How Foreign Internet Helps Reaching Foreign Buyers

If you are from an English-speaking country and wish to reach foreign buyers for your property for sale, it may come as a surprise to you that the English language covers less than half of all the internet nowadays. The rest is the internet in foreign languages or the foreign internet as we’ll call it.


Various sources state various approximate numbers that from 1/3 to 1/2 of the internet content is in English (the discrepancies are probably due to various research and evaluation methods of measurements used).

As of today, most of the internet content is being published in English, but the amount of content in Russian, German, Japanese, Spanish, French, Portuguese, Italian and Chinese is growing faster or much faster.

A research of W3Techs shows us that just over 55 percent of the most visited websites have English-language homepages. Other top languages that are used on homepages visited more often than others by the internet users, according to W3Techs, are Russian, German, Japanese, Spanish, French, Chinese, and Portuguese.

In terms of the numbers of the internet users who definitely prefer to search the internet in their own language, there is a consensus on the top 3 languages being English, Chinese and Spanish. Various studies put the next languages in various orders: Russian, French, German, Portuguese, Japanese and so forth.

Actually, the number of the internet users in a particular language (your potential foreign buyers) probably correlates more or less with the population number of the countries where the according language is being spoken.

For example, the population of Russia is 150 million, but Russian is a language of choice (or sometimes a second official language) in many countries of the former Soviet Union, and also in some world countries with large Russian communities, which adds about 100 million more of users – that’s about 250 million of the foreign buyers for your property (the Russian buyers in this case).

So, if you really want to attract the foreign buyers to your property for sale, you have to be present in the foreign internet with your presentation of the property (websites, videos, advertising, etc.), as many others (your competitors!) have done it with their properties already, and you don’t want to be left behind, right?

A foreign internet in what language(s) will suit your goal? It depends on the preliminary research of yours: The foreign buyers from which countries usually come to purchase properties in your country? We have talked a lot about it in some previous posts on this blog.

A Case Study

Let’s say you know that the buyers from Russia are good prospects to buy your property, and you’d like to find business partners in Russia who would be sending you the Russian buyers from over there.

You google for “Russian real estate agents” or similar terms in English – and what do you find? Some Russian-speaking American realtors based in the U.S. and also realtors in Russia who are ready to help someone buy properties in Russia. None of them are what you are looking for (they are looking for clients for themselves and would not be interested to cooperate with you in any way).

At the same time if you search the Russian internet in Russian, you can find the real estate agents in Russia who are dealing with international properties for sale to the Russian buyers – bingo! They are your potential partners in sales of your properties to the Russian buyers, and your only task is to make them interested in your offer!

To summarize all of the above: Looking for the foreign buyers of real estate and foreign realtors as your business partners in sales, your best way would be to do so in the foreign internet where they are present to perform their searches, advertise and feel comfortable all together every day. Go fishing where the fish is.

Happy blog reading,

Olga Kellen,
The Amazon Author
International Marketing Consultant and English-Russian Translator

Copyright © 2017 by Olga Kellen
All Rights Reserved

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