Competitor reviews color-coded for activities, interests and opinions: 

Competitor 1 Reviews (Keller Williams Realty)

Review 1:  Mike was great to work with.  He answered all of our questions, gave us great advice and really held our hand through the purchase of our 1st home.  I was impressed with the way he was available to answer emails, texts and phone calls.  I will definitely use Mike again.

Review 2: Ramon Sanchez and his team (including Veronica) did a wonderful job throughout my very difficult process. Ramon was just the right person to help me sell my property. He was referred to me by my father because over the years he raved about the great relationship he had built with Ramon over the years. When Ramon and I first met Ramon was professional, friendly, and honest. He likes to get to the point and is extremely knowledgeable. He came prepared and explained thoroughly the step by step process for selling my property. That same day we started the process and immediately listed the property.  Ramon was constantly updating me on the status of the listing. They were always very helpful and willing to work around my busy schedule. Ramon and his team kept me in the loop during the whole process especially when dealing with requests, appts, inquiries and other little things that come up when selling a home. He always returned my calls, emails, and texts right away. There were a few complications during the process, but Ramon was on top of everything and very responsive. He reassured me we would sale my property as he promised me and my family. He didn't fail me! We finally got a good offer on my property and Ramon and his team handled the closing process very well. He even went above and beyond the call of duty several times and did an amazing job in getting my property sold. I felt that he had my best interest at heart and was willing to go out of his way in order to provide the best service and keep his client happy. I would highly recommend Ramon and his team for all of your selling and buying needs. I strongly felt I was in good hands.

Review 3: I emailed her weeks ago seeking additional information on a house and other houses by the same developer... nothing... clearly she doesn't want to sell a house.

Review 4: My wife and I chose Mayra as our agent for the purchase of our first home and highly recommend her services.  She is extremely knowledgeable and passionate about what she does and it shows throughout the entire transaction process.  We were so impressed that we recommended her services to my father-in-law and he is currently working with her on a purchase. During the purchase process we had dozens of questions, all of which Mayra took the time to explain until we were comfortable.  During the process we also did hit the expected occasional bump in the road and again on every occasion Mayra fought for our interest and got us right back on track. In conclusion if you are looking to buy or sell a home and want to work with a Real Estate professional give Mayra a call you will not be disappointed.

Competitor 2 Reviews (Coldwell Bankers)

Review 1: Eddie helped me land my ideal apartment in S. Pasadena as I relocated from North Carolina. His listing was in a great area, quiet neighborhood, good landlord and amazing neighbors. Eddie consistently and quickly returned my calls and responded to my emails. Eddie addressed all of my concerns and got minor issues resolved prior to move-in. It was great working with Eddie. I highly recommend Eddie Kanouse, Realtor.

Review 2: I called in to get set up with a realtor. The receptionist forwarded me to an agent immediately. I gave him all my info and what I was looking for. I asked him to send me some listings so me and my wife can browse the listings at the time. He told me he'd get me something in a couple of days. It's been over two weeks and no call back or email. Pretty much sums up my experience with this office. I've always worked with coldwell banker for my real estate needs but from now on, not any more.

Review 3: Oh man, Noushine Rostamian is bad. She was incredibly dishonest and unprofessional in our recent interaction. This was perhaps the worst real estate experience of my life. Noushine was representing a landlord who was leasing a home. Her English language skills are severely lacking, which might have been part of the problem. She said she had a lease for us to sign and then said the landlord changed his mind. I have since learned Noushine was not honest about her communication with the landlord. Very, very shady. Steer clear!

Review 4: My husband and I met Pat and Rosie Cochran from this office at an open house. They were extremely personable as well as knowledgeable. As first time buyers trying to sort through the process we really needed people that we trusted and believed in. Pat and Rosie were with us every step of the way (and there were many steps!).  With a relatively small budget they helped us to find an amazing 1911 craftsman with gardens and a gorgeous view. They supported us through a number of bids and escrows----they always looked after our best interests.  We could not have done it without them!

Review 5: The office is situated at the most convenient location with accessible rear parking lot in Pasadena. Upon entrance, the staff greeted me promptly and friendly. Jeffrey Rimerman has been assisting me in the process of house hunting.  As the first time buyer, he has been extremely kind, patient, and understanding to me.  He answers all my questions and provides me his knowledge and expertise in the real estate field. Furthermore, Jeffrey Rimerman is efficient with newly listed properties.  I am immediately informed by him and my client portal database, which he established for me.  More importantly, I have been able to view and visit the properties right away. Thanks, Jeff!  And if you are looking for a realtor who personalizes to your fit, Jeff is THE ONE!

Review Summary

Activities: Referred by someone/Recommended someone (2), Contacted agent (3), Budget (1)

Interests: Depth of knowledge (6), Importance of communication (5), Personality of agent (4)

Opinions: Ability to work together (5), Importance of honesty (1)

Conclusions: Psychographic lifestyle profile of the target customer— clients who need an agent that is very knowledgeable about the relevant area (buyer or seller). However, the communication ability and response times of the agent they are involved with must be great and efficient as well. If the personality and zeal of the agent is fantastic, then it is a plus but is not necessary to work together.

Customer profiles

• First-time buyer: The reviews indicate that the clients prefer working with an agent with extensive knowledge in real estate and of the area they are interested in, but they also want someone who can call, text, and email back efficiently, which suggests that these clients may be young and/or first-time buyers.