Real estate
February 17, 2022
Listing agents trying to fight commodification should lead with the services that make them stand out. Image credit: Douglas Elliman
By Nora Howe
As agents prepare for a post-pandemic real estate industry, they are discovering that commoditization is determining and, ultimately, diminishing their value.
{"ct":"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","iv":"31b9393923027e7b8fd14c4c9f0b5297","s":"3bfbae1adea9f90c"}
Share your thoughts. Click here