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How a Quality Website Translation Will Help You Reach More Customers

In the current economy, eCommerce is the go-to shopping platform for many consumers, and the number of online shoppers grows each year. This opens up an effective way to reach new target demographics, both in the U.S. and abroad. In order to reach these demographics, your company should aim to use marketing materials, both print and online, in the preferred language of your target consumers. Your website is the perfect way to reach these consumers... if translated professionally! Here’s how a quality website translation will help you reach more customers.

Don’t assume an English-only website will suffice.

On the whole, people prefer to read information in their native language. By maintaining your website only in English, you risk alienating an entire potential consumer group. In fact, a study by Common Sense Advisory found that over half of consumers simply will not make a purchase on a website if information is not readily available in their native language. 

Translating print materials and advertisements may not be enough.

If you have taken the step to translate some of your marketing materials, like advertisements, mailers and flyers, it is even more critical to offer a seamless website experience in those languages. If a customer is intrigued enough that it drives them to visit your website to learn more, they will expect to find information available in their language once they land on your website. If the process feels seamless and easy for consumers, they are more likely to continue through the sales funnel, because they feel they can trust your company, as well as the information presented.

You could reach more people than you realize with a quality website translation.

More than two-thirds of the world’s internet users speak a language other than English primarily. If you are looking to target a demographic outside of the U.S., it is imperative that you localize your website for these users specifically. Even if you are only looking to reach more U.S. users, the census data shows more than 15% of all adults in the U.S. speak a language other than English at home. This is a large percentage of the population that you could reach in a market where not everyone is already doing so, potentially giving you a huge advantage over competitors.

A quality website translation is an investment in your business. While it may be tempting to use a free translation service or ask a friend who studied the language to do it for you cheaply, this could have disastrous effects for your company and brand. You worked hard on creating the perfect text for your website; make sure that level of quality is reflected in the translation, too! A professional translation will not only correctly display the text in the desired language, it will also capture the nuances and tone you intend to convey to your new target audience, resulting in a more positive experience for your users... and more sales for your company!

If you are interested in translating your website, but are concerned about the budget for the initial investment, we recommend reading Translating and Localizing your Website on a Budget: Where to Begin

And of course, if you have any questions or concerns, let us know. The ATS team is always available  to help.

How to Become Known as the "Go-To" Realtor Among Speakers of Other Languages

With the ever-growing number of LEP individuals in the United States, it may seem like learning multiple languages would be the best way to help grow your real estate business. According to HUD, nearly 9% of the U.S. population has limited English proficiency, and about 65% of those LEP individuals speak Spanish at home. Although being able to speak with buyers in their own language is helpful, it thankfully isn’t the only way to connect with this market. Here are a few ways you can become their go-to realtor in other ways.

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1.     Find your resources. Many state REALTOR® associations provide translated copies of forms and contracts for association members. If you are a member of your state association, be sure to request this information in the languages you encounter most often. Work with lenders and title companies who offer translations of their documents, as well. A buyer who understands what he or she is agreeing to is more likely to feel appreciated and supported during the purchasing process, and therefore, more likely to recommend you and your office to friends and family when they are considering purchasing a property. The Federal National Mortgage Association, Fannie Mae, offers a translated glossary and other forms in Spanish, as well. It is worth downloading these forms for your clients to ensure they understand the process.

2.     Offer interpreting services when necessary. It is vital to ensure that your clients understand the entire property purchasing process. If your client does not completely understand what is happening, you could potentially omit steps that may be important to him/her. Your client could, for example, forego a home inspection contingency in the purchasing agreement without realizing it if they misunderstand what you’ve said in a review of the contract itself. Providing an interpreter, either in person or over the phone, will help your client feel more at ease asking and answering questions, especially when it comes to the more complicated or technical components of  contracts and negotiations.

3.     A little effort goes a long way. You don’t have to be fluent in another language to make a lasting and positive impression on your LEP clients. Make an effort to learn a few key phrases and greetings in the languages you come across most frequently. Your clients will appreciate the effort, knowing you’ve taken the time to learn how to greet them in their own language. You should also learn more about the culture of your LEP clients when possible. Knowing whether to greet with a handshake, or another form of greeting will go a long way with your clients. Handing your customers a professionally translated one-page sheet with information about you and your background can truly sell them on wanting to work with you as their realtor. It shows that you took the time to provide them information in the language in which they feel most comfortable, and you’ve told them more about yourself, which makes them put trust in you and your expertise.

Bonus Tip! The National Association of REALTORS® offers language books and programs to their members at no additional charge. You can search for offerings on their website at https://www.nar.realtor/library 

As the foreign-language market continues to grow here in the U.S., becoming the go-to realtor for one or some of these demographics has huge growth potential for your real estate business. Buyers who have a positive experience with you and your office are likely to recommend you to their friends, family, and colleagues who may need someone more sensitive to their language needs. If you’ve found other ways to effectively engage with your foreign-language market, we’d love to hear about them in the comments below!

Is there such a thing as Universal Spanish in translation?

Although we know that producing translations that are localized as specifically as possible depending on the particular locale of your intended audience(s) can be fruitful, many people find it may not be realistic to have their project localized for all of the different varieties of Spanish spoken in different locales. In 2010, Spanish was ranked number two in terms of the number of native speakers worldwide, falling second only to Mandarin. There are many different countries with Spanish speakers, and oftentimes, a company may want to release its product to an audience that spans across several of these different locales.

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While each area has a different dialect, and therefore could require specific changes in the final localized product, it is not always within a company’s budget to go through this process for every locale. So, one might pose the question, “Is there a universal Spanish I can use? Something everyone will understand?” The answer to this is both “yes” and “no” and may also depend on the text itself.

Even though there may not be an official “Universal Spanish” dialect, there are certainly terms and phrases that are considered more "neutral" without the influence of local jargon or slang. The Real Academia Española, for example, strives to provide terms that are recognized by speakers of various dialects and does well to provide the standard definitions of words, as well as their various possible colloquial meanings, which may vary by country or region. For this reason, it is a good resource and starting point to localize a translated text into a Spanish that is somewhat universal.

However, it is still noteworthy to mention that the translators and editors of your content are influenced by their own respective countries and locales, which can inadvertently impact a word choice for even the most skilled linguist. They can work together to provide the most neutral Spanish possible, and a skilled team will provide a great rendition of the text with terms that are understood as widely as possible. There is always the potential that someone will read a translated word or phrase and not immediately recognize it as one they would use in their own dialect, but typically, context allows one to perceive the intended meaning.

In short, it is definitely possible to translate a text and localize it for a more universal Spanish overall. However, in doing so, there is no guarantee that the language team will not choose a term or phrase that is more commonly used in one area over another, despite its general neutrality. If you know that your target audience is specific to a few locales, it is best to let your translation project manager know so that he or she can ensure the finalized product is best suited for your needs. It may be the case that your text is better suited to a specific area, rather than trying to remain universal.

Global Real Estate Success (Even When You Don’t Speak Another Language)

Global Real Estate Success (Even When You Don’t Speak Another Language)

You may be wondering what it takes to successfully market to and attract international clients. While speaking the language of the clients you are marketing to may be beneficial, it isn’t absolutely necessary when it comes to reaching an international market. We’ve compiled a list of 5 tips for increasing your likelihood for success.

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The Value of Hiring Multilingual Employees

The Value of Hiring Multilingual Employees

With ever-increasing globalization in the marketplace, having multilingual employees in your workplace can be of great benefit. According to recent Census reports, the population of non-English speakers in the United States has continued to rise over the past 20-30 years. Having one or multiple employees who speak a language other than English can give your business a definite edge in a competitive atmosphere.

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How Social media in Spanish can boost your ROI

How Social media in Spanish can boost your ROI

Social media has quickly become one of the top ways that businesses market their products and services. Many are also seeing the benefit of marketing to their customers in Spanish. And these days, companies are combining the two: social media in Spanish. Why? Check out these numbers… As of 2016, Hispanic buying power had soared to $1.4 trillion. This is up from just $495 billion in 2000. Of the 54 million U.S. Hispanics, 26 million are on Facebook, 12 million on Twitter and 9.6 million on Instagram.

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5 Tips for Creating Effective Email Newsletter Campaigns

5 Tips for Creating Effective Email Newsletter Campaigns

Creating an effective newsletter campaign is more than just creating good content for your newsletter. From the subject line to formatting and everything in between, your audience is more likely to engage with your email newsletter if it appeals to them. We’ve compiled a list of 5 tips to ensure that your email newsletter stands out and keeps your readers engaged.

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Provide Value: Translating Parts of Your Newsletter For Your Customers

Provide Value: Translating Parts of Your Newsletter For Your Customers

Providing value through a weekly or monthly business newsletter takes a lot of thought and time. First, you have to decide what content to include and how it will be perceived by your readers. And secondly, you want to make sure that the information you are providing will make your readers want to become (and remain) your customers.

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