Hi Everyone,

In the previous newsletters we have talked about the best tactics for writing a winning description of your property for sale to foreign buyers/investors.

But is your presentation really on par or preferably better than others in your class of properties and price range? How to make sure that you will be the winner in the eyes of the foreign buyers?

To know that, one has to look at the competition very closely and compare one’s own presentation to theirs, then analyze, borrow the best features of other sellers’ descriptions and correct one’s own possible mistakes (if any found).

Before turning to the foreign internet where you are going to present your property for sale in the foreign language that you probably don’t know, look at the competing sellers’ properties (more or less similar to yours) in your own language. Then go and look at your competitors in the target foreign internet (the picture may be quite different!).

Case Study:

Let’s say you wanted to sell a condo in one of the three high-rises of Beach Club in Hallandale, Florida, U.S., a large luxury condo complex. It suits very well to offer to the foreign buyers, as the prices in these buildings are higher than in the neighbourhood and the locals usually prefer other choices around.

If you google “Beach Club Hallandale Florida condos for sale” or something with the same meaning, you can find plenty of properties on realtors’ websites and real estate portals. Read the descriptions and check out the photos and judge for yourself which properties are presenting more attractive than others.

I’ve looked at several listings and could say that they are not actually bad, but could be much more informative as the buildings can really offer a lot of luxury amenities to the buyers that are worth mentioning. Rental options should be described as well.

Then I went to the Russian internet and searched for such properties for sale in Russian (I know that many Russians own condos in this complex, so it makes sense to advertise them in Russian).

So, what do I see? I’ve looked at several listings and could call them nothing but miserable samples of marketing real estate to the foreign buyers. Not only they are not descriptive enough, most of them are not even translated into Russian! In this case it seems rather easy to create a Russian internet listing that would look much better than others.

A note:

Well, right now marketing U.S. properties for sale to Russians is under sanctions, but hopefully we’ll see how it resumes again soon. And anyway, you can use this approach to sell your country’s properties to any foreign buyers/investors. And not all countries of the world restrict real estate sales to Russians now.

Need help with any research in Russian internet? Feel free to send me your questions/needs.

To your best business success,

Sincerely,