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| Communication Skills and Commissions |
| Commentary by Darryl Davis, CSP |
I believe part of the reason for so many disruptors in our markets is that we aren't doing enough to promote the value that our services provide. To quote Judy LaDeur, real estate recruiting expert: "In the absence of value, money becomes the substitute." In other words, if we can't communicate value, then consumers will simply base their decisions on price. I applaud the National Association of REALTORS® (NAR) for this year's "That's Who We R" campaign. In their explanation about the campaign, they say, "In this digital age, hyper-connected consumers often think they can do anything and everything with a click of the button, including buying a home. The current real estate landscape gives consumers false hope that the process is as simple as ...
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