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How to Attract Chinese Real Estate Buyers

Chinese home buyers have led the pack in foreign sales for the past four straight years, and according to the National Association of REALTORS® 2016 Profile of International Home Buying Activity, Chinese buyers account for over 27% of all international home sales in the United States. Not only are Chinese buyers purchasing more often than any other international buyer, but they’re spending more as well. In 2016, the average purchase price for other foreign buyers was $477,462. The average purchase price for Chinese buyers was $936,615! And ~71% of those purchases were paid in cash. If your company is not already focusing on this demographic, it’s a great time to start. Here are a few ways you can appeal to the Chinese homebuyer.

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· Translate listings. A Chinese buyer will likely be using search terms in his/her native language. If your listings are already translated into Chinese, it will simplify the process for potential buyers and ensure your listings show up in more search results for them.

· Attract via social media. It’s important to note that the Chinese do not use traditional social media channels like Facebook and Twitter that we use here, due to strict Internet regulations in China. Instead they use apps like WeChat, and it’s likely they’ll prefer communicating directly within the app since it’s actually the primary way the Chinese connect these days. You can download this app now and create your professional profile to start promoting listings right away.

· Learn about Chinese culture. Take a few minutes to look into what is considered proper etiquette to a Chinese buyer. You can find a great list here. This will help you learn more about Chinese customs in order to make positive first impressions.

· Consider the language. You can, of course, hire an agent who is also fluent in Mandarin. However, this is not necessary. Even if buyers do not speak English, you can communicate with them by utilizing on-site or telephonic interpreting services.

· Be patient! These clients live in China, which means they are 12 to 15 hours ahead of realtors here in the U.S. Email and text communication may take 24 hours to complete, since each person is in an entirely different time zone. Be patient and know that building a proper relationship with this person may take some time, but if you are consistent, prompt and helpful, they are more likely choose you as their realtor when they decide to invest in a property.

If you’ve had success with Chinese buyers in your area, we’d love to hear success stories and your own pointers. Feel free to comment below and share them with us!

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.

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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

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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