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":"f041eae43e071bfb410bb87e980ab7a7","s":"a9b7f0b7ed709ec0"}
Share your thoughts. Click here