I've spent the better part of the last decade talking with real estate brokers and franchise executives about the need to innovate and polish their brands. Most agree they should be doing more. But there's almost invariably a point where the conversation takes a fatalistic turn -- sharply left, down the dead-end street of bad excuses. "I don't have an IT department." "I can't afford it." "My agents won't get it and I can't force them to do anything." "I don't have time." These excuses hold no water in today's Web 2.0 world. As you are about to see, you don't need an IT department. Regarding affordability, you can't afford not too. As for the agents in opposition, replace them with agents who get it. They're your future. As for time, I just don't get that one. There's always time. Psst Lean in and peep this: For the price of that double-truck newspaper ad you ran last week featuring all those eager agent faces smiling at no one, you could have built your own Web 2.0 platform. It's tr...
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