On July 26th, our fellow Hawaii real estate brokerage, Locations Hawaii, announced the official sales information for a brand new condo in Kakaako. The project, called “Ililani,” features a healthy mix of affordable units and market units and is projected to sell out quickly. As a licensed millenial, I popped open my phone and used Google to find info on the project. The resulting search brought me to dozens of non-developer websites, with the top results belonging to agents who are not even associated with Locations. There’s a clear strategy brewing here, and it made me pause and wonder what kind of message we agents are sending to consumers.
