Brokers, Taking A Page From Times Square Electronics Stores, Invoke Severability Of “Bait” And “Switch”

This week, broker Brian Carter explains to prospective renters the art of subtlety in real estate listings:

The practice of purposely misleading the consumer seems pretty standard to me and not at all out of the ordinary. So what’s all the fuss about? Advertisers as a whole have perfected the art of underestimating the general public and cashing in on our naive predilections and unconscious desires. Isn’t the whole goal of marketing to convince us that we are in desperate need of some completely useless stuff? And that purses, cars, creams and lotions all have the power to dramatically enhance and alter our lives? So why can’t I say Gramercy when it’s really Murray Hill? 550 square feet, or 650 square feet? Is there really a difference? And, yes, the ad said $2,400, but the market moves and today its $2,700. What’s the problem?

At least the renter does in fact need a place. No one is out there subtly persuading anyone to move. In fact, that’s the whole point behind the misleading ad. They aren’t moving because they’d like to. They didn’t see my ad and then say to themselves, “You know what, I think I’ll move into this place. Look at that picture!” They move because they have to. And chances are the uninitiated, overworked or just plain lazy will hire an agent to help them. Hell, most people hire 10. I just want to be in the mix. The ad is not to rent that particular apartment — it’s to lure in clients.

The frustration is justifiable, and none of this is meant to defend the jackass out there posting no-fee ads when he or she fully intends to charge a hefty fee. I have never understood that particular practice. I have a hard enough time renting the real apartments with only the location, size and price slightly altered. A week into the search, most renters are already a little pissed off and guarded. How the hell anyone explains to them at that point that their no-fee apartment will actually cost a few thousand dollars is beyond me.