Do you remember the song by Carly Simon in the 70’s “You’re So Vain”? It was a huge hit back then.  Unfortunately, the lyrics could easily apply to most REALTOR Web sites.

You’re so vain
You probably think your Website’s about you
You’re so vain
I’ll bet you think your Website’s about you
Don’t you? Don’t you?

I was in a 3 hour meeting with a top web designer and top marketing strategist. We were making the plans for a new design for my wife’s real estate website. The marketing strategist had some very awe inspiring looks, the designer had some very clever functioning, and I am passionate about content.

The web designer’s functionality was incredible, futuristic, and incorporated elements that could really aid in increasing the amount of content I could put on the front page. The marketing strategist wanted to be consistent with my wife’s look in her advertising. She has very beautiful looks that would be perfect on the digital billboards in Times Square New York.

So my wife decided to put her in charge of building the front page design. What a mistake! Nice looks, but no room for much content, no call to action, and no ability for people to communicate directly with my wife’s team. Basically, the front page design lent itself to only one thing. It looked good. However, in terms of being able to hold good content and put it in a functional call to action, it was lacking. The marketing strategist and my wife wanted this incredible look, but then I asked these questions:

• What do customers want?
• What do the search engines want?
• What is the goal of our website?

Answers

What does the consumer want? Knowledge. The consumer only wants to be able to have access to knowledge that will help them understand everything they need to know about purchasing a home and living in the area.

What do the search engines want? Good relevant content.

What is the goal of the website? Bring in quality leads that translate into sold homes.

Understand that a bad looking website can make you far more money than a good looking website (I have consistently demonstrated that). Consumers are not interested if your site is cool, they are interested that your site is easy to use and has the information they are looking for without having to give their personal information. Google®, Yahoo®, and MSN® search engines are not concerned with the cool factor because it is not part of their criteria of what they are looking for. They are only concerned that you have well written content that consumers are looking for. They don’t even know what your website looks like and for that matter they don’t care.

Think about it this way. There are hundreds of millions of people who search the internet. They go to a search engine, they don’t know who you are when they search, they search on the basis of information they put into their little search bar. The search engine then goes out and searches for content based on the desired search of the user. Where in any of this did you see the necessity for cool, nice, pretty, etc. Nowhere! Why? No one cares, but you.

The bottom line is that this is a YOU issue not a THEM issue. You are so concerned about how you look, you have forgotten what is really important. Here is a simple form for you to use. Find out what the IEC™ wants and give it to them. I think Zig Ziglar sums it up best in this quote:

"You can have everything in life that you want if you just give enough other people what they want."

What are the results of my story of the marketing strategist, the designer, and myself? Basically, the marketing strategist is sticking to their print advertising. We are sticking to making money. Why? I’m not so vain.

Jay Izso a,k.a. "Dr. Jay" has his Masters of Science degree in Psychology from Washington State University. He was a former instructor of Human Learning and Motivation, Experimental Psychology, and Statistics at Washington State and North Carolina State University. He has been part of the Linda Craft Top 50 Internationally Ranked RE/MAX Team located in Raleigh, NC, since 1996 where he developed Linda’s award winning Websites and cutting edge technologies.  He is also head coach for the Mr. Internet® Total Solutions Coaching program. Many of his articles and writings and observations can be read at www.realestatepsychologist.com.