'avatar' the movie overpowers polk county-based home builder's name

Overshadowed by the 2009 movie "Avatar,"a 76-year-old home-construction company in northeast Polk County has decided to Change its name from Avatar to AV Homes Inc.

Company Vice President Carl Mulac said Wednesday it was "costing a lot" to try to keep a high-profile presence online when most Internet searches for "Avatar" turned up links to the movie rather than to the Poinciana-based home-building business ofAvatar Holdings Inc.

AV Homes said that, at a time when 90 percent of potential customers begin their product searches on the Internet, competing for attention online with the highest-grossing movie of all time was difficult.

Real estate advisory firm RCLCO advised the company, which builds in Florida and Arizona, on the rebranding and the new name. 

Source: OrlandoSentinel.com