Among the words most feared by Madison Avenue is the term "clutter." In marketing, "clutter" means so many alternative choices are vying for attention that it is hard for one ad or message to stand out.

All of which brings us to my son, the 15-year-old who reads copiously. One day he looked at me grinning and said, "you have to read these ads. This is different."

And there before him were real estate ads that dealt with a complex issue: How do you market properties which are less than wonderful?

• "Good, Bad & Ugly! This is a real handyman special."

• "Almost livable! It has walls that are begging for paint, carpeting that has seen better days."

• "Ghosts! If you are easily frightened, don't come near this 3BR home. I don't know what you'll find inside. It's been abused & needs work."

Such ads present an interesting perspective. They acknowledge that given properties are something less than pristine. The ads certainly stand out, but do they work?

According to Maggie Buchman with Century21 Platinum in Germantown, MD, the author of the ads noted here and a Realtor® who offers VA and HUD foreclosures as well as services for buyers and sellers, "The customers love my ads. In one week I received 72 calls, so I know it's working. I had one lady tell me it was a breath of fresh air."

Buchman makes an important point: The purpose of advertising is to make sales. If a home is less than perfect, perhaps a lot less, then why not say so up-front so that everyone understands what's for sale?

No doubt many sellers are pleased to see their homes described in glowing terms, and certainly many homes should be described as unblemished and wonderful. But truth in advertising and common sense suggest that some properties require extensive repairs and remodeling; that they are not for buyers looking for homes in mint condition.

Buckman also has properties that deserve a more traditional advertising approach. For instance:

"HOLD YOUR HORSES in 2 barns - 12 stalls, 28.9 acre home comes complete w/4BR, 3BA that will delight you. It has every modern convenience. $475K."

In reading these ads my sense was that each conveyed a sense of credibility. If I was in the market, I would prefer such ads because they seem straight-forward, clear, and believable.

Advertising today is infested with the dual problems of volume and credibility. There are just too many advertisers vying for public time and attention, and there are too many ads which leave me wondering what to believe. If you want to befuddle a university math professor, just ask him or her to figure out the cost-per-minute for long distance calls advertised on television -- but first be certain to capture the little notices, exceptions, reservations, and limitations that flash by at a rate only speed readers can comprehend.

We cannot reduce the number of ads, nor should we -- everyone must have an opportunity to reach the public. But surely it wouldn't hurt if more ads simply said what they mean in terms we can all understand. After all, if such ads can catch the attention of a 15-year-old, maybe there is a concept here which should be more widespread.

Question Of The Week

Q We acquired an investment property, fixed it up, and now want to sell. Is there any way to get around the 18-month holding period required to qualify for long-term capitals gains treatment under the 1997 tax reform rules?

A There is some good news that may help. According to Keith Spritz, an attorney and CPA with the Appleton, WI accounting firm of Schumaker, Romenesko & Associates, S.C., the holding period to obtain the lowest capital gains rates has been reduced from 18 months to 12 months for investment properties sold on or after January 1, 1998. Please see your tax adviser for specifics.

Weekly Resource

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Published: August 11, 1998

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Editor's Note: This article reflects the opinions of Peter Miller only and not necessarily the views of this or any other publication, organization or Website owner.

Peter G. Miller, also known as OurBroker®, is the author of six real estate books -- including The Common-Sense Mortgage -- and is the original creator and host of America Online's Real Estate Center. Peter's weekly columns appear in more than 100 newspapers nationwide, he is also published in a variety of other media outlets and he is a frequent speaker at national events and conventions. Peter welcomes your questions, comments, and news releases via e-mail at .