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Branding Power: Can Brokers Compete with Portals?

By Reva Nelson

With big advertising budgets, multichannel consumer branding campaigns, and ample, frequently updated content, you’d have to be living under a rock to be unfamiliar with players such as Zillow, Trulia, Redfin, Homes.com and realtor.com®. Even amid complaints of poor data accuracy on some portals, the flow of traffic to these sites is considerable. Are brokers and agents missing the boat on their own branding?

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