"We are doing a poor job of creating demand. Both sought ease and freedom over homeownership. Homeownership represented restriction to them, not freedom."
"We talk endlessly of our rates, easy processes, and great brands and reputations. But we market using a sort of after the fact methodology."
The marketing of housing is ineffective as it assumes a universal desire for homeownership. Many potential buyers prioritize flexibility and freedom over the responsibilities of owning a home. Conversations reveal that some individuals prefer renting due to the high costs and pressures associated with homeownership. The marketing strategies employed focus on rates and processes rather than creating genuine demand. This approach neglects the changing values of consumers, particularly younger generations who may not see homeownership as a priority or necessity.
Read at www.housingwire.com
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