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Using "You" Often in Your Text is Like Shaking Hands with Your Site Visitors by Debbie Ferrari What does everyone own that they love to see and hear the most? Their name. But since, on a web site you can't know each visitor's name, the next best thing to do is to use the substitute, "you," or derivatives of it, such as your, yours, etc. This is wise because the thing most people respond to immediately is their own name or someone saying "you" to them. Right away, that gets their attention. If that is true, then it follows that it makes sense to use as many "you" forms on a web page as possible. The goal is to pique people's interest and hold them there in your site as long as you possibly can. Doing so implies that THEY are important to YOU, not vice versa. Now, look at the home page of your web site and count the number of "you" forms that you see there. Many agents have NO "you" forms on their home pages. Most agents have a token "you" or "yours" in the beginning of their home page text. But then they go right into first person, talking about themselves, their firm, the MLS, all the neat stuff that is in their site, and so on. They do that even though doing so is highly counterproductive. People care about themselves first, and secondly, what you can do for them. Not how great you say you are. Guess what? If they get a little empathy from you, they might even choose you to handle their transaction. . But wait, don't delete all that "me too" stuff that most agents include. Just rewrite it and precede it with "you" forms. Look at these samples: Typical approach: We Work Like
Bull Dogs To Find You-oriented approach: You'll
Appreciate My Tenacity as Typical approach: Let Us
Search For That "Just Perfect Home" You-oriented approach: You'll Save
Time Finding the Right Typical approach: We Love
to Serve You-oriented approach: Are you a
first time homebuyer? See the difference? Now, go take a look at all the blocks of text in your site and see how you can rewrite your text so that it better reflects much more of an interest in the visitor. To see other examples of text written using "you" forms, see how this approach is followed in my own web site at…….Orange County Real Estate - (South) Search MLS - Debbie Ferrari. See anything familiar there?
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Read the following from real estate professionals who are using Advanced Access' Marketing Tips to their advantage: "Just wanted you to know about the fantastic and unbelievable positive support from Brandon today regarding my HTML formatting questions for my website!! To say he has "a charming personality with an instinctive gift for working with people" is truly an understatement. I have found one of your "hidden jewels". His knowledge, easy explanations and his get it done attitude just "blew me away"....The few minutes on the phone with him literally saved me hours of frustration later. Without doubt, his knowledge of HTML coding made this call one of my most enjoyable, informative and productive sessions I have recently had with AA or any organization. Please
pass
on
to
him
my
personal
thanks
and
sincere
appreciation
for
the
sensational
help
he
gave
to
me. Best
regards, "You may be pleased to know that yesterday, one of my clients told me that my website is the easiest to navigate, and the most informative of all of the sites he has visited. Thank you for making it so." "Sir Andrew" Shaw, Realtor & Gentleman
Advanced Access |
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Debbie
Ferrari, e-PRO, EMS/CE, RECS, Broker Associate, Prudential
California Realty, who serves South Orange County, California, is
one of the earliest Realtors® to embrace Internet marketing. Her
site, 
