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Homebuilder Marketing Niche: Painting False Sense Of Security

As the market cools, marketing ploys for all sorts of reasons keep cropping up. Private developers are barring registered sex offenders from purchasing properties within their developments [USAToday] [1].

Don’t get me wrong, I don’t want a sexual predator as a neighbor and don’t mind the rules, but to openly incorporate this into a marketing strategy when selling homes seems wrong because it paints a false sense of security:

The sex offender deal has improved demand. It’s probably increased our sales three to four times,” says I&S partner Clayton Isom, 24. “We’re fighting sex offenders head on.

Really? 3-4 times?

The restrictions may give a false sense of security, because they do not bar offenders from traveling into a prohibited area, says Carolyn Atwell-Davis of the National Center for Missing & Exploited Children [2]. The private group prefers better tracking of offenders, workplace restrictions and increased penalties for non-registration.

The bans focus on strangers, but parents need to understand that 80% of offenders know their victims, says John La Fond, author of Preventing Sexual Violence: How Society Should Cope With Sex Offenders [Amazon] [3].

How how one developer set up enforcement [Kansas City Star] [4]: