How important are the GRE’s?
That depends on the program. In general the GRE’s do not carry the same weight as the SAT’s. They are, however, usually mandatory although a few programs do not even require GRE’s any more. Many programs use them simply as a threshold: good scores allow you to get a foot in the door for consideration. Other schools use them solely in determining financial aid. Generally, the verbal is more important for liberal arts students but for students in English, Psychology and Math there are also subject tests.