The Guy Real Estate Gurus Hate

Sep 3, 2013 by

I cruise a lot of financially oriented blogs and websites, and lately I’ve been seeing this everywhere I go:

real estate gurus hate this guy

Who is this guy? (Not Obama–the Elvis wannabe.)

I wouldn’t be surprised if you’re seeing the same ad in one of the two Google AdSense slots embedded in this webpage. The ad’s protagonist—I call him Mr. Blackshirt—has got a major push on. The image above is a screenshot, so you can’t click on it. But you could click on the real AdSense ad if you cared to. I’m not encouraging you to—Google whacks bloggers who do that.

I Find the Real Estate Millionaire Ad Fascinating

I’m a bit fascinated by this ad. I pause and look every time I see it. I’ve never clicked on it though. This little 300 x 250 px image piques my curiosity in many ways and I’m intrigued by its design and what that implies about the ad’s target market.

  • Why is Mr. Blackshirt duded up like an Elvis impersonator? The puffed-up, Grecian Formula-treated hair (or bad Paul McCartney wig), the shirt unbuttoned to mid-torso, the pendant dangling—he looks as though he could be crooning “Love Me Tender” rather than revealing real estate secrets. Evidently a characteristic of the ad’s target market is deep respect for “The King.”
  • Mr. Blackshirt’s appearance must also be intended to lend credibility to the “Real Estate millionaire” claim (unless it’s President Obama who’s the real estate millionaire). So the ad’s creators apparently believe that their target market associates Elvis-like trappings with wealth. I think I read once that Warren Buffett dresses similarly when lounging around his home, as Mr. Blackshirt seems to be doing.
  • Notice the veranda (I think) and open doors to a garden, complete with palm tree, in the background. Again, for a certain target market, verandas, doors that open to gardens, and living where palm trees grow means you must be wealthy. (Our neighbor has a palm tree. It’s right next to the refrigerator that’s been situated in his front yard for about a year now.)
  • I guess we can assume—though it’s, I think, intentionally ambiguous—that Mr. Blackshirt, not President Obama, is “the guy”  real estate gurus hate. Or maybe it’s both?
  • And why is Obama’s picture in the ad? I find this the ad’s most interesting feature. I think I understand the marketing strategy: according to FOX News, President Obama hates rich, successful people like Mr. Blackshirt (that’s why he’s angrily pointing a finger at him) because Obama’s a socialist you see, and if you hate Obama because he’s a socialist or because he’s an obviously angry black man or for any other reason, then you feel a kinship with the persecuted Mr. Blackshirt which makes you more likely to click his ad. Here’s the subconscious “thought” process the ad’s designers aim to spark: “If Obama is out to get Mr. Blackshirt, then Mr. B must be doing something right, and I’m going to stick up for the guy and click his ad so I can maybe find out why Obama’s after Mr. B and also so I may one day live among palm trees too and be hated by Obama because I’m wealthy. Besides, he looks like The King.”
  • “Real Estate Gurus HATE This Guy!” Really? Somehow I can’t picture a guy like, say, Donald Trump giving Mr. Blackshirt a lot of thought. The two might enjoy swapping hairdressing stories over a martini, however.
  • “…3 cataclysmic shifts that will Bankrupt 97% of real estate investors!” Not 90%, not 99%, but 97%. Evidently the fortunate 3% who will avoid bankruptcy are those who will absorb Mr. Blackshirt’s Elvis-ian teachings.

Have You Clicked This Ad?

As I mentioned, I haven’t clicked Mr. Blackshirt’s ad, and I’ll resist the temptation. I can tell you though what’s next, generically, if you do click the ad: Mr. Blackshirt isn’t going to share anything with you until you send Mr. Blackshirt some cash. Living among palm trees and maintaining a proper pendant collection is expensive, don’t you know.

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