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The Honolulu Advertiser
Posted on: Friday, July 19, 2002

HAWAIIAN STYLE
House on market does the sales talk

By Wade Kilohana Shirkey
Advertiser Staff Writer

When house-hunters say this almost $1.5 million Koko Kai manse for sale with the drop-dead ocean view "really speaks to them" — listen up.

And when queues of curious onlookers outside say "the voices" come through their car radios — believe, believe.

In fact, the home known as "The Jewel of Koko Kai" "calls out" to some 20 or so folks a day who gather streetside, rendering the Lumahai Street property a temporary "sightseeing destination."

They arrive in everything from Mercedeses and Lexuses, to family sedans full of tutu, auntie and Roover — and motorcycles.

As many are curious sightseers as prospective home buyers, said owners Frank and Doreen Sales — or worse, said Rob Burns of Abe Lee Realty, other real estate agents checking out this latest wrinkle in high-tech real estate: the "Talking House." It has the word "virtual" written all over it: a virtual real estate agent, on duty 24-7; virtual house tour and, now, virtual sightseeing stop.

And your own private little virtual radio station, extolling the virtues of the property.

"Tune Car Radio to 1610 AM," instructs the unusual "For Sale" lawn sign.

The recorded welcome and virtual tour of the house, transmitted from a small VCR-sized console inside the home — with a range of about three houses to each side — extols the home's features: the beauty of Diamond Head views from wrap-around balconies; the scintillating city lights reflected from wall-length mirroring; Bali-style antiques, columns, and raised, carved bed; vaulted ceilings and soffits; open stairways. Pure unadulterated class.

It tells of marble baths and glass-block partitions; granite counters and brushed-aluminum appliances. A pool and spa of cobalt blue tiles, and floors of stone, wood and Berber.

The price at this rarefied end of the luxury real estate market is given as simply "1 point 426," the word "million" simply unneeded. It'll get you three bedrooms and three baths. And a drop-dead gorgeous view in one of O'ahu's classiest neighborhoods.

For the right person, there's even a "turnkey package," including everything from the furniture or Mercedes parked outside — down to the silverware. The buyer could just unpack and move right in.

"This home is for someone who has worked hard and wants to enjoy his success," Burns said.

For Arizona resident Sales, that came from "buying, building, and selling" companies — an "entrepreneur with an interest in development," he jokes. "I'm taking a hiatus from capitalism," he said, having recently sold a national recycling company, and readily recognizes the irony of his last name.

The Koko Kai manse is the Radford grad's "vacation home." Ironically, he grew up tossing newspapers in this very neighborhood. "The Advertiser!" he said with a playful wink.

Now he, wife and new child have their residential eyes set on "bigger and better" in Kona.

Sales first saw the "Talking House" sales system in Arizona and mentioned it to neighbor and friend Burns. It didn't take 30 seconds to make the decision on the innovative marketing tool.

"We wanted to use every marketing tool in the book," Sales said. "We wanted to cast a 'wide net.'"

"Hukilau," corrected Burns.

It's working: Now, said wife Doreen, "every time I open the door, there's someone there."

Of added interest to the Saleses are extended possibilities of the new, approximately $600 system.

You can order the system with canned sales pitches, from the likes of Brando, Cher, Clint Eastwood and Bugs Bunny.

Sales hopes to localize the concept perhaps with a local comedian doing imitations of Hawai'i celebrities. "You can have some fun with it," said Burns.

Additionally, vocal "links" similar to the Internet's could be added to the recording, advertising a mortgage company, escrow company or lawn service: "We could sell cars on this thing!" joked Sales, ever the entrepreneur.

More than 100,000 "Talking House" systems are in use nationwide most tuned to 1610, the one radio frequency never assigned commercial stations.

The innovative marketing tool has generated more than just interest in the house for Sales: "One of the neighbors called — wondering who the 'sexy bedroom voice' was on the recording." It was a relative's.

The Mainland innovation seems well-suited and timed for Hawai'i's market, said Burns: "The Internet on your radio dial — real estate 'talk story,' local style!"