Most home sellers think about their listing marketing in terms of channels — MLS, Instagram, email, Zillow. The best agents think about it in terms of audiences.
And one of the most powerful, most overlooked audience segments in US real estate is buyers who prefer to communicate in a language other than English.
The numbers are significant. Over 67 million people in the United States speak a language other than English at home. In the most active real estate markets — South Florida, Southern California, Texas, New York — that percentage is often above 40%.
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