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

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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

What Questions Foreign Buyers Ask

In the previous post we have talked about becoming a real estate expert in the eyes of foreign buyers answering their questions about your country’s real estate on a foreign real estate portal. And getting a highly motivated traffic of potential buyers to your website this way that will definitely lead to sales.

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Now you are probably interested: what kind of questions do the foreign buyers usually ask?

As a sample, let’s look at some of the latest visitors questions (May 2018) answered on one of the top Russian real estate portals that offers international properties from all over the world to the Russian buyers (sorted by countries, but in no particular order of the date or popularity).

I’ve omitted questions that describe too specific situations and are too long. (Such type of questions can bring you a really strong lead for your real estate practice of course, but I wanted to make this article more general in nature.)

Questions about real estate in Finland:
-How to calculate the real estate tax?
-Who can help me with evaluating and selling two properties in Muurame?
-How can I get a mortgage?

Questions about real estate in Turkey:
-How to start a process of obtaining a residency permit?

Questions about real estate in Spain:
-I’d like to invest up to 350k in a rental property with a possibility to rent it out all year around. What region of the country is the best for such a purchase?
-I’d like to buy a property up to 200k in Malaga (first to rent it out for some time and possibly to use it for my family later). Lots of things to know: mortgages, down payments, taxes, real estate commissions and rental incomes. Any properties for sale to offer?

Questions about real estate in Bulgaria:
-We’d like to move to Bulgaria to live there as retirees. How do we go about buying a home?
-I am 60 and live in Israel now. How can I buy a rural home in Bulgaria to live there as a retiree?
-I have two underage kids. Can I obtain residency rights?

Questions about real estate in Thailand:
-How to buy a property in Thailand?
-What is possible to purchase for up to 150k? Preferably for my family own use and renting out as well. What kind of rental income to expect?

Questions about real estate in Greece:
-I’d like to purchase a small villa or townhouse at the seashore and get the residency. Is it possible?
-I’d like to buy a rental condo for up 100k in Salonika. If it’s near the university, I’ve heard it’s possible to have tenants all year round, is it true? How much would be the closing costs and taxes?

Questions about real estate in Poland:
-I’ve inherited a property in Poland, please help with the process.
-I’m a retired doctor from Russia, my son has started business in Poland. I’d like to buy a condo around there and move closer to him. How do I go about that?

We can see that many (if not all) of the askers may become a very solid leads for your real estate business if you are looking for the foreign buyers from Russia. Just answer their questions and offer your services and properties – they are really interested!

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

Copyright © 2018 by Olga Kellen
All Rights Reserved

A Little Known Secret of Promoting Your Real Estate Services to Foreign Buyers

How to be considered an acknowledged expert in real estate in your country/area in the eyes of the foreign buyers and sell properties to them as a result? Free and easy, although requires some work in the foreign internet.

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Become an Expert

1. Find the major real estate portals on the foreign internet of the foreign country of your desirable international buyers.

2. Look at their “Consult an expert”, “Ask a question” or any similar section and pay attention to questions/answers and experts that consult about your particular country.

3. Find out how to register on the portal to be able to answer questions about your country’s real estate.

4. You’ll see that all experts/consultants answering the portal visitors’ questions have a clickable link to their websites – and that’s exactly what you need!

5. Anybody interested in real estate in your country will come to your website through this link and buy from you, not from anybody else, as you already had established yourself as an expert!

6. The more questions you answer, the more links to your website you’ll get from that foreign real estate portal with high traffic and high position in the foreign internet. If the links go to your real estate page in the according foreign language, this page of yours will go up and up in the major search engines in that foreign internet. And this will become a significant source of the targeted traffic of your potential foreign buyers!

7. Now you’d like to ask a question I guess: how can you do all of the above if you don’t know the foreign language of your potential buyers – to properly participate in the described activities? Well, there are two ways to accomplish such a promotion: hire a bilingual associate or employ a freelance translator’s help (the cost of which will be just a tiny amount in comparison with your commission on international sales to the foreign buyers).

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

Copyright © 2018 by Olga Kellen
All Rights Reserved

More on Real Estate Online Promotion to Foreign Buyers

In the previous post we have discussed the easiest and fastest way of promoting your new web presentation of properties for sale to the foreign buyers: placing ads on foreign real estate portals and linking them to your web page in the according foreign language.

It supplies the constant traffic of targeted foreign buyers, but costs money of course. Another issue with this promotion: it exists as long as you pay for your ads, but disappears immediately as soon as you stop paying the portal for advertising.

There are other options of showing your web presentation of real estate for sale to the foreign buyers, and these options are free and these links stay forever – isn’t it great?

Of course, instead of paying for advertising, you have to spend your own valuable time if you know the foreign language of the prospective real estate buyers and do the promotion yourself. Or you have to have a bilingual assistant or a third party helper (a freelance translator), but it’s much cheaper than advertising, and what is the most attractive – you stay on the foreign buyers’ radar forever!

Here we are talking about some third party websites that concern your country’s real estate in the foreign internet – forums, for example, where people share their opinions, personal experiences, ask and answer questions about properties similar to yours.

Some of such forums allow outside links in the discussions – and this is exactly what you need! Register to participate, say something meaningful, include a link to your page in that foreign language, and here we go – you have targeted visitors from this forum where people gather on the foreign internet who are interested in what you might offer them!

Case Study

Recently I’ve got a request for services from Mauritius – to help with promoting their local commercial real estate for sale to the Russian buyers. To offer a justified and effective marketing plan to my client, I had to learn about the country and its presence on the Russian internet first of all.

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Mauritius is a tiny island state off the coast of Africa, a vacation spot, popular with the Russians. And we know that where people love to travel, they often buy properties.

Among other things I’ve looked at the Russian forums about Mauritius. And voila – there is an investment forum on the first page of my search that among other things talks about investing in real estate in Mauritius and I see a link posted by a registered user to his website. It’s a great opportunity for the future promotion of the Russian web presentation of my client’s properties in Mauritius!

This is the way to go for any other internet in any other language to attract the foreign buyers from any country you consider worthy of your marketing efforts.

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 Promote Your Online Brochure to Foreign Buyers

In the previous post we have started to talk about the cost-effective way of marketing real estate to foreign buyers on the foreign internet by creating a separate page in that foreign language on your English website.

Now let’s talk more about the direct promotion of such a page on the foreign internet – to deliver the info to as many potential foreign buyers as possible (still without robbing a bank).

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As mentioned earlier, we can’t really rely on the foreign search engines to automatically place such a single new page anywhere high enough in their organic search results, so we need to do something to have visitors, right? After all, you’ve created the page to attract attention and get sales, not to sit invisible.

I always compare the case of a website (or page) without any promotion done to the following situation: you have designed and printed thousands of beautiful marketing brochures and then, instead of giving them away, you put them in the basement where nobody would ever see them. Does it make any sense to spend on creating and producing the brochures in the first place?

The fastest, easiest and effective (not the cheapest maybe) method of getting potential foreign buyers to see your new page and learn about you, your services and your offers of real estate for sale in their language would be your ads on the foreign real estate portals linked to the page you want to promote.

Your target foreign internet searchers – the potential foreign buyers of your properties – visit such portals very often and in great numbers, as they know that tons of properties might be found there. Being there you get your share of the targeted internet traffic and may successfully compete with other sellers of some similar properties.

Yes, the ads cost money, but some careful researching of the portal’s traffic numbers and pricing would allow you to find the best cost-effective portal or several. Also pay attention to strategically place your ads where the most searchers for your country’s properties would go on the portal (ads on a country’s specific portal page may be cheaper than on the home page, for example).

Happy blog reading,

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

Copyright © 2018 by Olga Kellen
All Rights Reserved

3 Tips: How to Save on Marketing Real Estate to Foreign Buyers

Selling real estate to foreign buyers is a lucrative business, but to get to the field would cost money… How to reduce your initial marketing costs?cost-2983238__3401. Do your due diligence

Research carefully your possibilities to sell your area properties to some particular groups of international buyers, and choose first of all only the most promising one to concentrate on this language internet to market your properties. If there are other promising groups (languages) as well, put them on the back burner for a while and thus save your marketing budget.

(Go back to some old posts of this blog to check on choosing the foreign countries for your real estate marketing.)

2. Look carefully at your marketing texts before sending them for translation, and brush them up according to the needs of your prospective foreign buyers only. Eliminating things that have no interest for the foreigners will reduce your word count and the total cost of translation this way.

3. Instead of creating a foreign language working copy of your full website, make just one informative separate page in the foreign language on your existing website. It can serve as a short combination of “About us”, “Our area”, “Our properties” and “Contact us”.

Also place a couple of your typical properties for sale (with photos and descriptions) on this page and a link to your catalogue/search (that will stay in English for now). There will be no urgent need to update these typical properties often, and thus you save on translation and web design.

This way you’ll have an online “brochure” in the foreign language of your first choice for international real estate marketing. You can’t count on the foreign search engines to place such a single page high in their visitors’ searches of course.

Anyway, you have the following powerful options to show up in front of the foreign buyers’ eyes:

a. Find business partners in the target country to co-operate with you in sales and allow them to copy your typical properties for their own advertising (with their own contacts of course) and they will send you buyers.

b. Place an ad on a foreign real estate portal and link it to this foreign language page of yours, thus you’ll have a steady traffic of the foreign buyers from that foreign country.

c. Find forums on the foreign internet that is your target, where people discuss your country’s real estate, post some meaningful opinions with links to your brochure in their language, etc. This way you’ll also bring the targeted traffic of buyers to your properties. (Note: there are also other known promotion methods you can use for your online brochure on the foreign internet.)

Happy blog reading,

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

Copyright © 2018 by Olga Kellen
All Rights Reserved

 

How Do You Know That Your Real Estate Marketing to Foreign Buyers Is the Best?

In the previous posts of this blog we have talked a lot about the best tactics for creating attractive and convincing descriptions and photos of your property for sale to foreign buyers. But is your presentation really on par or preferably better than others in your class of properties and price range? How to make sure that you will be the winner in the eyes of the foreign buyers?

To know that, one has to look at the competition very closely and compare one’s own presentation to theirs, analyze, borrow the best features of other sellers’ descriptions and correct one’s own possible mistakes (if any found).

Before going to the foreign internet where you present your property for sale in the foreign language that you probably don’t know, look at the competing sellers’ properties (more or less similar to yours) in your own language. Then go to the foreign internet and look there (the picture may be different!).

Case Study

Let’s say you want to sell a condo in one of the three high-rises of Beach Club in Hallandale, Florida, U.S. (A note: “Beach Club” has actually nothing to do with any club, it’s just the name of a large luxury condo complex. It suits very well to offer to the foreign buyers, as the prices in these buildings are higher than in the neighborhood and the locals usually prefer other choices around.)

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If you google “Beach Club Hallandale Florida condos for sale” or something with the same meaning, you can find plenty of properties on realtors’ websites and real estate portals. Read the descriptions and check out the photos and judge for yourself which properties are presenting more attractive than others.

I’ve looked at several listings and could say that they are not actually bad, but could be much more informative as the buildings can really offer a lot of luxury amenities to the buyers that are worth mentioning. Rental options should be described as well.

Then I went to the Russian internet and searched for such properties for sale in Russian (I know that many Russians own condos in this complex, so it makes sense to advertise them in Russian).

So, what do I see? I’ve looked at several listings and could call them nothing but miserable samples of marketing real estate to the foreign buyers. Not only are they not descriptive enough, most of them are not even translated into Russian! In this case it seems rather easy to create a Russian internet listing that would look much better than others.

Happy blog reading,

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

Copyright © 2018 by Olga Kellen
All Rights Reserved