NEW YORK -- In the fast-changing world of the Web, real estate professionals are often at a loss for where they should start in order to get the most bang for their buck. There are two important steps to keep in mind: First, figure out who you are, and then go out and say it using different tools over and over again. That was the message in a series of panels Wednesday at the Real Estate Connect conference. "If you go fishing with one pole, you get one lead. With 10 poles, you get 10 leads, and then convert seven or eight of them," said Paul Zweben, a broker for Prudential Douglas Elliman. In a world where anyone can publish content for free and people want to hear only information that's relevant to them, agents should ask themselves, "What do I know better than anyone else?" said Mark Josephson, CEO of hyperlocal media company Outside.in. Once they've figured that out, starting a blog is essential. For those agents still on the fence, agent coach Tom...
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