BrokerageIndustry News

Find real estate answers in ‘Lost,’ cola wars, Lady Gaga

Future-Proof: Navigate Threats, Seize Opportunities at ICNY 2018 | Jan 22-26 at the Marriott Marquis, Times Square, New York

Coke vs. Pepsi. It's the perennial brand war and the ultimate taste test. While most of us would admit we have a preference, most would also readily admit that the two thirst quenchers are more similar than different. Like a Xerox has become a copier, a Jacuzzi a hot tub, and a Post-it a contact management system (well, maybe that one's just me), Coke and Pepsi have become words synonymous with any old cola. Ask for one, and half the time you will get the other. And even if you can detect a slight difference, chances are that you won't decline the beverage entirely. It's close enough. We talk a lot about brand differentiation in our industry. The National Association of Realtors likes to trumpet the distinction that comes with being a Realtor, but even Realtor members will admit that, to the customer, all flying discs are Frisbees and all licensees are Realtors. Similarly, as licensees, we are constantly battling to stand out, but to the guys who matter we all kind of tas...