Down Market Advertising Fail

I know that some companies strive very hard to be creative with their advertising. And yet most in the real estate space, despite their best intentions (and big budgets), fail miserably (see Coldwell and Banker Back At Helm)

And while this may have been forgivable during the height of the bubble; now, when the market is at it’s most vulnerable, and folks crying out for some guidance and clarity, we’re really seeing some doozies. 

Like this ad from national homebuilder DR Horton. (h/t Hot Property)

DR Horton

Or this gem from RE/Max (I’m not picking on them I swear…)

[youtube]http://www.youtube.com/watch?v=aSTdelX3_gU[/youtube]

Both of these ads bother me. They’re symptomatic of the worst marketer’s crutch… We don’t know what to say, so let’s try and make it hip, make it funny.

Problem is, it’s not a funny time. 

These ads are pandering and an insult to our intelligence. It’s about dumbing it down to the lowest common denominator. It’s advertising 1.0 thinking… that we’re more clever than you are, so listen to what we’re trying to sell you.

I don’t know, is it just me? Am I the only one who would like to see advertisers promote an honest discussion about where we are in the market and why there’s some hope of a rebound building out there (that the first time buyers credit seems to be stimulating some activity in certain areas). Folks I talk to want to hear about this, but nobody’s out there telling them.

Instead we get stupid gimmicks like this. Seems like a wasted opportunity to me.