Working magic in dark times

Letters From the Home Front

I have been thinking a lot about marketing lately. Fewer homes for sale and fewer buyers have made our competitive business even more so.

We used to say, "There is enough business for everybody." We didn’t really mean everybody, of course. What we meant was every licensed real estate agent. But now that everybody is seemingly licensed, everybody really is everybody, and there just aren’t enough buyers and sellers to feed the hungry agent population. Marketing ourselves to make a distinction is becoming more important than ever.