I have been thinking a lot about marketing lately. Fewer homes for sale and fewer buyers have made our competitive business even more so. We used to say, "There is enough business for everybody." We didn't really mean everybody, of course. What we meant was every licensed real estate agent. But now that everybody is seemingly licensed, everybody really is everybody, and there just aren't enough buyers and sellers to feed the hungry agent population. Marketing ourselves to make a distinction is becoming more important than ever. When you can least afford to aggressively market is when you most need to be investing. That is the cruel irony of this business. Sure, we can work smarter and redirect more of our resources toward the lower-cost strategies (online being the most...
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