Marketing to an audience that doesn’t speak English can seem a little daunting if that’s the only language you’re comfortable speaking. The great news is, however, you don’t actually have to speak another language to effectively market to another demographic! You can market to this audience in a variety of ways, and one of the best places to begin is with your online presence, since so many people begin their real estate property search online. Here are 3 tips for targeting your non-English speaking customer base virtually.
1. Start with your website. Websites are a great way to interact with an audience that doesn’t speak English. Your buyers are most likely starting their property search online and searching for listings in their preferred language. If your website and listings are translated, they will feel confident in your agency’s ability to assist them, and appreciate that you’ve taken the time to tailor your content to them. Be sure to use a professional translator or agency to handle this. Errors caused by free translation tools can be extreme and have a truly negative effect on your brand, even though you have great intentions!
BONUS TIP! Utilize social media to your advantage. Figure out which social networks your target markets are using most and use those to reach out to your new audience. You may even look into hiring someone who is bilingual and skilled in social media marketing to draft posts and share relevant content in your target market’s preferred language.
2. Develop a multilingual SEO strategy. Once you have professionally translated your website, you’ll want to consider a multilingual Search Engine Optimization (SEO) strategy. If your website isn’t showing up in search results, the translation you’ve worked so hard and paid to complete will not provide much return on your investment. Analyze your audience and tailor this new strategy for them. You’ll find that it often differs greatly from what you’ve already created for your local English-speaking audience.
3. Deliver an effective and targeted email campaign. If you are already sending out email newsletters to your clients, consider translating some of these for your non-English speaking clients. You may not have to translate everything within your newsletter, but if you know your client’s email address and preferred language, you can specifically target that group with your amazing your content. Email blasts in someone’s preferred language are more likely to drive traffic to your website and are a quick and easy way to stay in touch with those who have already decided they trust you enough to sign up for it!
BONUS TIP #2! Don’t forget to ask for referrals or testimonials you can use in your marketing or on your website. Once you’ve driven more traffic there, it’s a great way for your new and/or potential customers to see why working with you is such a wonderful option.
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