Securing a Chinese buyer for your property
The capacity of international social media to enhance real estate agents’ property sales successes cannot be overestimated. It’s a resource of infinite reach and potential - and it carries details of their offerings right into willing buyers’ homes.
Coupled with this, there are almost unlimited numbers of potential buyers out there – often wealthy Chinese – who want to see and read about property of all descriptions and for almost any price.
And one country in which they are especially interested in buying is Australia.
To make social media work well, it helps to understand exactly how it fits into the online marketing process, which is where a new e-book: ‘7 Ways to Improve your International Social Media Marketing’, can help.
The author is Andrew Taylor, co-CEO of Juwai.com, who has 10 years experience in marketing and media in print, online, television and radio brands across Australasia and Pan-Asia. He was a company director and greater China country manager for REA Group, and led its acquisition and growth strategy for Asia.
As co-founder - with Sue Jong - and co-CEO sales and marketing at Juwai.com since 2010, Taylor devotes his time to market research and developing the business. He introduced world first research on Chinese property buying behaviour, the results of which went in the Juwai.com messaging and branding.
The depth of his China research, consumer market insight and property industry expertise, is now channelled into the valuable intelligence provided to customers looking to reach Chinese property buyers.
Jong is is Juwai.com’s international marketing manager, driving marketing and branding efforts and bringing relevant research and insights on Chinese buyers to customers worldwide.Central to sales success is the “conversion process”, Taylor says.
“That’s because it’s how you ‘convert’ a random web surfer into a member of your mailing list or an out-and-out lead.
“Let’s start on the outside and work our way in. Let’s say a mainland Chinese woman named Chu Lam is considering buying an investment property. She wants something in the $5 to $10 million range, within an hour of an international airport and with oceanfront views.
“Lam hits Weibo, the Chinese version of Twitter, and searches for, ‘luxury beach property’. Because you have been active on Weibo, her search results include a couple of your recent waterfront listings. There is also a link to our e-book on your website entitled, ‘5 Tips for Choosing a Beachfront Property’.
“As a good manager, you had juwai.com translate and localise both your website and your e-book into Chinese. Lam submits her email address to you on the registration form to receive the e-book. Now you have her email address. And, you know she is interested in beach-front property.
“You follow up with an email the next day. You offer to talk her through the recent beachfront sales in your area, so she can get a better idea of the market. And, you continue to build the relationship from there – the same way you would with any lead.’’
That is how social media fits into the online ‘conversion’ process – or the process of converting inquiries to sales.
Language barriers are overcome by:
- The agent or the buyer asking the Juwai.com multi-lingual call centre and account team for free help. The staff will translate communications, answer questions and, in other ways, help the agent build a relationship with the buyer. Staff can even make a phone call for the agent if he/she is having trouble reaching a number in China. Juwai.com claims to be the only real estate portal in the world with a call centre.
- The company says many Chinese buyers will have the communications issue in mind when they start looking for property in Australia. They may have a colleague or a friend or family member who speaks English, and they often ask them to help. “For example, an agent in Mosman last year sold two plots of land to a Chinese buyer who didn’t speak English. The buyer sent a Sydney-based, English-speaking colleague to check it out before he flew into town to buy it,’’ Taylor said.
In the e-book the introductory content is for real estate marketers who are relatively new to the subject. This content includes step-by-step instructions on how to get started with this aspect of marketing and learn its fundamentals. “After reading it, they will be able to execute basic marketing tactics related to working with Chinese buyers,’’ Taylor says.
The intermediate content is for those familiar with the subject but who have only basic experience in executing strategies and tactics on the topic. This content covers the fundamentals and moves on to more complex advice and examples. After reading it, agents are expected to feel comfortable with this aspect of marketing to Chinese buyers.
The advanced content is for real estate marketers who are, or want to become, experts. “We walk you through advanced features and strategies so you can develop full mastery,’’ Taylor says.
“After reading it, you will feel ready not only to execute strategies and tactics for yourself, but also to teach others and even lead entire teams, businesses or networks to success with Chinese buyers.’’
Taylor says social media lets sellers connect with potential real estate buyers, wherever in the world they are located.
“Once you have a connection with these buyers, you can pull them forward into your marketing process, bringing them to your website, or getting them to contact you. Buyers who find and contact you directly via social media tend to be closer to a purchase than other prospects.’’
He says international buyers make up an increasingly important share of real estate transactions. And it’s not just in the traditional cities like New York, London and Sydney. “Wei Gu, of the Wall Street Journal, reports that Chinese and other international buyers are ‘increasingly snapping up properties in second-tier cities with better prices and growth potential’.
“They are going beyond the cities that have long attracted international buyers and landing in regional destinations.’’
In Australia, the cities and towns with the fast-growing Chinese buyer interest this year has included Perth, Darwin, Mandurah and Geelong — according to user data on Juwai.com. They aren’t the top areas for Chinese buyers, but they are the fastest growing, Taylor says.
“Chinese buyers don’t account for the majority of transactions. But, they account for a significant number, and they tend to be more profitable and spend more per transaction than other buyers. Chinese buyers tend to spend more than twice the median house price in a given market, according to data from the US.’’
So, you can limit yourself to the low-spending locals, or, you can use social media to attract the big-spending international buyers. If you choose the latter, follow Juwai.com’s seven-step process and you will be well on your way to international social media success.
Some tips:
Pick your target countries:
Pick the obvious countries, either the places that are sending the most buyers to your market, or the ones where you have a cultural or linguistic advantage. If you live in Miami and speak Portuguese, it probably makes sense to include buyers from Brazil in your list of targets.
Pick your social networks: You might use Facebook to keep up with your friends, because most of them are on it. But to reach sales prospects, you have to go to the social networks they prefer.
You might be surprised how limited the international reach of networks like Facebook and Twitter are in other countries, Taylor says. While Facebook has 50% penetration in the United States, the world average for Facebook penetration is only 12.1%.
While the Middle East and Asia have a big share of wealthy potential buyers, Facebook’s penetration is only 5% and 9%, respectively. In Russia, social network VK has 100 million active users — more than Facebook in that country. In China, QZone has 603 million users, according to China Internet Watch.
Set your goals:
Some local agents are content to use social media as nothing more than another customer service platform. That is, they use it as they would the phone or email, to communicate with prospects with whom they already have some sort of relationship. Others are more ambitious. They use social media to bring more traffic to their website or to give their brand more exposure, especially in new markets.
Whatever your goals, having a coordinated, planned approach will make it easier to operate on multiple social networks, and even in multiple languages.
Decide ahead of time how you want to use social media, and choose your tactics accordingly.
Graphic: Chinese prefer their own social media networks
Click to enlarge
Choose your languages.
Only about 1% of Chinese speak English, and nine out of 10 Europeans prefer to surf the web in their native tongue. Get the picture? When deciding which languages to operate in, focus on those used by the largest numbers of your prospects.
Decide how many accounts you really need.
You might be tempted to set up a Facebook page for every language in which you’d like to work with buyers. That would be a mistake. You can achieve the same results with just a single page on Facebook using its post-targeting tool.
Access it at the bottom of the compose box, just next to the ‘post’ button.
Let’s say you put up an item in Russian. Use the targeting tool to select Russian speakers, or even residents of individual Russian cities. Other social networks have similar tools.
Once you have created your new post, click on the word ‘public’ in the blue box, at that bottom of the post. Select “Location / Language” and go on to target the post to your preferred populations.
Create a destination on your website for each language.
If your goal is to acquire new customers via social media, ultimately you will want them to visit your website. Post all of your new content for each segment of buyers on your site first. Then link back to it from your social media posts.
Once they are on your website, you will have more opportunities to capture their contact information, show them listings and persuade them to work with you. This is an extra step compared to simply posting a link in your Twitter feed to a news article, without first posting that news article on your own website.
It’s worth it. You’ll generate more direct traffic to your site. If you do a good job of converting on your site, you will then generate more leads and – ultimately– commission revenue.