photo by paulhitz
A weak dollar and fire sale prices have all led to strong interest in US real estate market by foreign buyers.
Whether it’s Russian oil billionaires in Manhattan, Asian buyers on the West Coast or Canadians seeking warmer climes in Phoenix, international investors are eying US properties these days and US Realtors are perking up to that demand.
In principal this is not terribly unique, since most ad platforms offer
some sort of geo-targeting capability. As an advertiser on Trulia you can now opt to display specific ads only to Trulia’s international visitors.
For example, a San Francisco based Realtor might want to run a Chinese language ad to Chinese visitors or, alternatively, a Phoenix based Realtor might want to run a Beer and Hockey themed ad to Canadian visitors. (Go ‘nucks!)
The real challenge is going to be get the right messaging and in many cases, get the advertisement and listing information translated into the appropriate. Immobel is one company that offers translation services for real estate.
I think it’s smart for Trulia to position themselves as US based alternative for Realtors looking to market overseas.
There are other international-based options out there (GlobalEdge maintains a great list and so does Simon Baker’s Property Portal Watch) but this is the first dedicated effort I’ve seen by a local portal to tap that need.