Australian agents marketing to Chinese consumers are wasting their time if they’re not doing so in Mandarin, the co-founder of a property listings website that mostly targets mainland China has claimed.
“It’s not enough any longer to just list property in English,” co-founder of Juwai.com, Andrew Taylor, said.
“Chinese will be the dominant language on the Internet by 2015, and Chinese are among the fastest growing group of property buyers around the world. We want to help agents’ market property to Chinese buyers, wherever located.”
Mr Taylor said Juwai.com draws on nearly two years of "extensive research" into its target consumers and property agents. “Chinese consumers have three criteria: abundant listings, unbiased information and trustworthiness,” he said.
“Agents around the world want an easy way to access the China market, and help communicating throughout the sales process. We’ve designed Juwai.com with both of these users in mind.”
Morry Schwartz, chairman of property development firm Pan Urban, and publisher of the Quarterly Essay and The Monthly, said he has noticed an upswing in interest from Chinese buyers for some of his company’s projects.
“Chinese buyers, both local and from Asia, account for about 60 per cent of enquiries and purchases at Pan Urban’s developments,” he said.“That's up substantially from a few years ago."
"You are not doing a good job at selling real estate in Australia today if you're not marketing to the Chinese buyer.
"Australian agents are looking for buyers, and Chinese buyers want to spend billions on Australian property.”
Juwai.com said it’s the world’s largest international property search and information platform for Mandarin-speaking Chinese consumers, when ranked by number of property listings and resources.
“Over one million property listings, from over 80,000 agents and developers in the USA, Australia, Canada, the United Kingdom and Japan are already displayed on the site,” the company said.
“Chinese consumers further benefit from Juwai.com’s extensive editorial content, buying guides, market analysis, social media integration and a call centre – all in Chinese."
Juwai.com has partnerships with various property sites, including thehomepage.com.au in Australia. According to the Juwai website, select customers of thehomepage.com.au – which was founded by Morry Schwartz – have their listings included on Juwai.com.
Juwai.com, which is currently offering agents free listings, said 92 per cent of its visitors come from over 281 cities throughout mainland China, with the remaining eight per cent coming from Taiwan, Singapore and other locations.
The free listings offer is likely to run until the end of January, a spokesperson for the company told Real Estate Business. “Regarding prices, for a single property it's US$50 per month, for 10 properties it's $100 per month, for up to 250 properties it's $250 per month,” the spokesperson added.
To list, agents key in property data and select their criteria. Juwai.com takes care of the translation, metric and currency conversions and mapping. Agents can upload individual listings, or bulk listings via XML.