by Matt Kaestner | Today 2:00 A.M.
The hardest part of running any business is finding customers. Real estate is no different. One way or another, as a broker, you’re going to spend money to attract clients and leads. You pay in either time or money. Although I understand the need to balance short-term and long-term lead generation as a way to ensure there’s food on the table next month, it continues to puzzle me to see the industry make so few investments on long-term strategic consumer initiatives.