While market experts continue to see domestic demand for homes fluctuating due to interest rates and affordability concerns, home builders can expand their sales opportunities by placing more focus on global buyers. Offering stability and growth potential, this often untapped market is an avenue many builders, marketers and agents have yet to explore.

Our team attended the Global Insights: Culture, Taste & Real Estate webinar sponsored by New Estate Only to discover why this market matters and how to reach these ready-to-buy clients effectively:

Foreign Buyers Are Your Secret Weapon

When high interest rates slow domestic sales, global clients continue moving forward. Many of these buyers experience even higher interest rates and uncertainty in their home markets and aren’t deterred by interest rates. And many international buyers approach transactions with cash or already-secured financing. This can translate to steady business for builders when local markets stall.

These prospective international buyers also arrive more prepared than typical domestic ones. Having already completed extensive research and traveled often specifically) to purchase property, their likelihood of closing is very high.

Why are these buyers so eager to purchase in the United States? The transparency, data access and streamlined processes standard in U.S. real estate amaze global clients. What local purchasers take for granted (walking into a sales center and starting the process immediately) represents a remarkable advantage internationally.

The Numbers That Matter

Georgia is a significant draw for international investment. For instance, Georgia ranks seventh among states Colombian buyers prefer. According to New Estate Only, Colombian purchasers alone invested $700 million in U.S. real estate last year, ranking Colombia fifth among foreign homebuying countries. Florida was the top state that attracted this specific buyer group. These purchasers are also an example of micro-cluster buyers who commonly group around businesses and cultural centers.

The broader global market offers even greater potential. New residents from abroad contribute significantly to U.S. population growth, making this segment essential for long-term market health. Tools like ZipAtlas.com provide interactive maps to show where different nationalities concentrate and help home builders identify prime opportunities in your area.

Make Your Properties Easy to Find

The best way to attract global prospects is to make your properties easily discoverable. Foreign purchases rely heavily on agent guidance, so establishing relationships with brokerages specializing in international clients is a crucial step. Consider creating a referral program to reward agents for bringing in qualified prospects.

• Work with Search Specialists: Partner with companies like New Estate Only to ensure your properties appear in searches from target countries. Different markets use different platforms and search terms.
• Offer Native Language Options: Offer translated sales materials and listings as an available option. This benefits both foreign and local clients who prefer their native language.
• Emphasize Your Advantages: Highlight what makes your communities and homes special and different (transparent pricing, accessible information, streamlined processes and quality construction standards).

Establish a Global Partnership

Treat foreign purchasers exactly like domestic clients. Be welcoming, curious and helpful. Don’t overthink the cultural differences, but rather focus on their specific needs and preferences just as you would with any prospect.

Partner with a translation service if needed. Don’t let language concerns prevent you from pursuing this market. Many cultures approach homebuying as a family affair involving multiple decision-makers, so allow time for this process and provide information that addresses various family members’ concerns.

Due to complex bureaucracy, building home equity in other countries can take up to three years. Our straightforward U.S. process becomes a significant selling point that foreign clients genuinely appreciate, so treat this as one of your main selling points!

Simple Steps to Get Started

Don’t be another builder that misses this market segment. Recognize opportunities and hone in on them with your marketing plan and take action:

• Research Your Local Market: Use demographic tools to identify which nationalities are concentrated in your area.
• Build Strategic Partnerships: Contact brokerages serving foreign clients to explore referral relationships and concierge programs.
• Prepare Your Materials: Review your marketing content for global accessibility and cultural sensitivity.
• Train Your Team: Educate staff on international client needs and cultural considerations.

Now is the time to position your company to capture these cash-ready clients. Partner with Denim Marketing to give your company a competitive advantage. We will work with your team to ensure your strategy is the perfect fit for converting visitors worldwide into leads. Reach out today at 770-383-3360 or via our contact form.