With an increasing amount of activity from Chinese investors in NSW, Ray White has held the first of a series of sessions educating agents and enabling them with tools to engage with the Chinese investment market.
“In 2013, China was the number one foreign investor in Australian real estate with a 42 per cent annual increase. Today, Chinese investors make up more than half, investing $5.9 billion annually,” Stephen Nell, Ray White NSW CEO said
“The question now is how do we best communicate and engage with these investors.”
The sessions focus on building relationships with Chinese buyers and sellers and showcase the resources that are available to agents for targeted marketing through the Ray White Group.
The first seminar, which was held on 13 June 2014, brought to light Ray White’s China initiatives, marketing tools and tips for reaching Chinese buyers.
Guest speakers included Marcus Ng, Head of Ray White Beijing and Karen Hall, Ray White’s Chief Marketing Officer. James Tong, publisher of Domain Chinese, also spoke at length about advertising and social media marketing packages.
“Our Head of Ray White Beijing, Marcus Ng spoke to our agents about the partnerships we are building through our Beijing office. Marcus is very keen to engage with our NSW offices to look at customised approaches,” Mr Nell explains.
The session also showcased why Australian property is so attractive to the Chinese market.
“One of the main reasons we’re seeing so much activity is due to rapid middle class growth in China. They enjoy and want the same things that we do and Australia offers a lifestyle that isn’t obtainable in China,” Mr Nell said
“The stability of our Government, strong yields and long term capital growth are also major factors that bring Chinese investment to Australia.”
Mr Nell says one of the key things for agents to bear in mind when working with Chinese investors is that culture matters.
“Being aware of significant events such as Chinese New Year, being mindful of the buyer journey and tailoring your negotiating style can be extremely beneficial. If you’re dealing with Chinese investors frequently, learning the simple phrases of their language and understanding the basics of feng shui and numerology is paramount to relationship building.”