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RISMEDIA, September 9, 2009—Keeping up with the latest market trends as well as legislation and fiscal policy changes are crucial in order to stay ahead of the curve in today’s market. Here, Chason Ishii, President, Coldwell Banker Pacific Properties, Honolulu, Hawaii discusses how his company stays on top by keeping up with the latest market trends.

Chason Ishii


Coldwell Banker Pacific Properties

Honolulu, Hawaii

Region served: State of Hawaii

Years in real estate: 8

Number of offices: 5

Number of agents: 400

Average sales price: $595,000

Average time on market: 46 days

Best tip for dealing with difficult customers: Keep the lines of communication open, try to separate out the emotion from the facts and break down the process into logical options.

Favorite part about working in real estate: Helping individuals and families with their homeownership journey.

What’s the key to getting the right listing price? You need to understand and analyze neighborhood market trends and know the direction in which they are headed. In addition to looking at recently sold properties, you must know what other homes are in competition to help the seller best position their property to achieve their objectives.

How are you staying one step ahead of your competition? We bring broad value to our clients. It is especially important in today’s market to show your clients that you are knowledgeable about all aspects of the real estate industry. Instead of focusing on just a real estate perspective, you have to be aware of economic trends and how they will affect pricing and consumer confidence as well as legislation and fiscal policy and changes.

What strategies do your sales associates utilize to stand out to clients and achieve customer loyalty?Customer loyalty is about staying connected and exceeding your customer’s expectations. Our agents have an upfront consultation with their customers where expectations are discussed. Communication is vital in measuring the level of service that is being provided.

What is your best online marketing strategy? While we provide a magnitude of many different online tools and strategies, it comes down to the basics. Having a solid database of contacts that you connect with consistently will help build referrals and clients immediately and over time. Without this foundation, you can’t take advantage of numerous tools and online marketing programs available, such as e-newsletters, e-postcards and blogs.

How important are home warranties to your clients? In this market, home warranties are becoming more and more important to our clients. They are an affordable solution for sellers and buyers to reduce the level of stress that accompanies the buying or selling process. For sellers, home warranties are an important marketing tool to help their home stand out and make it more attractive. Buyers get peace of mind in knowing they will be protected from surprise expenses once the home is theirs.