Agent seeks competitive edge with China venture

A Sydney agent is capitalising on growing interest in Australian property from the Chinese by travelling to China to target investors directly.

Director of Richardson&Wrench Mosman and Neutral Bay in Sydney, Richard Simeon, will fly to Shanghai for the Luxury Properties Showcase from December 6 to 8 to promote his properties to Chinese buyers.

The international real estate expo is an invitation-only event that allows Shanghai’s elite property buyers to interact with international real estate experts from 25 countries.

“We are the only local agency in Sydney going,” he said. “We will have a select list of 20 prestigious properties, not just from Mosman; there’ll be a couple from the eastern suburbs and a couple from the other suburbs.

“About six of the properties will be private, off-market properties.”

This is the first time Mr Simeon will travel to China and he will be accompanied by Monika Tu, owner of Black Diamondz Property Concierge.

“We will be dealing with the 5,000 high-net worth Chinese clients. We will be dealing with those looking to purchase properties in Sydney, and Monica will do all the translation and she will provide the concierge services when they come to Sydney,” he said.

He added that partnering with Ms Tu was a crucial step in deciding to travel to China.  

“I just see this as an opportunity to list my service to make sure the vendors pick up the best buyers. Our market is becoming a lot more global and to do that we need to have our market out there,” he said.

“All in all, it’s a very exciting and ambitious initiative to be considering. It really just came to me because in the last 12 months I have sold $180 million in properties and I’ve been invited to represent some of our market’s best homes, and this is the next leap in the service.”

Mr Simeon explained that the overseas trip was an extension of their current strategies to target Chinese buyers.

“It just got to a logical thing where we've already got this part of the market reasonably covered, whereby the Chinese come to Sydney and they contact us. Now we also have the opportunity to go over there and take properties to them, and it just makes so much sense," he said.

“There are 5,000 high-net wealth individuals looking to purchase luxury properties in different parts of the world, and if they’re going to come to Sydney, we’re the ones they’re going to talk to.”

Mr Simeon’s plans follow LJ Hooker’s new service of having a designated concierge in mainland China to field enquiries from Chinese buyers about listings in Australia and New Zealand.

The initiative was part of the network’s partnership with Chinese international property portal Juwai.com.

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