SAN FRANCISCO — Two CEOs squared off today on their wildly different approaches to the business of real estate brokerage: one suggesting the industry doesn’t need to change much, with the other maintaining that the industry is overdue for an overhaul.

Glenn Kelman, whose company Redfin has made waves in the marketplace for its unconventional approach to agent compensation, technology and customer service — but still struggles with profitability — said "the brand has got to mean something," and he questioned whether some of the big brokerage companies do enough to differentiate their brands from one another.

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