Personally, I like you consider that false advertising unless they mention in the ad that the price is just for the home. There are a few builders that even in a community will advertise the home price then in very small print say plus lot. And of course some of them have a price that includes a standard lot, but you pay a premium for conservation lot, lake lot, golf lot or large lots. I would want to see the ad though before I would say whether it is false advetising. Some builders will build on your lot, and they may give a price for the home, but it may not include site preparation and other work as there may need to be fill added, trees removed and complications. Can you give information as to what the ad actually says?