Marketing the Messiah

“Mashiach is coming soon, do you have real estate in Israel? If not, don’t miss this opportunity (emphasis mine).” As much as I want to forget about this real estate ad I came across recently, I cannot. I am certain you have surmised that this is not due to imminent purchasing plans of mine. My concern is using the Messianic age as a marketing tactic to lure customers and facilitate procuring real estate commissions. Sure, we may be dan lechaf zechut thinking perhaps that this agency waives their commission fee for purchases done in preparation of Mashiach. Let’s assume that I grant this assumption.

The marketing of the Messiah is still a questionable tactic to say the least. Imagine, if you will, a frum Orthodox couple who are saving up to make aliyah, but currently lack the means. Suppose that moving would put their family at risk of poverty with a mortgage that would simply be too much. Suppose even that it was manageable, but the financial shift was overbearing causing them to ultimately live meager lives in Israel. Then, suppose that Mashiach has not arrived in their entire lives. How unfortunate is such a scenario? This simple slogan, just enough perhaps to sway the fervently messianic among us, would have been the reason for a life lived with radically more hardship than necessary. This could be the difference that makes a good education and proper healthcare a reality. These would have been far more attainable had this family waited to accumulate a more solid financial footing before moving to Eretz Yisrael.

I am aware that some claim that “there is no time to waste, and we must make the move now.” If you find this concerning, ask, “Don’t our prophets say that G-d will gather all dispersed Jews at the end of days?” This clearly implies people will still be outside of Israel when the Messianic age is here. If this were not enough, question, “Do we truly believe that people would be devoid of a place in the Messianic world because of an inability to afford to move?” People live complex lives – using the Messiah as a ploy convincing people to move and raise business is not appropriate. We should not reduce our business efforts to marketing schemes. The marketing world has done wonders at capitalizing on our sense of meaning and desire to give a false sense of accomplishment and necessity. As Jews, it would be wise to steer clear of this tactic. Let us not resort to the Messiah to increase profits.

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Dovidchai Abramchayev graduated with a BS in accounting from Lander College for Men. He is pursuing a CPA and works in the NFP audit industry. In his spare time, Abramchayev learns Torah, philosophy, and theology.