Sometimes just the smallest of changes can have very big results.  Take for example a recent interview I had with Jim Dolanch (www.jimdolanch.com) during one of our Online Dominance Live Group Coaching sessions.  He described how he changed just three words to two on the home page of his Website which made a huge difference in visitor interaction.  And ironically the words he changed are commonly used by most agents on their Websites.  Here’s what he did…

First, take a look at how Jim’s Website used to feature a listing:

 Then Jim started thinking about what buyers are really looking for.  “Featured Property” implies you are trying to sell a particular property, which is not necessarily in their best interest (think about for a moment from their perspective –they don’t care what you think is special!)  So he changed the title to something much more interesting from the visitor’s perspective (see below):

Now THIS is much more interesting...

The Results…

You wouldn’t think that something as simple changing “Today’s Featured House” with “Best Buys” would make much a difference —but did it ever!  Jim said his measured click-throughs for this part of his site skyrocketed compared to what it was before.  The moral of this lesson is two-fold:

• Don’t look like everyone else if you want to stand out;
   

• Stress visitor VALUE instead of FEATURES.

Now take a look at your Website for a moment from your visitor’s perspective (be sure to take off your REALTOR hat when you do ).  What two or three words can you change that will make a world of difference in the productivity of your site?  A very worthwhile exercise indeed!