Main menu
Main content

News

Marketing to Chinese Buyers: Spring 2016 Update

Article particulars

18 October 2016

Marketing to Chinese Buyers: Spring 2016 Update

Main article content

Chinese property buyers remain a significant segment of the Melbourne market. While they may not be dominating auctions in quite the same numbers as last spring, this buyer pool is still a force to be reckoned with. Agents need targeted tools to capture their attention.

Chinese language property publications are one such tool. They can be incredibly powerful when it comes to bringing your listings to the attention of foreign buyers.

Chinese buyers remain influential in the Melbourne property market.

When working with international real estate buyers, it’s important to use targeted marketing tools.

A unique buyer pool

Real estate agents have been quick to embrace Chinese language marketing tools, and now that trend is spilling over into other industries. Qantas will soon begin publishing a Chinese edition of its in-flight magazine, Spirit of Australia, aimed squarely at capturing the attention of the world’s largest tourist market. The move makes great business sense – over one million Chinese tourists visited Australia during the last financial year.

We’ve written before about why the Australian property market is so appealing to Chinese real estate purchasers. The legal restrictions on homeownership in China, the established expat community in Australia, and the clean and green local environment all make this an attractive destination for international purchasers.

Specialised marketing tools

Several elite real estate brands use Chinese magazines regularly. Sometimes, this is as simple as translating the English version of a regular property publication. At other times, we’ve been called on to create custom magazines especially for the Chinese market. Projects like this can include content tailored specifically for an international audience, listings rewritten to highlight the features most desirable to foreign buyers, and high-end design elements that resonate with this specific audience.

Neo has also offered translated brochures to our clients since 2014, and they’ve become indispensable marketing tools for our clients. As well as overcoming the language barrier, these brochures provide a platform to tailor information to the Chinese market, who tend to be far more interested in lifestyle factors than basic lists of property features. Some of our clients even incorporate information about Feng Shui into their Chinese brochures to better cater to this market.

Still influencing the market

While the number of Chinese buyers has dropped off a little, they remain a powerful force in the market. On the one hand, the Chinese government’s decision to tighten restrictions on the transfer of funds overseas, and increases in stamp duty for foreign buyers, have dampened some of the enthusiasm we saw last year. On the other hand, fluctuations in the Australian dollar have made Australia more affordable for Chinese buyers, and the introductions of several new visa types, like Ten Year and Guardian Visas, have opened the doors for more people to enter the country.

If Chinese buyers are still active in your marketplace, it’s worth considering how you can tailor your marketing strategies to build better relationships with them.

Get in touch with the Neo team on 8809 2500 to find out more about our professional translation services.

Tags: ,