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Are you doing too little, too late to manage your reputation?

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With political season in high gear, reputation management seems to be getting a bit more press than usual. For real estate professionals, many of whom rely very heavily on their "personality brand" -- not to be confused with personal brand, I'll get into that in another column -- reputation management is always high on the list of things to worry about late at night. The trouble with reputation management, as a service, is that it typically is applied too late, too thinly and without enough conviction. While some of my friends in the industry might add "just like so many efforts in real estate," I refuse to go there. Plenty of real estate practitioners approach their actions strategically. Painting the entire industry with the same broad brush doesn't help, rather it gives solace to those who should be improving but for whatever reason are not. To help people improve, when it comes to reputation management, I've made a list of things that aren't reputation manageme...