Please wait as we prepare your PDF file ....

Mission Chronicle Blog

Search Blog

our goal is to help you stay informed by providing timely and interesting articles.

How to take your real estate business global


Download PDF

As the founder and CEO of Caldwell Banker France and Monaco, other real estate agents often ask me questions about how to get into international luxury.

Let’s talk about the two questions I get asked most:

How can I make sure my listings are seen by the affluent around the world? How can I receive buyer leads from around the world?

Let me start with a question of my own: If you wanted to buy an apartment in Paris, how would you go about finding it?

You would quickly find our French real estate portal SeLoger, and because you don’t know Paris that well, you would likely not know where to start.

You would then try to find a friend who has a property here or someone locally with family in Paris who could tell you where to look. Eventually, you would also call a French agent you knew, like me, or someone you were referred to.

Well, it works the same way for the world’s affluent coming to buy in the U.S.

Delight agents, grow your brokerage with Adwerx Enterprise Tool automatically creates and distributes listing ads on behalf of a brokerage’s agents READ MORE

While it’s OK for you to advertise on such sites like SeLoger along with Rightmove and Zoopla in the U.K., remember that the affluent utilize these sites for local listings, not international.

They will instead start with the major U.S. sites and Google to take a look at listings. But just like the example I gave earlier about you going to Paris, the properties will probably not mean much to them simply because they don’t know the area well.

Instead they will call the people they trust including friends who recently bought a U.S. property to inquire about whom they worked with or a real estate professional in their country that has international relationships.

Sending me, or other international agents, your listing doesn’t help you much either. I can’t tell you how many emails I receive a day from U.S. agents sharing their new listings. I feel bad because I don’t have time to look at them, so I push them all into a separate email file.

I would rather you send me your market intelligence and explain why my clients should consider your city.

For example, I recently got a listing from an agent in Boston. I have never been to Boston, but I know it is an important city.

It would have been much better if the agent shared details about the Boston housing market, investment opportunities and even details about which countries have the most international students at Harvard and the other colleges there.

I would have been interested, and we likely would have started a relationship.

I believe when you share intelligence, you share business, and listings are not intelligence.

As for international leads, this too comes down to making a major commitment in building relationships.

When I first started Coldwell Banker France and Monaco, I knew that I was going to have to work hard to develop relationships in the U.S. I started by spending a lot of time on Facebook to grow a following.

I attended as many Coldwell Banker and real estate industry events as I could and reinvested 25 percent to 35 percent of my business revenue into these efforts.

Slowly, I made friends and referrals started to come my way from U.S. agents who are now dear friends. I recently visited Miami to see friends, and they unexpectedly asked me to meet with their client who eventually had me sell her Paris apartment.

I believe the top U.S. agents should travel as I do. Meet with us in Paris, and visit with top real estate professionals in Spain, Italy and the U.K.

Germany is also important. It will be harder to find the right people in Russia and China, but not impossible. This will be a time consuming investment for you that will eventually pay off.

A lot of business is flowing in and out of the U.S., Europe, Russia, the Middle East, India and Asia. It is clearly not possible to know the 36 million millionaires in the world, but we can all do a little bit more every year to make certain we are in front of the proper professionals in our industry who touch them.

These are the relationships that will bring you global business.

Laurent Demeure is the founder and CEO of Coldwell Banker France & Monaco.

Source: click here

Read More



  • ICNY 18 Data: What you need to know about net neutrality

    “For Redfin, if it hadn’t been for net neutrality, we couldn’t have gone from a st...

  • ICNY 18 Data: How MLSs might run afoul of federal regulators

    Did you get into real estate because you wanted to own data? No — you likely got into it becau...

  • ICNY 18 Data: The race is on for MLSs to solve broker pain points

    “… if MLSs work together to coincide everything with data delivery, then it’s just...

  • Fed announces rate hike, mortgages already on the rise

    In a widely anticipated move, newly appointed Federal Reserve Chairman Jerome Powell on Wednesday an...

  • E-signature giant DocuSign reportedly gearing up to go public

    The company behind the digital signature frequently used in real estate may open itself up to shareh...

  • How to carve out a real estate niche for yourself

    Real estate is an extremely competitive field. In fact, there are about two million active real esta...

  • 4 tips for making your customer service unforgettable

    The real estate industry is about building relationships with your customers and creating an experie...

  • Why Milan might be the new hot spot for affluent buyers

    I spent much of last year with my Inman articles talking about global affluence, how the real estate...

  • These new devices are helping Amazon’s Alexa control your home

    Have suggestions for products that you’d like to see reviewed by our real estate technology ex...

  • Book preview: Inman’s 360-degree view on real estate leadership

    The following is the introduction to Inman’s book titled “Leadership: How Real Estate Le...

March 2018
Mon Tue Wed Thu Fri Sat Sun
« Feb    

  • Polls

    What information you are looking for?

    View Results

    Loading ... Loading ...
  • Last month Results

    How Is My Site?

    • Good (100%, 3 Votes)
    • Excellent (0%, 0 Votes)
    • Bad (0%, 0 Votes)
    • Can Be Improved (0%, 0 Votes)
    • No Comments (0%, 0 Votes)

    Total Voters: 3


    Loading ... Loading ...