Underwater borrower turns home into billboard

Homeowners who are facing foreclosure are resorting to a unique form of assistance for their monthly mortgage payment. They’re allowing an ad agency to repaint their home, converting it into a brightly colored billboard that promotes the agency, according to Northwest Reporter.

The marketing firm, located in southern California, has ambitious plans for its scheme. It has only painted one house, but says its goal is to install 100 home billboards by year end, ultimately growing to 1,000 signs on underwater homes across the country.

ABC News reported the agency, which promises to implement “non-traditional, high impact, highly targeted alternative marketing solutions” received more than 38,000 applications in the first few weeks after the initial installation.

The first re-colored home, located in Buena Park, Calif., was painted “sunrise orange and broccoli green” to showcase a nine foot logo of Brainiacs From Mars. Asked what the neighbors think, the owner of the two-story home said the initial reaction was shock, but added, “When you explain it to them and let them know that the alternative is foreclosure, they’re on board.”

The “billboard” nets this first homeowner close to $2,000 a month, with payments continuing for up to a year. The agency has garnered international attention and reports “a 56,000 percent increase in web traffic and 2,900 percent increase in customers” within 30 days of the billboard’s unveiling.

Brainiacs CEO Romeo Mendoza said his company offers two options to comply with local zoning. Where allowed, the home features the agency logo and ads. Where zoning doesn’t permit ads, but allows any paint color, the home is simply painted in the agency’s distinctive colors.