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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\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