Alex Perriello, president and CEO of Realogy Franchise Group, has some advice for innovators who are trying to create new tools for the real estate industry: Don’t fall in love with your product. Get critical feedback from top agents and brokers early in the process, incorporate their ideas into your product, and measure the results. If you can quantify the potential boost in sales and conversion rates, companies you are pitching to will be able to put a dollar value on it. “Now you’ve got their attention,” Perriello says.

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