The Chinese buyers are the No. 1 target for American, Australian, Canadian and Western European sellers, realtors and developers among all foreign buyers of real estate in their countries.
According to Wikipedia, there are about 700 million Chinese internet users as of March 2017, and many of them have a high-speed Internet connection. More than half of the Chinese internet users access it on mobile devices.
The numbers are impressive, but (there is always a “but”, unfortunately) the Chinese internet is censored by the Chinese government, and many sites are blocked and unavailable over there including: Google with all its apps, YouTube, Facebook, Twitter, Instagram, Pinterest, Tumblr, WordPress, BlogSpot, Blogger, Flickr, etc.
So, as you can see, no search engine and social media marketing of your real estate for sale seems available to the Chinese buyers, at least in the way you are used to. What do you do??? How do you put your property in front of the Chinese buyers’ eyes???
By blocking foreign social media sites in China the government creates the best no-competition conditions for the Chinese companies, and instead of Google people in China use the search engine Baidu (http://www.baidu.com/ ) and several other smaller Chinese search engines.
You may think that if you type something in English in the Baidu search window while sitting at the computer desk here in North America, and the familiar websites appear as the organic search results for you, it would be the same for a Chinese searcher based in China. Absolutely not. The so called “Great Wall of China on Internet” will filter his results in a way unknown to you.
Yes, typing in English “real estate in U.S.” I’ve got Realtor.com, Zillow and Trulia from Baidu searching it from North America, but who knows whether any international website you choose for marketing your properties and services to the Chinese buyers will be available to them any time and all the time? Maybe yes or maybe not. That’s why you have to turn to the real estate websites hosted on servers in China only!
In China the social media sites are also specific, their own, hosted over there and monitored by the government. You can use them for your real estate marketing with the help of a Chinese-speaking person who should be able to find the best sites in terms of exposure and pricing if any.
A note about use of English in China: According to Wikipedia less than 1% of the mainland China population know English which makes about 10 000 000 people, plus 3 000 000 in Hong Kong. Is it a lot or is it not? Can you rely on targeting just 1% of eligible foreign buyers for your real estate marketing when 100% might be available if you market in their own language? Translate your listing into Chinese to be at least on par with the competition or on top of some other sellers who do not pay attention to the needs of their foreign buyers.
Happy blog reading,
Copyright © 2018 by Olga Kellen
All Rights Reserved