A home of your own.

Those words capture a lot of emotion, many hopes and dreams. It’s a place to express yourself and do exactly what you want, when you want. You can decorate, landscape and shape your home with no limits other than your imagination and your budget.

Simply put, homeownership represents absolute freedom.

No matter if you are marketing mortgages, diet pills, or anything else, it is not good to focus on the “best case scenario” results that not all consumers can expect to get.

If there are important terms and conditions associated with an advertised price, payment, or rate, make sure to spell out the particulars very clearly and prominently.