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International Real Estate Marketing and Advertising: Languages and Cultures
May 04, 2022
Sometimes I receive questions like that: Why doesn't everybody in the world would read my property-for-sale ad in English, the world-wide recognized language?
The answer is as following: People love to do things in a way comfortable for them, that's why they prefer to read and search the internet in their own language (if different from English, even if they know English).
Also important - there might be some specific places for advertising in other than English languages that you'd like to reach to be successful in international sales. If other sellers do this, but you don't, then you won't be discovered by your target audience for your property-for-sale, and thus can't compete in this particular buyer's market.
Of course, the right choice of international markets suitable for your property-for-sale is a different issue, and buyers' cultural nuances often play a big role - depending on your property. We'll discuss it in some future newsletters.
Now let's have a quick look at three mid-size European and North American countries as random samples, if you need or want to reach their population with your marketing/advertising - as potential international buyers for your property-for-sale.
The easiest path for your international marketing might be a mono-country like Poland: everybody is Polish, Catholic and speaks Polish - plan your campaign accordingly.
On the other end of the spectrum might be Canada: many immigrants from all over the world, two official languages - English and French - and everybody speaks one or the other, though rarely both. It might be not feasible to advertise in many languages of rather small groups of population (too small of a market in each here), so definitely English would do for the most Canadians. You might also consider French advertising here as Quebec, the French-speaking province, is interested in international resort areas a lot.
Somewhere in the middle of our three countries might stay Ukraine: a composition of many nations that have lived on this territory for ages (even before Ukraine was constructed) and continue living here, one official language - Ukrainian, but historically Russian was and is being used widely. The most efficient marketing/advertising here would be in Russian.
So, the term "international buyers" is just for convenience, but in reality they are German, French, Chinese, Spanish, Russian, etc., and reaching out to each nation requires advertising in their native language with attention to their cultural differences - more on that later.
To your best business success,
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