GREATER SOPHISTICATION AND STRATEGY IS REQUIRED TO ENGAGE WITH
THE ASIAN INVESTOR.
In many cases the traditional methods of marketing and
engagement are not as potent.
"Most of the purchasers have been Asian based investors
including two recent large sales in the $30 to $60 million AUD
range where we represented clients selling entire CBD
Hunt & Hunt is seeing this Asian appetite first hand, not
only through handling property transactions involving Asian
investors around our Australian offices, but also through
activities in our Shanghai office. The race to entice Asian
investment into the Australian property sector is heating up. The
right strategies and digital tools are vital to engaging with the
market and its emerging needs.
As competition intensifies for the lucrative offshore property
investor, Australian developers are becoming more agile and
proactive in their efforts to market to their offshore networks
effectively. Credit Suisse forecast that Chinese nationals will
invest more than $44 billion in Australian residential real estate
over the next seven years. However, engaging with the Asian
investor involves increasing sophistication and strategy.
"The rising interest in the Australian property sector
means that developers need to be more strategic in how they deal
with potential Asian buyers and their specific needs. In many cases
the traditional methods of marketing and engagement are not as
potent," advises Investorist founder Jon Ellis.
China, Malaysia and Singapore are experiencing a trebling of
growth in the number of property agents marketing Australian
developments to local buyers. According to the Foreign Investment
Review Board (FIRB), Chinese investors spent $5.9 billion last year
buying primarily residential property in Australia.
Ellis warns that listing properties via traditional means, such
as using local online property websites like SouFun, is going to
yield limited benefits.
"Asian buyers need a high degree of support and advice on
their potential offshore investments; additionally, they need
someone who will act as a conduit through the legal and cultural
issues that arise," says Ellis.
High digital adoption within these key Asian markets means
online engagement is now vital to targeting the right market
segment and buyer. Ellis says the B2B Investorist site has more
than one-third of traffic coming from Malaysia, Singapore and
China. Tony Raunic agrees, noting that Asian based prospective
purchasers are increasingly requiring a high level of information
and intelligence on Australian property before they are prepared to
board a plane to commence face to face negotiations on purchase
As the Investorist site is squarely aimed at property agents,
wealth creation experts and migration agents, it serves as a hub
for a raft of relevant information, which is also available in
Mandarin to aid transactions. The online presence includes regular
seminars and is supplanted with local operatives in core Asian
"Digital has changed the ball game for global property
sales. It has quashed many cross-border issues simply by having
real-time availability of material backed by technology that allows
rich imagery and video, and messaging services that enable quick
connectivity," Ellis says.
Many retail leases include a covenant to trade, requiring the tenant to open the premises for trade during certain hours.
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