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Content is King: How to Win the Battle against Portals

By Reva Nelson

It’s hard to deny that the giant real estate portals are doing more than simply holding their own when it comes to branding and attracting Web traffic to their sites. They attract the lion’s share of real estate traffic, and typically have bigger advertising budgets and deeper pockets for building brand awareness than the typical real estate firm. But there’s at least one area where brokers and their agents have an advantage—if they choose to seize it: local content.

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