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Popular Chinese finance site partners with Juwai.com

Juwai.com's listings will appear on jrj.com, which Juwai.com says attracts 17.4M unique visitors every day

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Juwai.com, which bills itself as China’s “No. 1 international real estate website,” has forged a partnership with a massively popular Chinese finance website that could boost traffic to Juwai.com.

Juwai.com’s partnership with jrj.com — which provides information on stocks, bonds and funds — will surface Juwai.com’s property listings and editorial content in jrj.com’s “overseas property channel” and drive traffic to Juwai.com’s home page, according to Juwai.com.

“Chinese individuals who invest in stocks and bonds also dedicate as much as 25 percent of their assets to property,” said Andrew Taylor, co-CEO of Juwai.com, in a statement. “And no one has a better or bigger audience of investors than jrj.com.”

The operator of jrj.com, China Finance Online, is the only financial information and services company listed on a U.S. stock exchange (Nasdaq), Juwai.com said.

Juwai.com — which focuses on aggregating international for-sale properties for Chinese buyers, not listings located in China — says its 2.5 million global property listings attract 2.5 million consumers every month.

Juwai.com’s property database includes listings syndicated by Luxury Portfolio International, a network of 200 real estate agencies that represented listings valued at more than $44 billion in 47 U.S. states and 30 countries when Juwai.com signed an agreement with the network in April 2014.

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Two of the popular listing portals for Chinese-language speakers searching for properties located in China are Fang.com, operated by SouFun, and leju.com, owned by Leju Holdings Ltd.

These portals also let Chinese speakers search some U.S. properties. At least one U.S. brokerage feeds its listings directly to SouFun, and Zillow powers searches for U.S. homes conducted on real estate search platforms operated by Leju Holdings, including leju.com

In feeding its listings to a website with a large audience, Juwai.com is using a strategy commonly employed by U.S. listing portals to boost exposure of their brand and listings. Zillow, for example, powers listing search tools for AOL Real Estate, Yahoo Homes and HGTV’s FrontDoor.com.

Juwai.com is also getting its brand out in front of more consumers by syndicating content to the Chinese luxury shopping channel VIP.com.

Email Teke Wiggin.