Puffery or Deception

Real Estate Broker/Owner with Paul Howard, Broker, Paul Howard Realty 856-488-8444 8639604

When does advertising cross the line from 'puffery' to deception---

I like Weicher's website.  I do. Many of my clients have used it and I see why.  It has a clean look, it is mobile friendly and the search is easy.  However, it goes beyond 'puffery' with this statement.

 "Talk to someone who can help - Learn about a home and its neighborhood when our Contact Center connects you to a local Weichert Sales Associate who is knowledgeble about the area and who, typically, has already toured the home."  

"..Typically, has already toured..."
Not likely.  In fact, it would be rare. Trend MLS has around 28,000 agents. Listings: Close to 40,000.

A tiny percentage of the agent population works for Weichert.  To say that any one of them 'typically' has already toured a home found on Weichert's search site (we are not talking about just Weichert's listings here) is beyond puffery.








It comes as no surprise then to find, on a sales marketing section of the same Weichert site, a section called:  

"Using the Web to Catch Buyers"

"Catch Buyers"?  Buyers want to find a house and they want someone that will actually HELP to assist them in the process.  They don't want to to be CAUGHT.  Yet many are.

Search sites are a big help to both buyers and agents because they help to educate buyers.  Agents, though, are sometimes only a help to themselves and the sellers that they represent.  

Buyers can't even get into those homes without an agent. It could be the one that is working for the seller that is trying to 'catch' them.

If they want to even the very uneven playing field, though, they should get one of their very own.



If you are looking for an exclusive buyers agent in Pennsylvania contact Marc Birnbaum at NJHomeBuyer.com Realty. The office number is 856-488-8444. If he isn't in someone will give you his cell number.


If you are looking for an exclusive buyers agent in New Jersey contact Paul Howard at NJHomeBuyer.com Realty at 856-488-8444


Take 30 seconds and watch this video:

Posted by


Paul Howard, Broker

NJHomeBuyer.com Realty

80 Barclay Center Suite 4A

Cherry Hill NJ 08034



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Kristin Johnston - REALTOR®
RE/MAX Realty Center - Waukesha, WI
Giving Back With Each Home Sold!

I enjoyed your post...thanks for sharing it!  Make it a great day and week and year!

Feb 24, 2015 10:37 PM #1
Annette Lawrence , Palm Harbor, FL 727-420-4041
ReMax Realtec Group - Palm Harbor, FL
Making FLORIDA Real Estate EZ

The puffery included the right disclaimer...typically.

Market reports 'suggest' what the future may hold.

This car gets 1,000 miles per gallon, bur Your Mileage May Vary.

Mortgage rate 2.9% for well qualified buyers.

And here we both our throwing our support behind Zulia, the most overt practitioner of deception imaginable. Don't allow the shenanigans of others distract you from your goal of establishing your business on better principles, greater vision, and unparalleled service. To expend energy shouting about the transgressors is and exercise in futility and contradicting action. Take care of your business, and trust the market will appropriately deal with those who victimize the innocent.

Feb 24, 2015 10:55 PM #2
Chris Webb
Nova Home Loans - Tucson, AZ
Tucson's Social Media Expert

Real estate moving forward is not about search and internet lead generation. The major sites are creating a lead generating source by providing information to buyers and sellers. Post close marketing and word of mouth will be the trends moving forward. If agent start Puffing their business, they will not be in business very long. It will be interesting to see what sites come out in the next few years. We all used to read the Sears catalog, pretty soon our grand children might say "we all used to look at Zillow!"

Feb 24, 2015 10:59 PM #3
Paul Howard
Paul Howard, Broker, Paul Howard Realty 856-488-8444 - Cherry Hill, NJ
Paul Howard Realty, 856-488-8444

Thank you Kristin.

Annette:  'typically' is not a proper disclaimer as it implies the norm. It means usually.  And,  it was not a disclaimer. It was a statement meant to make a potential buyer believe the agent 'more than likely' had information that TYPICALLY they would not have.  Since, TYPICALLY, they would not have visited the home, since the TYPICAL agent hasn't visited more than a tiny percentage of the listings. 

Chris:  You may very well be on to something.  I think the online reviews are already having a HUGE impact on consumer decisions.  



Feb 25, 2015 12:27 AM #4
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Paul Howard

Paul Howard Realty, 856-488-8444
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