Real estate agents are unusual creatures, according to Scott Durkin, CEO of Douglas Elliman, who spoke about their resistance to change and new spotlight as media celebrities during a session at the Blueprint Conference this week in Las Vegas.
In "Building the Brokerage of the Future," Durkin said real estate agents are very meaningful in helping their clients, but now the successful ones are having to get used to becoming "the star" of the transaction.
"It used to be all about building relationships," Durkin said. "But the playbook has changed. You have to be a star on social media and use CRM software to help get you there."
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