It's been called a cultural phenomenon and a marketing metaphor.
By questioning the matter of a hamburger twenty five years ago, Clara Peller coined the iconic phrase, "Where's the Beef?"
This question raised by the popular Wendy's ad created a value proposition for consumers to consider; whether they were actually getting steak, or just sizzle.
The message holds as much relevance today.
For instance, savvy new home buyers entering the real estate market expecting value often raise style over function as a question of substance.
Real estate itself is an industry that offers pretty much the same old stuff, and I'm at a loss as to why so many REALTORS®, at least in the local markets, are at a point of competitive convergence.
Adding value, beyond template websites and the usual "commoditized" services offered by most REALTORS®, seems to be presenting a challenge.
How long a Realtor has been in real estate doesn't really matter either; what counts is what they're doing now, or next.