CEO’s Message: New Language Translation Technology Added to MLSListings Mix

Jim Harrison: MLSListings Inc CEO and President

Jim Harrison
President and CEO, MLSListings

Most of us have a love/hate relationship with technology – it’s critical for our business but staying on top of the latest apps and programs can be challenging when client and business demands are taking center stage every day. The key is to look at your business, your marketing strategies, and even the market segments you are targeting, and seek out the technology tools that best support that.

Not every new tech product is going to be something you need to snap up. Drones and artificial intelligence certainly have a cool factor, but are they a fit with your marketing approach or your client base?

One of the best examples of effectively leveraging technology to reach and differentiate yourself with a target client demographic can be found in the international buyer space. This is a sector that many agents and brokers consider for business expansion because of the sheer market opportunity. According to a recent article by CNBC, non-resident foreign buyers purchased $102.6 billion of residential property in the U.S. between April 2015 and March 2016. And according to a survey by the National Association of REALTORS®, 2016 marked the fourth year in a row buyers from China ranked first among foreign nationals purchasing property in the U.S. and the Bay Area is a favorite region for these buyers.

Breaking into this niche market can be daunting because of the difficulty in finding and connecting with these buyers, navigating the complexities of foreign currencies and money transfers, and dealing with language barriers. The latter can be particularly challenging in building relationships and conveying critical property information.

Recently, MLSListings added new technology for language translation as an additional feature of Matrix. Using Simplified Chinese, agents and brokers can now translate listing information, reports, and auto-emails with the click of a button. This immediately breaks down language barriers with non-English, Chinese speaking clients. And that’s just the beginning. Plans are already underway to add Spanish as well.

If you are working with international clients or looking for ways to move into this space, technology tailored to this sector can not only make your work easier, but it can be a differentiator for you with prospects. As an MLSListings subscriber, you have ready access to new offerings like language translation as well as familiar applications like Proxio, which enables global marketing and networking of your listings to more than 130 countries in 19 languages. Just by adding key tech tools to your international marketing arsenal can greatly improve your capabilities and impact your sales.

Approaching and using technology in a strategic fashion helps take the clutter and confusion out of technology overload.


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