75% of Online Searches Aren’t in English

Missed opportunities? Miami Realtors and most Realogy brands hired a vendor to help make their websites accessible in Spanish and up to 20 other languages.

NEW YORK – Real estate professionals who only market their listings in English on Google miss the roughly 75% of online searches based on non-English languages.

Janet Choynowski, CEO and founder of Immobel.com, launched a website in the United States to make translation easier, and the company’s first major client was the Miami Association of Realtors®, which had the company provide translations into Spanish and Portuguese.

Immobel currently powers Century 21 Global, which serves 80 countries in 20 different languages, and oversees international referral networks for Century 21 Global, Sotheby’s and most of the other Realogy brands.

According to Choynowski, only about 26% of the traffic online today is in English.

Choynowski says her dream has always been to make Immobel’s technology available to individual agents and small offices at a reasonable price so they can make their listings and marketing messages visible internationally.

The key features of multi-language real estate websites include automatic integration of IDX and brand listings in multiple languages, SEO and meta-tagging in multiple languages, and currency and measurements conversion.

Some key trends now occurring based on international searches via Immobel include Italy surpassing France as the most popular destination for Americans buying outside the United States, and notable preferences for South America, Mexico and the Caribbean.

Source: Inman (03/09/22) Ross, Bernice

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