T
he blue recycling bin at the end of a driveway in Suntree is not merely a plastic receptacle; it is a graveyard for every magnet calendar that failed to tell the time. It sits there, sun-bleached and slightly warped by the Florida humidity, serving as a silent, weekly tally of the industry’s failure to read the room. On a Tuesday morning, it might hold three glossy postcards from the same agent, a “market update” that contains no actual data, and a thick envelope with a font designed to look like a grandmother’s cursive, though it was printed by a machine in a warehouse three states away.
Every homeowner in Brevard County believes they are the target of a sophisticated marketing campaign when, in reality, they are merely a data point in a failing math experiment. But this assumption of importance is the first mistake-a comforting facade I maintained for years until I realized my own silence was being sold back to me-because the industry doesn’t want your business as much as it wants your attention span. The doctrine of the “touch” has replaced the doctrine of the “truth.”
The Definition of a Facade
I spent of my adult life referring to the front