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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