Marketing to International Buyers

Posted by: Alex Cortez on November 4th, 2010

In a relatively uncertain real estate market with lenders exercising strict lending practices, finding qualified home buyers can be daunting. However, there is a pool of qualified buyers who are otherwise neglected: International Buyers.

With a continually expanding global economy, local real estate has the potential of reaching home buyers anywhere in the world. The U.S. real estate market has always been an attractive investment vehicle for foreign buyers, who place emphasis on America’s strong private property rights and historically, long-term market stability.

According to a report by the National Association of Realtors®, for the time period ending 1Q2010, purchases by foreign buyers (those whose main residence is outside of the United States) accounted for $907B, a 4.45% share of the residential market. And although purchases by foreign buyers were reported in 39 states, there was a heavy concentration in California, Florida, Arizona, and Texas.

Furthermore, 55% of foreign buyers are cash buyers, due in large part to difficulties in financing real estate purchases in the U.S. Compare that to 92% of Americans who finance their home via a mortgage.

So how can real estate professionals market to international buyers?

Keep in mind that, to a large extent, there is pronounced market segmentation;  the top 4 countries of origin are: Canada (23%), Mexico (10%), United Kingdom (9%), and China (8%). With that said, there are a number of ways to implement a marketing campaign targeting said buyers.

For example, establish online connections with bloggers in target locations.  By having the eyes/ears of local experts, agents can be seen as trusted partners and worthy of referrals. In addition, being listed in local directories (both offline and online) can be an effective way of marketing in ways that competitors are not doing. Being the first has a certain level of comfort, but being the best can have a much bigger impact.

Consequently,  increase usability of online platforms (website/blog) by having additional language functions, making sure not to rely exclusively on automated translation methods. Use Google Analytics to research where website visitors are coming from geographically and make changes accordingly.

Real estate is, and always will be, a local asset. But in no way should innovative real estate professionals have such limitations. It’s a small (real estate) world.



6 Comments on “Marketing to International Buyers”

Merianos Nikos

I’m not sure if the international buyers will change the curent real estate market.

I see that nothink has change in my place for a long time now.

Alex Cortez

Merianos, the purpose of marketing international buyers is not to change the overall status/direction of the real estate market, but rather to hopefully expand YOUR business by targeting buyers that competitors are not pursuing.


This is the post which i was looking for.
-austin real estate

rosa heather

I agree with you . The US and the nearby territories, especially those of Central America such as Guatemala real estate, Honduras real estate, hold a lot of investment potential for international buyers. This is because of several factors like low cost of living and comparatively lower property prices. As such international property listings can make your market outreach broader and more visible for buyers.


Awesome website and awesome post,shame on search engines that they are missing these type of posts,

catch amazing real estate secrets only on


I like , bookmarked for future reference

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