This is one part of Inman’s five-part Essential Guide for Real Estate Leadership, which we are publishing throughout our first-ever Leadership Week. Read all the parts here. Please send your feedback to leadership@inman.com. If you’re a leader who wants to join us for our exclusive Disconnect in The Desert event on March 26-28, or want to recommend a colleague, send a note to brad@inman.com explaining why. In Texas, one Coldwell Banker franchise has shifted nearly all of its $150,000 marketing budget from newspaper advertising to social media while retaining a sizable expenditure for staging open houses — an old-school move they still believe to be invaluable for generating business. At another Coldwell branch in Oklahoma, a top-producing octogenarian couple have thrived as sales agents, in part by embracing the company’s Customer Relationship Management tools despite having no computer at home, and refusing to let go of that aging relic: the fax machine. “What fascinates…
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