LJ Hooker is targeting a part of the world that’s often overlooked, with the CEO of the group starring in a reality TV show hoping to attract European investors to Australia.
Georg Chmiel, CEO of LJ Hooker, will be broadcast across the globe in the TV show Dream Homes in Dream Cities later this year.
“We are showing a couple around the city and having them inspect a few properties while they’re here,” Mr Chmiel told Real Estate Business.
“We’re also talking about the Sydney housing market, what properties are available and why the city is one of the best in the world.”
The show will be aired in prime TV time in German speaking countries, as well as broadcast all across Europe and North Africa.
“It has fantastic reach and it’s not just doing our own brand a great favour - it's showing the world how great the Australian property market is and helping the whole industry," he said.
As a German speaker himself, Mr Chmiel was picked to ‘star’ in the show, which he admits has been quite an experience.
“It hasn’t been too hard because it’s reality TV," he said. "But I haven’t spoken in German for quite some time, so that was actually the biggest challenge for me. I’m no movie star, but I’m finding it fun.”
Mr Chmiel and the crew showed three properties to the couple; one in Newtown, one in Bondi and one in Crows Nest.
The couple were apparently taken aback by the differences in properties in Australia.
“Some simple things that really stood out for them were blinds, built in wardrobes and barbeques outside, because they aren’t seen in Europe,” he said.
“It’s good that this will be reaching a different part of the market that is sometimes forgotten. Everyone is talking about China, which is great, but given we are a global brand we want to reach other parts of the world that have equal buying power.”