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Learn the New Luxury Playbook at Luxury Connect | October 18-19 at the Beverly Hills Hotel

Real estate practitioners, as well as the companies and people who support them, are grappling with a problem that continues to elude their ability to solve it. We argue about who owns the data, whether we're worth the commissions we receive, and whether the boards, companies and associations are really "worth it." The underlying issues, however, are simply not being addressed. When real estate professionals are ranked lower than used-car salespeople, it's clear that we are doing a poor job in articulating the value we bring to the people we serve, whether it's at the association, board, brokerage or agent level. I recently attended a leadership training event designed to prepare the group to assume leadership roles at their board. Most of the people in the room had at least 10 years of experience. When the trainer asked, "What differentiates a Realtor from other agents who merely hold licenses?" half the room couldn't come up with anything. Why is this ...