For those of you who have know idea what I am talking about, Kim Kardashian (remind me again why she is a celebrity?) is the center of attention in a Carl’s Jr. advertising campaign for the new grilled chicken salads. So, I just purchased one of those salads for my lunch today. Sadly, it bore little resemblance to the salad depicted in the commercial (see photo).
In any case, eating this salad really made me ponder how advertising does quite a number on the general public. After all, I bought this grilled chicken salad because if I eat it, I may look as good as Kim Kardashian, right?
I read a blog post earlier today written by an agent who discussed how home stagers frequently feature very high end homes in their advertising. This tactic, she alleges, alienates those with medium-range homes who could really benefit from the service. Quite true. You may not call a specific stager if you feel that may balk at your business or they may charge too much.
I’m wondering if the same may apply to Realtors® and the clients they service. In the San Diego County area, there are certain agents that are commonly associated with high end homes. Some always have listings in the over one million dollar range. This could only mean one of two things: the Realtor® turns down listings below one million or the general public commonly associates the agent with high end listings and will not contact this Realtor® if their property is in the lower range.
There is a fine line that needs to be created in advertising. If our presentation is too lofty we may alienate some, yet if it is not lofty enough, we might alienate others. My question is this: how do you draw that line and where do you draw that line? After all, you can eat a whole lot of Carl’s Jr. salad, but you will not look like Kim Kardashian.