You've got questions.
We've got solutions.


A BLOG FOR THOSE WITH VISION...


Effective Online Real Estate Marketing: When Your Market Doesn’t Speak English

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.

pexels-photo-259646.jpeg

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.

You may also enjoy:

The Benefits of Translating Your Newsletter

How Social Media in Spanish Can Boost Your ROI

How to Use SEO For your Multilingual Audience

ATS Client Feature: National Church Residences

Accessible Translation Solutions is excited to kick off a new blog and social media series with you! Welcome to our ATS Client Feature, where we will share a little information about some of our favorite translation and interpreting clients. This month we're delighted to feature National Church Residences. We love working with them and hope you will enjoy learning a bit more about what they do!

National Church Residences is an innovative leader in support services for seniors and their families. National Church Residences serves a diverse population of seniors from many different cultures and ethnicities, which is why National Church Residences has come to us various times since 2013 to have their tenant agreements and notices translated to Spanish and Chinese.

Special thanks to National Church Residences for being our first client to feature! Stay tuned to learn about our other translation and interpreting clients. We can't wait to share them with you! If you would like us to feature you in this series, please contact us and let us know.

The Value of Multilingual Employees in the Workplace

With the ever-increasing globalization of 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.

Top Five benefits of hiring a multilingual employee:

  1. If you are looking to expand your business to a new market, a multilingual employee can be a great asset. Let’s say this client base does not speak English natively. They may feel more comfortable speaking to someone in their native tongue, trusting your company more, as a result, and increasing your chances of gaining them as a client.
  2. Building a multilingual customer service department means drawing in a customer base who feels confident in their ability to do business with you. They know that if they do have any questions or concerns, they will be able to address these things seamlessly in their native language. When customers feel comfortable, they are more likely to buy.
  3. Someone who has taken the time to learn another language has often learned about the cultures where the language is spoken in the process. When working with clients and customers from other places, understanding a few nuances about their culture and what may or may not be important to them can make a difference in how they perceive your brand.
  4. A professional translation agency is key to handling translation and interpreting services, since it already employs translators and interpreters with the proper experience, education and training for these skill sets. An employee who knows another language will likely be able to assist with smaller language-specific tasks, but it is dangerous to assume that he or she is as comfortable in writing as in speaking. The two skills are quite different, and when your brand is on the line, it’s vital to ensure a professional translation. In addition to speaking verbally with clients and customers as previously mentioned, if you receive an email or mail correspondence in another language and need a quick understanding of the gist of the message, or if you wish to set aside time for an employee to review translated content through the eyes of your customers, multilingual employees would be quite effective.
  5. The benefits are not simply linguistic in nature. Studies from the National Institutes of Health and Northwestern University have shown that individuals who speak multiple languages typically have a stronger ability for both multitasking and processing information more quickly and efficiently than monolingual individuals.

What has your experience been like with your multilingual employees? We would love to hear about benefits you’ve encountered that we may not have mentioned. Feel free to leave a comment below!

So, what languages can you handle?

Accessible Translation Solutions (ATS) handles a wide array of languages, and this selection of languages is ever-growing. For our most current and up-to-date list of offered languages, please see our List of Languages. If the language you are looking for is not listed here, that does not mean we are unable to provide the service, however. This list of languages is constantly growing depending on our clients’ needs, so we recommend contacting us even if you don’t see the language you need listed.

Our list of languages that we currently offer displays all languages for which we already have a team (or several teams) of linguists we’ve assessed, worked with, and approved to offer quality translation and/or interpreting services for you. Although we have linguists already approved for these language pairs, we will ensure that the best linguists we can provide are assigned to your project. If our current available linguists do not have experience working in the field your project falls into, we will be glad to use our available resources to recruit a team who will be best-suited to perform the work on your project, whenever possible. For example, if your document is a rental agreement, and our linguists with expertise in legal documents are unavailable, we will then recruit another team to ensure the best possible translation.

This is also true for the languages not currently listed on our page. If the language you are working from or into is not listed on our page, please contact us and let us know the details of your project. We will then be able to begin recruiting a team for your project type. We do all of the recruitment and assessment of linguists so that you don’t have to, and so that you can feel comfortable knowing that the right team of linguists is working to provide you with the best service possible. Our Project Management Team will also oversee the project from start to finish, handling all linguist communication, file passes, and quality control. This way, by the time you receive the translated files, you can be sure they have been handled not only a professional team of linguists, but also a quality control check to ensure your files are ready for use in your target language. No matter which language your document would need to be translated from or into, Accessible Translation Solutions is willing and glad to assist with the best team of linguists for your project.

Translation vs. Interpreting

When it comes to the language industry, it is important to know if you will be need translation services, interpreting services, or both. The key difference between the two lies within the channel of communication you require. Translation deals with written communication whereas interpreting is a form of oral communication. You will need a translator if you are looking to have written communication such as legal contracts, medical records, website verbiage, newsletters, articles, or books in another language. Conversely, interpreters work in real time. If you need to ensure someone who speaks another language understands what is being said at a conference or meeting, or during a court proceeding for example, you will need to seek an interpreter.

Since translation focuses on the written word, a good translator will ensure the entire meaning of a text is rendered correctly when written in the target language. Translators must be extremely well versed in the grammatical and linguistic rules of both languages to ensure the message is transmitted appropriately for the target audience. Although the message will often not be transmitted word-for-word because of stylistic and lexical differences between the two languages, the meaning will always remain the same. A professional interpreter will also ensure the original meaning is captured when speaking the message into the target language, so he or she will also have an excellent grasp of both languages, just like a translator. However, since interpreting is carried out in real time, the interpreter must also have the ability to listen to the source message, and simultaneously or consecutively transmit the same message in the target language accurately.

DeathtoStock_Medium6

A translator has the ability to research unfamiliar terms or ask the client questions, whenever possible, to ensure the most correct term is used during the process. An interpreter serves as a facilitator between the speaker and listener, and cannot pause to look up terms or interject his or her own understanding of the conversation during the event. It is often said that the speaker and listener will forget the interpreter is present during a conversation or event, since the interpreter will have been able to maintain the flow of the conversation/announcement without interruption or issue. A professional interpreter will interpret the message in first person, i.e. he or she will not say things like “He said…” or “She wants to know…” Instead, a professional interpreter will maintain the conversation by using the speakers’ statements, e.g. “I want to know…” or “Can you tell me…”

If you would like to receive a free quote for either your translation or interpreting needs, please do not hesitate to contact us. We will be happy to provide a free quote for you.

Why do I need to provide language access to patients, clients and customers?

Being able to communicate effectively in the language of your patients, clients, or customers is extremely important for your relationship and essential to your brand's success. If you receive federal funding, providing adequate language access options also protects you from violating Title VI of the Civil Rights Act of 1964, which prohibits discrimination on the basis of race, color, and national origin in programs and activities receiving federal financial assistance. This includes providing language access to individuals with Limited English Proficiency (LEPs). Your company's customers will also feel more attracted to your brand if advertising and customer service options are provided in the language in which they are most comfortable.

A hospital, for example, should always have on-site or on-call interpreters available for LEP individuals. This will help eliminate medical emergencies or poor care caused by the individual's inability to communicate effectively with health care providers. It is extremely important that both doctor and patient understand each other completely to avoid these potentially grave errors. The same holds true in legal settings. Miscommunication between parties can be the difference between improper sentencing and an innocent person being set free. Communication in their native language also ensures that each party understands all legal implications associated with an action, protecting everyone involved.

http://www.dreamstime.com/-image180227
http://www.dreamstime.com/-image180227

Not only does closing the language barrier protect you from violating Title VI of the Civil Rights Act of 1964, it also goes a long way in improving your brand image. If you are able to provide advertisements in the native language of your intended audience, these customers will be more likely to feel appreciated and attracted to your company. If you provide customer service options in other languages (either via a live bilingual operator or telephonic interpretation option), these customers will continue to feel appreciated and are more likely to interact with you if needed. This communication can help ensure their needs are met so they remain loyal customers for you.

If you find that you would like to provide language access for any target demographic, we will be glad to assist with the steps along the way. Please feel free to contact us with any questions or for a free quote.