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.
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