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War on real estate commissions

Realtor.com president says focus on marketing

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Now that home sellers are challenging real estate commissions more than they ever did before, realty agents can better protect their fees by focusing on marketing homes rather than selling them, according to Realtor.com President Allan Dalton. "Homeowners don't need Realtors to sell homes; they need Realtors to sell homes for more," Dalton said during a recent Inman News audio conference. Listen to full conference: Become a Member! He used the example that anyone could sell a SuperBowl ticket for $500, but a person with a marketing plan could sell the same ticket for thousands of dollars.  Dalton, an industry veteran and longtime real estate marketing expert, became head of Realtor.com in 2002, after a five-year stint with NRT. He joined NRT in 1997, when the Cendant Corp. unit acquired an independent brokerage company he had owned for 12 years. Westlake Village, Calif.-based Homestore operates the Realtor.com homes-for-sale Web site under a contract with the National Asso...