Editor's note: This series details business strategies employed by a range of brokerage companies. Read previous columns in this series: "A case study in cost competition," and "@properties: It pays to be different." This column -- the second of two parts -- focuses on the business strategies in play at a small, independent real estate brokerage company. Read Part 1: "Small brokerage thinks big." Where the GoodLife Team differs from differentiators like Chicago brokerage company @properties stems primarily from its focus on a specific type of agent. Its recruitment and training ties in to the company's focus strategy. Focus strategy, as defined by Michael Porter in his 1980 book, "Competitive Strategy: Techniques for Analyzing Industries and Comp...
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