Florida Realtor April 2014 : Page 12

Tech & You gLOBAL LISTIng pORTALS mandarin for home Behind the Chinese Firewall and, seeing the value, decided to make the move to list on the site.” Here’s how Creech uses the Juwai site to reach Asian buyers: 1. display listings. The most obvious way to use Juwai.com is to post your listings to the site. Creech, who says about 60 percent of his business comes from Asian countries, also says it’s vital to get behind what he calls the “Great Fire-wall of China” to get in front of your target clientele. He displays both residential and commercial listings on the site. However, he is careful about which properties to list. “Not every property is one that interna-tional buyers would be interested in,” he says. Creech uploads his listings manually and, at press time, had eight listings on the site. “I’ve been using it since August 2013,” he says. For real estate professionals who choose to put more listings on the site, there is a way to bulk upload listings. “I prefer to do it manually because I verify that the pic-tures have correct captions and that all the important information is included.” He is also careful to keep the elements of feng shui in mind when photograph-ing and describing properties. “In my listing, I will mention which direction the property faces, if the road dead ends into the house or if the front and back doors line up,” he says. “I also make sure that if sellers have a mirror facing a door, they remove or cover it when I’m photo-graphing the rooms.” 2. Listing presentation. Home sellers like to know that real estate professionals are marketing their prop-erty to a large audience. Depending on the property, “if it’s a residential prop-erty that has investment potential or a property close to a university or college, I will mention Juwai.com to the sellers,” he says. “For commercial listings, I post all of them on the site. If I know that the property needs to go into the Asian mar-ket, I make it part of my presentation. I have one listing right now I wouldn’t have gotten without it.” 3. Tweak listings. To keep his listings interesting, Creech How one sales associate reaches asian buyers online C had Creech , sales director and broker associate, with Engel & Völkers in Orlando, had been entering his listings on Juwai.com for only two months when he got a call from a Chinese couple looking for a commercial property. “The couple lived in the United States, but also owned a home in China. They found a listing of mine on the site and called me. While they didn’t buy that listing, they did list some land with me. That land was sold to another buyer who found the listing on Juwai.com, and it closed in January,” says Creech, who is also president of the Asian Real Estate Association of America–Central Florida. Juwai.com is China’s largest interna-tional property website for Chinese buy-ers. “The site allows listings to be displayed behind the Chinese firewall because it’s hosted in China,” says Creech. “That’s im-portant because sites hosted outside of China can be blocked from Chinese viewers.” Creech discovered Juwai.com through a friend in Taiwan. “I in-vestigated for about three months, contacted agents who were using it 家 Juwai.com Listglobally.com Propertyportalwatch.com World-estate.com 12 FLORIDA REALTOR April 2014 PhOTO BY NORMA LOPEz MOLiNA global Listing portals

Tech & You

GLOBAL LISTING PORTALS

Behind the Chinese Firewall

How one sales associate reaches asian buyers online

Chad Creech, sales director and broker associate, with Engel & Völkers in Orlando, had been entering his listings on Juwai.com for only two months when he got a call from a Chinese couple looking for a commercial property. “The couple lived in the United States, but also owned a home in China. They found a listing of mine on the site and called me. While they didn’t buy that listing, they did list some land with me. That land was sold to another buyer who found the listing on Juwai.com, and it Closed in January,” says Creech, who is also president of the Asian Real Estate Association of America–Central Florida.

Juwai.com is China’s largest international property website for Chinese buyers. “The site allows listings to be displayed behind the Chinese firewall because it’s hosted in China,” says Creech. “That’s important because sites hosted outside of China can be blocked from Chinese viewers.”

Creech discovered Juwai.com through a friend in Taiwan. “I investigated for about three months, contacted agents who were using it And, seeing the value, decided to make the move to list on the site.”

Here’s how Creech uses the Juwai site to reach Asian buyers:

1. Display listings.

The most obvious way to use Juwai.com is to post your listings to the site. Creech, who says about 60 percent of his business comes from Asian countries, also says it’s vital to get behind what he calls the “Great Firewall of China” to get in front of your target clientele. He displays both residential and commercial listings on the site. However, he is careful about which properties to list. “Not every property is one that international buyers would be interested in,” he says. Creech uploads his listings manually and, at press time, had eight listings on the site. “I’ve been using it since August 2013,” he says. For real estate professionals who choose to put more listings on the site, there is a way to bulk upload listings. “I prefer to do it manually because I verify that the pictures have correct captions and that all the important information is included.”

He is also careful to keep the elements of feng shui in mind when photographing and describing properties. “In my listing, I will mention which direction the property faces, if the road dead ends into the house or if the front and back doors line up,” he says. “I also make sure that if sellers have a mirror facing a door, they remove or cover it when I’m photographing the rooms.”

2. Listing presentation.

Home sellers like to know that real estate professionals are marketing their property to a large audience. Depending on the property, “if it’s a residential property that has investment potential or a property close to a university or college, I will mention Juwai.com to the sellers,” he says. “For commercial listings, I post all of them on the site. If I know that the property needs to go into the Asian market, I make it part of my presentation. I have one listing right now I wouldn’t have gotten without it.”

3. Tweak listings.

To keep his listings interesting, Creech Says, he will “do some adjustments to my listings every month. I rotate multiple listings [into and out of ] the Featured Property position. That changes the exposure and gets properties in front of people they didn’t reach the previous month,” he says. “The Featured Property is more visible than other listings. Putting up something new makes buyers more inclined to connect with you to see what else is available.”

4. Translate.

Juwai.com offers a plan that translates listings for the real estate professional. However, Creech, who understands some Chinese and whose wife speaks it fluently, has several people locally who do his translation. “To get any value, the listing should be in both Chinese and English,” he says.

5. Track analytics.

Through Juwai.com, Creech can track how many times his listings show up in Prospective buyer searches, how many times his listings get click through and more. “They send you an update on the traffic and activity on your listings every month, so you can keep track of it without even logging in.”

For Creech, listing his properties on Juwai.com is a must-do. “For my commercial properties, I need only one person to buy a million-dollar property, and I’ve more than made up the money I’ve spent,” he says. “For residential, the return is very good compared to spending that money on other marketing.” Listing prices range from $98 to $278 per month, depending on how many listings you post and whether they are residential or commercial.

It’s working, says Creech. “Within the first month of listing properties, I got people looking at them and contacting me.” In addition, he says, having listings on the site lends him credibility.

Creech plans to increase his use of the site in the future. “For reaching mainland China, other Asian countries and Australia, it’s much more costeffective than visiting there, and you get a great return on your investment.”

This column, designed to offer examples of how salespeople and brokers are using technology, won the florida Magazine Association’s Charlie Award (first place) for 2012 Best department and the Bronze Award (third place) for 2013 Best department design. Opinions expressed here don’t reflect an endorsement of the views by Florida Realtor® magazine or florida Realtors.

Read the full article at http://browndigital.bpc.com/article/Tech+%26+You/1663182/201925/article.html.

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