At Lennar Everything’s Included … Except Everything Else
I occasionally visit new home developments to keep an eye on trends. Recent I went to a development by Lennar where they were touting their Everything’s Included® program.
Only it is just a title. Everything was clearly not included. I don’t expect them to include the furniture or the drapes. But I was surprised to see flooring, counters, fixtures, molding and structural features excluded. Why all the focus on the words “everything’s included?” It seemed as if everywhere I looked there was a sign that something or another wasn’t included.
For the most part these items are not typically included by other developers either. Nor did they fool me. I was simply appalled that Lennar would try and mislead me. It reflects very poorly on them and makes me think they will not deal honestly with me in other ways.
To Lennar: try “free upgrades” or “many upgrades included”. When you say “Everything’s Included®” and it is not you look silly or deceitful depending on the individual. (Even with the registered trademark)
To all businesses: Play it straight, provide a value and promote that value. Don’t even get close to misleading your customers.