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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.