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Timing matters a lot

By Holden Lewis ·
Wednesday, April 28, 2010
Posted: 11 am ET

Watched "Letterman" last night for the interview of Courtney Love (huuuuuge fan!). Between her charming segment on the couch and Hole's performance, the National Association of Realtors ran a TV ad.

The spot informed us that Congress had extended the homebuyer tax credits, which make this a good time to buy a house.

Weird timing. Congress extended the tax credit in November, and it expires Friday night. Yet, three days before expiration, the Realtors are airing an ad saying that the tax credit has been extended.

I totally grok that the Realtors are winding up an ad campaign that's based on exploiting the homebuyer tax credits, and it wouldn't make financial sense to craft a separate ad for the last week of April. But they look cynical when they run an ad at the end of April that would have been more suitable in February, when the expiration of the tax break was two months away.

In May, the Realtors begin an ad campaign with the theme of "what matters most." In the Realtors' opinion, what matters most is "family, friendship, community, and finding a home that's right for you."

Sometimes the right home is a rental.

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