Mastering International Real Estate Marketing: Strategies to Attract Global Clients

International real estate is a booming niche that is only growing by the year. Several nations have realized the lucrative benefits of opening their housing markets to global clients, even offering golden visas or passports. If you haven’t hopped on the global real estate boom, now could be a great time to learn more and step up your real estate business.

As an international real estate agent, you need to know how to connect with buyers overseas to make them feel as if they are right beside you throughout the home-buying process. With different cultures, language barriers, and time zones, being a player in the global real estate market requires a whole different array of skills.

Real estate agents are an especially important source of info once buyers are ready to move forward in the buying process. Real estate processes may be different in other countries and you are meant to be the local expert. Your clients are expecting you to provide advice on the real estate process at the moment and on current and coming trends in the market.

How to Market to Foreign Buyers

Deeply Study Your Target Client

We can’t stress enough the importance of getting to know as much as possible about your client and their background. Start by diving into your client’s home country’s cultural traditions, political situation, cross-cultural communication, and world outlook. These qualities shape what they look for in a property and they may be drastically different from what domestic buyers want. Think about your home’s location, features, and price from the standpoint of what your client values.

Develop Target Buyer Personas

Gathering information about your clientele and organize it based on client persona. For example, one persona could be a businessman looking for a temporary home or a couple searching for an apartment for their son. With these individual personas in mind, you’ll know exactly who you are targeting with each marketing campaign.

Break Into Luxury Markets

A large chunk of the foreign investment in real estate in the United States is within the luxury category. To get in front of those clients, focus on building your reputation as a luxury real estate agent in your market. Not only will you get accustomed to working with a luxury buyer, but you’ll soon be on the radar of more international clients. Commonly, foreign buyers are willing to spend more money than most domestic buyers.

The Importance of Digital Marketing

Digital marketing is the backbone of attracting international real estate buyers. With the right tools and strategies, you can connect with global clients and successfully market properties to buyers who may never see them in person. Here’s how to take your real estate international marketing to the next level:

International SEO That Works

If you want buyers from Europe, Asia, or anywhere else to find your listings, your website needs to be optimized for international SEO. Start by identifying region-specific keywords. For example, a buyer in the UK might search for “luxury flats,” while someone in the U.S. would type “luxury condos.” Use these keywords naturally in your property descriptions, blog posts, and landing pages.

Your website should also cater to a multilingual audience. Add translations for major languages in your target markets and implement hreflang tags so search engines deliver the correct content to international users. Want to go the extra mile? Include prices in local currencies and adapt your content to reflect cultural preferences.

List Where They Search

“Does Zillow work in other countries?” While Zillow may be familiar to U.S. buyers, global clients often rely on platforms like Rightmove (UK), Juwai (China), or Place in the Sun (Europe). These platforms are tailored for international buyers and offer better visibility in specific markets. For free international real estate advertising, explore platforms like Homesgofast or social media marketplaces.

Visual Content Sells

International buyers depend on visuals to make decisions. High-resolution images, drone footage, and virtual tours are non-negotiable. Pair these visuals with detailed commentary that highlights cultural selling points—for instance, showcasing feng shui-friendly layouts for Asian buyers or eco-friendly features for European clients.

Paid Ads for a Global Audience

Boost your reach with paid advertising. Platforms like Google Ads and Facebook allow you to geotarget specific countries or regions. For Chinese buyers, consider WeChat ads. For Europeans, Facebook or Instagram works best. Tailor your ad copy to the lifestyle and values of your audience.

By combining international SEO, high-quality visuals, and region-specific platforms, you can elevate your international real estate marketing game and attract buyers from across the globe.

Free Platforms for International Real Estate Marketing

Attracting international real estate buyers doesn’t have to mean a massive marketing budget. There are several free platforms and strategies that can help you expand your reach and connect with buyers worldwide. Here’s how to get started:

Craigslist

Craigslist remains one of the most effective free platforms for international exposure. With country-specific pages and high traffic, it’s a simple yet powerful way to showcase properties. Make sure your listing is detailed and includes high-quality images to stand out.

Zillow (For Sale By Owner)

Wondering, “does Zillow work in other countries?” While it primarily serves U.S. buyers, Zillow’s For Sale By Owner option allows you to list properties for free. It’s a great starting point to attract international buyers interested in U.S. real estate.

JamesEdition

For luxury properties, JamesEdition is a must. This global platform specializes in high-end real estate, attracting affluent buyers from around the world. Listing is free, making it an ideal option for luxury agents.

Facebook Marketplace

Facebook Marketplace is a simple yet effective way to reach international buyers. It’s free, and with Facebook’s vast global user base, your listings can gain serious traction. Pair this with relevant Facebook groups in your target markets for even better results.

Local Platforms in Target Markets

Research regional platforms like Juwai (China) or Rightmove (UK). Many of these sites offer free listing options or trial periods, and they cater specifically to local buyers searching for international properties.

Pro Tips for Success

• SEO-Optimized Listings: Use keywords like “free international real estate advertising” or “luxury homes for sale internationally” to boost visibility.
• High-Quality Visuals: Professional photos and virtual tours are essential to attract global buyers.
• Localized Details: Include currency conversions, local amenities, and cultural insights to make your listing more appealing.

By leveraging these platforms and tactics, you can expand your international reach without spending a dime.

Beat Language Barriers

A language barrier is a common challenge in day-to-day cosmopolitan life. With expensive transactions such as real estate, breaking through language barriers is crucial to help to avoid surprises or legal issues down the road.

Offer foreign language translations on your digital content and real estate website. Let the visuals of your content speak for themselves, by communicating your brand and business ethos through colour and style.

AgentFire Websites (ranked #1 Real Estate Website Provider in 2024!) offer the option for translation on your website. Speak to our designers about how to make a website with the option to view in multiple languages.

You can also take the step of advertising in your buyer’s home country in their language. Consider, for example, a local newspaper in a wealthy area.

Choose the Right Time Zone

Engagement and views on your online posts can be heavily determined by when you post. Post at 2 a.m. in your client’s time zone and your post will be buried by the time they wake up. If your clients are located around the world, time zones will play a larger factor than usual in the success of your campaigns.

Build Referrals in that Country

Are you planning on visiting the home country of your foreign buyers? If you have the opportunity to visit, take advantage of it and make as many professional connections as possible. For example, purchase from and develop relationships with luxury vendors, business owners, etc who cater to your target real estate market. If you are staying in a condo or Airbnb, introduce yourself to the owner.

Focus on High-Quality Staging

Staging a home meant for international buyers has its challenges. Global buyers may have totally different design preferences and add meaning to different qualities of a home. It’s best to remove any blatant religious or political symbols as they may be misinterpreted by buyers and create a negative impression of your listing.

Over-Clarify

For many North American buyers, it’s normal for appliances to be included in the sale of the home. For buyers from Germany, for example, this isn’t always the case. Many bathrooms in Southeast Asian homes have bidet showers, while this isn’t typical in the United States. International buyers could have totally different expectations and assumptions about what is included in a typical home sale. Your property listing description should go into deep detail about which features are and are not in the home. These missed details can create loads of miscommunication, so take the extra step to be forward-thinking.

Provide Virtual Tours

Virtual tours are a game-changer in real estate international marketing, giving international buyers the ability to explore properties from anywhere in the world. But not all virtual tours are created equal. To truly attract international real estate buyers, your tours need to go beyond generic walk-throughs and deliver a tailored, culturally relevant, and globally accessible experience.

Tailor Tours to Cultural Preferences

International buyers have different priorities and preferences based on their backgrounds. Customize your virtual tours to showcase features that matter most to your audience. For example:

• Asian Buyers: Highlight feng shui-friendly layouts and spacious living areas.
• European Buyers: Emphasize energy-efficient features, smart home technology, and sustainable design.
• Luxury Clients: Showcase premium finishes, expansive views, and any unique selling points that set the property apart globally.

By addressing cultural needs, your properties will resonate more deeply with buyers from different regions.

Make It Interactive and Accessible

Interactive elements make virtual tours more engaging for global clients. Add clickable hotspots that allow buyers to dive deeper into property features, like premium kitchen appliances or home office setups. Include captions or narration in multiple languages to break through language barriers. For buyers in regions with slower internet speeds, optimize your tours to load quickly while maintaining high image quality.

Extend the Experience Beyond the Property

What’s outside the home can often be just as important to international buyers. Incorporate visual highlights of local amenities, such as top schools, shopping areas, and cultural landmarks. For relocators, showcase nearby transportation options or proximity to international hubs.

Offer On-Demand Access

International buyers live in different time zones, so your tours should be available 24/7. Pre-recorded tours or virtual open houses allow buyers to explore properties at their convenience. Bonus: pair this with live Q&A sessions for a personal touch that builds trust and engagement.

Use Advanced Tools to Stand Out

For high-end buyers, consider integrating virtual reality (VR) experiences. Hosting VR open houses or offering immersive 3D tours can attract serious global prospects by delivering an experience that feels almost as good as being there.

Virtual tours aren’t just a convenience—they’re a necessity in international real estate marketing. By tailoring your tours to meet cultural expectations, providing interactive features, and making them globally accessible, you’ll stand out in the competitive international market.

Provide Pre-recorded Open Houses

Pre-recorded open houses are a game-changer when it comes to attracting international real estate buyers. They allow you to showcase properties to a global audience, regardless of time zones or travel restrictions, while keeping the experience polished and professional. If you’re wondering how to sell your house internationally or boost your real estate international marketing efforts, these best practices will help you nail your pre-recorded tours.

Plan the Perfect Flow

Your video should feel like a guided journey through the property, with every feature intentionally highlighted. Start with a stunning exterior shot, then move to the most impressive areas of the home, like the living room, kitchen, and master suite. International buyers often look for features that align with their cultural or lifestyle preferences—for example, spacious multi-purpose rooms for large families or premium upgrades like smart home systems.

Invest in Top-Quality Production

High-quality visuals matter a lot when selling homes internationally. Shoot your video in high definition and ensure the property is well-lit with natural or professional lighting. Use wide-angle lenses to maximize the sense of space and consider incorporating drone footage to showcase the neighborhood, nearby amenities, and scenic surroundings. This adds significant value for buyers who can’t visit in person.

Add Multilingual Accessibility

Language shouldn’t be a barrier. Include subtitles or narration in multiple languages for your target markets—this small step can make a massive difference in attracting international buyers. For example, a European buyer may appreciate subtitles in French or German, while buyers from Asia might prefer Mandarin or Hindi options.

Highlight Local Lifestyle Benefits

Don’t just sell the house—sell the lifestyle. Include footage or commentary about nearby amenities, such as international schools, transit hubs, or luxury shopping districts. Buyers want to know what the area offers beyond the property itself.

Promote It Globally

Once your pre-recorded tour is ready, share it everywhere. Upload it to international real estate platforms like Rightmove or Juwai, and optimize it for search engines with keywords like “how to attract international real estate buyers” or “free international real estate advertising.” Also, share it on your website, YouTube channel, and social media platforms.

Pre-recorded open houses give you the flexibility to showcase properties on a global scale while delivering a visually compelling, culturally relevant experience for international buyers.

Understanding International Real Estate Portals

If you’re wondering “does Zillow work in other countries?” the answer is a bit nuanced. Zillow is great for showcasing U.S. properties to international buyers, but it doesn’t operate as a fully global platform. This is why savvy agents targeting international real estate buyers turn to platforms specifically designed for foreign markets. Here are some of the top options to expand your reach:

• Realtor.com International: This platform connects buyers with properties across multiple countries, including Canada, Mexico, and Australia. It’s perfect for agents who want to attract a variety of international buyers without overwhelming complexity.
• Rightmove Overseas: The go-to platform for UK buyers looking to purchase abroad, Rightmove Overseas features properties in over 90 countries. If you’re targeting European buyers, this is one of the most effective tools in your arsenal.
• Century 21 Global: With operations in 84 countries, this platform is ideal for agents who want maximum exposure. Its massive network of agents ensures your listings are seen by high-intent global buyers.
• Tranio: Specializing in cross-border transactions, Tranio is a standout for agents working with investors. It offers support for immigration, legal processes, and investment analysis, making it a favorite for commercial real estate.
• JamesEdition: Exclusively for luxury properties, JamesEdition is where you’ll find serious high-net-worth buyers. Listings are free, and the platform caters to an affluent, international audience.
• LeadingRE: This network of independent real estate firms operates in over 70 countries. Its luxury-focused arm, LuxuryPortfolio.com, supports listings in multiple languages and currencies, giving agents a competitive edge in high-end markets.

Pro Tips for Success:

1. Localize Your Content: Use currency conversions, local amenities, and region-specific features to make your listings resonate with foreign buyers.
2. SEO Matters: Optimize your listings with keywords like “how to sell your house internationally” or “real estate international marketing” to boost visibility.
3. Multilingual Listings: Platforms like LeadingRE and Realtor.com International allow multilingual descriptions, which are critical for creating trust and clarity with non-English-speaking buyers.

Zillow might not be the best tool for global real estate marketing, but these platforms provide the reach and functionality you need to attract international buyers while showcasing your listings in the best light.

List on International Sites

If you’re wondering how to attract international real estate buyers, listing on the right global property platforms is a must. These sites put your properties in front of motivated buyers worldwide and open up your business to new opportunities. But success isn’t just about where you list—it’s about how you list.

Where to List

• Rightmove Overseas: As one of the UK’s top property portals, this platform is ideal for reaching European buyers. Rightmove allows you to showcase properties in over 90 countries, making it a prime choice for global exposure.
• Juwai: Catering to affluent Chinese buyers, Juwai is the top platform for connecting with this market. Listings tailored to Chinese preferences—like feng shui layouts or proximity to international schools—perform especially well here.
• JamesEdition: For luxury real estate international marketing, JamesEdition is unbeatable. This platform attracts high-net-worth individuals looking for exclusive, top-tier properties.
• ListGlobally: This platform syndicates your listings to over 100 property portals in 60+ countries. It’s perfect for maximizing your reach without having to manually list on multiple sites.
• Place in the Sun: Popular with vacation homebuyers, this site specializes in connecting European clients to overseas properties in sunny locales.
• Zillow: While primarily U.S.-focused, Zillow works for attracting international buyers interested in American properties. If you’ve asked, “Does Zillow work in other countries?” the answer is yes—at least for U.S. listings.

How to Optimize Your Listings

• Multilingual Descriptions: Listings in the buyer’s native language build trust and interest. Many platforms, like ListGlobally, offer built-in translation tools. For Juwai, ensure your description is in Mandarin to connect with Chinese buyers.
• Highlight Cultural Preferences: Tailor your listings to resonate with specific markets. European buyers might value energy-efficient features, while Chinese clients may look for spacious kitchens or multi-generational layouts.
• Include Currency Conversions: Always provide pricing in both USD and the buyer’s local currency. This small detail makes your listings accessible and easier to understand.
• Leverage Visuals: High-quality photos and virtual tours are non-negotiable for international real estate marketing. Use drone shots, walkthrough videos, and professional staging to make your properties stand out.
• Clarify Details: Be explicit about what’s included in the sale—appliances, fixtures, or furniture. Cultural norms differ, and international buyers appreciate clarity.

Listing on international sites is one of the most effective ways to sell your house internationally and tap into free international real estate advertising. Get your properties in front of the right audience, optimize for cultural preferences, and maximize your global exposure.

Adapt on Social Media

A viral social media post is arguably the fastest way to score global recognition. The challenge with international buyers is that they may not have access to or use the same apps that are booming in your country. For example, China has a national firewall against Facebook, TikTok, and Instagram. This means that no one in China will have easy access to your super catchy Instagram reel.

Instead, do as your client does. Post on Douyin for your Chinese clients or Mixi in Japan. Get familiar with the most popular platforms in each country and work with those. When it comes to leads brought in by your social media posts, be sure to have a lead funnel in place.

Brand Yourself as a Luxury Agent

Is there anything about your own lifestyle and personality that will uniquely click with your clients? For example, to grab the attention of luxury clients, make sure to dress impeccably in your social posts or ads. If you own a luxury car, you may want to throw that in the background too. This will tell your clients that you understand their lifestyle and the type of home they are looking for

Even if your clients aren’t luxury clients, you can find something you have in common with them or enjoy about their culture. Adding storytelling elements to your brand creates an emotional connection with your prospects while showing your expertise.

Get Your Website in TipTop Shape

Your website isn’t just a digital business card—it’s your most powerful tool for attracting international real estate buyers. For global clients, your site should feel intuitive, accessible, and tailored to their needs. Here’s how to make sure your website delivers maximum impact:

Multilingual Support

Real estate international marketing starts with communicating effectively. Adding multilingual functionality to your website ensures potential buyers feel welcomed and informed, no matter where they’re from.

• Language Options: Add a language switcher to your site that’s easy to find and use. Tools like WPML or Polylang can help integrate professional translations for a polished experience.
• Localized Content: Don’t stop at translation—localize. For example, highlight proximity to international schools for relocating families or showcase feng shui-friendly layouts for Asian buyers.

International SEO

Optimizing your website for global search engines is key if you want clients to find you when searching for terms like “how to sell your house internationally” or “real estate international marketing.”

• Hreflang Tags: These tags tell search engines which language and region each page targets, so the right audience sees the right content.
• Localized Keywords: Use region-specific keywords in your metadata and content. For example, UK buyers might search for “luxury properties,” while U.S. buyers use “luxury homes.”
• Structured Data: Add schema markup to include local currencies, contact details, and property features. These details help search engines and buyers alike.

Global User Experience

International buyers browse from all over the world, so your site must load quickly, look great, and function seamlessly.

• Fast Loading Times: Use a Content Delivery Network (CDN) to ensure fast load speeds globally.
• Mobile Optimization: With many buyers using their phones, a responsive design is non-negotiable.
• Currency Display: Always include pricing in both USD and the buyer’s local currency for clarity.

Guide to Selling Properties to International Buyers

Selling your property to international buyers isn’t just about listing it online and hoping for the best. It’s about understanding your audience, tailoring your strategy, and navigating unique legal and cultural considerations. Here’s how to make it happen:

Get Your Legal and Tax Basics Right

Before you market your property globally, ensure you’re legally prepared for international transactions.

• Ownership Restrictions: Some countries have limits on foreign ownership. Research your country’s specific rules and restrictions.
• Tax Compliance: Understand capital gains taxes, withholding taxes, and any other fees that apply to foreign buyers. Transparency here builds trust.
• Clear Titles: Hire a title company to verify and ensure a clean, transferable title. International buyers want security, not surprises.

Optimize Your Marketing for International Appeal

Marketing to international buyers requires more than just a good-looking listing.

• Localized Descriptions: Translate your property details into the native language of your target audience. Use professional translations to avoid errors or misinterpretations.
• Highlight What Matters: Tailor your pitch. For example, Asian buyers may prioritize feng shui-friendly layouts, while European buyers often value energy efficiency or proximity to cultural hubs.
• Go Beyond Zillow: Wondering, “does Zillow work in other countries?” While it’s great for U.S. buyers, platforms like Juwai (China), Rightmove Overseas (Europe), or JamesEdition (luxury buyers) are better for international exposure.

Leverage the Power of Virtual Showings

International buyers rely heavily on visuals since in-person visits are often not an option.

• Pre-Recorded Tours: Offer high-quality video walkthroughs with multilingual subtitles to address language barriers.
• Interactive 3D Tours: Use tools like Matterport to create immersive experiences, letting buyers explore every inch of the property.
• Cultural Sensitivity: Highlight features that align with cultural preferences—like open kitchens or multi-functional spaces.

Simplify Financial Transactions

Make it easy for international buyers to move forward with the purchase.

• Currency Conversions: Clearly display pricing in both USD and the buyer’s local currency.
• Escrow Services: Use trusted escrow companies to manage transactions and ensure security.
• Tax Transparency: Provide details on all costs involved upfront.

Build Trust with Global Buyers

International transactions can feel daunting. Make it easy for buyers to trust you.

• Testimonials Speak Volumes: Share reviews from past international clients to showcase your expertise.
• Offer Connections: Partner with international real estate agents or brokers to tap into their networks.
• Be Responsive: Time zone differences are no excuse—be available when your buyers need you.

By combining legal preparation, strategic marketing, and buyer-focused service, you can attract international buyers and close deals seamlessly.

Reply to Inquiries Quickly

We know that responding to your clients on time is important, even more so when working with foreign buyers. They may be in totally different time zones and have only a small window to contact you. Either get familiar with the relevant time zones and make yourself available or arrange for an assistant to answer messages and calls while you’re away.

Put Testimonials Front and Center

Testimonials are powerful examples of social proof and land more clients than many other types of marketing content. If you have worked with international clients before, make sure to ask them for a testimonial on your website. All the better if it’s in their native tongue. This is a great way to demonstrate to future clients that clients from their own culture and background trust you and have had positive results.

Use your social media to share clips of these testimonials (if you are lucky enough to get them on video). Stories of your clients finding their dream properties will spike the interest of potential buyers. Use your online popularity to establish yourself as a hyperlocal expert.

Wrapping Up…

Attracting international real estate buyers isn’t just about listing properties—it’s about creating a seamless, culturally aware, and tech-forward experience for a global audience. The strategies we’ve outlined here provide a roadmap to do just that.

Start by understanding your target clients. International buyers have unique preferences influenced by their cultural background, financial goals, and lifestyle needs. Whether they’re searching for energy-efficient homes in Europe or feng shui-friendly layouts in Asia, tailoring your approach to their expectations is key.

Next, leverage real estate international marketing tools like virtual tours, high-quality photography, and multilingual websites. Virtual tours, especially, are non-negotiable for buyers who can’t visit properties in person. Make them interactive, accessible, and optimized for different devices to stand out. Platforms like Juwai and Rightmove Overseas can also help you reach niche markets, while free international real estate advertising channels like Facebook Marketplace offer incredible exposure at no cost.

Your digital presence is equally important. From social media platforms like Douyin or Instagram to your website’s SEO, every touchpoint should be optimized for global accessibility. And don’t underestimate the power of testimonials from past international clients—bonus points if they’re in the client’s native language.

Timing and responsiveness are also crucial. International buyers operate in different time zones, so set systems in place to respond quickly, whether that’s through live chat, assistants, or scheduled emails. This small detail can make or break a deal.

Finally, if you’re still wondering “does Zillow work in other countries?” or “how to sell your house internationally,” the answer lies in your adaptability. By combining platforms, tools, and personalized service, you’ll not only attract international buyers but also establish yourself as the go-to expert in this growing market.

Now’s the time to step up your international real estate marketing game and turn global opportunities into lasting success.