Personal concierge to sell direct to Chinese buyers

LJ Hooker has appointed a Shanghai-based concierge to act as a conduit between Chinese property buyers and Australian and New Zealand vendors.

In a partnership with Chinese property portal Juwai.com, Jessie Zhong will field inquiries from Chinese buyers about LJ Hooker listings and act as a go-between for the local agent.

Zhong will also help arrange property inspections, accompany purchasers on buying trips as translator and advisor and attend Chinese property shows.

LJ Hooker CEO Georg Chmiel says Chinese buyers often need to build a rapport before transacting.

“Chinese individuals tend to emphasize trusted relationships or ‘guanxi’ in making property investments. Having a Shanghai-based Chinese national to help our LJ Hooker agents will enable them to more effectively build these relationships.”

Guanxi refers to the relationships one holds with other people which allows them to call in favours or exert influence on behalf of others. It is similar to the idea of social capital.

Guanxi is integral to successful business in China.

Juwai.com co-CEO Andrew Taylor says while the new service will help Chinese buyers, its biggest impact will be to help Australian vendors find new buyers.

“The Property Concierge will make A-NZ LJ Hooker agents more effective at selling and give them a boost when pitching to vendors for their listings.

Last month Property Observer wrote on how to market your property to Chinese buyers.