In personal service businesses such as real estate, people choose to do business with people. Although company brand might play a role, ultimately people decide to use a real estate agent that they at least know-and-like. The biggest mistake that most agents make is only expecting to do business with people they already know or the people they are referred to. If agents would simply understand that there has never been a better and less expensive time to promote their personal brand in a humble way, they would start attracting more business than they could ever imagine.
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