Foreign Buyers Will Definitely Appreciate Your Property’s USP

Let’s talk in more detail about the important component of a property description for the foreign buyers that we have established in the previous post:

“Mentioning specific features of the property and area that are especially interesting for the foreign buyers (immigration possibilities if any may be attached to the purchase of your property, financial benefits for investors, etc.)”

Actually it comes down to creating what’s called an USP (Unique Selling Proposition) for your property for sale.

According to Wikipedia: “A unique selling proposition (USP) refers to the unique benefit exhibited by a company, service, product or brand that enables it to stand out from competitors. The unique selling proposition must be a feature that highlights product benefits that are meaningful to consumers.”

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Here we have to turn again to the portrait of your prospective foreign buyers: what would they want and how do you stand out for them – with your property – against any competitors of yours?

Hoping to find some great cases of property promotion I go to one of the well-known sites in Russian that list international real estate for sale in Russia, and search for “commercial property in Spain”, as an example of a popular request by the Russian buyers.

Oh, what a disappointment – 25 pages of listings mostly with the headlines “Commercial property for sale”, sometimes it’s “Store” or “Hotel” or another type for a change. Just a few say something about the size of the property in square meters in the headline – that’s it?! I stop looking after several pages – boring…

I click on more info for one of the listings at random, and see somewhere in the text that the property has been recently rented for a prominent fitness center for 10 years, with an option of prolongation, – isn’t it a huge advantage for a foreign buyer? Just collecting the rent and having nothing to do! WHY NOT to make it the property’s USP and put this advantage up in the headline??? It’ll attract attention immediately!

Hard to understand such marketers who do not use this opportunity to be ahead of the pack of similar properties for sale, BUT thanks to their negligence, YOU definitely may sell to the foreign buyers faster and often for more – if you only formulate and then use your USP in real estate marketing!

Happy blog reading,

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

Copyright © 2019 by Olga Kellen
All Rights Reserved

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3 Major Components of Exceptional Advertising to Foreign Buyers

Whether your property for sale is truly unique or on the other hand it is a typical one for your area, you would have some competition online anyway. How to stand out? This is really important – to stand out from the competition – to be successful in real estate sales!

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We have already established that real estate advertising for the foreign buyers should be in their language, but there are many-many-many other real estate sellers and realtors who do this as well, so – how to make YOUR PROPERTY outstanding and thus preferable to the potential buyers?

Keeping in mind the portrait of your foreign buyer that we have created in the previous posts, now we have to attract his or her attention to your property more than to any other property that would appear in their search by doing the following:

1. Preparing full and detailed descriptions of the property and area

2. Mentioning specific features of the property and area that are especially interesting for the foreign buyers (immigration possibilities if any may be attached to the purchase of your property, financial benefits for investors, etc.)

3. Taking plenty of high quality photos of the property and views from all the windows and balconies, also creating a slideshow or video if possible.

Apart from using the foreign language of your potential buyer in your advertising, you will have more success taking cultural differences into consideration (remember the portrait of your foreign buyer?).

For example, the Russians love to swim and suntan on the beach, while the Chinese prefer to stay away from going into the water and being in the sun, but they love to look at the running water. Do you feel the difference that the targeted culture makes for your real estate marketing messages to the foreign buyers in Russian and Chinese?

Happy blog reading,

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

Copyright © 2019 by Olga Kellen
All Rights Reserved

Perfect Marketing of Real Estate to Your Perfect Foreign Buyers

In the previous post we have talked about how to create a portrait of the real estate foreign buyers that are perfect for your property for sale. Thus for now let’s consider the task has been accomplished, and you know exactly who your perfect buyer is:

1. His country of origin,

2. He has the right amount of money for purchasing just your property,

3. His international investment goals can be met by purchasing just your property.

Here comes the most practical question of all: How to reach this buyer without spending a fortune?

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We take it for granted that you have to promote your property for sale in the language of your prospective buyers, and thus on the foreign internet that the buyers are using in their everyday life.

By the way, as we already know, there are 2 major methods of doing so:

-through foreign realtors in the buyer’s country (passive – inform the realtors about your wish to cooperate with them commission-based and only wait for them to send you buyers),

-advertising on your own directly to the buyers in the chosen foreign country (active – run your own ads on the foreign internet, but pay no commission on sales).

(Actually both ways do not argue with each other and can be done simultaneously.)

The first (passive) method has been described in full details in the e-book *How to Find the Best Foreign Realtors and Make Your Offer of Cooperation in Sale Irresistible to Them (E-Series: How to Beat Your Competition Selling Real Estate to Foreign Buyers)* http://www.amazon.com/dp/B01BDSMM80

The second (active) method has been described in full details in the e-book * How to Efficiently Advertise Your Property for Sale Internationally (E-Series: How to Beat Your Competition Selling Real Estate to Foreign Buyers)*
http://www.amazon.com/dp/B01BTCNYE6

Marketing one or the other way in the language of your potential foreign buyers will meet the feature/expectation #1 of the perfect buyer of yours.

To meet the features/expectations #2 and #3 you have to be found in such specific places on the foreign internet where your perfect (portrayed) buyers visit often. (In case of using cooperative foreign realtors, watch out that they sell international properties similar to yours and advertise in the according places). This is a general idea, and its specific successful implementation depends on each particular international real estate marketing case of course.

Happy blog reading,

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

Copyright © 2018 by Olga Kellen
All Rights Reserved

Profiling Foreign Buyers for Successful Real Estate Marketing and Sales

I see lots of questions on real estate forums and in my own inbox with the following meaning: How can one find foreign buyers for their property?

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Actually, these are the same questions as any marketer and seller always asks before starting marketing and selling any product: Where are the buyers for this product? And how to reach them in the most cost-effective way?

To answer these questions you have to identify the buyers first of all, and only then you may be able to decide how to better market (advertise) to them to make them buy your product from you, right?

In terms of selling real estate internationally, the major 3 features of your potential international buyers will be the following:

-Country of origin (thus defying the language and culture of the foreign buyers)

-Budget for purchasing a property like you have for sale in your area (you need to reach just those foreign buyers who are looking for something similar to what you have to offer)

-Goals for the future use of the purchased property (investment, renting out, vacation or family home, etc.)

Obviously, if you decide to attract foreign buyers from various countries simultaneously, you have to create a buyer’s profile for each country of origin separately (for example, your condo on the beach in Florida may be good for the Russian buyers as a vacation property, but for the Chinese buyers it may be only interesting as an investment property, and such differences might radically affect the content of your marketing materials in each foreign language).

Now, how to collect information for creating your potential international buyer’s profile?

About the buyer’s country of origin. Often you just hear around that foreigners from A and/or B and/or C country often purchase real estate in your area, and your task is accomplished. Check with your local realtors’ association reports and also articles in the local press to make sure that the rumors are true.

About the buyer’s budget. It’s the easiest task as you know the selling price range for the properties similar to yours.

About the buyer’s goals. This may be the most difficult point to decide upon and may or may not bring you success in international property sales. Of course, you have to create the foreign buyer’s profile exactly for your property, not in general.

Let’s say if your condo association allows renting, then your buyer’s profile should include those who purchase for their own family use and also for renting out, etc. Another consideration: if your property for sale fits your government’s requirements for providing citizenship for the foreign buyers of real estate, then your buyer’s profile should include those who seek such a benefit.

In the next post we’ll discuss how the buyer’s profile (or profiles, if for the buyers from various countries) can help you tremendously with targeting the right groups of international real estate buyers.

Happy blog reading,

Olga Kellen,

The Amazon Author

International Marketing Consultant and English-Russian Translator

Copyright © 2018 by Olga Kellen
All Rights Reserved

Foreign Buyers Talk about International Property Purchasing Experience

Now I’d like to translate for my readers an article about one Moscow man’s buying experience of a villa in Cyprus. Why would I want to share it with you? It may be interesting and important for your marketing real estate to foreign buyers, as comes first hand from such a buyer and shows what and how exactly he looked for in an international property.

Thus you may want to address the foreign buyers’ needs the way they expect – to better meet their requirements, wishes and hopes, and have more sales faster and for more money because of your proper marketing.

Some facts about this international buyer and the property he has happily purchased, and then talked about his experience with an interviewer on the Russian real estate portal Prian:

-The buyer comes from Moscow, Russia;

-He has researched his options through the internet, then visited the places;

-He has bought a villa near the beach for his own family in Cyprus (the country is rather popular with the Russians because of the warm climate and sea, comfortable and safe lifestyle, reasonably easy communication, and also the “Golden Visa” program of obtaining residence permits and citizenship for a real estate foreign buyer and his family);

-The villa measures about 700 sq. meters (7000 sq. feet), the lot about 1200 sq. meters (12 000 sq. feet), the price 3 million Euros at the development stage.

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Let’s see what the buyer’s preferences were:

-The area

Answering the interviewer’s questions the buyer returns more than once to the beauty, convenience, safety and infrastructure of the area.

(Note: This is a very important part of your marketing – do not neglect your area’s detailed description! And targeting a particular foreign nation’s buyer, do your best to show the attractiveness of your area to this particular nation – like ethnic stores and restaurants around, local use of this particular foreign language in the area if any, etc.)

-The villa’s quality

Again, more than once the buyer discusses the ways he has learned about the villa’s features and quality of the construction.

(Note: Never forget to mention the best qualities of your property for sale, especially for a target market – like reliability and safety features, etc.)

-Finances

The buyer had a contract with a developer to build the villa in a gated community (through a realtor and an attorney), and reveals all the possible problems in such an arrangement and how he thoughtfully had foreseen avoiding them.

(Note: It’ll work in your favor if from the very beginning you disclose all the best features of your services that may make your foreign buyer calm and thus deal remotely with you without any anxiety of losing money.)

-Second passport

Like many other foreign buyers, this buyer is interested in the “Golden Visa” program and hopes to receive citizenship of Cyprus for the whole family soon (they have already moved into their new home at the moment of the interview and look for a school for their kid).

(Note: If your country provides some special favors for the foreign buyers of real estate, you owe it to yourself to find out whether your property for sale fits the legal requirements, and if this is the case, include such opportunity into your description!)

(This was a compressed English text of the original article in Russian.)

Resume: while creating your materials for real estate marketing to foreign buyers, have your international buyer’s “portrait” in mind and do your best to meet his needs to achieve more sales faster and for more money.

Happy blog reading,

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

Copyright © 2018 by Olga Kellen
All Rights Reserved

How to Build Trust with Real Estate Foreign Buyers and Partners (Foreign Brokers)

During the summer holiday I’ve completed and published the new e-book on Amazon: *Build Trust with Buyers and Partners: Practical Advice to Achieve Success in International Real Estate Sales* http://www.amazon.com/dp/B07FZ86G93

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Why is the topic really important to get success with the foreign buyers and realtors (if you want to bring them on board)?

As Forbes says: “Trust is the most valuable business commodity”, thus we take it for granted that without establishing trust with your foreign buyers directly or with the cooperating foreign brokers first, who in their turn would be trusted by the buyers they send you, there will be no sale.

Ok, what do the international real estate buyers want? Actually the same as your local buyers want: to purchase great properties for great prices, from a seller or realtor they can trust.

But how are the foreign buyers different from your local buyers? Three major aspects: language, culture and distance. To achieve trust (and thus sales!) you have to meet the buyers’ expectations in all three: marketing to them in their language, adjusting your message culturally if required, and disclosing full information about the property for sale upfront.

Throughout the e-book we call our target real estate buyers: “international”, “overseas”, “foreign” or “foreigners” as a general large group. But in real life they are Chinese, Russian, German, and French and so on, and each nationality of buyers (a sub-group) would require a specific approach in terms of their own language, culture, and internet, if you want to market and sell real estate to them. Find your own promising niche of the international buyers (nationality) and address them accordingly.

Establishing trust with your international buyers before being able to close a real property sale is a very significant factor of your success in this business, and hopefully you will find all six parts of this e-book helpful in this regard.

They cover the following topics:

-Why trust is the most essential ingredient in being able to close the real estate deal with a foreigner eventually?

-How has language become not only a tool of communication, but trust building too?

-How are the foreign buyers different from the real estate buyers from your own country?

-What’s the difference between realtors, their duties and work in various countries?

-How can your first email to the foreign realtors become the first step to building trust?

-How can you make your property listing (online presentation) instilling trust remotely?

Happy blog reading,

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

Copyright © 2018 by Olga Kellen
All Rights Reserved

How Analysis Turns Information into Knowledge for Success in Marketing Real Estate to Foreign Buyers

In the previous post (case study) we have proved the point that the raw Information might be insufficient and even confusing sometimes, if you want to really acquire Knowledge whether it’s worthwhile to start marketing your property for sale to foreign buyers, and how to do it.

It sounds so very attractive to tap into lucrative foreign markets of real estate buyers, but the actual plan of doing so, and especially within a budget available, requires some thoughtful Analysis.

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The formula for success is “Information (raw facts) + Analysis = Knowledge (awareness that’s ready to apply to practice)”.

Analysis will reveal the major challenges and problems to take into consideration and prompt you the solutions on the way to success in the international real estate marketing.

A detailed example of such complete Analysis is the topic of my e-book A Case Study of Effective Low-Budget Real Estate Marketing to Foreign Buyers (E-Series: How to Beat Your Competition Selling Real Estate to Foreign Buyers, Book 8)

Along the way of developing a road map to Knowledge, the e-book reveals the following important for your success “international real estate business secrets”:

* How to prioritize which foreign countries to target with your marketing;
* How to choose the right marketing method that doesn’t require initial expenses;
* How to find the best business partners to send you buyers;
* How to make them want your business;
* How to multiply your success.

In general, it is about the best and most successful practices in international real estate marketing available to any property seller, realtor and developer without robbing a bank.

Have a great summer and see you later!

Happy blog reading,

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

Copyright © 2018 by Olga Kellen
All Rights Reserved

Knowledge vs. Information in Marketing Real Estate to Foreign Buyers

We are all overwhelmed with information nowadays. But we still strive for knowledge! You are going to ask: what’s the difference?

You may find many definitions of knowledge and information on the internet and in print dictionaries. Some even might say that these two words mean the same – I would disagree though.

My formula is the following “Information (raw facts) + Analysis = Knowledge (awareness that’s ready to apply to practice)”.

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In terms of marketing and selling real estate to the foreign buyers, information is plentiful on one hand and at the same time is not enough on the other. Why so? Let’s look at the issue with the help of the case study below.

Case Study

As an example, we want to evaluate our chances to sell a property in Finland to a foreign buyer.

The quick internet search brings us an article Transaction volumes in the Finnish property market reached a record high of €10.4 billion in 2017. It states that “the proportion of foreign buyers in the Finnish real estate market amounts to 70 percent in 2017. It shows a significant increase to 2016 when foreign investors accounted for only 29 percent” – sounds great for our projected sales!

Another article also comes to our attention Growing market: Foreign buyers behind 4 percent of Finland’s 2017 real estate sales. It states that “of the 133,000 properties sold in Finland last year, some 5,200 were bought by international customers, with Estonian, Russian and Chinese buyers topping the list, according to a Finnish real estate firm” – what’s that? So, how many foreign buyers did we have in Finland last year? 70% or 4%???

It’s not really my goal here to fully explore the recent market of the foreign buyers in Finnish real estate – you see that we would need much more research, although some facts seem already appealing. We’ll have to find out how the cited sources measured the percentages, how reliable the sources are, what the dates of the publications are, etc.

(Also we’ll have to look for some historic data to understand the trend and where it heads. And of course, the more accurate and fine analysis needed if we want to know how popular our property’s area with the foreign buyers is.)

Thus, this post is just a try to show the difference between the raw information and the knowledge that can really justify and support your marketing to the foreign buyers’ efforts.

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

Copyright © 2018 by Olga Kellen
All Rights Reserved

Who Else Can Help You with Selling Investment Properties to Foreign Buyers?

In the previous post we have discussed how foreign travel agents might be capable and willing to help you with selling real estate (especially vacation properties) to the foreign buyers.

There is one more group of professionals in the foreign countries that can help you with selling investment properties to the foreign investors. Would you like an expert in investing to recommend your property to his clients who are looking for the best opportunities to invest their money? Yes!

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These professionals go under various names: investment consultants, financial planners, wealth managers, and the like. They help their clients with analyzing various options of investing, and real estate is one of them.

You have to research the playing field of such consultants in the foreign countries that you have chosen as your target to get the foreign buyers for your investment property.

I can talk about Russia from the position of authority, for example. The profession of an investment consultant is rather new over there, but there are already schools for their education, and institutions and private persons start to understand the value of using their services.

Not all of such consultants deal with real estate though, some only concentrate on paper investing like domestic and international stocks, etc. So, you have to look through the list of services that each one of the investment consultants provide and choose wisely.

No doubt, you have to prepare a good detailed financial description of your investment property to make sure that the consultants you approach would be convinced that it’s a solid and profitable investment for their clients – then they would be able to offer your property for sale to their clients, and you’ll be a happy camper selling to the foreign buyers.

Note: Of course, the foreign realtors might be your major cooperating partners in real estate sales, also having international sales without your own spending on marketing in the foreign countries. A condensed knowledge on the subject has been published as an e-book on Amazon, here’s the link: How to Find the Best Foreign Realtors and Make Your Offer of Cooperation in Sale Irresistible to Them (E-Series: How to Beat Your Competition Selling Real Estate to Foreign Buyers Book 1)

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

Copyright © 2018 by Olga Kellen
All Rights Reserved

Who Can Help You with Selling Properties to Foreign Buyers

On this blog we have talked a lot about involving foreign realtors as partners in your real estate sales to foreign buyers, as a road to be successful in selling real estate internationally without spending on marketing in foreign countries.

(Note: a condensed knowledge on the subject has been published as an e-book on Amazon, here’s the link: How to Find the Best Foreign Realtors and Make Your Offer of Cooperation in Sale Irresistible to Them (E-Series: How to Beat Your Competition Selling Real Estate to Foreign Buyers Book 1))

There is another large group of foreign professionals that might be interested to ship you the foreign buyers and get a commission on sales – travel agents in the foreign countries. At least this is true for Russia, where many travel agencies also offer properties for sale in the countries where they send Russian travelers.

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Of course, nowadays some Russians prefer to book their travel online, but the majority use the travel agents for convenience: flights, hotels (or apartment and villa rentals!), transfers, excursions (if interested) and visas (if any required) – all in one place!

Let’s look at some Russian travel agencies’ websites, and we can see that many of them have “Properties for Rent Abroad” and “Properties for Sale Abroad” on their websites.

Thus, if you have done your research and are convinced that the Russian buyers might be interested to purchase your properties, go ahead and contact with your offer of co-operation as many travel agencies in Russia that you may find.

The same is true for other buying countries, especially if their citizens need a visa to come to your country where you have properties for sale, as the travel agencies in such countries usually take care of obtaining visas for the travelers they serve, which makes it enticing for a traveler to use their services instead of going a do-it-yourself route with a lot of running around (physically and online) to get a visa, book a flight, rent a place to stay, etc.

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

Copyright © 2018 by Olga Kellen
All Rights Reserved