你好 luxury portfolio! - s3.amazonaws.com juwai campaign •super 100 package •juwai luxe...

Commercial in Confidence Juwai Limited © 2014

AGENDA :

1. About Juwai.com

2. Luxury Portfolio+ Juwai

3. Tips and Techniques

你好 Luxury Portfolio!


Juwai.com国际房产搜索引擎

Where Chinese find International property

TM


Ju - Wai

Mandarin for “Home Overseas”

BEHIND THE BRAND NAME:

“Juwai” is a made up word in Mandarin, and came together in May 2011.

Born from two words, “wai” (meaning overseas/outside) and “ju” (meaning home/living)

Today, “Juwai” is increasingly being used in everyday online search terms in China for international property.


Juwai.com Team

Shanghai Hong Kong

88 team members - 6 ‘foreign devils’ - 16 languages spoken

Commercial in Confidence Juwai Limited © 2014PAGE 5

Property listings

2.4millionChinese consumers coming to

Juwai.com each month.

1.5 million

Juwai HighlightsIMPACT ON GLOBAL PROPERTY MARKETS

Listing on Juwai.com and

mobile app

58 countries

Brokers and agents from


The Juwai Platform

居外用户

ConsumerChinese buyers

You

Juwai OfficesShanghai • Hong Kong

TRANSLATION

LOCALISATIONINFORMATION

& EDUCATION

COMMUNICATION

(Chinese Consumer Suppor Centre)

China/Chinese International

Juwai Admin

Juwai.com

Juwai.com removes the barriers of distance, language, culture, knowledge, and trust.

We put you in front of our exclusive audience, with our market leading products

fully supported by multilingual account management and commitment to service.

Juwai.com is the ONLY international Chinese property portal that

puts you behind China’s Great Firewall, putting you in front of Chinese buyers.

GET BEHIND CHINA’S GREAT FIREWALL

PAGE 6


THREE CONSUMER SITES• Main: Juwai.com• Luxury: Juwai.com/luxe• Developments: Juwai.com/projects

Event services Data / ResearchMobile

TWO CUSTOMER SITES• List.Juwai.com• Juwai Admin

Online

The Juwai PlatformONE PLATFORM, MULTIPLE CHANNELS, GLOBAL REACH

B2CConsumer exhibitions• Shanghai• Beijing• Shenzhen• Dalian

B2B Agent to Agent

JUWAI APP• LBS• Multiple

Communication Channels

• Luxury

HTML5

• Global Property Market Report

• Individual property reports

• Consumer research


Juwai in the PressGLOBAL AND CHINESE MEDIA REPORTING JUWAI MARKET RESEARCH


Where are Chinese buyers looking?

VIEWS:

1. United States

2. Australia

3. Canada

4. United Kingdom

5. Singapore

6. New Zealand

7. Thailand

8. Hong Kong

ENQUIRIES:

1. United States

2. Australia

3. Canada

4. New Zealand

5. Thailand

6. United Kingdom

7. Singapore

8. Germany

Top 8 Countries of Interest

PAGE 9

The United States attracts more interest from individual Chinese Real Estate purchasers than any other country

Chinese are the fastest growing major international buyers in the US market.

The spent $8.2 billion on US property in 2012, generating around $492 million in commission for US real estate agents in that year alone.

The median property purchase price is $425,000 which is more than double the overall US median purchase price of $199,500


All Luxury Portfolio listings appear in property searches made from: •Juwai Global Home Page: www.juwai.com•US Country Home Page: www.juwai.com/Usproperty/

Juwai Support (Asia business hours apply):•Chinese Consumer Support Centre: Multilingual team to translate and assist with Chinese buyer enquiries for your listings.

Special Upgrade Packages (Recommended):•Available at a DISCOUNT - Ask us about special member pricing•Better market your properties and increase traffic and exposure of your key listings•Agency Branding and Profiling•Increase your engagement with Chinese buyers

•Qualify for Enhancement products and services include: • Agency SUPER 100 Package• LUXE property Package• Agent Profile Page

•Contact us to learn more – [email protected]

Luxury Portfolio + JUWAI


Locate your ListingFINDING YOUR LISTING ON JUWAI.COM

Finding your Property on Juwai.comGo to your Luxury Portfolio page and type in your MLS number OR In your browser type www.juwai.com/13655_MLSNUMBER/For example: www.juwai.com/13655_8892487/

PAGE 11

LP listings include 3 photos

Leads/Enquiries go to LP agents directly however upgrade packages are required to list Agent Contact Details on the site


International begins at home –preparation and research is crucial to your success with Chinese buyers.

Get in the right language –SIMPLIFIED or Traditional Chinese? Google Translate will make you fail!

WORKING WITH CHINESE BUYERS 101BASICS OF MARKETING TO CHINESE BUYERS

Get behind the Great Firewall of China – Websites not HOSTED within mainland China can be blocked entirely or experience more than 2 minutes of page load times.

Begin building your networks and “Guanxi” (professional relationships).•No matter how much a Chinese buyer may like a property, if they do not trust you,

they will NOT buy.

•Establishing your “Guanxi” with Chinese buyers is essential and powerful – if you are trusted, they will refer you to their family, friends, and business associates.


WORKING WITH CHINESE BUYERS 101

Property images tell the story of the property – take plenty of photos.•Properties with aerial location shots get more viewings and more enquiries.•Property images that need renovation receive low viewings and no enquiries.•Show photos of EVERY ROOM!

Chinese value a house/apartment based on the number of rooms.

Ignore what others tell you about dusk shots – dusk photos with a wet pavement are NOT appealing to Chinese buyers.

Feature your best properties – Chinese consumers believe listings at the front are important or are most relevant to them – resulting in more clicks and viewings.

Where possible, put in a price or at least a price guide in the copy.

DO SOMETHING TO CONNECT – What’s that extra something you can do to show you’re ready to work with them?•Do you have a history of working with Chinese buyers?

•Have you won some awards?

•Can you add a line about your recent sales?

POSITIONING YOUR LISTINGS


TIPS AND TECHNIQUES

Centre in on Chinese buyers’ 4 motivations. Does your property meet any or all of the following top requirements?•Education•Investment•Lifestyle/Luxury•Emigration (SIVs)

Is the property new or newly renovated?Chinese buyers do not want a “renovator’s delight” nor property which needs work done.

Mention the total number of rooms – What would be considered a bedroom in the West could be put to other usage by Chinese buyers.

Chinese measure units/houses in total m2 area

NOTE: The total m2 area should include patios, garage space, and even shelving and % of common area – Western agents generally quote m2 as the internal wall measurements of the unit or house.

POSITIONING YOUR LISTINGS


TIPS AND TECHNIQUESMARKETING COPY

Marketing to international vs. domestic buyers is different.

International buyers have LESS knowledge about the local area,and MORE questions and concerns – they may not have even been to the country yet.

Adopt a “Destination Marketing” approach to copywriting. Frame the property in amongst these points:

•Which city is the property in?

•Which suburb?

•What the surrounding local schools and amenities?

•What is the family life like?

•What are the positive points of your area?


FINAL TIPS

Tap into Juwai’s social media channels to access the latest China news and

trends, tips & techniques, and alerts on unique Chinese buyer requests:

•Facebook: facebook.com/juwailimited

•LinkedIn: linkedin.com/company/juwai-com

•Twitter: twitter.com/JuwaiLimited

•Youtube: youtube.com/juwainews

Contact us anytime with questions about Chinese buyers and how to get

started marketing on Juwai.com.

Claudia Kwan

Tel: +852 2850 5083Email: [email protected]

PAGE 18


PACKAGES

Access to the Premier Chinese Property & Lifestyle Channel•For Residential Properties over $2.5 million, Islands and Vineyards

•Reach over 1.9 million consumers per season

•Single or Packages of 5

•Listed on both the juwai.com and juwai.com/luxe pages

•Company logo and contact details

•20 photos and 2 floor plans

•Full professional translation – 300 words

•Chinese social media integration – all properties are posted to Huaban

(China’s Pinterest)

•International Account Management Support

•Access to Juwai’s PR and hardcopy distribution partners

ContactEmail: [email protected]

PAGE 19


PACKAGES

SUPER 100 AGENCY PACKAGE:

•100 listings per month – 12 month contract

•Agency Profile – Custom Juwai URL www.juwai.com/YourName

•Chinese Mobile Site

•Company Intro Translated

•Juwai Key Features Translated

•XML* or Juwai Admin uploading


PAGE 20


TRAFFIC

SUPER 100 AGENCY PACKAGE:

•100 listings per month – 12 month contract

•Agency Profile – Custom Juwai URL www.juwai.com/YourName

•Chinese Mobile Site

•Company Intro Translated

•Juwai Key Features Translated

•XML* or Juwai Admin uploading


PAGE 21


TRAFFIC

PAGE 22


TRAFFIC

PAGE 23


CASE STUDY

INTEGRATED JUWAI CAMPAIGN

•SUPER 100 Package

•Juwai LUXE Package

•Extensive Banner Advertisement

•Chinese Social Media Campaigns

•Press Release

•Juwai LUXE listings on Huaban (China Pinterest)

•Published in Juwai’s Local Chinese PR partners

PAGE 24


CASE STUDY

PAGE 25

Huaban: http://huaban.com/boards/16307736/



CASE STUDY

Posting on China’s Sina Weibo (Twitter)

PAGE 26


RESULTS: Read by

5,232, 4 comments

and 8 reposts within

one week of posting

你好 luxury portfolio! - s3.amazonaws.com juwai campaign •super 100 package •juwai luxe...

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