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":"154c58ed60311b0145b2d45b862eea62","s":"8cc5619d96b8b39b"}
Share your thoughts. Click here