We have already discussed in this blog: The Russians, as your potential real estate foreign buyers, are quite comfortable with their own language and not many of them know English and other foreign languages, and thus the Russian buyers do expect to find international properties and any pertinent information in Russian. The Russian internet is a highly developed medium, and all the information may be found in there.
The major Russian search engine is Yandex.ru (more than 60% of Russian internet users prefer it), Google.ru comes second, then a couple of small ones. They all have their own algorithms of positioning websites, their own advertising programs and many other services and products – actually in the same manner as Google, Yahoo and Bing, just in Russian.
Wikipedia informs us that Yandex ranked as the 4th largest search engine worldwide with more than 150 million searches and more than 50 million visitors daily. Yandex is being used by more than 250 million people not only in Russia, but also in Ukraine, Kazakhstan, Baltic countries and everywhere in the world where Russian-speaking people live. Yandex is the largest media property in Russia by generated revenue which comes primarily from online advertisement. The Yandex‘s developer and owner Arkady Volozh became a billionaire.
Just as an example, search Yandex for “real estate in the U.S.” (in Russian, of course) and you get 4 million websites, search for “real estate in Cyprus” and you get more than 800 thousand sites.
That is why if you want to be competitive with your properties for sale to your foreign buyers in Russia, you have to be present in Runet (Russian internet) in Russian one way or the other: As an advertiser on Russian real estate portals, or with your own website in Russian (optimized for search engines and promoted to as high positioning as you can reach) if your goal is to attract the Russian buyers directly, or on Russian realtors’ sites if you choose to rely on them to ship you buyers from there, or all of the above.
Happy blog reading,
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