The words we use to describe things are powerful. They’re hooks that we use to find information. For business owners, the words that customers use to describe things are hooks used to attract more customers.
Mirroring the language of those around us is a way to grow closer together. Marketers have used this to advantage for some time. Online is no different. Search engine optimization is perhaps the most focused and science-like effort by business owners to mirror the language of customers.
Let’s look at the real estate industry as an example. In the chart below, 2008 is the year in which more people were seeking a house for sale than a home for sale.
2008, especially the end of it, was a pretty traumatic year in the United States. The housing market, at the center of the collapse of a financial bubble, was especially traumatized. There are a variety of search and website behaviors which have changed dramatically since 2008. The words used to describe the place we live may be one of those changed things.
I guess the old saying “A house is not a home” is now reversed.