Selling U.S. property to Chinese investors isn’t just about listings; it’s about understanding culture, trust, and visibility in a digital ecosystem very different from the West.

So what works in China’s real estate marketing?

At our agency, we’ve helped international real estate companies break through the “Great Firewall,” build visibility on Baidu, and connect with serious investors through WeChat and Chinese PR.

In this guide, we’ll show you what truly works: from building a trustworthy brand presence to mastering the right marketing channels. So you can effectively attract and convert Chinese property buyers.

Key Takeaways

• Chinese investors are attracted to US real estate due to their interest in global investment and portfolio diversification, as well as the perception of safer long-term investments with higher potential returns compared to domestic properties.
• To effectively sell US real estate to Chinese investors, it’s important for marketers to understand cultural differences and preferences when it comes to investments and marketing strategies. Building trust through reputable branding efforts tailored specifically toward them is also crucial.
• Utilizing Chinese social media and marketing platforms such as WeChat, Weibo, Baidu, and live streaming channels can be highly effective in reaching out to potential Chinese buyers and promoting US real estate properties. Understanding the impact of China’s regulations and policies on overseas property investment.is also essential for success in this market.

The US is the most popular location for investment

The US is currently the most popular choice for property investment by foreign investors, especially the Chinese property buyers, who are now the biggest foreign investors of real estate within the country, currently responsible for 29% of the total foreign investment in American real estate.

The East and West coast tend to be the most sought-after areas, with New York and Los Angeles currently being top of the list. And it’s not just wealthy citizens buying up foreign property. Chinese companies are also beginning to invest in office spaces abroad as a way of company investment. Generally, there is a better return on investment in overseas property than investing in China so it’s easy to understand why forward-thinking companies are jumping at the chance to invest.

On the other hand, China’s real estate sector has evolved rapidly over the last three decades, transforming from a closed-off system to one that sees an influx of global investments. For instance, historically speaking, the Chinese property boom is closely linked to their booming economy, which plays a pivotal role in shaping global economic trends.

Understanding Chinese Real Estate Investors

Cultural Differences 

These differences can impact investment decisions in various ways, such as communication styles, negotiation tactics, and overall preferences for property types or locations. It’s essential to recognize these unique considerations to tailor your approach accordingly.

To bridge the gap between diverse investment strategies and expectations, consider offering ample opportunities for face-to-face interaction with prospective clients—even if it entails traveling halfway across the globe—while focusing on building long-term relationships founded on trustworthiness.

Influencing Factors for Chinese Investors in US Real Estate

Besides their desire for global investment and portfolio diversification, which we mentioned previously, insecurity in China’s domestic market has prompted many affluent individuals from mainland China, Taiwan, and Hong Kong to seek safer investments overseas.

Other considerations for Chinese buyers include educational opportunities for their children as well as desirable lifestyle choices associated with owning property in prestigious neighborhoods or upscale communities.

Impact Of China’s Regulations And Policies On Overseas Property Investment

The Chinese government has instituted financial regulations and tight controls on capital outflows and Chinese investments, including restrictions on foreign real estate purchases. For instance, in 2017, the Chinese government announced new rules that limit overseas investments by domestic companies and individuals.

This move is meant to curb money laundering and prevent investors from shifting their assets abroad illegally. However, despite these restrictions, US real estate remains attractive to Chinese investors who seek stable returns and long-term asset appreciation.

Trust And Brand Reputation In The Chinese Market

In China, trust is one of the most critical factors influencing consumer behavior. A significant aspect of building a successful brand in China is establishing a trustworthy image by paying close attention to cultural sensitivity. To build trust with Chinese investors, companies need to define their brands clearly and learn from examples that have been successful in cultivating brand loyalty with Chinese consumers.

Digital Marketing Strategies For Selling To Chinese Investors

In order to start selling real estate to China, it is important to have a very thorough understanding of the purchasing habits of the Chinese when it comes to buying property. From what they are looking for, to the various marketing platforms used throughout China, having an in-depth knowledge of this is hugely beneficial when it comes to helping you generate leads and achieve success in terms of conversion.

The key point to understand is that the answer in China is digital, with 900 million netizens and an internet penetration rate of 70%, the whole investor eco-system is centered around online activity. This also differentiates the Chinese market from the rest of the world where offline affiliates play a larger role, in China less so.

Your Reputation May Not Extend to China

Large, reputable firms have often asserted to us that they do not need to market themselves in China, they are world-renowned and the investors come to them. In China actually, this logic does not hold up. The Chinese business and online landscape are actually very distinct and separated by what is termed the ‘Great Chinese Firewall’.

As established, digital is the solution but on the Chinese internet, local platforms dominate. No Google, Baidu. No Facebook, but rather WeChat. Chinese news sources such as Sohu and Ifang are where investors browse for information.

If you are not active and have not developed Chinese content you will not be visible on Mandarin Character Keyword Searches. This is a problem even for the largest firms in terms of attracting seriously wealthy investors.

Produce a Good Chinese Website and Quality Mandarin Content

No matter how strong your reputation is back in the US, it is very important to remember that when your company enters China, you are essentially invisible. Any positive reviews you have are inaccessible due to the ‘great firewall’.

It is therefore essential to build your own website in Chinese in order to give potential investors a first look into your company and the type of property you have on offer. Producing well-written content about your property which can be accessed from various Chinese platforms is also advised in helping build both your visibility and credibility. These should include backlinks to your website in order to increase web traffic and your ranking in the search results.

Remember, some overseas investors may not have the opportunity to come and view the property they are investing in in person. It is, therefore, crucial to have a wide range of images of the property on offer with very concise details so the investor can have a better idea of exactly what they are getting.

Videos are another great way of giving a very clear view of what you have on offer. Generate high-quality walk-through videos of properties. Videos, images, and your website should all translate well to being accessed in mobile form, as the majority of Chinese use their phones for all their web research. This type of content suggested above can be sent to investors directly via instant messaging on WeChat accounts.

Become Number One on Baidu (China’s Google)

After creating a strong Chinese website, you need to start increasing your visibility. Baidu (the most popular search engine across China) is the most important place to start. Statistics show that if you do not appear on the first search page, you are likely to lose 65% of potential internet traffic.

It is highly advisable, therefore, to do search engine optimization in order to rank on the first page. Finding the right keywords that will help you generate the most leads, optimizing your cost per click and bid positioning, and constantly updating your landing page while monitoring web traffic are all key in helping you achieve ‘first search page’ success. Ranking highly in the organic results on Baidu drives the highest quality leads.

Sites need to be built with Baidu searches in mind and audited in terms of Mandarin Characters that improve search engine ranking. This Chinese site will be your ‘shop front’ in China.

PPC (pay-per-click) is also a good way to complement ongoing SEO for a real estate firm. This will rank you in the paid results, and real estate still offers an effective ROI. The combination of the two approaches works best, with PPC being more important initially when you first enter the market and SEO becoming more viable after a number of months of activity.

Social Media (WeChat) is Integral

As the most popular social media app in China, it is advisable to become highly familiar with the inner workings of WeChat and the ways in which it can help create interest and market your property.

Setting up an official WeChat account will give your audience the feeling of having a more direct line of contact with you. It will also allow potential investors to stay constantly up to date with any updates regarding your company. You can also create your own weChat group to better communicate with potential customers.

For example, as a real estate developer, any new properties you have on offer can be shared on your official account so your subscribers can see them instantly without going out of their way to access your website. Consider WeChat as a communication ‘Swiss Army Knife’ for building relationships with investors. Ranking highly on Baidu is the best way to generate qualified leads, and WeChat is the first step toward conversion.

Almost every website in China is accessible by QR codes so include your website QR code on your official WeChat account to give potential investors a smooth transition from your WeChat to your website. This ‘lead funnel’ needs to be developed to be as intuitive as possible for all parties.

PR & E-Media Coverage

In China, exposure to e-media is essential to win investors’ trust. They search on platforms such as Sohu, Ifang, or News168 for relevant information. Quality PR content is essential and must be tailored for the Chinese market to develop the reputation of your services. If you have no presence in the news, a serious firm will struggle to gain traction.

Other Effective Marketing Strategies

Translating Property Listings to Chinese

One of the most effective marketing strategies for selling to Chinese property buyers is translating property listings and other materials into Chinese.

This will help ensure that potential buyers and high-net worth individuals from China understand all of the key features and benefits of your properties without any misunderstandings or confusion. Research has shown that offering multilingual marketing content can have a significant impact on sales for luxury properties worldwide, including those in the United States.

When we take into account that many wealthy Asian and Chinese investors are cash buyers who value discretion and ease when making purchases abroad, creating easily accessible information they can read in their own language becomes crucial in securing these investments.

Relationships With Local Chinese Real Estate Agencies

Networking and establishing partnerships with these agencies can provide invaluable access to potential buyers in China. These established relationships can also help overcome the language and cultural barriers that often arise when dealing with overseas clients.

It’s worth noting that building these relationships takes time and requires trust-building efforts on both sides. It’s important to do research and find reputable partners who understand the local market and have experience working with foreign buyers.

Real Estate Investment Seminars And Virtual Tours

These events provide a great opportunity to showcase properties and discuss the advantages of investing in US real estate. Chinese investors are known for spending a lot of time online and on mobile devices researching potential investment opportunities.

By holding these events virtually or through live streaming platforms like WeChat or Baidu, marketers can easily reach interested investors without travel costs or logistics issues.

Post-Sale Services

Maintaining consistent contact with clients after the sale is crucial to building lasting relationships and driving repeat business. Positive post-sales experiences can help increase customer loyalty, enhance brand reputation, and ultimately lead to increased sales.

To achieve this goal, it’s important to focus on relationship management by maintaining follow-up communication and providing aftersales support. This could involve offering additional services that add value for your Chinese investors such as property management or legal assistance.

Additionally, implementing loyalty programs and analyzing consumer behavior patterns can help identify opportunities for upselling or cross-selling products and services.

Offering property management services can provide peace of mind for investors who may not live in the same location as their investment properties. Plus providing legal assistance with navigating unfamiliar US laws and regulations pertaining to foreign buyers can be invaluable for these investors.

Our Agency is Here to Help You Succeed

Selling U.S. real estate to Chinese investors requires a deep understanding of their motivations, cultural considerations, effective marketing strategies, and careful attention to legal and financial logistics. At our agency, we specialize in providing comprehensive solutions for successfully navigating these challenges.

With our expertise in understanding the cultural nuances and regulations impacting investment decisions, we can develop tailored branding and marketing strategies that build trust with potential clients in the Chinese market.

We are well-equipped to manage the legal and financial logistics involved in the buying process, ensuring a smooth and secure transaction for Chinese investors. Furthermore, our commitment to providing high-quality post-sale services will help maintain strong client relationships and add value to their investment.

In fact, last year, Chinese investors from mainland China, Taiwan, and Hong Kong were the most active buyers of U.S. real estate among foreigners. We recognize the significance of this trend and are dedicated to assisting Chinese investors in capitalizing on the opportunities available in the U.S. real estate market.

Whether you are interested in entering the U.S. real estate market as a Chinese investor or need assistance in navigating the intricacies of this industry, our agency is here to help. Feel free to contact us anytime to discuss your goals and how we can tailor our services to meet your specific needs. Together, we can unlock the full potential of your real estate investment journey in the United States.

In fact, Chinese buyers now account for over 25% of foreign real estate purchases in the U.S.—and interest is rising fast worldwide.

Despite a slowing domestic economy, Chinese investors are actively looking abroad for stable, high-value real estate opportunities. A few facts are behind that trend:

• Real estate prices seems like a bargain to them when they compare to tiers 1 cities in China
• Chinese buyers consider real estate as the best and most secure way to invest
• The Chinese real estate market isn’t doing so great within China

At GMA, we’ve helped global property developers like Damac and Knight Knox generate thousands of qualified leads in China through smart, localized marketing.

In this guide, you’ll learn how to attract Chinese real estate buyers using Baidu SEO, WeChat, digital PR, and lead generation strategies proven to convert.

In short: I’ll give you the keys (pun intended!) to how I help my clients getting lots of hot Chinese real estate leads.

Real Estate in China: Overview of China’s real estate market

China’s real estate market is one of the largest in the world, with nearly 100,000 developers and over 2.9 million employees. Real estate sales revenue has increased tenfold since 2005.

Housing prices have doubled in the past decade, with the average sale price per square meter increasing from 3.8 thousand yuan in 2008 to over nine thousand yuan in 2019.

Different regions have experienced varying price growth trends, with Beijing and Shanghai having the highest sales prices as of 2019.

China’s urbanization and increasing GDP per capita lead to a constant demand for new housing, resulting in rising housing prices at a similar rate as GDP per capita. However, some people still find it difficult to buy an apartment.

Real estate is viewed as an investment by many Chinese, who invest a large part of their savings in it, while the government also places great importance on the real estate market.

The real estate sector is an important part of China’s economy, with local governments generating significant revenue from land sales and banks issuing many property-related loans.

The government is making efforts to stabilize the market, recognizing its importance for economic stability.

The Evolution of the Real Estate Market in China

Chinese real estate buyers market has experienced significant growth in the past 20 years, with land purchases becoming a source of financial revenue for local governments.

The government has had to restrict investment due to the rapid increase in housing prices, particularly in larger cities.

As China’s economy slows down and the market becomes saturated, there are concerns about a real estate bubble burst.

However, there is still potential for growth in real estate prices in larger cities, especially first-tier cities. Consumers in China are increasingly interested in high-quality real estate products from leading developers.

Real estate prices in many Chinese cities have reached high levels, and it is unlikely that they will continue to appreciate at the same rate as before. Prices may rise at a slower pace or experience moderate corrections during economic uncertainty.

Prospective buyers are increasingly focusing on quality and improving their living conditions. However, the secondhand market and property-related services are likely to continue to gain momentum.

Despite concerns, new regulations by China’s central bank have led to prospective buyers postponing rather than canceling their home purchase plans, which is seen as positive news for the market.

The Impact of Covid-19 on China’s real estate market

To look at the impact of COVID-19 on Chinese property buyers, it is essential to consider some historic patterns. Because of the Chinese Spring Festival in late January, sales are usually slow at the start of the year.

In fact, sales volume for January and February together typically is equivalent to the average monthly volume during the rest of the year.

As a matter of fact, the real estate sector in China was strongly affected during the lockdown and the following months.

However, after the lockdown companies were able to start their business again, recording a slight growth in house prices in the main cities.

According to the official data released by the National Bureau of Statistics of China, China’s real estate investments in the first nine months of 2020 increased by 5.6% on an annual basis, with an increase in investments in residential properties.

Slowly recovering from the Covid-19 pandemic, China saw its growth skyrocket to 38.3% between January and February 2021. 

Recent changes in China’s real estate market have largely been driven by Beijing. Recently, the central government has taken a very cautious approach to this industry out of fear that it is overheating.

The state has instead focused on promoting economic growth elsewhere while waiting for the macro economy to recover before giving attention back to this sector.

When things do improve though, it will happen quickly with no need for any targeted stimulus from authorities at all.

Real Estate Companies in China

In this really competitive market, a few companies were able to stand out, each generating millions of dollars.

When it comes to real estate development, China’s largest company is Kaisa Group Holdings Ltd. In 2022 alone they generated a sales revenue of over $2,797 million dollar; their closest competitors were Guangzhou R&F Properties Co Ltd, Yunnan Health & Cultural Tourism Holding Group Co Ltd, and Zhuhai Huafa Group Co Ltd.

Growing Investment In Foreign Real Estate

Preferred Investment locations

Chinese investors are still interested in investing in the United States despite recent commercial issues. 25% of foreign investment in US residential real estate came from Chinese buyers.

However, Chinese investors are starting to shift their focus from the US Pacific Coast and California to other locations such as Singapore, Portugal, and Australia.

It’s not only Chinese investors that are buying properties, but also Chinese companies that are investing in overseas offices. In general, overseas investment returns are better than investing in China. The US attracts a lot of foreign investors and the Chinese are investing heavily, especially in major cities like New York, Miami, and Los Angeles.

The outbound foreign direct investment (OFDI) from China has grown dramatically in the last decade, going from virtually nothing to over $100 billion per year.

OFDI (Outbound Foreign Direct Investment)

China’s strategy for international expansion has led to a surge in outward foreign direct investment. Despite this, China ranks third in the global FDI market behind the US and Japan.

Chinese OFDI has its own characteristics, such as companies with no apparent advantage investing in developed countries to grow their business strength.

Investment in overseas residential and commercial real estate has reached a record $33 billion, increasing by over 50% in 2016, accounting for a third of total OFDI. This investment strategy is seen as lucrative and safe for Chinese buyers due to rising standards of living, priorities around education and lifestyle, and a depreciating Yuan.

There is no doubt that China will be a major mover of capital into Real Estate for many years to come but how do you attract investment to score a slice of this pie?

Reach out to China Real Estate Investors: Online Leads/prospect Generation

China has a 65% internet penetration rate with over 1.05 billion users online, including 350 million middle-upper class individuals who are active daily.

To attract investment from the top wealth bracket, a comprehensive digital strategy is necessary due to the unique conditions of the Chinese market.

The development of digital technology coincided with the accumulation of wealth in China, leading to a shift towards online research for investors.

A different approach to the Chinese Real Estate Market

In China the answer for lead generation is digital, this is one of the most online-centric environments in the globe & investment is no exception, there is a strong culture of online research with the average user spending 1.5 hours per day browsing for information.

The traditional commissioned focus sales network of agents is not redundant in China. Indeed an online strategy supports their sales efforts BUT relying solely on third-party sales certainly has its issues.

Chinese Sales Agents don’t do Marketing

Firstly sales agents do not do digital marketing, they build offline networks which severely limits exposure without an online presence.

It is difficult for an agent or real estate developer to sell a project in such an online-focused society without online exposure, even after a personal recommendation Chinese investors will typically research online via Baidu.

Real Estate in China: Working with a local partner = a lack of control

Secondly, we have heard countless complaints first-hand of a ‘race to the bottom, that is poorer quality service, price-cutting, and ruthless sales tactics at any cost.

Outsourcing to third parties in this way does not allow serious real estate professionals control over customer service, their brand image, or management over further prospective buyer references.

Direct leads generation & digital marketing is the most efficient approach in China

In China, the best use of sales agents is to support direct online lead generation. The figures speak for themselves, a comprehensive campaign can drive 100 leads per month, and a sales agent typically provides between 1-3.

You also then have control of customer service and the sales conversion process, many firms such as DAMAC, RS Properties, and Douglas & Elliman all built Chinese customer service teams to handle conversion directly. Higher lead figures & direct, in-house sales increase the likelihood of conversion.

Direct lead Generation = more control

The discerning investor buys into the reputation of your brand. You need to be reputable and visible on the right platforms, direct lead generation via your own website and accounts allows you to control that first impression (you are not just a page in a portfolio), rather you have a strong identity in your own right.

Referrals will benefit you in the Chinese Real Estate Market

Over-reliance on sales networks can be dangerous for any serious Real Estate firm seeking to seriously penetrate this market.

Building a Chinese customer service team in-house allows you to control communications, importantly you can also benefit from investor referrals and re-direct interested parties for your own listed projects.

A third party, the sales agent has no loyalty to provide referrals to you, rather they remain a gatekeeper with the power to push sales in one direction or another, most typically just based on commission. To take the most referrals you must increase commission rates.

Use digital tools to be successful in China’s real estate industry

One of the key parts of your brand is its reputation. It is undeniable that all around the world a brand’s reputation is important and can have a significant impact on your sales, but it is even more important in China where everyone is always connected to the internet. With your online presence comes your e-reputation.

In fact, investors are not only buying your properties, but also the reputation of your company. Your brand needs to have a strong identity and you need to be visible on the right platforms.

Real Estate professionals need a Chinese website

Having a Chinese website is one of the first steps in your digital strategy if you want to do business in China. It’s vital that it be written and formatted for simplified Chinese because most people from there are not fluent English speakers so they won’t even look at it otherwise! And, this is also an important step to rank higher on the Baidu search engine results page (SERP).

If you can, why not try to optimize your website for computer users and smartphone users? In today’s society, most of the Chinese population is using their smartphones as primary online research tools.

Lead Generation: Contact Form

The two main ways to make contact via the site should be a traditional ‘lead generation form’, in China it is also advisable to embed QR code links to drive traffic directly to your WeChat account as an additional method of contact.

You can also note the benefit of the ‘Baidu Live Chat’ Tool. This allows you to make contact while investors browse your content, portfolio, etc. Rich content equals longer time spent browsing and a greater likelihood of contact via live chat tools.

Lead Generation with Baidu SEO

Search Engines are the heart of Chinese Real Estate Researching. Baidu rankings are as important as your Google ranking. Search on Google and you will find only the most reputable players in the industry in the natural results, in China, it is no different.

As the most popular search engine in China by far and the 5th most consulted website in the world, Baidu is simply a step you can’t skip in China if you want to sell real estate.

You must know that 75% of all property and investment research is carried out via Baidu.

In order to master Baidu, you will need first to optimize your website for it to be ranked on the first results of Baidu.

Moreover, you can also display and advertise your company as Baidu is like an open window on the internet. 

Your website will have to be optimized & audited on the ‘back end’ (meta tags/descriptions/titles, etc) for the most effective SEO (Search Engine Optimization).

Tips to rank on Baidu:

• 8-10 pages
• Keyword repetition in line with selected keywords
• A static site, i.e avoid videos and complex graphics
• Internal links to other relevant pages
• Clear and interesting content
• You can also put your Wechat QR Code on your website

How do you rank higher in the natural results on Baidu?

• Content is king, quality Chinese content is rewarded with higher positioning
• Backlinks are vital, other reputable sites with the ranking need to link to your site
• Meta Tags/Descriptions/Title Keywords need to be in-line

Natural results are where the most serious prospects are generated. Discerning investors will research via Baidu extensively before coming to any decision.

If you want more information about Baidu, you can check our complete guide on Baidu SEO. Also, if you have more inquiries or questions, do not hesitate to contact us.

Promote your Real estate Agency in China with Baidu Paid Ads

Why such an emphasis on Baidu? Because it’s a powerful portal for investors, especially wealthy Chinese looking for international real estate properties. Consider that 75% of all property and investment research is carried out via Baidu. This is China’s largest search engine and you must be highly visible and reputable here.

In Real Estate PPC (Pay Per Click) is actually very effective from our experience. It drives highly qualified, knowledgeable, and specific inquiries. Think middle to bottom of the lead funnel.PPC will place you at the top of search feeds based on a pre-determined selection of Chinese keywords.

With PPC the most important aspects to consider are:

• Keyword Bidding Prices
• Link Monitoring
• Ad Copywriting
• Quality Feedback, Reporting + Analysis

There have been fears in China of ‘click fraud’ (i.e. competitors falsely clicking on web pages to drive up numbers). A quality agency needs to monitor click-through rates to ensure they do not suddenly ‘spike’ or dramatically alter.

WeChat – a nurturing tool for your real estate leads

WeChat is a must-have for every real estate agent as they will mainly communicate with their customers on WeChat.

Chinese do not use emails as much as we do, most communication is done via WeChat. On Chinese real estate portals like Anjuke.com & Fang.com, 95% of Chinese investment inquiries leave WeChat contact details instead of mobile numbers.

Post properties for sales or market updates on your feed for potential buyers and investors. They will be able to chat directly with you in private, in group discussions, but also by sharing moments on Wechat.

As a matter of fact, WeChat is the best way to access new markets and clients, as well as to form good public relations.

A good tactic for marketing real estate on your WeChat is to provide information about your company and the kind of properties that you sell. It is also a great platform to communicate with people who may have questions or queries about your firm.

Once potential clients have contacted you by scanning your QR code, you will be able to:

• Send portfolios / talk about investment opportunities
• Send property floor plans
• Send short videos to present your properties
• Audio/video/text message prospects

Chinese consumers differ massively from other consumers and when it comes to large investments such as real estate you should not underestimate this fact. If you decide to use Wechat for real estate,  you should not initially start with the investment.

A lot of Chinese consumers will want to invest because of the school’s localization or because of lifestyle.

So, when posting on WeChat it may be good to start with posting about the area or the school localization.

Schools are a great way to attract Chinese consumers as education in China is one of the prior factors when buying a house.

In order to attract new consumers, your posts should be interesting and well-written. WeChat H5 campaigns can be used as an effective way to engage with consumers and promote a company.

A WeChat H5 campaign is interactive, for example, H5 can include external links, videos/audio, links, and mini-game…

Zhihu: The largest Q&A platform in China to Promote your Real Estate & Properties

When it comes to seeking investment opportunities there are many forums popular with the Chinese. These forums often take the form of a Q&A format with users posting questions for others to answer.

In forums such as Baidu Tieba, Baidu Zhidao, Zhihu & Tianya you can create a positive reputation through user-to-user discussions.

Zhihu is a Chinese Q&A platform launched in 2011, with more than 200 million registered users and 120 million answers. It is known for providing high-quality questions and credible answers, and is the largest knowledge-sharing community in China.

The tagline “Discover a bigger world” is a valuable source of knowledge for Chinese netizens. It is recommended to visit the website and advertise your company while looking at different discussions. It can be a powerful tool for selling real estate in China if used correctly.

Why are Chinese Forums effective to sell Real Estate in China?

• There are many specific threads for buying a property in specific price ranges and regions with many targeted buyers both browsing and interacting here.
• Positive comments about your business come from Chinese users themselves, this helps instill trust & reputation.
• Forums rank highly on the Baidu search feed so comments and topics are highly visible.
• Forum reputation is one of the most cost-effective ways for Real Estate projects to improve their standing & reputation online.

More Paid Options to sell real estate in China

Once you have established your company in China and have a Chinese website, it is important to advertise your real estate company to gain visibility and attract consumers.

However, you have to know that instead of using traditional advertising channels, you can also use social media in order to attract new consumers at a lower cost.

Douyin (抖音): Powerful algorithm

As one of the most popular short-video apps in China, Douyin is different from traditional Chinese social media platforms like WeChat and Weibo, in which the content still focuses on text, images, and longer videos.

Douyin can be a powerful tool if you want to promote your real estate agency in China.

For example, you will be able to find some real estate agents giving tips and advertising their company. 

However, if you are interested in doing business and advertising your company through Douyin, you will need to have a verified business account. For more information, you can contact us and we will talk about your projects.

Toutiao (今日头条): the best-paid ads app for real estate agencies?

Launched in 2012 and translated as “Headlines”, Toutiao was developed by the same company as Douyin, the Bytedance Chinese tech company.

Toutiao is one of China’s largest mobile platforms for content creation. You have to consider Toutiao as an effective way of gaining Chinese consumers’ attention. In fact, they are spending more time on Douyin and Toutiao than on Wechat.

Besides the most common CPM and CPC, Toutiao provides 4 innovative ways for advertisers to bid on the ad, i.e. oCPM, CPC, CPA, and CPV.

If you want to advertise on Toutiao, there are 4 ways to do so:

• oCPC(Optimized Cost per Click) is the same as CPC with paying per click, yet it additionally introduces an estimated conversion ratio based on audience behavior into its bidding model.
• oCPM(Optimized Cost per Millennium) runs on the same mechanism.
• CPA(Cost Per Acquisition) means advertisers pay only when the conversion(set by the advertiser) is completed.
• CPV (Cost Per View) only supports video ads. A view is counted when the video ad has played for 10 seconds.

Toutiao ads are cost-effective and they have better exposure because they are presented to users as news.

PR is Key to reaching out to Chinese Real Estate Investors

The most important element of a good PR campaign is to localize your project with trending news in China, this increases the relevancy of your message in relation to the reader & dramatically increases the share rate and levels of readership.

In order to run a successful PR campaign in China, you will have to take into account the trending news. As a matter of fact, it will increase the relevance of your posts and increase the share rate.

For example, news can be tied in with:

• Trending Topics & Keywords
• Breaking Chinese News Stories
• National Days of Holiday in China
• Well-known Chinese figures in your field
• Local celebrity endorsements

Be aware that PR is a major part of a campaign, so you will need to hire experts in the real estate industry to ensure that your posts are clear to understand for your Chinese consumers.

Real Estate Salons & Exhibitions in China

Following our experience in this field, it is not recommended to attend this kind of exhibition if you don’t have any visibility online. It will be expensive for you, and the ROI (Return On Investment) will be very low. If you really want to attend some exhibitions, you will have to focus first on your digital reputation on Chinese search engines as well as social media.

Shanghai International Luxury Property Show is one of the most popular exhibitions in Mainland China. It gives exhibitors a direct opportunity to face Chinese high-end buyers.

Each year, the show attracts over 100,000 visitors and over 500 exhibitors who hail from all four corners of the world to showcase their luxury properties and real estate services.

However, you have to know that most of the time, people will only scan your QR code, then leave.

So, those benefiting from this kind of exhibition are those who capitalize on O2O (Offline to Online).

For example, Damac, one of our customers achieved that because he already had online visibility.

The Success of a Chinese TV Series About Real Estate in China

Released in 2020, the Chinese TV drama ‘I Will Find You A Better Home’ (安家) was one of the highest-rated and most popular TV series that year.

It topped viewing charts for Shanghai-based Dragon Television, Beijing-based BTV, and Tencent Video – who exclusively broadcasted it online with daily peaks at more than 300 million views.

The article discusses the importance of homeownership in China, with over 60% of citizens owning a house.

Buying a home is seen as necessary for starting a family, and the TV series “All is Well” had an impact on the real estate industry in China by uncovering the workings of the industry.

The screenplay writer spent 10 months interviewing home buyers for the show.

Then, the show was on trending topics on social media, and as Liu Liu says:‘In the first few days after the series started showing, people told me the property agent industry treats the show as a textbook, learning from it on how to do marketing, sales, and how to grasp clients’. Following the journey of multiple characters, you will not only be able to discover and understand the real estate industry in China, but also some issues that Chinese people have to face in terms of housing, work, and relationships. 

China Real Estate Industry Guide: To Sum Up

The real estate market in China is lucrative but highly competitive. Relying solely on sales agents is not enough for long-term growth and brand reputation.

Serious players should invest in their own online growth. It is recommended to hire a native agent to understand the Chinese market and attract new consumers. Having an in-house team is preferable to a third-party sales agent.

We are a China-based marketing agency offering cost-effective solutions to foreign brands interested in tapping into the Chinese market. Our team of Chinese and foreign experts has the experience and know-how needed to succeed in this lucrative, yet complicated market.

Gentlemen Marketing Agency offers many digital marketing and e-commerce solutions, such as web design, e-commerce and social media marketing strategies, localization, market research, KOL marketing, and more.

Don’t hesitate to leave us a comment or contact us, so that we can schedule a free consultation with one of our experts, that will learn about your brand and present you the best solutions for your China market strategy.

Discover some of the companies we have worked with:

• Amasia
• Knight Knox
• Damac Properties
• Ronald Serry Australian Property and read the full strategy here
• Dot Property
• IELPE

As China’s wealthy class grows, more investors are looking abroad for homes, rental properties, and long-term investments. And they’re not browsing Western platforms: they’re using Baidu, WeChat, and Zhihu.

At GMA, we’ve helped international developers break into the Chinese market for over 15 years, using digital strategies that actually convert.

This article will show you exactly how to attract Chinese real estate investors—from understanding their motivations to building trust across China’s digital landscape.

Who are Chinese real estate investors?

If Chinese residents want to buy houses or hotels overseas, their behaviors are classified as an overseas investment but not overseas consumption. Overseas investment is strictly controlled in China. Domestic enterprises can invest overseas, such as building factories, mergers, and acquisitions, equity participation, or setting up subsidiaries. The procedures and operations of these businesses are clearly stipulated by law.

But for domestic residents, there are no other policies for overseas investment except those related to special purposes. The foreign exchange business that domestic residents can handle includes immigration, inheritance, transfer of business, and the newly launched participation in overseas listed companies.

There are three types of Chinese investors; those that live abroad and want to buy property there; those that are in China but are looking to buy property elsewhere and those that buy domestically. In this blog post, we focus on the first two types.

According to Bloomberg calculations, due to the fact that China’s GDP has grown dramatically in recent years, it is predicted that Chinese property buyers will be the leading group in terms of property acquisition by foreign investors.

Why do Chinese investors want to buy property abroad?

When it comes to the motivations for Chinese investors to buy real estate abroad, there are many different reasons, but the main ones include;

Education

Data shows, that as much as 83% of Mainland Chinese (especially those from major cities like Beijing and Shanghai) wish that their children could receive overseas education. China’s education system is very competitive and it’s hard to get into the best universities. Those students that don’t, don’t have a chance to get the best jobs. But with foreign education, they stand out from the crowd, but they also learn languages and get to live in a different culture, which is something very unique.

Emigration

Due to the prolonged zero-covid policy, lockdowns, and instability in economical development, many wealthy Chinese decide to move abroad, bringing their assets with them. In fact, in 2023, China occupied second place in the world when it comes to high-net-worth individuals, with an infamous number of 10,000 individuals leaving the country. The domestic real estate crisis is also adding up, making Chinese investors buy property overseas instead of in China.

More than half of high-net-worth individuals have either migrated or are planning to move abroad in the near future.

Investment

Wealthy Chinese with big money capital, either those that live abroad or those living in China, want to buy property as an investment. They purchase them either for rent or for themselves, planning to spend holidays there or purchasing them for retirement. According to Juwei, 61% of rich Chinese buys real estate abroad with the purpose of living there themselves.

Where do Chinese real estate buyers invest?

Despite some commercial hardships, the US continues to remain a key destination for Chinese investments. From April 2021 to March 2022, around 10% of total foreign investment in American residential real estate was attributed to Chinese investors who spent an estimated 6.1 billion dollars – especially concentrated on the Pacific Coast and with 40% already purchasing properties in California alone.

Nonetheless, it appears that there is a shift towards alternative countries such as Canada or Australia due to ongoing tensions between trade relations being weighed against potential profits from investing abroad.

Chinese regulations for buying real estate overseas

There are no regulations on investing and buying houses abroad. That is to say, the main restriction on Chinese investment in real estate abroad comes from the restriction on overseas investment, rather than the purchase of real estate itself.

Moreover, in recent years, China has seen tremendous volatility in overseas property investment. In a country with a population of 1.4 billion people, the market potential of overseas real estate investors in China is boundless.

In general, overseas investment returns are better than investing in China, so it is easy to understand why far-sighted companies are jumping out of investment opportunities.

How to reach out to Chinese real estate investors?

In order to really start selling real estate to China, it is important to have a very thorough understanding of buyers’ purchasing habits. Gaining insight into what they are looking for across the various marketing platforms used throughout China can be very helpful in helping developers to be successful in their conversion.

The key factor is that China’s answer is digital, with a net investment of 904 million people and an Internet penetration rate of 64.5%. Mobile internet users reached 896.9 million. The entire investor ecosystem is based on online activities.

Build a strong e-reputation

Large, reputable companies often think that they do not need to sell themselves in China, they are world-renowned and so they think that investors come to them. In fact, this logic in China does not work.

Digitalization in China is superior compared to the West. However, as we said China has its own Internet and platforms. No Google, but Baidu. No Facebook, but WeChat.

If you are not active on the Chinese platforms and you do not develop Chinese content, you will not appear in the Mandarin keyword search. This is a problem, even for big companies that attract large numbers of wealthy investors.

A real-estate website in Chinese for Baidu

No matter how strong your reputation is in the rest of the world, remember that when your company enters China, you have to restart from zero. All your positive reviews are inaccessible to Chinese people due to the “Great firewall”.

Therefore, building your own website in Chinese hosted in China is very important, so that potential investors can understand more about your company’s situation and the type of property you provide.

Writing content about your property on various Chinese platforms is recommended to help establish your visibility and credibility.

Remember that your website needs to be standardized for Chinese investors. They are used to convenience, which means they will expect to find all the necessary information needed on your page. Include videos, photos, descriptions, and a contact form, preferably also offering a chat function, where they can ask all the questions they might have. Remember about providing QR codes to all your other social media accounts like Wechat.

Why do you need to host your website in China? Because this is what Baidu will favor, and that’s how you will have a chance to rank high in Baidu search results. Baidu favors native websites hosted in China over foreign ones.

Backlinks and PR are great marketing tools in China

Include backlinks to your website to increase website traffic and to rank in the highest positions in search results. Backlinks & PR are still some of the most cost-efficient solutions when it comes to building your e-reputation in China and at the same time boosting your website ranking on Baidu. It helps to build Credibility and get more visibility.

Keep in mind that some overseas investors may not have the chance to see the property they are investing in. Therefore, it is crucial to provide a wide range of asset profiles with very concise details, so investors can understand better what they are getting.

The importance of online video in the real estate sector

Video is another great way to show what you’re providing and generate high-quality content. Videos, images, and your website should all be accessible from mobile phones because most Chinese use their mobile phone for all their web research. The above-suggested content can be sent directly to investors on a WeChat account.

Online video turns out to be one of the most used channels to satisfy the marketing strategies of companies and the simplest method for transmitting the information. Easier to consume than in-depth articles, they manage to capture the user’s attention thanks to short content. As these contents are immediate, they capture the user’s attention by facilitating the transmission of key information.

You can also offer live-streaming sessions, where (preferably) a real estate influencer will walk viewers around the property, showing all the amenities and answering viewers’ questions in real time.

Rank first for real estate on Baidu

After you create a strong Chinese website, you need to start to increase your visibility. Baidu, the most popular search engine in China, is the most important starting point. Statistics show that if you do not appear on the first search page, you may lose 65% of your potential internet traffic.

Therefore, it is strongly recommended to invest in search engine optimization in order to rank well on the home page. Find the right keywords to help you generate interest in potential customers and optimize your website. For a real SEO:

• Make sure the site has localized hosting and domain;
• Create ad hoc content in Chinese (simplified Chinese for Mainland China, traditional Chinese for Hong Kong and Taiwan);
• Do link building;

Consider SEM & PPC to get your first traffic

Cost-per-click and bid targeting, as well as constantly updating your landing pages while monitoring web traffic, are the keys to the success of Your First Search Page. Baidu ranks high in organic results, promoting the highest quality leads.

The Chinese website will be your “storefront desk” in China, and PPC is a great way of complementing the ongoing search engine optimization of real estate companies.

Baidu PPC is a great tool to use as the first step in your global marketing strategy. It gives you some credibility, if you can make Baidu ads, it means you are a real brand in the market and this brings your first visitors to your website. In the second step, it will work great combined with a good SEO strategy.

Answer questions on Zhihu and other forums in an undercover way

Zhihu is the biggest Chinese platform for questions and answers. Thanks to its artificial intelligence programs, it just has high-quality content. 80% of users are well educated (have a degree or more), 30% are well paid (they earn 10.000 RMB per month) and 40% of users live in first or second-level cities. Users are mainly men. This makes it the perfect platform to address more aged and rich consumers and the best solution for B2B marketing.

By answering questions related to investment, real estate, financial regulations, and more, you add value for the readers, improve search engine ranking, and have the possibility to direct readers to your website. It is a good tool to increase brand awareness and increase your conversion rate.

Apart from Zhihu, there are also other platforms, like Baidu Zhidao and Baidu Tieba, all giving you the possibility to gain good e-reputation by participating in users’ conversations.

Don’t start in China without a WeChat business account

When doing business in China, social media is very important. WeChat, Weibo, Xiaohongshu, and Douyin (the Chinese version of Tik Tok) are the most popular Chinese social media platforms. Being active on these platforms and sharing engaging content will help you to reach millions of potential Chinese investors, not only from major cities but from all around.

Among them, WeChat is indispensable as it is the most popular one in China and one of the most popular apps in the world. It is advisable to become familiar with the internal operation of WeChat and its promotion methods.

By setting up an official WeChat account, you will have direct contact with your audience. It will allow potential investors to keep receiving updates about your company.

For example, info about any new properties you provide can be shared in your official account and users can see them instantly, without even going to your website.

You can also build a mini-program, that is like an interactive mini-website inside the app. There you can provide an H5 informative Brochure presenting your properties, with videos, interactive maps, you name it. Those brochures are really easy to share across groups in WeChat or in articles.

Reach out to Chinese real estate investors with Wechat Group Marketing

Then there are “WeChat Groups”, which focus on a specific area of interest and can have up to 500 people. Enter into these communities with exciting content to create interest. You can also consider creating your own WeChat Group.

Almost every website in China is accessible via QR code, so include your QR code on your WeChat account so that potential investors from your WeChat account can arrive on your website.

The highest ranking in Baidu is the best way to produce qualified results; WeChat is the first step toward conversion.

If you are looking for real estate investors in China, contact Gma, and rely on our experience

Gentlemen Marketing Agency is a digital marketing agency that is an expert in helping foreign companies to establish or strengthen their position in China. We can help your brand increase sales in China, thanks to our services like:

Over more than 10 years, we worked with many real estate developers, helping them reach out to Chinese investors. Our team of Chinese and foreign experts has the experience and know-how needed in the Chinese market.

Don’t hesitate to leave us a comment or contact us, so that we can schedule a free consultation, where one of our experts will learn about your brand and present you with the best cost-effective solutions for your growth in the Chinese market. Let’s keep in touch!

This growing trend is reshaping the Thai property market—boosting prices, driving demand, and creating new opportunities for developers and agents.

GMA (Gentlemen Marketing Agency) has years of experience guiding international brands and real estate firms in Southeast Asia, we’ve helped clients understand and find into this high-net-worth Chinese buyers.

In this article, you’ll learn why Chinese investors are drawn to Thailand, how they navigate regulations, and what strategies can help you attract them effectively.

History Of Chinese Investment In Foreign Real Estate

Chinese investment in foreign real estate has grown significantly over the past few decades, with the trend starting in the late 1990s and early 2000s due to China’s rapid economic expansion.

The easing of restrictions on Chinese citizens investing overseas in 2006 further fueled this trend, allowing them to access a wider range of global real estate opportunities.

Chinese investors are now prominent players in international property markets, including Singapore, Australia, Canada, and Thailand.

For instance, Chinese buyers accounted for US$1.18 trillion of direct investments in real estate worldwide by 2020 according to People’s Bank of China (PBOC).

Reasons For Chinese Investment In Thai Real Estate

Chinese investors are interested in Thai real estate due to several factors, including cultural and geographical proximity, the quality of life in Thailand, promising rental yields, low cost of investment, and government policies that encourage foreign investment.

Cultural And Geographical Proximity Between China And Thailand

The cultural and geographical proximity between China and Thailand plays a significant role in the growing interest of Chinese investors in Thai luxury real estate.

Sharing a similar cultural background enhances the comfort level of Chinese buyers, who appreciate familiarity with traditions, customs, and even language preferences.

In addition to this cultural connection, the close geographical proximity presents both convenience and strategic advantages for investment opportunities.

The relatively short distance allows Chinese investors convenient access to their assets while also providing an escape from overcrowded cities in mainland China. Notably, major Thai cities offering high-end properties are often within just a few hours flight from key Chinese cities.

Attraction To Quality Of Life In Thailand

One of the key reasons Chinese investors are drawn to Thai real estate is the undeniable attraction to Thailand’s quality of life. This interest goes beyond just financial motivations and includes cultural, social, and environmental factors as well.

Thailand also boasts an affordable cost of living for Chinese buyers while offering luxury amenities and high-end properties in prime locations.

Condominiums continue to be quite popular among Chinese property buyers due to their relatively low cost compared to other nations’ luxury property markets – all while providing promising rental yields! This combination creates an irresistible appeal for those seeking residential properties as not just investments but also havens from potential economic risks they might face at home.

Economic Factors: Promising Rental Yields And Low Cost Of Investment

Thailand’s urban centers, such as Bangkok, offer high-quality condominiums at relatively affordable prices. Additionally, Thailand’s unique combination of natural and urban living appeals to Chinese buyers looking for both relaxation and investment opportunities.

As the fourth most popular country for Chinese property investment in 2018, Thailand is expected to continue experiencing significant growth in this market segment.

Regulatory Factors: Thai Government Policies Encouraging Foreign Investment

The Thai government is encouraging foreign investment in the country’s property market through policies aimed at providing liquidity to the sector.

However, under Thai law, foreigners cannot own land but can purchase property as individuals or legal entities. To cater to Chinese investors, several real estate agencies and online platforms have emerged, offering personalized services that help them navigate local regulations and overcome language barriers.

As a result of these efforts, Thailand was one of the top choices for Chinese buyers looking for an overseas property investment or second home before the COVID-19 outbreak.

The Mechanism Of Chinese Investment

Chinese investors typically work with real estate agencies and online platforms to purchase properties in Thailand. However, there are several key challenges they must overcome, including navigating regulations and language barriers.

How Do Chinese Investors Buy Properties In Thailand?

Chinese investors interested in purchasing properties in Thailand usually go through real estate agencies or online platforms that specialize in cross-border property transactions.

These agencies offer services such as finding suitable properties, conducting due diligence on the legal and financial aspects of the transaction, and facilitating communication between both parties.

It’s important to note that there are some regulatory restrictions when it comes to foreign ownership of Thai real estate. Foreigners are only allowed to purchase condos as opposed to landed property like houses or villas.

Additionally, foreigners cannot own more than 49% of any given condo building. To overcome these restrictions, some Chinese investors reportedly register their investments under Thai nominees’ names or through offshore companies registered in jurisdictions like Hong Kong or Singapore.

Role Of Real Estate Agencies And Online Platforms

Chinese investors rely on local brokers and agencies for guidance on legal procedures and documentation, and they also use online platforms like Juwai.com or iProperty to search for suitable properties remotely.

Some Thai property developers are targeting these platforms to reach their target audience more effectively.

Key Challenges For Chinese Investors And How They Overcome Them

Chinese investors face several challenges when investing in Thai properties. One of the biggest obstacles is finding verified sellers and buyers, as fraudulent practices are prevalent in the industry.

Additionally, language barriers and cultural differences often lead to misunderstandings during negotiations and transactions.

Another major challenge for Chinese investors is navigating complex regulations governing foreign property ownership in Thailand. However, many investors have found ways around this by forming partnerships with Thai companies or setting up a legal entity to hold their investments.

Impact On the Thai Real Estate Market

The surge of Chinese investment in Thai luxury properties is causing a ripple effect in the local real estate market. This includes increased demand and prices for prime properties, as well as competition with local buyers. The trend is reshaping Thailand’s property landscape.

Increasing Demand And Prices For Luxury Properties

As more Chinese investors buy up luxury properties in Thailand, there has been a significant increase in demand and prices for these types of properties.

This trend is driven by several factors such as attractive rental yields, low investment costs, and promising economic stability.

The growing demand for luxury homes from foreign investors has led to intense competition with local buyers, which has effectively pushed property prices upwards. Over the past decade, Thai property prices have doubled – making it an excellent place for investors seeking to grow their wealth through global real estate portfolio diversification.

Competition For Local Buyers

As more Chinese investors enter the Thai real estate market, local buyers are facing stiff competition for luxury properties. The demand from China has increased property prices across Thailand in recent years, making it harder for domestic buyers to find affordable homes.

This trend is especially evident in tourist hotspots like Phuket where wealthy locals are outbid by foreign investors looking to purchase second homes or rental properties.

Despite this challenge, there are opportunities for Thai businesses to cater to this growing market by creating unique products and services that appeal specifically to Chinese buyers.

Effects On Local Communities And Infrastructure

As Chinese investors continue to invest in Thai real estate, the influx of foreign investment has had both positive and negative effects on local communities and infrastructure.

On one hand, the increase in development has created jobs for locals, boosted tourism, and improved overall economic growth. However, this growth hasn’t come without its challenges.

The oversupply of flats in the market has put a strain on local resources like electricity and water supply systems.

Response From The Thai Government And Local Businesses

As Chinese investors continue to buy up luxury Thai properties, the response from the Thai government and local businesses has been mixed. The Thai government is grappling with the balance of enabling foreign investment while protecting local interests in terms of land ownership laws and foreign investment regulations in the real estate market.

On one hand, allowing more foreign investment could help provide liquidity to the real estate market.

Local businesses have also had varied responses to Chinese investment in Thai property. Some see it as an opportunity for growth and profit while others worry about being squeezed out by larger foreign players.

Strategies For Thai Companies To Attract Chinese Real Estate Investors

Thai companies can attract Chinese real estate investors by understanding their needs and preferences, building strong partnerships, effective marketing and branding, offering top-notch products and services, and providing legal and financial facilitation support throughout the investment process.

Understanding The Chinese Investor

It’s essential to understand the Chinese investor and their preferences when it comes to real estate investment. Chinese investors are primarily interested in buying luxury apartments in Thailand for personal use.

They value quality of life and prioritize location, views, and amenities like swimming pools, fitness centers, and security.

To attract Chinese real estate investors, Thai companies should implement tailored marketing strategies, such as partnering with reputable agencies, offering Mandarin-speaking sales agents, creating visually appealing property videos with English subtitles, and hosting events for high-net-worth individuals looking for a second home abroad.

Networking And Partnerships

Building strong relationships with key players in the Chinese property market can open doors and provide access to potential investors.

Furthermore, forming cross-border partnerships with established Chinese companies can help build trust and credibility among potential investors. These partnerships could involve collaboration on projects or joint marketing efforts tailored toward a Chinese audience.

Marketing And Branding

Marketing and branding play a crucial role in attracting Chinese investors to purchase Thai luxury properties. It’s important to have a clear understanding of the Chinese market and tailor strategies accordingly.

Another tactic is establishing strong partnerships with key players in the Chinese travel industry, such as airlines and tour operators.

Branding is also essential in gaining recognition from the Chinese market. Developing a recognizable brand that emphasizes luxury, security, and exclusivity can help differentiate offerings from other competitors in the market.

Product Offering And Services

Chinese buyers tend to focus on high-end luxury properties with premium amenities and convenient locations.

Moreover, it’s essential to offer comprehensive wealth management services for Chinese investors who seek secure overseas investments along with reliable asset management solutions.

Thailand offers favorable investment policies coupled with low transaction costs, making it an attractive destination for foreign buyers seeking rental yields or capital gains from property sales.

Legal And Financial Facilitation

Investing in foreign properties can be daunting, and regulations and laws differ from country to country.

Thai companies should ensure they are compliant with all foreign investment laws and make the process as straightforward as possible for potential investors. Offering comprehensive information on asset acquisition, business development, property management, and legal compliance will help ease any concerns or anxieties for potential investors.

We can help you attract Chinese real estate investors! Contact us!

In conclusion, Chinese investors are showing a growing interest in investing in luxury Thai properties, particularly in major cities like Bangkok, due to cultural and geographical proximity, promising rental yields, and low cost of investment.

To attract Chinese buyers, it is important to foster cultural awareness and localization, develop strategic partnerships with local agencies, and offer personalized services such as legal and financial facilitation.

Don’t hesitate to leave us a comment or contact us, so that we can schedule a free consultation, where one of our experts will learn about your brand and present you with the best cost-effective solutions for your growth in the Chinese market. Let’s keep in touch!

Did you know that currently, the average new urban dwelling unit in China costs 29.8 times the average income?

In this article, we’ll delve into the factors influencing house prices and explore regional disparities to provide a comprehensive overview of housing costs in China. Get ready to uncover the secrets behind Chinese house pricing!

A brief overview of China’s real estate market

China’s real estate market is a significant part of the country’s economy, and it has experienced consistent growth in house prices due to increasing land values. This sector is closely connected to China’s financial system, as housing holdings make up a significant portion of it.

However, there have been fluctuations in housing prices, with a doubling observed between 2007 and 2014.

The People’s Bank of China has played a crucial role in supporting the market through policy interventions, but this has led to varying borrowing costs across different regions.

Current Housing Prices in China

The average price of real estate in China in 2021 was over 10,000 yuan per square meter, with affordability issues plaguing major urban centers. How is it now?

The sale price of residential real estate in China, broken down by city

In China, the prices of residential real estate can vary significantly across different cities. For example, as of January 2022, the average price per square meter of a house in Shanghai was RMB 66,801 (US$10,526), while in Shenzhen, it was RMB 71,209 (US$11,221).

However, it’s important to note that these figures are continuously changing due to various factors such as governmental policies, economic conditions, and supply and demand dynamics. So, it’s crucial to keep an eye on the latest updates to make informed decisions.

Average property prices in China

The average property prices in China provide important information for marketers and businesses interested in investing in the country’s real estate market.

In 2021, the average price for residential real estate in Shenzhen was over 61.6 thousand yuan per square meter, making it the most expensive city for housing.

However, the cost of a home can vary greatly depending on the region and city. On average, new urban dwelling units cost 29.8 times the average income in the country, highlighting the high cost of housing in China.

When strategizing for the Chinese market, it’s important to consider that housing makes up a significant portion of households’ total assets in China, accounting for 59 percent according to a 2019 survey. This suggests a high purchasing power among the population, which could be beneficial for businesses.

Affordability issues in major urban centers

Expanding your business in major urban centers in China can pose affordability issues, particularly in cities like Beijing and Shanghai. Housing prices in these cities have risen dramatically in recent years, surpassing household incomes by a wide margin.

Since the early 2000s, home prices in Beijing and Shanghai have increased by tenfold and twelvefold respectively.

Such rapid growth has resulted in significant affordability concerns, with price-to-income ratios reaching extremely high levels akin to a housing bubble.

It’s important to consider these challenges when planning your business strategy for selling products in China’s urban centers.

Factors Influencing House Prices in China

Various factors influence house prices in China, including supply and demand dynamics, government policies and regulations, as well as economic factors such as GDP growth, income levels, and inflation rates.

Supply and demand dynamics

Understanding the supply and demand dynamics is essential in determining house prices in China. These dynamics directly impact the availability of housing and the level of demand from potential buyers.

High demand and limited supply can drive up prices, while an oversupply and low demand can lead to price decreases. It is crucial to monitor these dynamics to make informed decisions in China’s real estate market.

Government policies and regulations: How they impact house prices

Government policies and regulations have a significant impact on house prices in China. The privatization of the housing market has resulted in a housing boom as the government encourages households living in state-owned homes to purchase properties.

This has led to an increase in demand and subsequently higher house prices.

Moreover, government regulations aimed at controlling population growth can also affect the housing market. It is important to note that these policies and regulations play a crucial role in shaping the housing market in China.

Economic factors: GDP growth, income levels, and inflation rates

One significant factor that influences house prices in China is the country’s economic factors, such as GDP growth, income levels, and inflation rates.

China’s rapid economic growth has led to changes in its housing market, with a surge in demand for real estate properties due to a booming economy and increasing incomes. Inflation has also affected housing prices, causing fluctuations.

Government monetary policies, including interest rates and mortgage down payments, also impact consumers’ purchasing power and affordability. Understanding these economic factors is crucial for business owners entering the Chinese market.

Regional Disparities in House Prices

Regional disparities exist in house prices across different cities in China. Prices vary significantly between Tier 1, Tier 2, and Tier 3 cities due to factors such as economic development, population density, and government policies.

Variations in prices across different cities

Understanding the differences in housing prices across various Chinese cities is key to formulating a viable business strategy. Here are the prices from the beginning of 2022.

These variations in house prices are substantial and can significantly impact the affordability of homes and the living standards in these cities.

Factors such as economic development, population density, and government policies all play a role in these disparities.

It’s worth noting that home prices are found to be higher in cities with more skewed sex ratios, a trend that is likely to continue, given the socio-economic dynamics in China.

Comparison of prices in Tier 1, Tier 2, and Tier 3 cities

In China, there are three tiers of cities that impact the housing market: Tier 1, Tier 2, and Tier 3. Tier 1 cities have higher housing prices compared to Tier 2 and Tier 3 cities.

However, all city tiers have experienced price growth over the years. Second-tier cities have seen an average annual real growth rate of 10.5%, while third-tier cities have experienced a rate of around 7.9%.

The Impact of Foreign Investment on House Prices

Foreign investment plays a significant role in influencing house prices in China, particularly in major cities like Beijing and Shanghai.

With increasing globalization and foreign interest, there has been a surge in international investors purchasing Chinese real estate. This has led to higher demand and consequently driven up property prices.

How foreign investments affect local real estate prices

Foreign investments can have a positive impact on local real estate prices in China. The rising house prices in China have made property investment attractive for both domestic and foreign buyers.

This includes Chinese investors purchasing properties in other countries. The influx of foreign capital has contributed to the overall increase in housing prices both domestically and internationally.

Foreign buyers also tend to hold onto their properties for the long term, which increases demand and further drives up prices. While short-term capital flows have had a modest impact, the presence of foreign investors has significantly influenced the overall trend.

Regulations on foreign real estate investment in China

Understanding the regulations on foreign real estate investment in China is crucial when considering business opportunities in the country’s booming housing market.

Foreign direct investment in China has a positive correlation with house prices, and demand from foreign investors, particularly Chinese investors, can drive up home prices. However, there are calls to restrict such investments due to concerns about rising property prices and systemic issues in China’s real estate sector.

It is important to navigate these regulations and stay informed about their potential impact on your business plans in order to make strategic decisions for success.

Prospects for the Future

Expected trends and developments in China’s housing market

Looking ahead, China’s housing market is expected to see a steady increase in newly built house prices, with projections of around 2.70 percent in 2024 and 3.00 percent in 2025. However, there is a potential threat of a financial crisis caused by the collapse of the Chinese housing market, which could have global economic impacts.

While there are signs of stabilization, not all indicators point to a full recovery. National new home sales may decline, but home prices are predicted to remain stable after a significant drop in sales.

To truly understand the boom and challenges in China’s real estate industry, it is crucial to have an accurate housing price index for major cities.

Potential opportunities and challenges for foreign businesses

The housing market in China presents potential opportunities and challenges. The continuous increase in house prices creates investment prospects for both domestic and foreign businesses.

The country’s economic growth and urbanization contribute to the rising real estate prices, making it an attractive market to explore. However, it is crucial to consider the challenges that come with operating in an emerging market like China.

Foreign businesses may face government regulations and legal obstacles that require careful navigation. Moreover, the ongoing real estate crisis poses systemic risks that could affect multinational companies operating in China.

We are your local partner in China! Contact us!

House pricing in China has experienced significant growth over the years. Factors such as urbanization, population growth, and economic development have contributed to the rise in prices. The demand for housing has outpaced the supply, leading to a competitive market and increasing prices.

However, government regulations and policies have been implemented to control the market and prevent a housing bubble. It is important to note that house pricing in China can vary greatly depending on the location, size, and quality of the property.

Whether you’re planning to sell products in Tier 1 cities or exploring opportunities in emerging markets, diving into China’s real estate market can be a game-changer.

So, if you want to stay ahead of the competition and tap into this vast consumer base, keep exploring the fascinating world of housing prices in China.

We are a China-based marketing agency offering cost-effective solutions to foreign brands interested in tapping into the Chinese market. Our team of Chinese and foreign experts has the experience and know-how needed to succeed in this lucrative, yet complicated market.

Gentlemen Marketing Agency offers many digital marketing and e-commerce solutions, such as web design, e-commerce and social media marketing strategies, localization, market research, KOL marketing, and more.

Don’t hesitate to leave us a comment or contact us, so that we can schedule a free consultation with one of our experts, that will learn about your brand and present you the best solutions for your China market strategy.

• 50% of the richest men in China become rich because they have invested in real estate.
• Every person in China knows that buying a flat makes you rich…and the first reflex of Chinese when wanting to invest in buying flats.
• But now the Chinese cannot buy more than 3 flats, or they have to pay extra taxes.
• The real estate market in China is considered risky by experts
• Chinese want to do safe investments and most of them know that having a flat is a safe value.

The real estate market in China in 2020

Not even the coronavirus pandemic has managed to stop the Chinese real estate boom, the largest speculative bubble in the world, which the Wall Street Journal estimates at $ 52 trillion. After a brief pause during the lockdown in February, China’s real estate boom in some megacities has resumed its unstoppable rise, with prices soaring and investors continuing to chase offers.

In March 2020, 288 apartments in a new housing complex in Shenzhen were sold online in less than eight minutes. In Shanghai, apartment sales approached a new record high in April, and in Shenzhen, around 9,000 people left a deposit of one million Yuan ($ 141,300) to put themselves on the list to buy new apartments. The total value of houses in China, according to Goldman Sachs reached $ 52 trillion in 2019.

China Evergrande, the country’s largest builder, has upped its target sales for 2000 by 23%, after experiencing strong sales in March. (Update 2022: After filling out for bankruptcy, Evergrande targets restructuration)

What are Chinese real estate investors looking for? What is top of mind when it comes to buying property overseas? find out in our Ultimate Guide to sell Real Estate in China! We’ll tell ya all there is to know on these Topics: The characteristics & wants (and lack thereof)of Chinese real estate investors; how to reach out to them, what channels to prioritize, and so on.

How to generate client requests for your real estate company in China?

The online real estate market in China is growing day by day.

The Chinese people are getting wealthier, so they inevitably look for better comfort and a better environment. No more pollution, no more confined areas, they now see things in a bigger way. They select carefully their homes in order to be fully satisfied. Thus, for all real estate professionals, this is a huge opportunity. But how do generate leads in the real estate field?

Your real-estate company has to be on the first page of Baidu, China’s no.1 first engine

To generate new leads constantly, it is very important to be on the first page of the Chinese search engine. In China Google doesn’t work. In its place, there is Baidu, which is the most popular search engine in China, with 70% of queries. If you are not on the first page of these search engines, you will lose more than 60% of the traffic, and therefore opportunities to convert leads.

To appear in a good position, you need to do SEO – Search Engine Optimization. For this, you need to include appropriate and carefully selected keywords in order to attract your leads at their best. You should also make sure that your content is true and sharp while using the backlinks to increase your confidence index and thus raise the ranking of your website on different search engines.

The importance of SEM for Foreign Real-Estate Companies in China:

In terms of lead generation in the real estate field, you must at all costs be visible, otherwise leads will never come to you. So you should opt for PPC campaigns on Baidu because this is where is most effective.

Baidu PPC

Baidu ADV is Baidu’s Pay per Click mode, through which if a user types a keyword on the search engine, the first result that appears is the ADV that the company paid to get in the first position.

The natural results will appear at the bottom of the page when searching, while sponsored results (paid) will appear in the first positions. Using PPC is a very good operation. Our experts are available to advise you, so do not hesitate to contact us!

Keywords are a crucial aspect of any Digital Marketing strategy. Through them, in fact, consumers seek and find what they need.

But often the terms used by Chinese users are not simple translations. Therefore, a more in-depth analysis of the target market of the company and of its consumers is necessary, in order to identify which keywords are best suited to the brand in question.

Baidu Tuiguang

There is a dedicated platform for researching and buying keywords: Baidu Tuiguang. A software that can provide verified insights on keywords based on the frequency of use and the unit cost.

Focus on your website’s content to attract leads

Optimal content will attract leads. To generate leads, you must be attractive. Thus, the articles on your websites should be well written, without spelling mistakes, and with a coherent structure. This is one of the keys to attracting customers. In the special case of the real estate field, you must be also attractive. So, take care of your articles, take care of your photos, be rigorous in the information you give, and check them carefully and constantly.

You can also add videos to be more in step with the times.

Use videos marketing: a booming practice in China

In the world of digital, video is the new weapon to get the attention of Internet users. Indeed, they do not require much concentration but just a little effort. You just have to launch and it is done, you just have to watch. Your users don’t have to focus on your articles anymore, they will also be more attentive to your speech if the video is well done.

The number of Chinese video users is growing year by year, this is also due to the smartphone boom and the advent of the digital age.

Video works, especially thanks to the effectiveness of large-scale video platforms like Youku. It is not just a matter of watching films, short films, or music video clips but of communicating a message, identifying a type of consumer, approaching them, interacting, and advising them on purchases.

A quality video will allow your visitors to trust you. Then, they will want to contact you. Thus, to generate leads in the real estate field, do not hesitate to publish presentation videos of the different services available in your company straight on the pages of your websites.

• China: 3/4 of video viewers do it on their smartphone!

An example of a Real Estate lead generation campaign

You have to set up a working process to increase your visibility, and your reputation online, get visitors, and get leads (asking).

Budget & expected result of Real Estate campaign in China:

• 200 000$ budget;
• 400 000 visitors;
• 100 media speaking about the Company;
• 1 Million exposure on social media;
• 8 000 leads/year.

Stay connected: use the WeChat newsletter or WeChat CRM

Your potential leads may be interested in your services, but so far, they can take time to come to you for X or Y reasons.

So in order to keep their attention, invite them to subscribe to your Official WeChat account. When they subscribe, they have direct access to your newsletters. Therefore, they will have direct news that will come to them on their cellphone.

WeChat CRM is a great tool to communicate with your customers and can be used as a replacement for a newsletter. Email marketing does not work in China. A well-set Wechat CRM answers automatically any questions your followers may have and welcomes new ones.

You can also choose to have the QR code of your official account directly on your website. When it will be time for them to make a decision, they will know who to choose to select the property of their dreams because you were able to keep their attention.

• Wechat now has 1+ billion users!
• Wechat Promotion

Toutiao and Douyin to advertise your real estate company in China

On Douyin, one of the most known apps in China for short-video content, it is possible to activate a “splash ads” campaign, which consists of a full-screen banner displayed by users before the application is opened. Otherwise, it is possible to invest in advertisements that appear in the user’s newsfeed after viewing three consecutive videos.

Toutiao is one of the largest news aggregation Apps in China. It provides 4 ways to do ads:

• CPC(Optimized Cost per Click) is the same as CPC with paying per click. It introduces also an estimated conversion ratio based on audience behavior. The way advertisers benefit from it is that they can achieve the same conversion goal at a smaller price.
• oCPM(Optimized Cost per Millennium) runs on the same mechanism.
• CPA(Cost Per Acquisition) means advertisers pay only when the conversion(set by the advertiser) is completed.
• CPV (Cost Per View) only supports video ads. A view is counted when the video ad has played for 10 seconds.

Actively drive Real-Estate buyers to Contact-you

AB testing is very important to optimize your traffic conversion.

Still in the lead generation in real estate, it is vital for your leads to be able to contact you. Otherwise, you will not transform these leads. So be sure to show the contact icons on your web pages, so that your leads have no difficulty contacting you if they want. You can feature different icons for different means of contact you have.

Thus, the contact will be easier and your leads will have the option they better like.

If you need help with your real estate company, contact Gma!

1. We are a Marketing Agency
2. We set up Lead generation Marketing with monthly fees
3. We are an ROI agency
4. If you want to know all our Methodology and our case Study contact our expert.

For more information about our agency Here. contact us here.

Read more about the real estate market in China:

• One Step Beyond Lead Generation: Smart Real Estate Marketing in China
• How are Chinese property developers handling the Covid-19 crisis?

Primary Residential Sales are recovering from the COVID-19 Effect. Sales volumes are recovering to « normal levels » but remained down 27% as of March 2020 to the equivalent time last year. Chinese property owners and developers rely on financing their operations via pre-sales; Developers have some ability to accelerate the timing (and proportion of units sold) via pre-sales, meaning that they can accelerate the timing of their cash receipts and recycle liquidity tied up in existing developments.

Over the last decade, for every 187 square meters of construction started, only 100 square meters have been completed. Developers are starting more developments than they are completing and selling units earlier and earlier – pre-sales represented 90% of total residential sales in 2019 vs 78% in 2009.

Stabilized financing for properties is getting harder

Disruption of the Developer Financing Cycle; A breakdown in the developer financing cycle will emerge and this could lead to financial difficulties for developers, headaches for existing lenders – and opportunities for credit funds to deploy capital.

Land Auctions are delayed, construction sites were shut down and sales centers were temporarily closed which makes the financing heavier for developers.

In Shanghai, CBRE estimates cap rates on the best prime offices were as low as 3.0% in mid-2019. At this level, the operating profit from owning a Shanghai prime office (from rental proceeds, fewer costs) does not appear to be enough to pay the interest on a typical onshore bank loan.

In time, this may lead to banks reducing the amount of finance they are willing to lend to landlords upon refinancing as Chinese consumers stay away from crowded commercial locations and companies look to negotiate rent concessions.

Read as well: We know you want to make a killing. We do too! That’s why we’ve put together the Ultimate Guide on How To Sell Real Estate In China – so that no matter what type or size property you’re looking for, there will be someone out there who can help get it sold fast and easily with the top dollar when all is said in done.

Funding land purchases and CAPEX on development projects

Obtaining finance on land purchases and CAPEX is also getting tougher for developers. Historically, a significant proportion of land purchases – certainly for the mid-tier players who have been “VIP clients” of the banks – have been financed through onshore bank lending. This financing channel has started to close as liquidity in China’s shadow banking space has dried up over the past two years.

In May 2019, China’s banking regulator warned banks and trust companies who were financing developers’ purchases of land plots, would face “tightened scrutiny” – this included lending to Chinese real estate companies where the proceeds were used to fund acquisitions of land banks that hadn’t yet obtained the relevant construction certificates.

Offshore US dollar bonds / 1 in 5 Dollars raised featured an interest coupon in excess of 10% p.a.

It is estimated that China’s listed real estate developers issued US$ 75 billion of offshore debt in 2019 (2018: US$ 53 billion), making them the largest category of issuers in Asia’s offshore dollar bond markets.

Whilst these rules now prevent offshore bonds from being used to finance land purchases and development CAPEX, the rules don’t currently apply to short-term debt (with a contractual maturity of 364 or fewer days).

By June 2019, 19 of 50 top developers in China had lower cash and cash equivalent reserves as a proportion of short-term debt. This leads to a handful of developers continuing to use this loophole to secure short-term debt to finance bridging loans or working capital. 

How bad could the downturn be?

To the extent that additional cash flow can be raised, stronger developers may be able to capitalize on the challenges in the market by buying land banks and other projects from weaker competitors.

For landlords, it is even more critical to proactively talk to tenants: not all are feeling the strain equally (online and/or offline presence). Lenders will already have processes to monitor the CRE (Corporate Real Estate) credits and given the heightened level of risk and to better understand the on-the-ground situation, relationship managers should continue to invest time to proactively liaise with debtors.

An opportunity to deploy capital would be to invest in secured real estate debt or provide customized financing solutions to real estate businesses to fund their growth, which has become an increasingly popular strategy for credit and special situation investors over the last 18 months, with at least US$ 1.4 billion of capital deployed.

How can developers increase their pre-sales in China?

Chinese developers already know that but E-reputation is key

E-reputation is the image your company has online. It is the combination of all the Digital channels your property development company uses to get visibility and gain the trust of Chinese buyers. Now, for real estate some channels and marketing strategies are more appropriate than others, so let’s have a look.

Chinese Website + Baidu SEO/SEM: Properties developers’ base for success in China

Why a Chinese website?

There are 2 reasons why you need a website in Chinese mandarin:

• The users: If many Chinese businessmen do speak English, they prefer the use of Chinese. Using Chinese on your website also shows you care about your target audience.
• Baidu: Baidu is a mandarin only platform and will always favor Chinese websites over English websites. Because, the search engine is specialized in Chinese mandarin, its keyword algorithm is extremely precise in Chinese.

So, getting yourself a Chinese website is the base if you want to get any visibility of one Chinese search engine but Chinese is not the only requirement. Indeed, Chinese UX habits differ from what you are used to in your own country.

• Featured Contact Info
• Easy contact for quick answers such as a live chat
• Listing with many pictures and a lot of details. Visitors want the information now.
• No google plugins whatsoever.  Google plugins in China = Broken. Not cool right?

Now that we have the website, we need to index your page for SEO and visibility

You’ll need:

• Frequent Original Content in Chinese
• Backlinks
• Landing page optimization for low bounce rate

Should property developers use Baidu SEM & paid ads?

Paid advertising is a great way to get your first traffic on your website. It is usually best used during the 6 first months of your marketing effort in China.

However, paid ads are also great to test new target audiences on different platforms: Chinese search engines (Baidu, Sogou, Qihoo), media (blogs & online newspapers banner) and also apps (here I think of Toutiao for instance).

A strong SEO effort with an optimized website will play a major role in your Chinese success story, but it is not enough. Baidu is a great channel, it will not only rank your pages but also pages from platforms, Q&A, forums, social media, and media talking about you. And that is the goal. You want the 2 first pages of your keywords to show only results that refer to your company.

If you can achieve that, you’ll earn the trust of Chinese Buyers. Trust and convenience are the two words to keep in mind when doing any business in China.

Press release, Q&A, and Forums: content marketing

Press release: they talk about you

Having specialists in real estate refer to you is the best type of advertisement you could get. It is not you saying “hey look at me, my services are great” but rather the trusted media recommending your services.

Q&A and Forums:

The same logic applies here,  but instead of specialist media, you have other property investors sharing their experiences with you.

A big part of forums and media content is not organic but it sure does look like it when consumers are consulting them. It is called content marketing and GMA is pretty good at it.

Social media and properties development

You may be wondering why I’m mentioning social media in the very B2B industry that Property development is. Well, social media has gone far in China. It has developed not only for your everyday normal users but also for businesses. Let’s talk about WeChat, as it is the biggest and the most useful one in the case of property developments.

How to nurture leads on Wechat

Let’s start with the obvious: It is indispensable for any company to be on WeChat in China in 2020. The app is too big, too used to ignore if you want to have any chances to be taken seriously.

All the effort with Baidu SEO/SEM, content marketing, and so on, will pay off in the form of leads. However, we are talking about big money here, and it may take a bit longer to convert potential customers.

This is where Wechat becomes essential. Reminder: Emails are not a thing in China. Everything goes through WeChat (eventually QQ which also belongs to Tencent).

Anyone familiar with B2B marketing in the west knows how important emailing and community management are to nurture leads. So, here you have it Wechat, is your alternative to a well-oiled CRM and email management software.

• Set up a CRM to manage, follows, and promote to your followers
• Weekly corporate communication
• Integrated payment
• Company intro under the form of a WeChat H5 brochure
• Wechat group marketing to share useful info
• And so on

Well, guys, that is it for today, feel free to reach out to us to discuss more in-depth, ask for our properties development case studies, etc

Read more about real estate in China:

• Real estate: smart lead generation
• Tips for Foreign Real Estate agents in China
• Real Estate: how to generate thousands of leads from China?

At GMA we are lucky enough to work extensively in Real Estate Marketing & Lead Generation. Over the last 7 years, we’ve learned a thing or two about what it takes to stand out in this lucrative yet competitive marketplace. Indeed with more players vying for a slice of the pie your strategy also needs to step up.

How to Stand Out In The Chinese Market?

• Invest in Long-Term Growth
• Utilize Direct Lead Gen & Marketing to Support Sales Efforts
• Build Your Reputation Overtime
• Source Chinese Specific Projects
• Develop an Effective Sales Infrastructure

The Chinese real estate market is one of the most dynamic and exciting markets in Asia. It’s also a place where you can make some serious cash if your business acumen knows what to do with it! This guide will help teach everything about their trend so that when investors come looking for their next investment opportunity, we’ll be ready.

Smart Real Estate Marketing

I like the distinction here of ‘Smart Real Estate Marketing’, anyone can drive huge quantities of uninformed leads but how to take this to the next level for an increased lead to sales conversion rate? How to really pinpoint and engage with your target demographic? Let’s dive in!

A Booming Market

2017 is set to rank as one of the top three years ever recorded for Chinese outbound investment, according to Juwai COO Sue Jong. This is despite state restrictions causing fears over capital investment, evidently, money flows regardless of policy is not limiting demand.

2016 saw Chinese real estate investors spending a record US$ 101.4 billion on both residential & commercial properties globally, this is up 845% over the past five years, and a 25.4% growth from 2015.

Based on the figures from the National Bureau of Statistics of China, in 2019, the average price of new dwellings in China’s 70 cities rose by 10.78% y-o-y, Recently, the price is still increasing nationally,  even faster than in 2018 which ended with a house price growth of 9.7% y-o-y.

Room for Substantial Growth

It’s important to realize that these current stats still represent a small percentage of potential investment from a developing market. China ranks 18th in the world by aggregate ownership in foreign real estate compared to GDP at just 12%, well below the OECD average of 42%.

According to the research conducted by Knight Frank Research, 201è proved to be a good year for the capital outflow while 2018, because of the trade war and the restrictive capital control, has overshadowed the world’s key real estate markets.

While capital outflow restrictions persist, Chinese investors will remain cautious, which could have an impact on short-term transaction volume. But in the long run,  many opportunities presented in China’s real estate markets should not be ignored.

The Real Estate Eco-System in China

Anyone new to China needs to realize that the whole ecosystem from research to sales is mainly online in China. China’s leap forward toward a more tertiary, service-based economy is in full flow with digital developments placed at the heart of this.

Therefore here we have an online process of research. The biggest players acting as a conduit between buyer and seller include:

• Juwai (the most famous listings and advertising platform)
• Caimejiu (China’s second-largest listings platform)
• Anjuke (a Real Estate advice forum/site)
• Twillis (Platform in China connecting Developers, Agents & Buyers).
• GMA (We are China’s Leading Direct Marketing Service for Prospect Generation).
• A multitude of Chinese sales agents working on commission through sales conversion.

This is a competitive arena with a mixed reputation. There is always an element of risk with Sales Agents, that’s why your reputation is so essential.

Protecting Your Reputation is Invaluable. Chinese Investors moving their capital outwards do so for long-term gains & preservation, they need to trust that your platform can provide that security.  

Listings & Direct Marketing: which one is better for the real state business?

Listings allow projects to be listed based on sector, region, and keyword search but prospects have to be actively looking on that platform to find you. You are also one of many options, what makes you the right choice?

While direct lead generation allows you to place content in front of high-net-worth individuals researching for data, information, and most importantly advice.

The Positives of Direct Marketing

•         Invest in branding yourself as a localized expert in Chinese Mandarin.
•         Allows you to build your own database of prospects that you can leverage in the future.
•        Engage directly with prospects on multiple channels and start the conversation.
•         Reduce commissions and fees.
•         Content in front of users based on targeted keyword searches for property enquires, high-value consumer goods, luxury travel, etc.
•      You understand how to reach high-net-worth individuals in the smartest way.

Direct Marketing Allows You to stand out through EDUCATION & PROVIDING UNIQUE INSIGHTS. 

Listing on Juwai is not enough for China’s real state business

Juwai, China’s largest Real Estate Platform, is an indispensable tool for listings, its content & insights are superb and they sit on a lot of big data when it comes to buying trends. 

However there is a problem, this has become a very competitive and crowded space, a lot of traffic is great but there are also a lot of listings. How can you differentiate your projects and company from the rest?

There is also the risk of becoming reliant on Juwai’s brand as a platform. You need to also invest in your reputation & project visibility outside of Juwai to both increase sales on the platform and directly from engaged buyers searching in multiple ways.

A Chinese digital ecosystem is a powerful tool for your real estate business

What’s Made Juwai so Successful – Education & Insights

What a successful platform in China does is not only engage but continually re-engage investors, they have to keep coming back (when it comes to referrals, news, insights, additional services, etc).

In such a crowded market the way to stand out is to offer unique insights, as demonstrated by myself referencing such data above, in-depth reports, and well-presented statistics make a difference. However, data will only get you so far.

A Data-Driven Approach for Real Estate Consultancy. Charts, Stats & Graphs can be Embedded into Articles. 

What is Really important to Sell Property?

The location, the vision, the stories you will tell, the depiction of the lifestyle. This is why it’s great to hone in and specialize in one field. Carve your niche here with Chinese investors, and provide absolutely unique insight for them by leveraging your position on the ground.

It’s a long-term game, building the reputation of an area or specific project takes time but nothing worth doing happens overnight. As this market matures real estate businesses need to be savvier, and smarter and invest wisely in a more digital-centric approach that incorporates online advertising.

Online advertising strategy in China has to be localized 

Direct Lead Generation & Marketing: vital for your real estate business

Think of listings platforms such as Juwai, Caimejiu, or Jinlist as bringing potential buyers to you, the other option is you go directly to them.

The strategies I work on involve understanding the behavior of buyers online and targeting them based on their online searching habits for news & information.

I advocate this approach because: 

1. This allows you to reach a wider range of prospects
2. It is focused on raising your profile in a broader sense
3. Targeted approaches increase the qualification of leads (e.g. already searched for relevant information)
4. Through direct marketing, you gain control over your Image & sales process

Reputation is your Greatest Currency in China

With so many projects, units, investment schemes, and competing names your greatest currency is simple: Reputation & Trust.

In China offline networking is important but there is a greater emphasis on E-REPUTATION.

The Chinese are investing ultimately for the preservation of capital, safety, appreciation, and long-term dividends. Considering no ultimate ownership or fixed property rights the need for the Chinese to invest abroad to protect that wealth for future generations.

This is an important decision for them, they need to make the smartest decision and you need to be perceived as a reliable and professional brand.

Why Such a Focus on Online Reputation in China?

Firms need to understand that this is a more digitally centric Real Estate sector than anywhere else on the globe. Chinese digital developed a unique and different ecosystem & influence because of the infamous ‘great firewall’.

Things are different here and digital is far more important.  Offline events and networking for sales connections are of less importance.

Referrals are obviously vital but you need to drive referral schemes online & through social media platforms such as WeChat, the bedrock of Chinese communications.

Building Your Database of Prospects for your real estate business

A huge benefit is that we allow you to build your own database through news aggregator platforms, that is where discerning investors are browsing for news

This can be leveraged via:

•  Social media community education & group management
•  WeChat News Letters to Prospects
• Weekly Email Drops with Latest Listings
• Direct Phone Calls
• And others

Through this database, you can also start to benefit from referrals as you build a community around your services in China.

China’s news platforms are powerful to generate traffic

One of the most powerful methods for driving a quantity of leads/prospects is to tap into Chinese news platforms such as major players like Tencent, Sina or Sohu News, or Toutiao.

These APPS are a huge phenomenon in China. Toutiao is installed on over 240 million devices per month on average, making it the top news app in China.

The strategy is to insert your ad into the news feeds of targeted readers that have selected relevant categories of news, e.g. finance, real estate, luxury travel, etc.

The ads then link to an in-built lead capture form (increasing capture rate) so users do not have to leave the APP. Convenient, newsworthy offers a clear call to action.

Baidu SEO can boost your real estate business awareness

This is all about targeted Chinese keyword searches, it’s a strategy for going to your target.

Baidu, a Chinese equivalent of Google, occupies more than 70% of the search market total share, ranking the number one in the market. If you want to apply SEO strategy in China, Baidu is your first choice.

Before all, you need a quality Chinese website, hosted in China, or nearby for a better user experience. Your site needs to be tailored for the Chinese viewers, with all your efforts to be perceived as expert and reliable by your target audience.

Not being visible on Baidu is a major problem for even very established firms. As SEO experts we understand the need to format, optimize & audit a site for the Baidu engine.

The back-end matching the front-end is: important detail for your site’s success

Again this is a unique process whereby the back-end (meta tags, titles, etc) needs to match the front-end (in-site text, keyword selection being optimized + content being produced).

Think of this process as developing a clear road map, the site needs to be indexed so it is searchable via the right sets of Chinese character keywords.

Without visibility, a great site is redundant.

This process is quantifiable with keyword selection based on a number of searches. A plus with Baidu’s visibility is it produces very qualified leads.

Considering that listing sources are at the beginning of the purchase life cycle, in-depth research into projects related to keywords produces prospects at the later stage.

Making Your Projects & Regions News Worthy

This is the next step, you need to create news items around projects & your company itself. News needs to be highly localized and specific to this audience.

Successful News Exposure

a)    You need to tap into trending news topics and items in the investor sphere, this can link to key dates in the Chinese calendar or local events that are trending.

b)    You have to understand & educate your target, the primary goal of PR is to develop your name as a portal for unique insights into a specific market, and utilize the media as an outlet for this.

c)     Finally, platform selection is vital. Outlets such as Ifeng, Sohu, Tencent & Sina News (to name a few) have dedicated categories for Real Estate & Finance News.

In China, for PR it’s very much a ‘pay play the game, rather than independent journalistic integrity here we have a system where funds correlate with exposure for PR content.

An analogy to consider once more is that leading a horse to water doesn’t equate to drinking, the Chinese investor needs to understand what they are drinking, they need to understand the investment opportunities in different regions outside of just listings platforms. News is considered an independent source.

WeChat as a Unique Communication Tool  

WeChat is often promoted as a ‘one-stop-shop in China for all things digital. In this sector WeChat is a branding tool & ultimately, it’s a communication tool for sales.

Think of your WeChat account as an information portal. Followers will receive weekly updates via push notification, high net worth are looking for insights.

So what is WeChat Great for?

1)    SALES. Evidently sales, it’s the bedrock of communication in China, all customer services & sales reps need to be communicating via voice, text, or video to clients.

• You can video or audio call
• Send images/live streaming
• Send floor plans/ property specs
• Send the contract etc

Followers can receive updates on project listings, unit prices, market/investment insights & so forth. You can use WeChat to build your portal as an educator in your specific market.

Leveraging Media Exposure

Sharing news articles and links (Or even better WeChat article versions) is an increasingly prominent practice. The benefit is you can take media coverage and build conversations around this content that links directly to your service offering. It’s a smart way of leveraging this exposure. 

Promoting Peer to-Peer Conversation in Forums

Chinese Forums can be seen as a way of developing an online referral system.

The last & very important strategy to consider is forum reputation, local forums such as Baidu Zhidao, Tianya, Zhihu, Tieba, etc are highly ranked on Baidu searches. Content about you in these forums is thus highly visible. You need to control the sentiment of investors and create topics that link to your firm and services.

The most important point is that this is PEER TO PEER, users themselves need to be praising the service, what’s more, trustworthy than recommendations from other investors? Initially, this can be created artificially and covertly but it needs to lead to organic testimonials, this takes time but pays dividends in an industry where referrals are highly lucrative.

To conclude on Lead Generation and Selling Real Estate in China

 A Lead Generation Strategy is Important but You must invest in your e-reputation. Chinese investors are highly discerning, a recent Juwai study found that the buyer process takes between 6-8 months with that journey fundamentally carried out online. A lead is important but taking the step to higher conversation rates requires reputation in the media.

We are a specialist Lead Generation & Marketing Team with a wealth of experience in the Real Estate sector. Please contact us for further info & to discuss your project, we can certainly advise with our 7+ years of experience.

Chineses HNWI: Big power to invest in real estate

It’s been for a long time that Chinese people set aside all their money and barely ever spend it. They pass it on to their sons and daughters who also set aside what they have earned for the next generation. And this upward spiral had no ending just because they didn’t know how to spend that all. So, the result is that the middle class owns a lot of unspent cash. China opening its doors to the world has brought more capital to the country (even more money to spend…). However, it has also brought along new ideas on how to strike the balance between their savings and expenditures.

There is no other nation in the world that grows as fast in the amounts they invest into foreign property. According to forecasts, by 2020 Chinese investment in foreign real estate will reach 220 billion USD. This is a huge contribution to the world’s property market and it still has great potential. The yearly growth of property purchases mounts to 8%.

The abroad real estate market is now on the verge of booming from Chinese investments. Chinese investors got already been very active in the USA, Australia, the UK, Canada, etc. They are now looking for more properties around the world for investment. Now it’s the right time to give them some hints.

Why do Chinese investors prefer buying Foreign properties?

The outbound world, including foreign real estate markets, was unreachable for the Chinese people not that long ago. The more years go by, the more people get international passports, get interested in different countries, obtain licenses for any kind of international affairs, and get a will to invest in property.

Apart from this rising tendency, there is another point in mentality to be highlighted. China is a country of roughly 1.5 billion people. They have been a unit, a laborious nation for a long while. What this gave them is a feeling of being all equal, all the same, and a desire to be different. Showing off what one might achieve is a way to stand out from the crowd. Buying several properties abroad really puts them on a high rank in this numerous society.

The interesting thing is that they all have money to invest and they all want to stand out. That’s why so many residents have made it to the top of the most successful people in the past decade. With 1.5 billion people there are a lot more prospects in this boundless market.

However, investment in property is a lifetime decision. So this market is also challenging when it comes to marketing your real estate service to them.

What is important for a real estate agent to know about China?

1. They need an advisor or an agent but they also search for the details on their own.
2. Generating trust is the core of subtle marketing in China – it goes before or along with the ordinary promotion, otherwise, advertising doesn’t make sense here.
3. They can buy real estate only if they know about you from someone else or if you have already established a trust-based relationship with them.
4. In property purchases, it is not one decision-maker – it is the whole family who buys, so ALL of them should be targeted properly.
5. Chinese people trust someone with higher status when they take investment decisions.
6. It is barely possible to sell property offline here – as an agent, you need to go digital.

source juwai

Why is “Digital” the first and foremost way to promote you here?

Again, as a foreign real estate agent who wants to promote his services in China, you won’t make it offline:

• If you come to the real estate exhibition you might find out Chinese buyers are just not interested in whatever you offer;
• If you come to the local real estate agency and tell them you have a few or many super nice options abroad on offer, they will also turn a blind eye.

The only thing that might happen is that at an exhibition people will look for the QR code of your official account on WeChat or the real estate agent might ask for the same thing…

What I want to say, a dear foreign real estate agent is that they will all go online. And they will not only search for what you say about yourself but they mostly want to see what others think about you.

Working on your Reputation is the key in the real estate market. What others say about you is your reputation.

Why do the Chinese care about your reputation?

• They make an important decision about where to invest;
• As a nation, they don’t like any risks at exploration – they need some people to certify you are good;
• You have competition;
• They need to trust you more than anyone else.

How to build your reputation?

You might say you already have a good reputation worldwide. But China is not “worldwide” – it doesn’t have Google, Instagram, Facebook, etc. The people here can only check the information they have on their own similar platforms. The task is:

!! Go ONLINE for marketing purposes because Chinese people are the most digital nation in the world, they surf the net for anything they want to do/buy !!

• Baidu

Baidu is Chinese Google – this is where they go to check who you are. Keywords, your page on a related Baike platform (Wikipedia, kind of), positive comments on Zhihu (Chinese Quora), and backlinks from reputable real estates sources will make you rank high

• WeChat

WeChat is the most popular online platform among the Chinese, Whoever owns a phone in China uses WeChat. An official account here gives you a chance to promote your real estate services with high-precision targeting tools, make promotions, receive payments, etc.

•   Listings

There are a few popular property listings in China (Caimaiju, Jinlist, Juwai) that allow targeting the right consumer of your services.

• Video Marketing

Video campaigns have a lot of effects at the moment in China. For a more substantial budget, it would be good to promote yourself via iQiYi, Tencent Video, Youku, Caimeiju, or even Doyin now. For more effect, influencers could be involved to generate more trust from potential Chinese investors.

A successful example

We have used the above-mentioned strategies with Damac Properties. We have designed a website for them and did a successful Baidu campaign. More stress should be placed on their WeChat page through which they have generated a lot of good quality leads from China who want to purchase property in the Middle East.

After having worked on their SEO, e-reputation, branding, setting up, and managing WeChat and Weibo accounts, they got the following results:

• double traffic from SEO with 13 main keywords;
• good position from off-site and on-site promotion;
• +400 followers on WeChat and +1100 followers on Weibo;
• over 120 leads in one month.

Who are we?

• We are GMA – Gentlemen Marketing Agency.
• We are the most digitalized marketing agency in China.
• Each of us has spent a lot of years in China and knows it from the inside.
• Altogether, we have 10+ years of experience in promoting foreign real estate agent services in China.
• We can do Search Engine Marketing, PR and Advertising, Weibo and WeChat promotion, WeChat mini-program, and much more than that.

• “The demand is very strong among the middle class holding extra cash,” said Liu Yuan, the Shanghai-based head of research at a property broker.
• “Purchases have become simpler with online platforms.”

Why do the Chinese want to buy property abroad?

For the Chinese, having a good social standing gives them a sense of achievement and a mentality of becoming more successful in the future. But also, owning several properties is one way to show they sit on a higher tier.

In the past few years, Chinese buyers have started to make their presence felt on the global property market, snapping up everything from luxurious trophy homes and vineyards to more modest condominiums and investment opportunities. For many Chinese, global property investment is an emerging opportunity that until recently was out of reach.

Therefore, only to the US in terms of international buying power, Chinese buyers represent a tremendous new market opportunity for property sellers around the world. Yet, new opportunity brings new challenges in reaching, communicating, and engaging this new market.

We created a guide on how to understand Real Estate marketing in China for you:

We understand the Chinese culture – Chinese property buyers are extremely thorough. If they find that you’re reasonable, honest, polite, and friendly then not only will they go back to you for more business but they will also recommend you to their friends and family as well. While they rely heavily on their advisors and real estate agents to help purchase properties, they also conduct their own research into the countries and projects they wish to invest in.

The most effective type of real estate marketing is word-of-mouth recommendations. Chinese buyers are also extremely suspicious of advertising. Doing business with the Chinese community is about building trust-based relationships, which takes time.
Indeed, relationships are sometimes worth more than money and if the relationship is good, Chinese buyers may even be happy to pay a little bit more to your company.

What you also need to respect is that the Chinese family hierarchy is extremely important, so make sure you are in touch with every member of the family. In this case, parents will be the key opinion influencers behind the decision.

As for the influencers, they are important in the real estate industry as well. Influencer marketing is extremely powerful – Chinese property buyers hold the opinions of those they see as having a higher status than themselves in high regard.

Get your digital marketing right

Firstly sales agents do not do digital marketing, they build offline networks which severely limits exposure without an online presence.

It is difficult for an agent to sell a project in such an online-focused society without online exposure. Chinese investors will research online via Baidu or Wechat, and also can verify through Google.

The discerning investor buys into the reputation of your brand.  When it comes to social media marketing, the platform that matters most is WeChat – China’s most popular social network, and Baidu – a Chinese SEO browser. It operates very differently from the likes of Facebook – it’s about sharing information within your group of friends rather than seeking maximum visibility within the world.

As a matter of fact, Chinese buyers are the fastest-growing segment of global property buyers. It is projected that by 2020, Chinese overseas property transactions will hit US$220 billion. This makes China truly one of the biggest contributors to the Global Real Estate industry and will be in the foreseeable future.

Why partner with us?

It’s also extremely difficult for a foreign real estate business to crack as foreign users can’t see Chinese information on WeChat/Baidu.
It can be difficult for an overseas real estate agency to even get a WeChat account.
Even if things could seem difficult, which they really are, with us, you can set up your real estate business smoothly in Chinese marketing. If you’re worried about taking your first steps into WeChat, don’t be – there’s always help available from the likes of us.

We are the top and most visible Web & Marketing Agency in China you will find on the web. Our Services: E-Commerce, Search Engine Optimization, Advertising, Weibo, WeChat, WeChat Store & PR. For more information get in touch with us here.

 – focused on real estate marketing for Chinese property buyers

We have several Real Estate & Investment experts at GMA your China marketing Agency are specialist in Chinese social media marketing. Over the past seven years, they’ve had great success supporting property developers abroad mostly in the UK, explicitly targeting Chinese property buyers.

“To be successful, you must first understand the dynamics of Chinese property investment abroad,”

Read our Guide SELL REAL ESTATE TO CHINESE 

Learning about GMA

 Now is the time to enter & take this seriously

Synopsis

• Brief Market Overview
• Do You Have the Capacity to Launch?
• The Right, Localized Strategy
• Trust for Investors is Everything
• Events Connect to Online Content
• Using WeChat to Improve Sales
• Using Weibo, A Smart Alternative for Sales
• Baidu, For Investors Searching
• Lead Generation = Contact Form Ads
• PR – Your Reputation Matters for Sales
• Key Questions to Ask an Agency
• Further Reading

Brief Market Overview

Mainland Chinese buyers are expected to snap up increasing amounts of overseas real estate this year, despite political resistance and sensitivity around such investments globally. The tide of overseas investment is not slowing.

Chinese residential and commercial international property purchases in 2017 reached a new record of $119.7 billion, up 18.1 percent from the $101.4 billion in 2016, according to an annual report from Juwai, the leading Chinese real estate portal.

Since 2010, Chinese investors acquired international property totaling more than $430 billion, the report added.

Projections remain positive with commercial & residential property investment to increase 3 to 8 percent YoY, this would take investment totals to between $123.3 billion & $129.3 billion globally.

Showing YoY Investment Growth. Credit; IQ Data from Juwai.com

Focus on Direct Marketing

The focus of this article is on direct marketing to buyers. These strategies can complement & support listings on Reputable platforms such as Juwai, Caimeju, Anjuke, etc.

Considering the scale of the Digital Realty Sector, therefore each party must specialize and play their part.

At GMA we focus on Realty Marketing & the required Digital Support for Sales.

• Do You Have the Capacity to Launch in China?

China still represents a huge opportunity despite budget entry requirements.

But this is the first question I ask any Realtor.

Typically the answer is that;

Developers & large-scale brokers do have the budget capacity.

Individual agents (as a rule of thumb) do not.

This often comes down to budget & infrastructure requirements. This is a ‘Pay to Play’ Market for Exposure & larger-scale investment is a necessity.

Keyword prices for search have increased, agency costs evolve in a developing market & Multi-Channel DSP is increasingly regulated for Foreign Investment.

This makes ‘budget for entry’ a greater requirement for platforms.

It also raises a key point, China as a lucrative market needs to be a priority for long-term development. It is a different fish tank & needs to be seen like this from the outset.

Sample Data Highlighting the Correlation Between ‘Reads’ & Leads on Series of Posts. Targeted Exposure Is The Answer To Lead Generation for Developers.

Question; Do You Have A Positive Reputation in China?

Reputation is EVERYTHING.

The Chinese have to trust in your name, the first step for the majority of Developers is to refine your communications on core platforms in order to start building that trust.

Core Channels;

• WeChat
• Weibo
• Baidu
• DSP Strategies

Quality content needs to be optimized for all the above channels that are tailored to your end consumer in Mainland China specifically (as opposed to Taiwan + Hong Kong).

Broadway Has Built A Strong Reputation in China as London’s Premier Location Through a Targeted Multi-Channel Approach. Here is their Web Page Optimized for Baidu.

• Localized Campaign Strategy = Lead Gen + E-Rep

The right campaign involves both;

– Lead Generation Strategy

– E-reputation / Communication

The right combination pays dividends (and I’ve witnessed this many times) in terms of saving on commission payments & bringing lead generation/sales in-house.

Alternatively; the right strategy also supports a network of sales agents for those who outsource this process in China.

• Online Trust for Investors is Everything.

This is arguably the most digitally orientated market in the world with high-value investment commonplace, and essential trust in Developers is more selective.  

You need to showcase profitably in an investment, the Chinese are smart, savvy, and looking for a long-term nest egg.

Regardless, if you’re looking to increase sales from China, you need to elevate your market position. Developing a smarter strategy to increase lead quantity & quality is the first step.

Sample Time-Line For Launch on WeChat / Weibo. Reporting & Analytics with Core Goals.

Campaigns Have Two Components

1. Lead Generation Function

Developing more efficient, smarter & effective ‘funnels’ for driving prospective buyers

1. Build Trust, E-Reputation & Quality Content on Specific Projects

Quality content has to be Localized. Your existing strategy cannot be transplanted to China.

Success With Developments Can be Wholly Quantified.

The Best Initial Approach is to Ring-Fence a Trial Budget over a 4-6 Month Period. Projected KPIs can then be tested & refined for both parties.

WeChat Campaign for More Refined Targeting with London’s Most Prestigious Westminster Development, ‘The Broadway’.

• Events & Stalls Connect to Online Content (O2O)

Offline to Online is the norm in China. When Developers attend events (such as LPS), they typically miss the fundamental point.

THE CHINESE ENGAGE ONLINE FIRST.

The Luxury Property Expo sees a lot of sales reps shuffling around with not so much to do, why?

The Chinese simply scan the QR code for the stall and expect all the content to be there on WeChat. Missing this will lose your custom.

Similarly, for contact details, a simple HTML5 form in WeChat will suffice which they can access by following the account.

All Offline Events need to support your Digital Strategy in China.

LPS has become a key event for Developers, but for maximum effect, you must have a digital campaign in place for your projects.  

• WeChat – Improve Your Sales Strategy in China

WeChat is a necessity, I am often shocked by the number of Global Developers who have either no presence on WeChat or a very limiting, inactive account.

• Average Daily Logged in Users Q4, 2017 reached 902 Million.
• Over the Chinese New Year, Tencent Reported 1 Billion Plus DAUs.
• Tencent Developing Their Investor Facing Platform.
• 797 Million MAUs Following Official Accounts, up 19% YoY.

 Why Do You Need to Be on WeChat?

• It’s a  ‘1 stop shop for Chinese online engagement
• WeChat is your News Letter, To Not Have WeChat in China is akin to not having a Website.
• It’s Where Your Target Is, the High Net Worth, 30+ Age Demographics are Prolific Users & Highly Active on WC.

Your Sales Infrastructure on WeChat;

The obvious point is that your network of sales uses WeChat as the primary means of communication for the first point of contact.

I’ve seen multi-million USD projects sold via WeChat alone.

Agents Use WeChat too;

• Send Project Portfolio + Branding Material
• Send floor plans/specs etc
• Please instantly on pricing & ROI.

DAMAC Built Its WeChat as a Portal for Insights & Information into the UAE Investment Market. Branding DAMAC as ‘Live the Luxury’, Articles Reach a Substantial Following.

Supporting Agents with A Targeted Strategy

GMA has worked extensively in building targeted campaigns with Developers. There are two core strategies (which complement each other);

1. Focus on the ‘Brand’ & Building Awareness of the Developer Name

(Note this is often in tandem with off-line stands at events such as LPS Beijing/Shanghai).

1. Project-Specific Focus with Marketing of Units

The process of localizing your projects & building material around them that is fit for the market is integral. Eg Floor Plans, Property Spec, USP for Chinese Investors.

The core point is that a quality WeChat account that is actively posting & building a following is there to support your sales team for increased conversion.  

Sample Back-End Data from WeChat shows a spike in engagement to 699 comments & interactions on this post. Tracking Data & Analytics is Essential.

Content Optimized for WeChat;

Data & Analytics is Everything. Realtors & Marketers Ultimately Speak the Same Language.

• The Key is How Impressions & Exposure Relates to Conversion Rates.
• A bilingual team of copywriters needs to localize your content for each platform.

Weibo – A Smart Platform to Grow Your Sales

Weibo is a ‘Buzz’ Platform for Developers;

• Weibo’s financial revenue grew vastly in 2017.
• Their annual revenue reached 7.71 billion RMB, realizing year-on-year growth of 76%.
• Ad income alone contributed 6.68 billion RMB, which is up 75% compared to 2016.
• Increasing ad spending on Weibo reflects a developing infrastructure necessary for a more complete project exposure strategy.

Data from Weibo Official Report, Q4 2017.

Weibo is an ‘Open Network’ this allows users to see posts from others without being connected first, hence typically higher engagement rates.

It also is a more ‘ad friendly’ platform in terms of targeted FenSiTong promotions to relevant categories of followers.

Weibo is a great tool to complement a WeChat Launch. It’s also part of Sina Corp, one of China’s largest News Organizations, trending topics on the News Feed can & do go viral. 

Weibo = Exposure & Status

Developers use Weibo to Grow their Status & Presence more Quickly.

You cannot forsake WeChat but do consider this as a second channel.

It’s always been associated more as a brand channel however in my opinion;

Projects = Brands (Life Style).

The Chinese are so brand-orientated that they see developments as brands. Thus this different approach is required in China.

The Flagship Madison Building in Canary Wharf. Campaign Developed for Driving Project Specific Engagement with Posts Design for Impact, Enquiries increased by 30%.  

• Baidu – Investors are Searching

Investors are Searching on Baidu, China’s No 1 Search Engine. Developers need to commit their budgets to the most targeted keywords for the right exposure to those searching.

Improving keyword strategies increases lead number & quality.

PPC is good for launch but requires ongoing investment to retain its position, as mentioned at the start, costs on Keywords in this sector have naturally risen.

Therefore smart keyword selection (potentially more niche) + A/B testing is required to determine the best approach.

Again it’s a numbers game, with Exposure and Click-Through Rates priority. (CTR).

 Paid Search Results on The Keyword Sets For;

‘Australian Real Estate’ & ‘Shanghai Property Events’

• Contact Form Ads – Targeted Reach for Lead Generation

Lead Generation is an Important Part of the Campaign.

Targeted ads can be connected with contact forms for lead generation on platforms such as Sohu, 168 or Ifeng.

 This is an effective method;

• Allows for News Categories to Be Targeted
• More Specific to Each User Preference
• Ads are inserted into the news feed and connect to contacts to leave details

Data capture is important but how can you support lead G?

Reputation through quality content that reaches your target.

Lead Generation in China is Easy.

Building a Reputation is Much Harder.

Sample Lead Capture, Users Click Through Here on the EB5 Tab to Reach the Form. They Remain in APP for a More Frictionless Experience.  

• PR – Your Reputation Matters for Sales

In a Pay to Play News Environment Developers Can Place Projects into the News Sphere.

Return on Long-Term Investment & Stability is Their Priority.

Through News Exposure You Can Communicate This, It Establishes Your Developments as Newsworthy. 

• You need to ask the following questions of any agency;

• What relevant case studies do you have?
• What indicative data for KPI projections do you have? Based on Previous Numbers
• How is the project relevant to Chinese buyers?
• Why should they invest & how to communicate this USP on Local Channels?
• How does the more traditional eventing approach relate to online in China?

If you wish to arrange a consultation session with me please contact the agency initially. I’ve spearheaded a host of successful Realty launches & look to find the right, serious partners to develop with.

 More than happy to share my experience further & drill down into this.

Further Reading:

• Real Estate: how to generate thousands of leads from China?
• Real Estate Marketing in China: How to Avoid Agent Commission
• Real Estate Firm in China: from Invisible to 80 Investor Leads per Month

With GDP stabilizing at 7% growth year-on-year estimates suggest an additional 5-10 million Chinese move into the upper bracket & are also able to afford overseas property per calendar year. 

One method of attracting buyers is through Chinese agents, they have a network and are incentivized to sell via commission, nothing new but does it really work?

From my experience agent networks cannot drive the same results as an intelligent online strategy..

There are also a host of problems incurred when you outsource sales to Chinese third parties and do not directly manage the process yourself. Discerning buyers in China value quality customer service and direct expertise more than anything else in a marketplace often associated with fakery & a lower quality domestic service.

Online Lead Generation, Why Does It Work?

Online Lead Gen works in China, the reason is simply that the Chinese online eco-system dominates over more traditional prospect finding and sales methods. Why?

It is because modern China has embraced the web with a fervor not seen in other parts of the world. The figures are impressive, there is a 65% internet penetration rate with over 800 million Chinese online. The average user now spends 2 hours a day browsing the internet.

At the point where high net worth individuals were seeking to purchase abroad, web developments were more advanced the world over, and China simply leaped forward and embraced online, skipping more traditional lead gen & sales methods.

Developing a Targeted Digital Presence

When marketing and selling Real Estate to the Discerning Investor you have to be where they are most active, and this is online. Over 80% of all property-related research is conducted via Baidu (China’s Google) & through powerful Real Estate news & information portals such as Ifeng (more on this later).

It’s therefore a no-brainer, you need to be where your target audience is most active & more importantly more receptive, quality online content targeted on keyword searches and categories increases the qualification and receptivity of your buyer audience.

• Read this article about Lead Generation in Real Estate 

Agents Do Not Market Your Services Online  

The truth is that by not developing a direct lead generation strategy you are missing out on the largest market segment. Agents very rarely market online, it’s an offline process through their networks which simply cannot drive the same numbers of leads when compared to qualified search traffic from Baidu (China’s Google) for example. In this sense, they are not competing in the same domain anyway.

A ‘Race To The Bottom’

The other issue is that Chinese sales agents (and I speak from experience) may offer a lower quality customer service, and engage in fiercely competitive tactics with other rivals (as they are all motivated by commission), and thus your project may suffer from a ‘Race To The Bottom’ syndrome where agents cut prices and cheapen the project in the mind of the potential investor.

A More Intelligent Solution Online

The price point in reality is only one part of the equation in China. The rest is your branding, your reputation, and your visibility. Discerning investors spend a long time researching opportunities and even when recommended by an agent will still research the company and development project ONLINE.

The equation is; Visibility + Reputation = Buyer Leads

A Supportive Role for Quality Sales Agents

It’s important to acknowledge the role of quality sales agents but most often if you are new to the market these relationships need to be built over time.

Clients sometimes worry that by engaging in direct lead generation they will alienate sales agents but in fact, this is likely not to be the case.

Agents source leads from their contacts and offline networks, they are not competing in the same domain for online Mandarin keyword searches (for example) & can use online PR, Forum Reputation, and Keyword Searches to support their sales efforts. An online presence will legitimize the investment in the eyes of all parties in such as digital-centric society.

It is therefore pivotal to develop a strategy in order to build your own marketing in a more cost-effective way (by avoiding high commission structures) and also to support agency contacts working for you in terms of your online reputation and visibility. This assists with all promotions.

Direct, Online Lead Generation

Here’s a run-down of the key methods for attracting buyers:

A Quality Chinese Site

Building a quality site in China is a very specific process. We optimize sites for Mandarin Character searches when building them as ‘vehicles’ enhanced for visibility on the Baidu search engine.

It’s best to focus on a static site with 8-10 pages & of course feature high-quality Mandarin content to support property listings, case studies, market information & statistics.

The presentation of content & info has to be formatted for a more typical ‘Chinese site’, often with a Wiki-Page style approach.

In terms of the ‘back end,’ the site needs to be optimized for Mandarin search terms in meta tags, descriptions & keyword titles.

Example site landing page developed for Luxury Dubai Real Estate Firm  ‘Damac‘. 

Visibility on Baidu (A Portal to Investors)

 80% of all online research in China is done via Baidu, it is, therefore, key to building your firm’s REPUTATION & VISIBILITY on this portal to Investors.

Firstly Baidu PPC (Pay Per Click) is a focus. For Real Estate, PPC is very effective and drives very qualified traffic compared to other sectors. Banner ads in China are less effective so focus on PPC links, ensure the ad copywriting hits the spot, optimize for two lines of text, and manage click rates closely.

Secondly, SEO (search engine optimization) is important, to rank highly in the natural search results and drive qualified traffic, to achieve this you need to create backlinks, external site references, and, (like Google) Baidu rewards fresh & new content.

Depending on the country top overseas markets such as the US, Canada & Australia all have over 5 000 relevant searches for real estate, investment & property per day.

The importance of ranking and being visible here cannot be denied.

Tapping into Communities of Investors

Firms can launch onto forums with active threads on the property to boost their status. Zhidao, Zhihu, Baidu Tieba & Tianya all boast active groups and rank highly in Chinese search results because of their popularity (Baidu also owns Zhidao & Tieba so these always rank highly on a Baidu search!)

Comments from other users are integral to boosting reputation, it is thought to be 5 times more powerful if a positive comment comes from another user than directly from the company itself, external links can also be embedded as these forums are content-rich.

News Applications

Ifeng is a powerful platform for Real Estate firms, it is China’s ‘Wallstreet Journal with a focus on Investment, Financial & Real Estate & stock market news. It is a platform with highly active communities of investors.

Users select specific categories and also search for relevant news on apps such as Ifeng. The strategy is to embed ‘advertorials’ into the news feed of readers, it legitimizes the firm, creates the content as newsworthy, and also links to an HTM5 contact form for prospects to leave their details.

This is a magnet for leads driving huge numbers of up to 40 prospects per week in previous campaigns.

WeChat – A Sales & Communication Tool

WeChat is a powerful platform, it now has over 877 million daily active users. Lead Generation is not however the best solution. Why?

WeChat is a closed network, therefore users can only see posts if they are connected first. It is tricky to attract the attention of new prospects, they will not be connected to your account. WeChat also does not have a search function that would retrieve your account based on Mandarin Keyword Inputs.

But how about for sales once you are connected with a prospect?

It is integral. WeChat is the most trusted communication tool and people expect a WeChat presence. You can create an account to build a following and push targeted content to interested prospects. Instant Messenger can be used for communications, you can even send contracts, floor plans, and property spec sheets over WeChat.

WeChat is great for building a relationship with prospects so ensure that a QR code (Link) to your WeChat is included as part of the contact form.

• Read this article about Wechat & Chinese Buyers

PR & Media Exposure

Never underestimate the power of news exposure. Clients have galvanized a lot of attention in the Chinese Real Estate sphere. Targeted sites need to be chosen such as Sohu Finance, 168 & Ifeng to push quality PR content through a whole network of local journalists.

You need to be newsworthy, a serious development appearing in targeted news sources reaches your target audience, improves your ranking on Baidu (China’s Google) & proves that an investment opportunity is catered for the Chinese audience.

PR exposure provides a strong supportive role in terms of reputation and also backs up the sales efforts of sales agents on commission.

B2B Partnerships

Established Chinese platforms often seek to partner with international players. The reputable ‘Anjuke’, one of China’s largest Real Estate platforms have now partnered with the RS Property to feature their high-quality content, notably a map detailing different pricing and regulation affecting different regions of Australia. They have also been approached by a host of events aimed at connecting buyers with agents & developers.

Anjuke’s involvement is set to bring huge exposure and bolster the credentials of the firm. Facilitating B2B partnerships support your own marketing services & cements your reputation.

Reputation is your key currency in this competitive marketplace.

Need an effective Marketing Agency in China?

We are a local specialist when it comes to Real Estate Lead Generation.

1. Please contact our expert Benji for an in-depth discussion on how to achieve your investment goals in China.
2. See our top Services  for real Estate Companies
3. Our Case studies 

Further Reading: