Buying a home is considered one of the most expensive purchases an
individual can ever make and a lot of effort is required in making the
right choice. This study aims to explore marketing communication of
off-plan homes -- these are homes under construction and being sold in
advance of its completion, highlighting an implication for informed
choice-making and trust in marketing communication. Content of off-plan
advertisements in two countries were thematically analysed.
Computer-generated images are often used, showing the development
superimposed into the skyline of the city. Developments have their brand
identities as an effort to highlight distinct personalities, however
there were differences in the use price and location as an appeal.
Disclaimers were absent in some advertisements. Taking into
consideration the nature of those properties which may not be ready
until years, information to convey trust and assurance is important, and
information should be true and not misleading.