BRER Real Estate Marketing Blog

I got a question from Rick Neumann asking how people go about selling homes on the International market.  I’m not an expert on International marketing, but I do have some information to share.  If anyone has had success and insight about selling Internationally, please leave a comment!

Thanks to Danielle for leaving a comment with more great ideas!

From what I’ve seen, using the Internet is the best marketing strategy for attracting International buyers.  Here’s how I would suggest tapping into the International market:

1. Establish a website for your target geographical market.
2. Drive traffic to the site using Search Engine Optimization (SEO) or Pay-Per-Click marketing.
3. Make sure your website speaks directly to International buyers.
4. Take advantage of International real estate portals.

Establish a Website for Your Target Geographical Area

When you design your website, think about the things that an International buyer would want to know.  They will certainly want information about the communities in your area, including things like the types of neighborhoods and homes, things to do in the area, etc.

If you put yourself in your prospects’ shoes, you’ll find other things to include.  If you are in an area that attracts people from other countries who need a permanent residence, you might want to include information on schools.  If people from other countries are attracted to your area for a second or vacation home, you might want to include information about renting the property and property management companies.

Drive Traffic to Your Site

As far as I know, there are no search engine keyword phrases by which International buyers identify themselves.  Therefore, you’d want to show up prominently on searches for your area, such as Atlanta real estate or Phoenix homes for sale.

People from other places who know what part of the U.S. they want to look in will typically use the same search terms as any other buyer.

Make Sure You Speak to International Buyers

I’ve never worked with anyone whose entire business was based on working the International buyers.  So, the website will need to speak to all of your target audiences.  So, if you want to attract International buyers, you’ll need to let them know they’re welcome.

Maybe there should be a big button on your home page that says: International Buyers.  And, your menu should have a section for International buyers.  Then, you need to have information that will speak directly to those individuals.

A currency converter might be helpful.  There are free currency converters available on the Internet.  Take a look at these examples:  XE.com, Onada.com.  I’d certainly suggest including a disclaimer to indicate that the converters are for the visitors’ convenience to give them an idea of costs in various currencies and that you are not responsible for the accuracy of the tools, etc. etc.

If you speak a foreign language or two, it would be helpful to let your visitors know.  You might even want to create a few pages in other languages.  I’d be careful of the online language translators like BabelFish or Google.  From what I’ve learned in talking to multi-lingual clients, the automatic translations are very literal and can sometimes even be offensive in how the translations come out!

Your site will be most effective if you can identify specific benefits International buyers would receive working with you.  Do you have experience in the area?  Do you know good attorneys who can assist?  Do you speak other languages?  Are you from another country yourself?  Do you know how buying property in the U.S. differs from other countries?

Just saying that you work with International clients isn’t the greatest proof source for that claim.  Your marketing message will be most effective if you can illustrate how your skills in particular are useful to International buyers.

Take Advantage of International Real Estate Portals

There are undoubtedly lots of real estate websites that cater to International buyers and sellers.  For one, www.Point2Homes.com has an active International set of listings.

Here are two others I’m aware of: LuxuryRealEstate.com and WorldProperties.com.  You can even evaluate joining an organization like the FIABCI.

Rick, I hope this information is helpful to you.  Again, if anyone else has any information about International real estate, please join in!!