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Sign into your accountPacific Union Delivers on International Reach
May 25 2017
WAV Group has been studying broker website effectiveness for more than a decade. One area of interest is global reach. When we look at Google Analytics, we study traffic to understand the level of visibility that brokers are achieving for their websites internationally. Over the past 12 months, Pacific Union International has been living up to their name by expanding their international reach.
Driving International Reach
International reach has largely been a listing tool in real estate. Even in global cities like San Francisco, Los Angeles, Chicago or New York, we see that 85 percent of buyers come from the immediate region. Ten percent come from other areas within the United States. Only 5 percent come from international buyers. Despite the real data, sellers continue to believe the media that buyers come from China and Russia.
For many brokerages, the seller’s demand for international reach is colored in though franchise or network relationships. There is good news for brokerages that are not affiliated with franchises or networks. Over the past year, Pacific Union International has been focused on reaching high net-worth individuals, increasing their reach in the U.K. by 360 percent, and over 500 percent in China. Their targeting has resulted in 900 percent increased traffic in India and a staggering 2190 percent increase in Brazil. It is a six-figure investment, but far more effective than the delivery of international buyers from networks or franchises. Pacific Union’s traffic, leads, and transactions have grown enormously with this proactive approach.
