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Tapping the Global Real Estate Market



Tapping the Global Real Estate Market

Can I tell you a secret? Finding international buyers to work with isn’t nearly as complicated as some would make it sound. There may be different laws governing their purchases and there may be cultural differences to overcome but at the end of the day it’s just a real estate transaction. And finding these clients is just a matter of prospecting.

Go Where the Buyers Are

If you attended the above panel at Inman’s Real Estate Connect SF conference this past Thursday (I’m the second one from the left), you have my apologies for the 45 minutes of your life that could have been saved had the above paragraph been written ahead of time. Then again, attendance did have the benefit of hearing how complicated the concept of attracting international buyers can sound.

Admittedly, experience here in Arizona is limited to Western Canada. Buyers from Europe tend to stop at the East Coast, buyers from Eastern Canada do the same and buyers from the Far East rarely venture past the Pacific coast. For us here in Arizona it may sound like a limited market opportunity but check a map – the provinces of British Columbia, Saskatchewan, Albert and Manitoba aren’t exactly Rhode Island.

Two Basic Questions

Several months ago I walked into my local escrow office to find agents commiserating with the branch manager. “Maybe we ought to find some Canadian buyers,” they said. I smiled and nodded, knowing that I already was working with a dozen. The difference? Certainly not brilliance on my part, as anyone who saw me this past week can attest. Rather it’s a recognition of the two basic questions for those who want to work with foreign clients (and for other buyers’ groups as well):

1) How are you going to find these buyers?

2) What are you going to do with them once you have them?

Let’s take the second part first. It doesn’t take a special degree to know some of the challenges involved for international buyers wishing to purchase property here in the States, but it does take some time to learn the bare basics. Tax questions? I’ll help you find an accountant. Legal? Here’s an attorney.

But the basics – why you can’t work on your investment property if it’s being used as a rental, why it might be worth financing the purchase in Canada rather than the United States, what someone from Alberta means when they’re looking for a bungalow – these all can be learned fairly quickly. If you don’t know the answers and are unwilling to find them, find another niche. You owe it to these buyers.

For the first part, there are many, many expensive ways to try and attract buyers. You can fly to Canada and put together buyers seminars. You can run ads in the local newspapers. Or you simply can focus some of your online efforts toward attracting Canadian buyers.

The key, like anything else online, is to have something of value to say. An international buyer is no more interested in hearing that you’re the greatest agent in the world than a domestic buyer. But tell them a bit about your area (and not generally, but the aspects of your area that might interest them), tell them about other transactions involving foreign nationals that you’ve completed and you’re in business.

Not a Quick Fix

Now here’s the potentially bad part … like any other type of prospecting, trying to attract foreign buyers is going to take some time. If you’re expecting to write a blog post and be inundated with e-mails from the get-go, you’re going to be rather disappointed. Some of us have been doing this for some time and have beaten you to the punch. But that doesn’t mean the effort’s in vain. Not whatsoever.

Not everyone who tries to prospect for international buyers will succeed. Most who fail will do so through a lack of patience, a lack of understanding of the complex decision-making process involved with a purchase on the other side of a country’s border.

“How do you keep them from wasting your time,” one person asked during the panel. Easy, I said. Let them look online and answer their questions until they’re ready, help them narrow down their varios options to the properties that best suit their needs, then write the contract.

It’s not rocket science. It’s simply customer service with an international flair.

Finding your place in the international market isn’t necessary to survive these days. But it sure doesn’t hurt.

Jonathan Dalton is a Realtor with RE/MAX Desert Showcase in Peoria, Arizona and is the author of the All Phoenix Real Estate blog as well as a half-dozen neighborhood sites. His partner, Tobey, is a somewhat rotund beagle who sleeps 21 hours a day.

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  1. Jay Thompson

    July 26, 2008 at 10:26 pm

    JD, you rocked that panel. For those not there, I actually heard suggestions like, “Direct mail the Fortune Billionaires list” and “Go to events like the Monaco Grand Prix, Cannes Film Festival and Wimbledon” to find international buyers.

    I’m working on my billionaire letters. So far I have this:

    Dear Mr. Gates –

    I like Microsoft. You should move to Phoenix and buy a house. Give me a call when you do.

    Still needs a little work….

  2. Benn Rosales

    July 26, 2008 at 10:32 pm


    I was very impressed at your presence on that panel. You came to relate and deliver and what I took away from you was a ‘have no fear, just do’ perspective. You were easy to listen to, easy to relate to, and came from the hip- it was Genius, really.

  3. Larry Yatkowsky

    July 27, 2008 at 1:20 am


    I think I missed the ol’ TwoFer!

    IE: You are attending a conference on other business and it’s a golden opportunity to pre-screen the attendees to find out who is a ‘foreigner’. They can be great ‘bird dogs’. Might be an extra $ or two to cozy up to these folks but have you ever known a realtor to turn down a free coffee? Hell, in between sips, they might even listen to what you have to say! Don’t forget the opportunity for you and the benefit to them (1 – 3 hours of work) by squeaking in a guest post on their blog.

    Now, about the lunch! 🙂

  4. Jonathan Dalton

    July 27, 2008 at 1:30 am

    Does this mean I owe you a lunch, Larry?

  5. Larry Yatkowsky

    July 27, 2008 at 1:40 am


    No worries. After all the eats at Inman I gotta hit the slim fast regime so I can get back to being pretty. 🙂 However, if you are feeling obliged, put it on the cuff of your T-Shirt and I’ll collect when snow flies in downtown Phoenix.

  6. Bill Lublin

    July 27, 2008 at 1:44 am

    JD (I like that sobriquet) Nicely put, and a matter of great interest, but why can;t I write just one post and then have a zillion Canadians come down to Philly for the great real estate values and cuisine (soft pretzels, cheesesteaks, hoagies, and water ice yummm)

    Larry; You’re already pretty 😉

  7. Lani Anglin-Rosales

    July 27, 2008 at 8:49 am

    Jonathan, what I really enjoyed about the panel you were featured on was that the speakers represented many different types of international brokers. I think the room was seeking an “up and coming” approach like you represented- one they can go home and attempt right away rather than after years of cultivating their airmiles to go visit the Dubai Hob Nobbers Convention. You were spectacular and I know that the audience was perceptive to your approach of combining technology with specified niches- very well done!

  8. Vicki Moore

    July 27, 2008 at 9:56 am

    Jonathan – As self-deprecating as you are, you are much more of a Genius than you lead readers to believe. It was an absolute pleasure to spend time and get to know the man behind the keyboard.

  9. ines

    July 27, 2008 at 4:11 pm

    you look very pretty in your gray sweater second from the left (ahem!)

    The truth is that you brought a down-to-earth perspective to the panel, without having to own a Chateau in France or Villa in Italy. Maybe I’m biased and could apply your strategies right away…..maybe I’m jealous that I can’t go to the Monaco Grand-Prix…whatever it is… rocked!

  10. Jonthan Dalton

    July 27, 2008 at 5:18 pm

    Thanks for the compliments, folks … my wife is interested in Cannes, but I’m not sure that it’s a feasible option.

  11. Jed Lane

    July 27, 2008 at 6:56 pm

    I enjoyed this panel especially Janet Choynowski. Her honesty and her ability to see the big picture was very enlightening. We aren’t all going to be in the same market for castles and mansions as Olivia Hsu-Decker, but more of can find our way into selling a second home to someone or attracting an investor like I’m trying to do.
    I have a building for sale here in San Francisco. It is paying the present owner very good return but he has made all the imporvements and wants to recapture the investment. Everyone here wants upside, even if they never actually do anything to acheive it they all want it in the deal.
    This building will pay off well especially for someone that is spending Euros or any of the other strong currancies.

  12. Paula Henry

    July 27, 2008 at 9:37 pm

    I didn’t make it to Inman, but having read your blog – I am way impressed with how you have effectively dominated the market in Phoneix for Canadian buyers.

    I am currently working with a client from England. Yes, there are a few issues; for the most part, it’s like any other transaction.

  13. Glenn fm Naples

    July 28, 2008 at 6:24 am

    Back more than a decade, when it was much easier to find e-mail addresses, you could easily find buyers from Asia, Europe and Canada. Today, it is a lot harder, but of course, you could be spamming. 🙂

    Learning the lingo used to describe a building design is a challenge.

    Is anyone using any of the translation services?

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Business Marketing

Simple ways to improve your organic reach on Facebook

(BUSINESS MARKETING) Facebook continues to make businesses and pages pay to play, but businesses still have a shot of improving their organic reach, according to experts in the field.



Facebook open on laptop with white desk and small potted plant, open to organic reach.

Facebook organic reach is not dead, but you will need to work harder to get eyes on your pages. Here’s a rundown of what experts are saying will help you reach your audience. Facebook is still the top social media platform that marketers use and where consumers tend to look for and follow brand pages. So don’t despair!

Those running Facebook business pages have been seeing ever diminishing returns on their effort at getting their content in front of their audiences and fans, especially since around 2016. Yet Facebook remains the #1 platform for building an audience. Once upon a time, Facebook was incredibly fertile soil to grow our entrepreneurial and creative gardens in, at little to no cost to us. Many businesses are seeing a drastic reduction in reach, meaning that a tiny percentage of people are seeing our posts, even among those who follow our pages.

Have you ever heard something like, “The first one’s always free; that’s how they get you”? This has long been a business philosophy to hook prospective customers, used by savvy marketers and drug dealers alike. Facebook went and took that to the next level, introducing an easy-to-use platform where almost anyone could find and engage with their target audiences of customers, fans, members, and more.

Of course, there had to be a reckoning, and now that Facebook has more than 2.6 billion active monthly users worldwide, they continue to change the rules. Consider the amount of users and the amount of posts being made, and it makes more sense that Facebook tries to narrow the audience for any single post to a reasonable chunk. Otherwise, our brains would explode (okay, my words, not an actual medical opinion). Really, you don’t need to reach everybody, because not everybody is interested in what you’re offering. You need to reach the right people who are going to engage and build a smaller, engaged loyal group of diehard customers.

Community is key
Here are some of the latest tips and best practices to increase organic reach in 2021, provided by Facebook pros. Mark Zuckerburg keeps bringing up the concept of community, and the algorithm favors engagement, not only on Facebook, but across platforms. Nobody wants products and services constantly jammed in their faces.

This is a conversation, not a one-way portal into your customers’ brains and wallets. A constant barrage of salesy content, urging people to buy buy buy, grows real tedious real fast. “If you build it, they will come.” Only instead of a baseball field in the middle of nowhere, work to build a community.

Ask yourself these questions:

  • Are you creating conversations?
  • Are you using your platform to act as a resource and provide helpful or inside information in your niche or area of expertise?
  • Are you asking your audience what they want and would like to see more of from you?
  • Are you taking current events and trends into account, reacting to local/national/world news at all, and creating timely posts?
  • Are you using a variety of post types (photos, videos, links) and taking advantage of Facebook’s built in post tools?
  • Are you taking data into account for what content people are responding to favorably and when?
  • Do you ever invest in Facebook ads or boosted posts for important content or events?

Find the answer to these questions to reevaluate your strategy, work on promoting a dialogue with your audience, and ideally you will see more engagement on your pages, fruitful interactions that ultimately lead to loyal customers and bigger sales.

Create Conversations
Zuckerburg himself comes back to this point repeatedly in his regular updates on the state of all things Facebook and how the algorithm works, saying Facebook will “prioritize posts that spark conversations and meaningful interactions between people.” Not every industry lends itself to deep thoughts, but it can be simple enough to engage your audience with community questions. People love giving their opinions or talking about a shared interest.

Community questions can be fun, lively, and create fun interaction between your audience and the business. A simple This or That question posted on one of the background color templates can get the conversation started. If people don’t have to invest a lot of time to answer, then great! Depending on the industry, these can be easy one-offs: Red wine or white? Beach vacation or mountains? TikTok or Reels? Mac or PC? Harley Davidson hogs or Kawasaki crotch rockets? Early bird or night owl?

Hot takes, unpopular opinions, are another way to get people chatting. I’m not espousing trying to stir up controversy here, unless that is appropriate for your business, but people get emotional as all get out for something as simple as pineapple on pizza or beans in chili. What’s a popular or common opinion in your field? How can you introduce a hot take to get people chatting? For an entrepreneurial page, you could put out a hot take on a cluttered desk, or making lists, or standing desks.

Sure, these conversations may start out superficial, but who knows? When people begin interacting on your page more, they begin seeing more that you post, and that’s when you can introduce something a little weightier, asking them to share their expertise or advice on a relevant topic.

Become a resource
Whether your business is a science journal, digital marketing, interior designing, or a Texas Hill Country resort, your business and your audience is unique. Real estate agencies have become good at this, so we’ll use them as an example. If you are selling or leasing properties in Austin or San Francisco, sell the area. Don’t only post the properties you’re selling or agent profiles. Post those, yes, but also post industry news and local attractions.

When people are interested in moving to a new city or a new neighborhood or investing in opening a business there, they need to know why the area is attractive. What is the business climate? What are the financial perks associated with living there? What is the area known for (local restaurants, live music hiking trails, swimming holes, no traffic)? Has the area made a list for quality of life, affordability, great job prospects in X industry? Sharing blogs, articles, infographics, videos, and photos highlighting any of these can help your page serve the interests of your target audience. This is a good thing.

Ask your audience
This is a simple tip for keeping things closer to your audience’s interests, helping you identify areas where your page may be lacking–and opportunities for growth, and keeping the conversation going. Be careful not to overuse this one, but it’s an important tool.

  • Try a simple question, such as “What would you like to see more of on this page?”
  • Create a poll, which is much faster to answer, and helps you narrow answers down to what you really want to know.
  • Similar to the community questions, ask them to share something that has helped them. A classic example would be “What is the best entrepreneurial advice anyone has even given you?” Or “Please share some tips to fight procrastination.” Or “What is the top time-saving tool you use in your business (or for scheduling)?” Having your page followers (and hopefully others) chat with each other this way is helpful for them and for your organic reach.

Take current events and trends into account
This one’s simple: Read the room. This goes both ways. If there is renewed interest in, say, downtown lofts or sea shanty dances on TikTok, can you use this momentary heat to bring interest to your page? On the other hand, if there is a natural disaster, tragedy, or financial crash that has caused great suffering in an area? That’s a good moment to review your scheduled posts and delete or postpone anything that could be unintentionally triggering or offensive.

Some types of businesses are better suited to jumping on the latest trend. Do you have a bar or restaurant with a fairly young, social media savvy crowd? Go ahead, Photoshop that Bernie-Sanders-in-mittens image sitting on your patio (only if you can do it as the trend is hitting). Are you targeting an area that has recently been hit by extended power outages? I’m sorry to tell you, but this is not the time to promote that popup restaurant where diners experience eating in the dark.

Mix it up and use native Facebook tools
Of course you want to stay on brand, but please don’t get caught in a rut where all of your posts are one type. Consistency is one thing, but beware that this doesn’t turn into monotony. Assess where you can change things up. Add photos, videos, links to relevant blogs and articles, or community questions. Different people respond differently to different types of input. Use all the tools at your disposal to generate interest, draw people in, and get them reacting to and engaging with your page.

Facebook and all social media platforms have built in tools. They want you to use them. Often, this is a Facebook effort to capitalize on a similar, competing app. Trust me when I say, you will get brownie points (higher reach) when you take the time to use these native tools. Facebook Watch, Facebook Live, Facebook Stories, even using a background color template from the Facebook options, are all ways to show Facebook you’re paying attention and want to optimize the tools they are giving you.

Use provided data
You need to be able to look for patterns, evaluate the factors that made a particular post popular, and know when your customers and followers are likely to see your page and interact with it. Facebook provides a number of insights in the platform, but there are numerous external marketing tools you can purchase or sometimes use for free (depending on how many pages and platforms you are running, and how in-depth you want your data to be).

Posting willy nilly is not the most effective way to be. Decide what data is useful to you and make time to study it, and be willing to make changes to your content strategy based on the data. Like many other aspects of marketing, expanding your organic reach is a mixture of art and science, a balancing act of intuition and cold, hard numbers. Use them.

Consider paying to play
I know, I know, this story is about organic and not paid reach, but the fact is strategically paying for a Facebook ad or boosting a post to highlight a launch, event, special deal, or other important news will bring more people to your page. If the other tips, tools, and best practices referred to here are in place, once they find your page, you have the ability to keep their attention through organic means.

Keep on truckin’
These tips should help you expand your page’s organic reach. More importantly, they should help you build and support a community, earn loyal followers and customers, and generate positive buzz about your business. Keep working on becoming a resource and sharing helpful information. Have fun with it and experiment with new media and types of posts. Know yourself. Know your audience.

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Business Marketing

Buffer’s four-day workweek experiment: Boost or bust?

(BUSINESS MARKETING) After trying out a four-day workweek last year, Buffer is moving forward with the format going into 2021, citing increase in productivity and work-life balance.



Man working in office with headphones on, making use of flexible four-day workweek.

The typical five-day workweek is a thing of the past for Buffer, at least for now. The company has decided to implement a four-day workweek for the “foreseeable future.”

Last year, the company surveyed its employees to see how they are dealing with the ever-changing landscape of the pandemic and the anxiety and stress that came along with it. They soon learned employees didn’t always feel comfortable or like they could take time off.

Employees felt guilty for taking PTO while trying to meet deadlines. Juggling work and suddenly becoming a daycare worker and teacher for their children at the same time was stressful. So, Buffer looked for a solution to help give employees more time and flexibility to get adjusted to their new routines.

Four-Day Workweek Trials

In May, Buffer started the four-day workweek one-month trial to focus on teammates’ well-being. “This four-day workweek period is about well-being, mental health, and placing us as humans and our families first,” said Buffer CEO and co-founder Joel Gascoigne in a company blog post.

“It’s about being able to pick a good time to go and do the groceries, now that it’s a significantly larger task. It’s about parents having more time with kids now that they’re having to take on their education. This isn’t about us trying to get the same productivity in fewer days,” Gascoigne said.

Buffer’s one-month trial proved to be successful. Survey data from before and after the trial showed higher autonomy and lower stress levels. In addition, employee anecdotal stories showed an increase in worker happiness.

With positive results, Buffer turned the trial into a long-term pilot through the end of 2020. This time, the trial would focus on Buffer’s long-term success.

“In order to truly evaluate whether a four-day workweek can be a success long-term, we need to measure productivity as well as individual well-being,” wrote Director of People Courtney Seiter. “Teammate well-being was our end goal for May. Whether that continues, and equally importantly, whether it translates into customer and company results, will be an exciting hypothesis to test.”

Trial Results

Company Productivity
Buffer’s shorter workweek trials showed employees felt they had a better work-life balance without compromising work productivity. According to the company’s survey data, almost 34% of employees felt more productive, about 60% felt equally as productive, and only less than 7% of employees felt less productive.

However, just saying productivity is higher isn’t proof. To make sure the numbers added up, managers were asked about their team’s productivity. Engineering managers reported that a decrease in total coding days didn’t show a decrease in output. Instead, there was a significant output increase for product teams, and Infrastructure and Mobile saw their output double.

The Customer Advocacy team, however, did see a decline in output. Customer service is dependent on customer unpredictability so this makes sense. Still, the survey showed about 85% to 90% of employees felt as productive as they would have been in a five-day workweek. Customers just had to wait slightly longer to receive replies to their inquiries.

Employee Well-Being
With more time and control of their schedules, Buffer’s survey shows an increase in individual autonomy and decreased stress levels reported by employees. And, the general work happiness for the entire company has been consistent throughout 2020.

What’s in store for 2021?

Based on positive employee feedback and promising company results, Buffer decided it will continue the company-wide four-day workweek this year.

“The four-day work week resulted in sustained productivity levels and a better sense of work-life balance. These were the exact results we’d hoped to see, and they helped us challenge the notion that we need to work the typical ‘nine-to-five,’ five days a week,” wrote Team Engagement Manager Nicole Miller.

The four-day workweek will continue in 2021, but the company will also be implementing adjustments based on the pilot results.

For most teams, Fridays will be the default day off. For teams that aren’t project-based, their workweek will look slightly different. As an example, the Customer Advocacy team will follow a different schedule to avoid customer reply delays and ticket overflow. Each team member will still have a four-day workweek and need to meet their specific targets. They will just have a more flexible schedule.

Companies who follow this format understand that output expectations will be further defined by area and department level. Employees who aren’t meeting their performance objectives will have the option to choose a five-day workweek or might be asked to do so.

If needed, Fridays will also serve as an overflow workday to finish up a project. Of course, schedules will be evaluated quarterly to make sure productivity is continuing to thrive and employees are still satisfied.

But, Miller says Buffer is “establishing ambitious goals” that might “push the limits” of a four-day work week in 2021. With the world slowly starting to normalize, who knows when a four-day workweek might reach its conclusion.

“We aren’t sure that we’ll continue with the four-day workweeks forever, but for now, we’re going to stick with it as long as we are still able to hit our ambitious goals,” wrote Miller.

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Business Marketing

Should your content management system go headless?

(BUSINESS MARKETING) You may be familiar with your typical content management system, but had you heard of a ‘headless’ model? Let’s dig into it together.



Person using content management system with hands on keyboard and small bit of desktop visible.

At some point, you have probably worked with a content management system (CMS) like WordPress or Drupal. If you haven’t already, you at least know that this computer software is used to manage website content.

But, have you ever heard of a headless content management system before? We didn’t. So, we set out to find out what it’s all about and how beneficial, or not, it can be for your company.

What is headless CMS?

Unlike your classic CMS, headless CMS is a back-end only content management system. It decouples where your content is stored and authored (body) from the front-end where your content is displayed (head).

This CMS isn’t tied to a particular output like a web page. Content is transmitted as data over an application programming interface (API). It’s a content repository that delivers content seamlessly to any device.

Benefits of Headless CMS

More versatile
Headless CMS isn’t your classic “monolithic” CMS so you aren’t constrained to an all-in-one system that might work for websites but not mobile devices.

Content is consumed by customers in more than one place now. Headless CMS provides a more versatile way to deliver multi-channel content to websites, Android and iOS apps, and even IoT (internet of things), like a smartwatch or in-store kiosk.

Businesses will benefit from this because only one back-end is needed to manage and publish content for different services and products.

No need for specialized developers
Developers aren’t tied to a specific programming language or framework. A developer can choose between using Javascript, PHP, Ruby, or any language they prefer.

If you already have a talented developer, you don’t have to scramble to find someone else who specializes in a specific system or language you are moving to. Your current developer can do the job for you in the best way they know-how.

Better Security
Security is important. Not being married to the front-end, headless CMS has a security advantage a regular CMS doesn’t. Usually, content provided to a headless CMS is read-only, and the admin portion lives on a different server and domain.

With the back-end detached from the presentation layer, there is a smaller target area to attack. Also, layers of code can be used to hide the content-delivering API making it safer than a traditional CMS.

Real-time collaboration
With two separate systems, content editors and web developers can work concurrently. This shortens a project’s timeline and helps get your product and services to market quicker. Also, content editors don’t have to spend more time creating the same content for each system. Designers and developers can take care of that.
Downsides of Headless CMS

As with anything, headless CMS isn’t perfect and isn’t for everyone. It has its disadvantages.

More technical
Little technical involvement is called for in a traditional CMS. As a result, the tool can be picked up quickly by almost anyone.

A deeper understanding of CMS, coding languages, and front-end technologies is needed when using headless CMS. You must have a developer that can build the web or app just for you.

Increased maintenance
With the body separated from the head, there are two systems to maintain. Implementation and maintenance could potentially become complex.

Bigger price tag
Building a system from scratch costs time and money. With a traditional CMS, there is one account, and, most likely, one payment. With headless CMS, you’ll have multiple payments for the CMS, a developer, and the infrastructure running your website or app.

Your custom CMS also isn’t coming from a pre-built content management system. All that hard work takes time (and patience) to get it done right.


Headless CMS lets you create a unique user experience and allow for cross-platform publishing, but it isn’t a one-size-fits-all content management system.

Before you jump ships, take inventory of all your content needs. Does your content need to be published on different platforms? Will a simple stand-alone website work for you? Only you can decide what works best with your business, but we hope this information helps.

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