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On-Site or Remote Interpreting: Which is the Best Fit for Your Real Estate Business

If your real estate business has been marketing to or attracting speakers of another language, you’ve likely wondered what your best options would be for the most seamless communication method. Communicating with your potential buyers via a professional interpreter is a great way to break an existing communication barrier. Here are some options if you are in need of oral interpretation. Remember, you may decide that you need to choose more than one option to fit your interactions with these buyers.

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On-Site Interpretation. This type of service offering is probably the most commonly sought in our industry. Interpreters are hired to perform this service in person at the time of an arranged appointment or meeting where an LEP (Limited English Proficient) individual or group of people is present and requires an interpreter. Once the interpreter arrives and meets the LEP individual, she will explain to all those involved that she will interpret everything that is said during the meeting.

Telephonic Interpreting. Another very effective form of interpreting, telephonic interpreters are hired when your agency may not need an interpreter on-site or when certain languages are required that are rarely spoken in a geographic area, among other reasons. You may need telephonic interpreting for short, simple communications and quick interactions like scheduling a future appointment or noting information for a later meeting.

Video Remote Interpreting. Another type of remote interpreting, video remote interpreting (VRI) is often used for sign language interactions, as telephonic services would not be effective. It is also becoming more effective in other language pairs. You will need to have video conferencing equipment, or at the very least, a webcam, speakers and a microphone. You and the LEP individual will be able to see the interpreter and she will listen to you through a headset.

Have you used an interpreter before? If so, what interpreting methods have worked well for you? Which would you like to see utilized within your real estate business if you do not already have one of these services available? Let us know!

Email Marketing to International Real Estate Customers: How to Be Compliant and Effective

If your real estate agency conducts email marketing campaigns, you know how crucial targeted emails can be. Your customers can learn about what’s new in your business or market, about current promotions, read about relevant news items related to the real estate industry, or even plan a move based on something they see in your email campaigns. The information you present to them in the form of a newsletter can help a customer become more engaged with your agency, and in turn, increase their confidence in you as their agent.

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If you plan to target an audience in an international market, there are a few key points to consider when sending your email marketing campaigns their way in order to make sure you are both effective and compliant.

· Once you know which international markets you’re targeting, be sure to have a professional translate and localize the content for each country. Choose only the content that is relevant for potential buyers in these markets; you will not need to send them information on items that are only relevant to U.S. buyers, for example. Sending the information in their own language shows that you have written the content with them in mind specifically, and as a result, potential international buyers will be more likely to connect and engage with you.

· Familiarize yourself with email regulations in the target country. Check for anti-spam laws in the countries and regions where you intend to send your emails, and make sure you have a clearly visible opt-out button for those who no longer wish to receive your targeted emails.

· Consider time zones. Make sure you are not sending emails when subscribers are unlikely to engage with or even open them, like in the middle of the night, for example. Take different time zones into account when you are scheduling your emails for optimal engagement.

· Look into what constitutes a successful email campaign in the countries you’re targeting. What types of subject lines have higher open rates? How often are these emails sent? How professional or relaxed is the tone of the email? The answers will likely vary by country/region, so doing a bit of research in advance will help ensure that you are sending the most effective content to potential international buyers.