Tips on Real Estate Cross Cultural Selling

We’ve talked a lot in this blog about foreign languages in marketing and selling real estate to foreign buyers. The language issue is called the number one in all kinds of reports, guides, articles, etc. on the topic of international real estate sales, and I hope we’ve already discussed the ways to overcome the obstacle (see many previous posts tagged ‘foreign languages’ here).

We’ve talked about the cultural differences of the foreign buyers as well, but probably not enough, that’s why I’d like to put together some more general information. The cultural diversity is considered the number two issue by many professionals in the international real estate field.

girl-1034421__340

Some practical tips on real estate cross cultural marketing and selling:

– First of all you may want to visit your local library, consult with a knowledgeable librarian to help you find one or two books on the cultural diversities in general – with the accent on business and selling to customers of a different culture. This way you’d have a feel of the issue and would learn what is important to take into consideration.

– Then you should decide for yourself exactly – the buyers of what culture or cultures you are going to attract to your properties for sale. This way you’d narrow the field to your own needs.

– Now you are ready to find out more about your chosen culture or cultures of the future international buyers. It’s not that huge task as you may think and it’s also fun to do – especially if you limit yourself to proper sources with the concentrated knowledge of the subject.

I can help you with all you need to know about selling to the Russians (personal experience) and Chinese (in-depth comprehensive research that summarizes many sources):

= How to Sell Real Estate to the Russians (E-Series: How to Beat Your Competition Selling Real Estate to Foreign Buyers, Book 3)
http://www.amazon.com/dp/B01C3DOB4M

= How to Sell Real Estate to the Chinese: Overview (E-Series: How to Beat Your Competition Selling Real Estate to Foreign Buyers, Book 10)
http://www.amazon.com/dp/B072JYX43F

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

Copyright © 2019 by Olga Kellen
All Rights Reserved

Advertisements

Internet Almighty. Real Estate Foreign Buyers. What Data Can We Trust?

Nowadays everybody searches the internet for anything, including international real estate trends, news and data, of course. Often people make rather important real estate marketing decisions based on the information they collect on the internet.

mistake-3022434_1280

How trustable are the internet sources? Hmmm… Everybody can post anything… Sometimes they might have their own hidden reasons…

Recently I’ve checked some articles on the topic of the Russian real estate investors’ preferences while buying internationally. Interestingly, some say that they prefer resorts, some say commercial buildings, some say homes and condos… Who are the authors? Real estate bloggers on various realtors’ websites. Guess what? The companies they represent just specialize in that type of real estate they say is #1. Well, I think they do not lie, they only use a limited amount of data.

The new term “fake news” has appeared in politics first, but it could spread to any other field, like lifestyle, for example. You can find controversial postings about the same matters at the same time. Also views have a tendency to change.

Do you remember the old times when coffee had been considered leading to cancer? Now some researchers say coffee is full of antioxidants and coffee drinkers live longer. Taking supplements? In the past calcium was kind of obligatory for women of certain age, now some say it has health risks. Etc.

Anyway, here on our turf we are always interested in exact, correct and up to date info on real estate foreign buyers to make our decision – to market or not to market our property for sale to them?

Tips on researching the real estate foreign buyers’ trends:

– When you search for information, pay attention to the original source only, not letting multiple re-postings fool you to think that this particular view is dominating the field.

– Also look at the author and try to evaluate – is it an independent journalist or a realtor promoting his business?

– And of course, look at the year of a publication, as real estate trends may differ with time.

Happy blog reading,

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

Copyright © 2019 by Olga Kellen
All Rights Reserved

Tips on Real Estate Translations

To continue the previous topic of foreign languages in real estate marketing to foreign buyers: I expect that covering practical questions about translation would be interesting for many property sellers, realtors and developers.

tip-jpg

Of course, you are lucky if you master a foreign language of your potential buyers yourself. It’s a fact that some of the foreign buyers prefer a bilingual realtor who speaks his language too, in a foreign country where the buyer is going to purchase a property.

Not all the buyers prefer a realtor of their own national original though – some international buyers think that it’s better to use a realtor in a foreign country who belongs to “the natives” so to speak. It’s a fact too.

Thus, if you do not know the language of the country from which you want to attract the buyers, you have to use translation services in your real estate marketing and communication with the foreigners. (The costs are negligible in comparison with the sales potential!)

I’ve already written a lot on the best ways of getting the most effective real estate marketing in the foreign languages and at the same time saving as much as possible (without losing quality!) on translation.

Here are some links to my articles on the topic:

-How to Choose the Right Translator (Part 1)
https://foreignbuyers.wordpress.com/2017/01/04/choose-right-translator-part-1/

-How to Choose the Right Translator (Part 2)
https://foreignbuyers.wordpress.com/2017/01/06/choose-right-translator-part-2/

-How to save on translation of marketing material and local communication help for foreign buyers (Part 1)
https://foreignbuyers.wordpress.com/2017/07/21/save-translation-marketing-material-local-communication-help-foreign-buyers-1/

-How to save on translation of marketing material and local communication help for foreign buyers (Part 2)
https://foreignbuyers.wordpress.com/2017/07/25/save-translation-marketing-material-local-communication-help-foreign-buyers-2/

-English Russian Translator Olga Kellen (these are my own credentials)
http://www.english-and-russian.com/english-russian-translator.html

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

Copyright © 2019 by Olga Kellen
All Rights Reserved

More on Foreign Languages in Real Estate Marketing

In the previous post (as in many others before that) we have proved and established that real estate marketing to foreign buyers may only be effective in the buyers’ language.

globe-110775__340

I have written a lot on the topic “Languages in Real Estate Marketing” in general, and also about the proper using of the Russian internet, Russian language and translation into Russian for success in reaching the Russian buyers of international real estate in particular.

Here are some of my articles, blog posts and the E-book on Russian Translation in Real Estate:

How to Use Free Online Translation in Real Estate Business (E-Series: How to Beat Your Competition Selling Real Estate to Foreign Buyers, Book 7) https://www.amazon.com/dp/B01JGQB71Y

– Funny Cases of Free Online Translations in Real Estate Marketing https://foreignbuyers.wordpress.com/2016/12/23/funny-cases-of-free-online-translations-in-real-estate-marketing/

– Free Online Translation http://www.english-and-russian.com/free-online-translation.html

– Easy Way to Make Your Property Exceptional: Russian Buyers Will Prefer It over Any Competition http://www.english-and-russian.com/Selling_to_Russians-make-your-property-exceptional-for-Russian-buyers.html

– How to Write Property Descriptions to Attract More Russian Buyers and Sell Quicker and for More http://www.english-and-russian.com/Selling_to_Russians-how-to-write-property-description.html

Needless to say that any thoughts, rules and methods described in the publications above that apply to “Russian language for Russian buyers” are very true to any other “Foreign language for Foreign buyers” – “Chinese for Chinese”, for example.

Happy blog reading,

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

Copyright © 2019 by Olga Kellen
All Rights Reserved

Marketing Real Estate to Foreign Buyers: In What Language?

Once a year, when the high winter visitors’ season ends in Florida and realtors may consider assigning more time to marketing, Florida Realtor Magazine publishes an issue entirely devoted to selling real estate to foreign buyers.

dictionary-2317654__340

It makes a lot of sense, as Florida is the #1 destination for real estate foreign investors in the U.S., and last year they purchased residential properties worth $23B, thus it’s rightly believed that every realtor would want a piece of the pie.

I’ve read this issue from cover to cover to see what’s offered. It’s full of useful interviews, tips, advice, etc. – all about getting into selling real estate to foreign buyers, overseas investors, or dealing with international clients.

BUT there is almost no mentioning of the LANGUAGE(S) in which to market. Only on one of the last pages there is a little excerpt from a NAR’s blog “Communication is everything”. Great, I thought, at last the most useful advice was coming up.

And what a disappointment as it actually says: 1. Learn some basic phrases in your international buyers’ language (Good!), 2. Hire a native foreign language speaker to translate your marketing material (Bad! Not just any native speaker you need, but one with a proven record of writing marketing texts in the foreign language you wish to use), and 3. If nobody is available, use free online translation tools (Awful! Free translation can completely kill your marketing message – we’ve talked a lot about it in this blog already and with real life examples).

Even the article “Reaching Chinese Buyers” doesn’t say a word about the language, although names websites to use for marketing to the Chinese buyers. Okay, how many Chinese do really know English? Wikipedia: Less than 1% (!) Hmmm…

This near-sighted approach to marketing to foreigners reflects the usual American mistake: the whole world knows English. Nope. Do not fall into this trap, but market to foreign buyers in their language!

Happy blog reading,

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

Copyright © 2019 by Olga Kellen
All Rights Reserved

What You Need to Know about Property Video – That Sells to Foreign Buyers

Some time ago I wrote several articles on the topic of using videos to promote your properties for sale to real estate foreign buyers, here is the list of some of them below.

Why now? The situation has not changed at all: still many more real estate foreign buyers would like to see a video of the listing than there are realtors who provide any, that’s why having a video in a listing would put you way ahead of the competition. Videos – inquiries – sales!

youtube-icon-3478912__340

= Why Property Video Attracts More Real Estate Buyers (Part 1) https://foreignbuyers.wordpress.com/2017/03/31/property-video-attracts-more-foreign-buyers-part-1/

= Why Property Video Attracts More Real Estate Buyers (Part 2) https://foreignbuyers.wordpress.com/2017/04/04/property-video-attracts-more-foreign-buyers-part-2/

= How can your property for sale stand out (Part 3) https://foreignbuyers.wordpress.com/2017/07/11/property-sale-foreign-buyers-stand-out-3/

= YouTube for Russian Buyers
http://www.english-and-russian.com/Selling_to_Russians-youtube-russian-buyers.html

= How to promote your YouTube property video in Russian
http://www.english-and-russian.com/Selling_to_Russians-promote-youtube-russian-video.html

Note: the articles mentioning the Russian language or Russian buyers can be equally applied to any other language and foreign buyers from any other country.

Happy blog reading,

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

Copyright © 2019 by Olga Kellen
All Rights Reserved

What You Need to Know While Taking Property Photos – That Sell to Foreign Buyers

In the last several posts we have talked about writing property descriptions that sell to foreign buyers, but good property pictures are of the same importance. Again: the foreign investors would not be able to come and see your property out of nowhere – first they would research properties on the internet to prepare their own list of potentially interesting objects (or their buyer’s realtor would do so for them).

Thus, your major goal is to get on this list of their possible future purchases first of all, and great pictures are crucial to achieve this goal.

Let’s have a look at the front photo of a home below:

villa-340451__340

The home is nothing fancy in architecture to say the least, but the flowers and even a car in front make you want to see more of the home’s inside features, wouldn’t you agree?

The one and only photo that you put as your head photo on a listing should be very carefully chosen because it competes with other properties in the eyes of an internet searcher first of all.

I am not a photographer myself, but definitely can judge property photos from the point of view of potential buyers. So, I’ve written a number of articles on the topic to summarize my experience of looking at so many good and bad photos that my clients send me for posting on the Russian internet and at even more photos of already published comparable properties on their behalf.

Here are some with helpful hints scattered over:

How to Convert Foreign Internet Visitors into Real Estate Foreign Buyers https://foreignbuyers.wordpress.com/2017/03/21/convert-foreign-internet-visitors-real-estate-foreign-buyers/

What Should You Include in Your Property Website on Foreign Internet (Part 1) https://foreignbuyers.wordpress.com/2017/03/24/property-website-foreign-internet-1/

How can your property for sale to foreign buyers stand out (Part 3) https://foreignbuyers.wordpress.com/2017/07/11/property-sale-foreign-buyers-stand-out-3/

Selling to Russians quicker and for more money http://www.english-and-russian.com/Selling_to_Russians-selling-to-russians-quick.html

Next time we will talk about property video and its utmost importance to the foreign buyers who are located far away from your property, but need to get a real feeling of what it looks like – to come, see in person and eventually buy it.

Happy blog reading,

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

Copyright © 2019 by Olga Kellen
All Rights Reserved

What You Need to Know While Writing Property Description – That Sells to Foreign Buyers

As we all realize, foreign buyers can’t come and see your property on a whim on a weekend – they do their preliminary research on the internet to select several promising properties to visit while traveling to your country/area. That’s why having the best property description on the foreign internet is one of your first priorities – otherwise you’ll never be selected for an inquiry, visit and then finally, sale.

checklist-2077019__340

Also, let’s remember that just this marketing tool – a GREAT property description – is actually FREE as it doesn’t cost you a dime more than a poor or not so great property description, but can really make a SALE!

I’ve already written several articles on the topic. Here are the links:

= How to Convert Foreign Internet Visitors into Real Estate Foreign Buyers
https://foreignbuyers.wordpress.com/2017/03/21/convert-foreign-internet-visitors-real-estate-foreign-buyers/

= Who Will Have Success in Selling to Russians? (Part 2)
http://www.english-and-russian.com/Selling_to_Russians-success-in-selling-to-russians2.html

= How Can Your Property for Sale to Foreigners Stand Out (Part 1)
https://foreignbuyers.wordpress.com/2017/07/04/property-sale-foreign-buyers-stand-out-1/

= How Can Your Property for Sale to Foreigners Stand Out (Part 2)
https://foreignbuyers.wordpress.com/2017/07/07/property-sale-foreign-buyers-stand-out-2/

= Best Property Description to Attract Foreigners
https://foreignbuyers.wordpress.com/2018/02/27/best-property-description-attract-foreign-buyers/

= Foreign Investors Will Definitely Appreciate Your Property’s USP
https://foreignbuyers.wordpress.com/2019/02/05/foreign-buyers-appreciate-usp/

= USP (Unique Selling Proposition) in Real Estate Sales
http://www.english-and-russian.com/Selling_to_Russians-unique-selling-proposition.html

= Easy Way to Make Your Property Exceptional: Russian Buyers Will Prefer It Over Any Competition
http://www.english-and-russian.com/Selling_to_Russians-make-your-property-exceptional-for-Russian-buyers.html

= What Russian Buyers Ask About
http://www.english-and-russian.com/Selling_to_Russians-Russian-Buyers-ask.html

= What Russian Buyers Worry About
http://www.english-and-russian.com/Selling_to_Russians-Russian-Buyers-Worry.html

P.S. Please don’t be confused by some article titles – whatever they say about marketing real estate to the Russians applies to any other foreign buyers of real estate, just it has to be done in other foreign language of those buyers.

Happy blog reading,

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

Copyright © 2019 by Olga Kellen
All Rights Reserved

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.”

balls-1015628__340

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

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!

directory-1274229__340

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