A lot of marketing people in the brokerage industry look with envy at companies in this space that automate large parts of their marketing. And to a certain extent, optimizing advertising can be done by rules and robots. However, if you look at the business model of those companies automating a large part of advertising, onboarding and retention, you will see that they have little to no brand.
What I mean with that is, if they stop spending on advertising tomorrow, a few weeks from now their acquisition will go to zero. You will also see they spend a very large percentage of their revenue on advertising compared to brokers that do focus on building a brand.
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