For years, real estate agents and brokerages have been notorious for spending marketing dollars on outlets that they cannot track in terms of the return on investment (ROI). Heck, I was in the same boat for the last five years while running the marketing department for a large regional broker in the San Francisco Bay Area.

We would look at where we needed to be (newspapers, magazines, billboards, etc.), divide up the budget and spend. Then we would wait. Was the [...]

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