Selling properties to overseas clients

If you are developing or selling a commercial property, think globally: market to international buyers. Many of them are looking for long-term investment properties in countries such as Australia, the U.K., the U.S., and Germany – all of which have solid infrastructure such as electrical power and Internet access, reputations for political stability, laws that welcome foreign investors, and large immigrant communities that demonstrate an openness to foreigners.

For residential market, foreign buyers want safe neighbourhoods with good schools or universities for their children. It’s not unusual to find Chinese parents who will purchase a home for their teenaged child, enroll the child in school, and then return to China – leaving their child to live alone. 

They want to be near good transportation, so they can fly in to the local airport and their children can get to school or college. If their children are interested in college, be sure to take them to the most prestigious schools in the area; some parents want to spare their children from intense entrance exams in their native countries.

Another selling point is proximity to an ethnic community. Inform your buyers of the nearest Chinatown, Korea-town, or other area that would interest them. They would be able to find familiar food and restaurants, movie theatres, religious groups, and people who speak their language. This would also show them that they would be accepted in the community.

For commercial property, foreign buyers want a good supply of skilled workers. If you are selling a farm, introduce them to some of your workers whose grandparents helped plant the first crops. For a mine in Perth, tell them about graduates of the nearby Western Australian School of Mines.

They also want to know if they will have a growing customer base. If you are selling a hotel, show them a map with the nearest airport, public transit stations, and tourist attractions. Then discuss demographics of their potential customers – income level, ethnicity, number of children, etc.

They want to be near good transportation so they can get their goods transported easily. If you are selling a business such as a shopping centre, they will want their customers to be able to get there.

If you have a specific type of buyer in mind – for example, Chinese buyers – then consult with a feng shui consultant. Chinese consider the numbers 2, 6, 8, and 9 to be lucky, so they would be happy if the property’s address contains those numbers. Avoid the number 4 because it sounds similar to the Chinese word for ‘death’; 4 is also unlucky in Korea and Japan.

How to advertise your property 

List your property on websites that have international properties. Be sure to include photos and videos of the property and surrounding area, so potential customers get a good preview before they make the long trek.

It would help if you translate your marketing information into other languages. While photos and financial data don’t need translation, your descriptions do need translation. On your website, you can offer material in several languages, including videos with sub-titles or voice-overs. 

You might consider advertising with media in the other country, or with industry publications.

If your city has “sister city” relationships, or if your local government sends or receives trade representatives, be sure to use those connections. For example, when your local Chinatown has a Chinese New Year event, participate as a sponsor – then use the opportunity to meet visiting dignitaries and make business contacts.

Good luck and you can email us for more information.