The abroad real estate market has become a preferred destination for the Chinese capital. Chinese investors have also been active in the United States, Australia, the United Kingdom, and Canada, among others. Chinese buyers are an important part of the foreign property landscape – but how do you reach them with your real estate marketing?
- “The demand is very strong among the middle class holding extra cash,” said Liu Yuan, the Shanghai-based head of research at a property broker.
- “Purchases have become simpler with online platforms.”
Why do the Chinese want to buy a property abroad?
For the Chinese, having a good social standing gives them a sense of achievement and a mentality of becoming more successful in the future. But also, owning several properties is one way to show they sit on a higher tier.
In the past few years, Chinese buyers have started to make their presence felt on the global property market, snapping up everything from luxurious trophy homes and vineyards, to more modest condominiums and investment opportunities. For many Chinese, global property investment is an emerging opportunity that until recently was out of reach.
Therefore, only to the US in terms of international buying power, Chinese buyers represent a tremendous new market opportunity for property sellers around the world. Yet, new opportunity brings new challenges in reaching, communicating, and engaging this new market.
We created a guide on how to understand Real Estate marketing in China for you:
We understand the Chinese culture – Chinese property buyers are extremely thorough. If they find that you’re reasonable, honest, polite, and friendly then not only will they go back to you for more business but they will also recommend you to their friends and family as well. While they rely heavily on their advisors and real estate agents to help purchase properties, they also conduct their own research into the countries and projects they wish to invest in.
The most effective type of real estate marketing is word-of-mouth recommendations. Chinese buyers are also extremely suspicious of advertising. Doing business with the Chinese community is about building trust-based relationships, which takes time.
Indeed, relationships are sometimes worth more than money and if the relationship is good, Chinese buyers may even be happy to pay a little bit more to your company.
What you also need to respect is that the Chinese family hierarchy is extremely important, so make sure you are in touch with every member of the family. In this case, parents will be the key opinion influencers behind the decision.
As for the influencers, they are important in the real estate industry as well. Influencer marketing is extremely powerful – Chinese property buyers hold the opinions of those they see as having a higher status than themselves in high regard.
Get your digital marketing right
Firstly sales agents do not do digital marketing, they build offline networks which severely limits exposure without an online presence.
It is difficult for an agent to sell a project in such an online-focused society without online exposure. Chinese investors will research online via Baidu or Wechat, and also can verify through Google.
The discerning investor buys into the reputation of your brand. When it comes to social media marketing, the platform that matters most is WeChat – China’s most popular social network, and Baidu – a Chinese SEO browser. It operates very differently from the likes of Facebook – it’s about sharing information within your group of friends rather than seeking maximum visibility within the world.
As a matter of fact, Chinese buyers are the fastest-growing segment of global property buyers. It is projected that by 2020, Chinese overseas property transactions will hit US$220 billion. This makes China truly one of the biggest contributors to the Global Real Estate industry and will be in the foreseeable future.
Why partner with us?
It’s also extremely difficult for a foreign real estate business to crack as foreign users can’t see Chinese information on WeChat/Baidu.
It can be difficult for an overseas real estate agency to even get a WeChat account.
Even if things could seem difficult, which they really are, with us, you can set up your real estate business smoothly in Chinese marketing. If you’re worried about taking your first steps into WeChat, don’t be – there’s always help available from the likes of us.
We are the top and most visible Web & Marketing Agency for China you will find on the web. Our Services: E-Commerce, Search Engine Optimization, Advertising, Weibo, WeChat, WeChat Store & PR. For more information get in touch with us here.
– focused on real estate marketing for Chinese property buyers
We have several Real Estate & Investment experts at GMA your China marketing Agency are specialists in Chinese social media marketing. Over the past seven years, they’ve had great success supporting property developers abroad mostly in the UK, explicitly targeting Chinese property buyers.
“To be successful, you must first understand the dynamics of Chinese property investment abroad,”
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