Marketing to International Property Buyers: A Digital Guide

International property buyers represent one of the most valuable and underserved segments in real estate. A buyer relocating from Singapore to London, a Canadian investor purchasing in Australia, or an American family buying a holiday home in the UK — these clients typically purchase at higher price points, are less price-sensitive, and often become repeat buyers. Yet most agents do virtually nothing to attract them, leaving enormous revenue on the table.

According to the National Association of Realtors, international buyers accounted for $53.3 billion in US residential purchases in 2023 alone. In the UK, overseas buyers represent a significant share of prime London transactions. In Australia, foreign investment applications for residential property run into the tens of thousands annually. The opportunity is substantial — but capturing it requires a deliberate digital strategy.

Multi-Language Content Strategy

If you want to attract buyers from non-English-speaking markets, your website must speak their language — literally. This does not mean running your entire site through Google Translate. It means creating targeted content in the languages of your key feeder markets.

• Identify your feeder markets. Which countries do international buyers typically come from for your area? London attracts buyers from the Middle East, China, and Southeast Asia. Australian coastal property draws interest from across Asia. Canadian cities attract buyers from India, China, and the Philippines.
• Create dedicated landing pages. Rather than translating your entire website, create targeted landing pages in key languages. A Mandarin-language page explaining how to buy property in London, or an Arabic page covering investment opportunities in your market, demonstrates cultural awareness and removes a major barrier.
• Use professional translation. Machine translation contains errors and cultural insensitivities that undermine credibility. Invest in professional translation from native speakers who understand property terminology.
• Optimise for local search engines. While Google dominates in the West, Baidu is the primary search engine in China, and Yandex is important in Russia. Consider your SEO strategy across different search ecosystems.

Currency and Financial Considerations

International buyers think in their home currency. A property listed at £500,000 means little to a buyer in Hong Kong until they convert it to HKD. Including approximate equivalent values in key currencies, or offering a currency converter on your website, reduces cognitive friction and makes properties feel more accessible.

Beyond pricing, create content that addresses the financial questions international buyers commonly have: stamp duty and tax implications for non-resident buyers, mortgage availability for overseas purchasers, foreign ownership restrictions and regulations, currency transfer best practices, and legal process guides specific to the buyer's home country. This type of practical, informative content builds enormous trust and positions you as the go-to agent for international buyers in your market. It also creates the kind of authoritative content that AI search engines love to reference.

Timezone Marketing

When your target buyers are eight or twelve hours ahead of you, your marketing timing matters enormously. Social media posts published at 9am London time reach no one in Singapore, where it is already 5pm. Email campaigns sent during your business hours may arrive at 3am in your target market.

Schedule your social media content to publish during peak hours in your target markets. Send email campaigns timed to arrive mid-morning in the recipient's timezone. Offer flexible viewing and call scheduling that accommodates different time zones. Consider hosting virtual events and webinars at times that work for your international audience, even if that means an early morning or late evening for your team.

International Property Portals

Beyond your domestic portals, international property platforms connect buyers with properties worldwide. Consider listing on Juwai.com (the leading Chinese international property portal, with over 5 million monthly visits), Mansion Global (for premium international listings), Tranio (popular with European and Russian investors), Bayut and Property Finder (for Middle Eastern buyers), and Realtor.com International. These platforms charge listing fees or commission, so focus your investment on the portals that serve your identified feeder markets rather than spreading thin across all of them.

Cultural Nuances in Property Marketing

Cultural sensitivity can make or break international marketing. Different cultures have different property preferences, lucky numbers, colour associations, and communication styles. For example:

• Chinese buyers often consider feng shui principles, prefer south-facing properties, and may avoid properties with the number 4 (which sounds like “death” in Mandarin). Numbers 8 and 9 are considered lucky.
• Middle Eastern buyers may prioritise privacy, separate entertaining spaces, and proximity to mosques or halal amenities. Marketing imagery should be culturally appropriate.
• Indian buyers often value vastu shastra (traditional architectural principles), family-sized properties, and proximity to community facilities. Multi-generational living arrangements are more common.
• North American buyers purchasing overseas often prioritise lifestyle amenities, rental income potential, and proximity to airports for ease of travel.

Virtual Tours: Essential for International Buyers

When a buyer is 5,000 miles away, the ability to explore a property digitally is not a nice-to-have — it is a necessity. Invest in comprehensive virtual tour solutions for properties targeting international buyers. 3D Matterport tours allow buyers to explore at their own pace from anywhere in the world. Live video tours via Zoom or WhatsApp give the personal touch of an agent-guided walkthrough. Drone footage provides location context that ground-level photography cannot. Neighbourhood video tours help buyers understand the lifestyle and amenities surrounding the property.

For luxury properties targeting international buyers, consider producing cinematic property films that can be shared on WeChat, WhatsApp, and international social platforms.

Paid Advertising for International Reach

Paid advertising allows you to target specific countries, cities, and demographics with precision. Run Google Ads campaigns geo-targeted to your feeder markets, targeting search terms like “buy property in [your city] from [their country]” or “[your city] real estate investment.” On Facebook and Instagram, target expatriate communities in your area who may be advising family members considering a move, and target residents of your feeder markets with interest in international property or investment. Track performance by country through your analytics dashboard to understand which markets deliver the best return.

Building Trust Across Borders

International buyers face heightened anxiety. They are committing significant capital in a foreign legal system with an agent they have never met in person. Every element of your digital presence must work harder to build trust. Display professional accreditations prominently on your website. Publish video testimonials from previous international clients. Provide comprehensive guides to the purchasing process in their country. Offer introductions to English-speaking solicitors and tax advisors. Respond to enquiries quickly and via the buyer's preferred communication channel — WhatsApp in many markets, WeChat for Chinese buyers, Line for Japanese and Thai buyers.

Your CRM system should flag international enquiries for priority follow-up and track communication preferences so every team member knows how to best engage with each client.

Ready to attract international buyers to your listings? Book a free strategy call and we'll build a digital marketing plan that reaches buyers across borders.