end. And it still does.

But I get your point! I just don't like any of it.

Aug 21, 2012 03:50 PM #11
Rainmaker
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William Feela
WHISPERING PINES REALTY - North Branch, MN
Realtor, Whispering Pines Realty 651-674-5999 No.

I saw this and it just sounded dumb.  There is a lot more to it than that and I think you hit it right on.

Aug 21, 2012 04:27 PM #12
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Debbie Reynolds
Berkshire Hathaway HomeServices PenFed Realty, Your Clarksville Real Estate Professional, 931-920-6730 - Clarksville, TN
Your Dedicated Clarksville TN Real Estate Agent

Richard, Ditto to the comments above. It bothered me too.

Aug 21, 2012 07:36 PM #13
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Lenn Harley
Lenn Harley, Homefinders.com, MD & VA Homes and Real Estate - Leesburg, VA
Real Estate Broker - Virginia & Maryland

Am I the only one who was not miffed by the NAR ad???  It surely appears so.

Must everything we say and do be in the context of denying the obvious??

Must we avoid the economic and social benefits of home ownership for fear of offending those who not have the same goals in life???  

By denying that many succeed when others do not does not mean that we must strive for equal outcomes, but must always, tirelessly, protect equal opportunity

To me, the NAR ad was identifying and speaking to the vast majority of home owners who work hard, plan, budget and drive to own their own homes.  One goal of advertising is to appeal to likely consumers of what you're advertising.  When the benefits of home ownership are the goal of the ad, why not use imagery of likely prospects?? 

If only folks would cease to characterize others by what they look like.

People make choices in life and while the barriers are higher for some doesn't mean that the ones who succeed must be denigrated - - - or ignored. 

 

Aug 22, 2012 05:41 AM #14
Rainmaker
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Michael Setunsky
Michael's Commercial LLC - Woodbridge, VA
Your Commercial Real Estate Link to Northern VA

Richard, your point makes perfect sense. Unfortunately, the ad comes across in a negative manner against people who don't own homes. The ad is self serving in that only people who own homes will succeed in our society. NAR needs to pull the ad.

Aug 22, 2012 05:44 AM #15
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Lisa Von Domek
Lisa Von Domek & Associates LLC Team at Real Estate Broker/Associate with Real Living Real Estate Group www.LisaVon.com - Dallas, TX
....Experience Isn't Expensive.... It's Priceless!

Good morning Richard,

You are exactly on point - basic common sense dictates the reality of the ad and your comments.  But, as common sense seems to have left today's society....

Aug 22, 2012 05:54 AM #16
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Charita Cadenhead
Keller Williams Realty - Birmingham, AL
Serving Jefferson and Shelby Counties (Alabama)

I didn't see the ad and barely heard a NAR ad this morning in my car (which unfortunately I was too distracted to pay much attention to it).  That being said, it appears that the ad could have been thought out a little more so that it did not appear to be brandishing a class of people.

Aug 22, 2012 05:55 AM #17
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Richard Iarossi
Coldwell Banker Residential Brokerage - Crofton, MD
Crofton MD Real Estate, Annapolis MD Real Estate

Richard,

At best, I thought the ad was demeaning to renters. When you're doing a 30 second ad, you can't always give it the proper context.

Rich

Aug 22, 2012 06:04 AM #18
Rainmaker
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Chris and Dick Dovorany
Homes for Sale in Naples, Bonita Springs and Estero, Florida - Naples, FL
Broker/Associate at Premiere Plus Realty

I agree with you that just because we live in the land of the brave, not everyone deserves to be a homeowner.  I want a Rolls Royce.  Will I ever have a Rolls Royce?  No.  I can not afford a Rolls.  If you can not afford a home there is a reason for that.  We can not have everything we want in life and we should not think we are entitled to everything.

Aug 22, 2012 06:56 AM #19
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Richard Weisser
Better Homes and Gardens Real Estate Metro Brokers - Newnan, GA
Richard Weisser Coweta Newnan Homes for Sale

Kathryn...

Well said and correctly stated. THX.

Margaret...

Thank you for those kind words!

Susan...

I know that there are deeper implications and I understand the intention of the ad, but it didn't come across very well. THX.

Patty...

I am not easily affected by marketing but when I saw the ad I immediately thought that there was trouble brewing ahead. Thanks.

Aug 22, 2012 06:59 AM #20
Rainmaker
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Jay Beckingham
Premier Nationwide Lending - Port St Lucie, FL
"I love first time homebuyers"

i think that's a 2 way street.

many first time buyers are on the edge when they purchase, but because of their desire to own a home, and provide stability and a better quality of life for their family, they work harder at developing better habits, as they do not desire to regress

Aug 22, 2012 08:02 AM #21
Rainmaker
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Andrew Mooers
MOOERS REALTY - Houlton, ME
Northern Maine Real Estate-Aroostook County Broker

Beans, the west was won on a can or two of beans.

Aug 22, 2012 08:23 AM #22
Rainmaker
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David Grbich
Ventana Coastal Properties - www.FindCARealEstate.com - San Juan Capistrano, CA
Orange County Real Estate - 949-500-0484

Always surprised when these types of ads make it through the review process and into the mainstream. Regards Dave

Aug 22, 2012 08:44 AM #23
Rainmaker
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Myrl Jeffcoat
GreatWest Realty - Sacramento, CA
Greater Sacramento Real Estate Agent

To me the main advantage of homeownership is the ability to create equity.  It is true, that many homeowners have had difficult times these past few years seeing that advantage in a realm of shrinking home values.  Still, when we look at the longterm ownership of homes, values have almost always tended to go up.  For example, I remember a home selling in Sacramento for $60,000 in 1982.  It rose in value to $120,000 in 1992.  It declined in value to $90,000 in 1995.  But, by 2005 had risen to $325,000.  That home today, is worth a mere $165,000.  Yet, that's more than $100,000 than paid for it.  And the homeowner has had a roof over their head, and tax benefits from ownership as well. 

For a community, neighborhoods seem to fare better when the percentage of homeowners to renters is higher.  Homes seem to be better cared for, and there is more community involvement, because of less transiency!

Aug 22, 2012 10:49 AM #24
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Richard Weisser
Better Homes and Gardens Real Estate Metro Brokers - Newnan, GA
Richard Weisser Coweta Newnan Homes for Sale

Chris Ann...

Perhaps better versed in finances? Thanks so much.

Andrea...

It didn't make in angry, it just made me wonder where they were trying to go with this! THX.

Debbie...

It was a bit awkward, that's for sure.

Lenn...

I think that I pointed out that this was so obvious, that it did not bear repeating on an academic level. As far as a marketing device, I thought that it fell flat. Does that make sense? THX

Aug 22, 2012 12:18 PM #25
Rainmaker
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Sandy Acevedo
951-290-8588 - Chino Hills, CA
RE/MAX Masters, Inland Empire Homes for Sale

Hi Richard, well said. I'm with Lenn, I didn't think the ad was so bad because it stated the obvious. You could probably say that folks who own $30,000 + cars have the same characteristics... (maybe, I didn't research this ~ but you get it).

Aug 22, 2012 01:21 PM #26
Rainmaker
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Carla Muss-Jacobs, Principal Broker/Owner
BuyersAgentPortland.com | (503) 810-7192 Portland Metro Exclusive Buyers Agent | 100% Buyer Representation ~ 100% o... - Portland, OR
Buyer Focused ~ Buyer Results

I don't deny the benefits of home ownership, I bought my first home when I was 19.  What I object to is the tactless manner in which the 'obvious' is presented.  For the countless millions who are underwater, lost their home due to bonafide reasons (not the ATM mentality), need to short sale, who are now renters, will be renting, have to rent -- the advertising is very cold and callous, IMHO.  I little too let them eat cakey for my tastes.

Aug 22, 2012 01:40 PM #27
Rainmaker
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Gary L. Waters, Broker Owner Waters Realty of Brevard, LLC
Waters Realty of Brevard, LLC - Melbourne, FL
Personal Service, always.

Cause and effect... that is what this brings to mind. Do they own a home because they are more stable or are they more stable because they own a home? I know the answer as well as anyone else on here!

Aug 22, 2012 03:34 PM #28
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Erica Ramus
Erica Ramus - Ramus Realty Group - Pottsville, PA - Pottsville, PA
MRE, Schuylkill County PA Real Estate

What you say makes sense. I think the whole ad was poorly planned and scripted. 

Aug 22, 2012 04:20 PM #29
Rainmaker
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Mike Cooper
Winchester Real Estate Sales, Cornerstone Business Group Inc - Winchester, VA
Your Winchester, VA Real Estate Pro

It seems like this is a lot like the heredity and environment argument.  I always said that it's both.  I can imagine that a homeowner who is upside down on his mortgage and is visibly stressed to the max is probably not building a healthy environment for kids.  I would imagine that what goes on in a house, whether an owner occupied or a rental, is what makes a healthy and happy home.

Aug 22, 2012 07:25 PM #30
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