A prominent Chinese property listings website is set to release a free e-book next month with tips on how agents can use the best social media to reach international buyers.
Juwai.com will release the e-book, 7 Ways to Improve your International Social Media Marketing, in December and it will be available for free to agents who sign up to list.juwai.com.
“Social media lets you connect with potential real estate buyers, wherever in the world they are located," said co-CEO of Juwai.com Andrew Taylor.
“Once you have a connection with these buyers, you can pull them forward into your marketing process, bringing them to your website, or getting them to contact you.
“Buyers who find and contact you directly via social media tend to be closer to a purchase than other prospects. International buyers make up an increasingly important share of real estate transactions. And it’s not just in the traditional cities like New York, London and Sydney.”
The e-book covers Juwai.com’s seven-step process to succeeding with international social media.
One of the strategies is for agents to consider the social media networks they are currently using.
“You might use Facebook to keep up with your friends because most of them are on it,” Mr Taylor said. “To reach prospects, you have to go to the social networks they prefer. You might be surprised how limited the international reach of networks like Facebook and Twitter are in other countries.”
According to Mr Taylor, Facebook has 50 per cent penetration in the United States, and the world average for Facebook penetration is only 12.1 per cent. In the Middle East and Asia, both major sources of wealthy international buyers, Facebook’s penetration is only five per cent and nine per cent, respectively.
In Russia, social network VK has 100 million active users - more than Facebook in that country. In China, QZone has 603 million users, according to China Internet Watch.
“The value of using a smart international social media strategy is that you attract and connect with buyers from other countries, so that means more reads and ultimately more sales,” Mr Taylor said.
“It also differentiates you from other agents and it becomes a powerful listing tool.”