Billboard Informs Portlanders That Only Stupid People Rent

Social Finance, Inc.'s new billboard, seen from the Hawthorne Bridge. Erik Henriksen

Up until a few days ago, the most tone-deaf billboards in Portland were the Portland Police Association's "Having Enough Police Matters" ads.

But Portlanders traveling into Southeast Portland across the Hawthorne Bridge are now treated to a brand-new condescending billboard. The ad from Social Finance, Inc., AKA SoFi, addresses Portlanders who are struggling with a nationally recognized housing crisis—and helpfully informs everyone who can't afford to buy a home in Portland that only stupid people rent.

As of December 2015, the median home price in Portland ranged from $317,000 to $412,800.