REALTOR® Magazine Managing Editor Kelly Quigley and Features Editor Katie Tarbox joined me in creating an information-packed video on working with Asian buyers, one of the fastest growing—and wealthiest—populations of non-U.S. home buying households in the country today.
We talked with half a dozen sales associates and brokers in the San Gabriel Valley area near Los Angeles, where Asian households make up almost two-thirds of the population in some parts.
To work in that area (or any area where many households are from outside the United States), you have to know the culture. What was surprising when we spoke with the industry professionals there was how important just good business sense is to succeeding. That’s a universal that never changes.
Even if you’re working with people who don’t have a good command of English, what’s important to the success of the relationship is your straight-forward, common-sense approach to finding the right house, negotiating, and communicating. It all starts with listening to what they want and understanding the norms of their culture. Adherence to the NAR Code of Ethics was also key, because foreign buyers more than anything are looking for professionals on whom they can depend.
Although Asian households are growing throughout the United States, in the San Gabriel Valley, their strong numbers and, in many cases, deep pockets (many households pay cash), helped the area avoid the big downturn that hit so many parts of the country three years ago. Although sales in the area dipped, the market remained relatively strong throughout, and much of the market was fueled by buyers from outside the country wanting to get a piece of the home ownership dream here in the United States.
In the short video above, you’ll find prospecting and marketing tips from the sales associates and brokers we talked to, and there’s a legal caution about how to tailor your approach to foreign households while adhering to federal non-discrimination requirements.
Robert Freedman is manager of multimedia communications for the NATIONAL ASSOCIATION OF REALTORS®. He can be reached at firstname.lastname@example.org.