Home builders are out to put their best foot forward.

That's the message the Building Industry Association's Rancho Cucamonga-based Baldy View Chapter hopes to send to San Bernardino County residents with commercials to be televised from Friday until the end of March.

Area residents unaware of the less-obvious assets of housing construction might become wrongfully opposed to it, said Carlos Rodriguez, senior vice president and director of public affairs at the BIA Baldy View Chapter.

The need to address this is magnified now by the county's rapid growth, he added.

"They'll say, 'Why should we have new homes if all it's going to do is tap into our resources?' And that's not correct because we provide those resources with our quality-of-life enhancements. We want to make sure that these myths are clarified,'' said Rodriguez.

The two 30-second ads will be aired a total of 3,156 times in 61,000 households in the Baldy View Chapter's coverage area in all of San Bernardino County as well as 13 cities in Los Angeles County.

The Baldy View Chapter spent about $184,000 on the production and scheduled air time of the ads.

By the eighth week that the advertisements have been aired, it is expected that residents in the 61,000 households will have seen the ads about 10 times. Channels on which the ads will be aired are American Movie Classics, Animal Planet, Court Television, the SciFi Channel, TV Land, the Cartoon Network, Fox Sports West, the Learning Channel, CNBC and MSNBC.

The first ad begins by showing various scenes of people with contented home lives. It notes that home building in San Bernardino County, 85 percent of which the BIA's Baldy View Chapter is responsible for, added 74,000 local jobs last year.

It ends with a couple waking up in a bed among numerous others in an open field of grass. "If home building stops, where will jobs go to sleep at night?'' intones the narrator.

The second ad shows local construction in progress before the viewer sees families engaged in recreational activities. Home builders contributed $500 million in construction fees to the county last year, the ad says. "However you define quality of life, home builders make that possible,'' the narrator says.

The effectiveness of the ads will be measured by the level of calls generated to the Baldy View Chapter as the amount of times its Web site is accessed.

The Baldy View Chapter is currently attempting to assess how the housing demand has been met in San Bernardino County. The organization attempts to convince cities to raise construction fees in incrementally to prevent a potential increase in housing prices.

For example, cities could slowly raise building fees over a period of four years, adding a 40 percent increase the first year and a 20 percent increase the following three years. For every $5,000 increase in building fees, 6,200 additional families are unable to afford a home, said Rodriguez.

The BIA's Baldy View Chapter, is located at 8711 Monroe Court, Suite B. Its approximately 400 members consist of not only home builders but engineers, architects, subcontractors and other housing industry professionals. Its main office number is (909) 945-1884.