Terms like International and Global are both in heavy use however they are far too broad to be useful.

In our local business, we recognize different consumer segments – luxury, first-time homebuyer, investor, etc. From a macro level, we typically segment our customers at the customer level. Internationally, the macro level is the country level.

The best place to start identifying which countries are most interested in your location is by checking your company website analytics. Analytics from www.relohomesearch.com and www.luxuryportfolio.com reporting can enhance your knowledge of potential consumers and where your marketing efforts should be directed.

With the countries identified, you now know:

  • What languages you potentially should translate your website and materials into
  • Cultural training to offer your agents
  • Where to investigate on and offline marketing venues

To approach your marketing from the micro level, you need to consider the in-market segmentation and detect segments across borders. This is going back to some of our “local” segments such as luxury and investor and identifying the segments that exist in each identified country. Additional research should be performed here as not every segment exists in every country or in the same amount in every country.

Don’t forget the valuable relationships you have through your membership with Leading Real Estate Companies of the World. Other local experts are willing to share the venues that have generated the best response for them and if a reciprocal client base exists perhaps a co-branded campaign can be an option.

While we have the tendency to look elsewhere when we consider the International issue, migration has created another consumer segment to consider when marketing and developing services.

Statistics from the Organisation for Economic Cooperation and Development showed a 61% increase in immigration to the U.S. and a 104% increase in immigration for the combined countries of the EU during the same 9 year period of 1998 – 2007. Although immigration has slowed along with everything else recently, it is predicted to resume as economies improve.

Increasing evidence indicates that diversity is growing in more areas than just New York City and L.A. New U.S. residents are less likely to choose these gateway cities and more likely to opt for a mid-sized metro area. This switch is bringing home the international issue.


Posted by: Sharon E. Michnay, CRP, GMS, WRS, Executive Director, Corporate Business Development, Halstead Property. Sharon is a member and former chairperson of the LeadingRE Advisory Council.