David, Goliath vie for upper hand

Can big brokerages meet the challenge posed by smaller competitors?

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SAN FRANCISCO — New technology can help small, independent real estate brokerages compete with franchises that have become household names by besting their larger competitors in online marketing and customer service.

But don’t expect the big brokerages and franchises to give up market share without a fight. Many are led by capable executives who are well aware of the changes taking place around them, but who face institutional resistance to change.