There is a new trend in Rapid City, South Dakota which I'm sure has been going on in big cities for years -- marketing to the elite, high dollar clients. Obviously the benefits of reaching this market are higher commissions and most likely more demanding clients but I still find this marketing pill a little difficult to swallow.
In my opinion, specilization in only one class of clients not only puts that agent at higher risk of violating equal housing opportunity regulations but also creates a tiny bit bigger wedge in the gradual class segregation that our country is experiencing.
Who doesn't like to get the special treatment now and then but why a realtor would advertise their services in a manner that implies they only work with (or prefer to work with) the upper end, luxury clientele is a mystery to me.
If you read The Millionaire Next Door by Thomas J. Stanley, Ph.D. and William D. Danko, Ph.D. you will discover that the majority of the people who fit into the category of "Millionaire" live under very modest means. Here is a small excerpt describing these clients:
- * Most of us (97 percent) are homeowners. We live in homes currently valued at an average of $320,000. About half of us have occupied the same home for more than twenty years. Thus, we have enjoyed significant increases in the value of our homes.
- * Most of us have never felt at a disadvantage because we did not receive any inheritance. About 80 percent of us are first-generation affluent.
- * We live well below our means. We wear inexpensive suits and drive American-made cars. Only a minority of us drive the current-model-year automobile. Only a minority ever lease our motor vehicles.
I think Thomas Jefferson said it best in our Declaration of Independence, "We hold these truths to be self-evident, that all men are created equal...". I think we'd have a lot less jealousy and hatred in this country if we treated everyone as our equals, no matter what their yearly income is or what car they drive or who they know.