In 2009, Intero International Franchise Services, LLC. embarked on expanding the Intero® brand throughout Asia and the Pacific Rim. Today, Intero has solidified its presence in the Asia Pacific region providing investors with the knowledge and access to international real estate markets. With these new ventures, Intero has created relationships with many successful magazines in the Asia Pacific region such as Overseas Property Professionals (OPP). These relationships allow us to republish respective articles/blogs and share other resources.

The Overseas Property Professional (OPP) magazine is the only monthly print publication dedicated to companies and individuals working in the overseas property industry, and addresses issues that are most important to international agents or developers.

The below article is republished with permission from Geoff Hadwick, Editor of Overseas Property Professionals Asia. Read the entire June issue here.

OPP Asia – Exhibiting Intelligence

Events are a tried and trusted route to finding new buyers in any market, and the overseas property industry is no exception. A wide variety of real estate and associated events are springing up across Asia. What is the best way to approach events and how should you tell the market what you have to offer? OPP talks to the experts to get a list of valuable do’s and don’ts. Find out how to show yourself in the best possible light.

For wealthy Asian investors “property remains their favourite way to spend money,” says Gu Shiqi, general manager of the Shanghai YUBO International Exhibition Company, which organises an annual China International Luxury Property Show.

“China has definitely become an international residential real estate market of great significance,” he adds, “as demand climbs rapidly in line with the ever-increasing wealth of the Chinese people.”

And the overseas property markets know it. They are welcoming this flood of money with open arms. Japan, for instance, recently eased its visa application process for Chinese mainlanders, and property agents all along the western seaboard of North America are recruiting Chinese-speaking sales staff to help convert sales.

“It has become a popular option among affluent Chinese to buy properties abroad when they seek safer and better-yielding assets,” said Stephanie Zhang, project director with Shanghai Kuntai, which has organised property shows in Shanghai since 2009.

“More and more Chinese people seem to think about owning an overseas property in places like Japan, often purely for holiday use,” she says.

“China is a very, very hot market right now,” agrees George Betz, director of Worldwide Shows and Events, which is a partner in organising an overseas property show at the Beijing World Trade Centre in April 2011. “It is a country full of dollar millionaires and billionaires. They want to find a safe haven for their money and there is a fantastic opportunity right now to help these high net-worth individuals buy property abroad.”

Betz finds that Chinese investors prefer known cities like London, New York, Vancouver, Sydney or Paris “where they know what they are getting, where they might want to settle one day, where they might want to start a business, or where they might decide to send their children to be educated.”

“And with ever-rising incomes, more Chinese people are starting to focus on their quality of life,” said Bunny Wang, director of International Properties at Colliers International, a major real estate services provider. “It’s natural for them to look at purchasing houses abroad, often in less congested areas, to cater for their holiday and even retirement plans. And the return ratio on overseas property can be as good as about 5% to 6% a year.”

International property exhibition expert Xavier Wiggins, a partner in the Fortune Real Estate Group, could not agree more.

“Now is absolutely the right time to start focusing on the overseas property markets if you are an agency based in Asia,” he told OPP.

“In many ways, we are right at the start of what is going to be a massive market for the Asian overseas property sector. And at the beginning of every market, people will turn to the obvious places and buy where they feel their money will be safe. In the UK, for instance, when people started to invest in homes abroad, they went first to those countries they knew and understood best, like Spain and France. It is just the same in China.”

And, as with any new boom market, there will be an explosion in the number of events. Overseas property professionals need to be careful not to waste time and money.

World cities like London and New York will sell, and resort opportunities in countries like Thailand, Singapore and Malaysia are going to be successful too.

It seems inevitable that the market will expand very quickly to markets like Brazil and Egypt and into other parts of the UK, outside London.

“And the key to selling these new opportunities is to have a sensible and credible rationale, and to work hard at meeting potential investors,” adds Betz.

For Wiggins there are many ways to exhibit:

•  One-company seminars where you have a captive, invited audience;

•  Multi-exhibitors shows, the traditional route;

•  Single-company exhibitions and road-shows;

•  Golf shows;

•  Boat shows;

•  Lifestyle events.

“Don’t try to be too clever,” says Wiggins. “Go wherever you think that the target buyer might be. Be smart. Do your own thing. Make sure you know what you are selling and why and make the benefits as simple and as clear as possible.”

He recommends thinking laterally too. Why not consider showing your wares in a shopping centre or any other suitable meeting point.

“And don’t just think customers,” he adds.

“Think about developing new trade partnerships, about influencing the press, about the business-to-consumer (B2C) market as well as the business-to-business (B2B) angle.” You will achieve more if you try on as many different fronts as possible he argues.

And before you book anything, seek advice. A good checklist before booking your presence at any event should include:

•  Talk to previous exhibitors who have attended the event in question in the past;

•  Negotiate on price and the fringe benefits you will get as an exhibitor … most organisers are amenable to this approach;

•  Pick the right position on the floor-plan;

•  Get involved in the seminar programme (if there is one) and volunteer speakers;

•  Check how long the event has been in existence;

•  Find out how it will be marketed;

•  Does the organiser plan to do anything new on the marketing, or to try some new approach?

•  Be a promotional partner … get involved in marketing the event to your own database … and seek some form of reward or incentive from the organisers for doing so;

•  Are the visitor numbers audited independently?

•  Who verifies and profiles the audience?

•  Try to have a front-facing stand;

•  Make your stand open and accessible … don’t put people off or make them feel daunted about approaching you at the event … don’t have closed doors or closed off sections on the stand … draw people in and be welcoming;

•  Don’t let people just take brochures off your stand … make sure that they have to talk to your staff and leave behind their contact details;

•  Have lots of things to do on the stand … create talking points … start a dialogue;

•  Look popular with seats and sofas for people to site and chat with you;

•  Create a little bit of theatre and look like you are enjoying being there;

•  Consider an informal uniform for your staff … don’t just wear boring business suits;

•  Don’t over-promise and under-deliver … tell stand visitors when and how you will get back to them – and stick to the promise.