On May 28, 2013, Coldwell Banker Previews collaborated with the Ritz Carlton Chicago’s Pierre Lasserre for a presentation on how to market to affluent customers as part of the Previews Certification Course plan.
Having worked with The Four Seasons for 20 years, Lasserre spoke about what Five Star Customer Service means to him, and demonstrated how the service culture of The Four Seasons can translate across all industries of the luxury market.
“Once you can look at the bigger picture and understand the overall lifestyle of an affluent customer, you realize that the same service standards apply across all industries whether it is hospitality or real estate,” says Lasserre. “It’s all about delivering a personalized experience to the customer and recognizing that even small things will go a long way if it’s tailored to the individual’s needs.”
The Previews Certification Course plan is offered for agents interested in becoming Previews Property Specialists who cater to the luxury real estate market. Completion of the certification course entitles agents to exclusive membership benefits such as marketing materials, advertising opportunities and access to special events. Since the beginning of the year, 163 Coldwell Banker agents have been certified.