If you want access to well-funded, all-cash buyers, marketing your home internationally can pay off. In 2024, foreign buyers invested $42 billion in US residential real estate, with half of them paying in cash, and a global strategy can help your house stand out.[1]
To advertise your home internationally, you’ll need a strong digital marketing strategy, targeted outreach, and a globally minded approach. Here are practical strategies and tips on how to successfully find a foreign buyer for your home.
1. Choose an agent experienced with international buyers
Not every realtor is the same — most brokers have an area or two of expertise where they shine the most. If you want to sell your house to foreign investors, consider working with a real estate agent who is certified in global transactions.
For example, you can look for a Certified International Property Specialist (CIPS) designated by the National Association of Realtors. These experts can help you market your home to foreign buyers, whose expectations on property and real estate transactions might differ significantly from those of domestic buyers.
An experienced CIPS can also give you guidance on tax laws, financing, and cross-cultural nuances throughout the sale to help you get an optimal outcome.
If you’re looking for a skilled realtor to help you market your home internationally, check out Clever Real Estate. Clever's free agent-matching tool can connect you with full-service, top-rated real estate agents who have experience with unique transactions, including selling to foreign buyers.
Plus, Clever agents charge just 1.5% in listing fees instead of the typical 3%, saving you thousands on the realtor commission.
2. Translate listings into key languages
Translate property listings and marketing materials into languages most spoken by potential international buyers. Prioritize Mandarin Chinese and Spanish, but also consider Hindi, Portuguese, French, and Arabic, depending on your target markets.
| Top foreign buyers in US markets | Percent of all foreign buyers |
|---|---|
| Canada | 13% |
| China | 11% |
| Mexico | 11% |
| India | 10% |
| Colombia | 4% |
| Source: National Association of Realtors, "2024 International Transactions in U.S. Residential Real Estate." | |
It’s a good idea to hire a translator to ensure an accurate and compelling description and avoid any errors on listing websites and marketing materials. This is a small investment that can yield a significant return — after all, property listings help buyers understand if they want to learn more about the home.
Here are some professional translation services you can explore:
| Translation service | Quote* | Time to quote |
|---|---|---|
| Stepes | $32.75 | Instant after submitting online form |
| Click For Translation | $45.00 | Within a few minutes via chat |
| Acadestudio | $150 (min. fee) | Within 24 hours via email |
| *Quote for 250-word residential listing, standard translation from English to Spanish. | ||
3. Run targeted social and search ads
Modern technology offers countless ways to find a buyer for your home, and it would only make sense to use it to your advantage when marketing a home internationally.
Some realtors we spoke to swear by this approach and share that putting your home in front of the right eyes results in a quicker sale for more money.
Here’s a short list of ideas to get you started:
- Consider running Facebook, Instagram, and Google ads in your chosen countries. Do some research to focus on the most popular platforms in the countries you’re targeting.
- Tailor your messaging to the buyer persona (e.g., vacation buyers, investors, or relocating professionals).
- Highlight key features your buyers care about. Would they be interested in schools for their children, job opportunities, or recreational amenities?
4. Show your home with compelling visuals
Hiring a professional photographer is an investment that pays off for most home sales. Photos of your property can be used for advertising, marketing materials, and listing websites — all places where a potential buyer will see your property for the first time.
Great real estate photos and video walk-throughs are even more crucial when selling to international buyers. Some of them won’t be able to visit your property in person, so they'll rely on photos and videos when making a decision. In your listing, consider including a 3D virtual tour, 360° photos, and a personalized website landing page to showcase the essence of your property as well as possible.
5. Advertise on international real estate platforms
Place your listing on the local websites that your potential buyers use to search for properties abroad.
Many Chinese buyers use Fang.com, where they can shop for homes across China, the US, and other countries. Another popular site, Juwai.com, specifically caters to Chinese buyers looking for properties overseas.
Canadian buyers often look for US properties on major US sites like Zillow, Trulia, and Realtor.com.
TheMoveChannel.com is another platform you can use to market to international buyers.
6. Tailor your listing and property presentation for international audiences
When staging and taking photos for the listing, try to appeal to the broadest possible audience.
Deep clean your place and remove all personal, religious, and political items.
Also, consider repainting the walls with neutral colors and, of course, don’t underestimate the importance of minor repairs, especially those that bring the best ROI.
If your goal is to advertise real estate internationally, there are some extra details to remember. For example, communicate all measurements in both square feet and square meters.
Also, clearly specify which appliances are included in the sale, as many foreign buyers are not accustomed to appliances coming with a property.
When putting together a listing, highlight community details that matter to foreign buyers: rankings of neighborhood school districts, safety statistics, availability of academic support for non-native speakers, the culinary scene, cultural centers, and offices of multinational corporations close by.
Understanding and catering to international preferences
When marketing your home to an international buyer, it’s necessary to have an understanding of their particular cultural customs.
For example, in some countries, aggressive negotiation is considered a norm, while in others, it is viewed as a sign of disrespect. Buyers from certain regions, such as Scandinavia, tend to place greater emphasis on energy efficiency and green features, whereas those from the Mediterranean area may value outdoor amenities.
That’s why it may be helpful to create a few buyer personas to help you craft the messaging and tailor it to a particular audience. Ask yourself: Who is your buyer? What country are they more likely to come from? Are they buying a rental property, a pied-à-terre, a vacation home, or their new forever place?
The answers to these questions will help you position your home in the best light for your target group of buyers.
Why sell to an international buyer?
Selling your home to a foreign buyer has its challenges, but the benefits shouldn’t be ignored. Let’s weigh the options:
Pros
- More potential buyers
- Higher listing price
- All-cash offers
Cons
- Mortgage complications
- Language barriers and cultural differences
- Longer closing timeline
Which countries should you market your home in?
Marketing your home to a foreign buyer isn’t as simple as picking a country you like. Think about your home’s location, the asking price, and the economy of the country you might target.
The National Association of Realtors reports that foreign buyers tend to flock to specific areas of the country.[1] For example, many buyers from Canada purchase property in Florida and Arizona, and buyers from China tend to buy homes in California.
This doesn’t mean you can’t market to certain countries, but it can provide a logical starting point to maximize your efforts.
Legal and financial considerations
Following local and international tax laws and keeping in mind financial aspects is another key element when selling your house to a foreign investor.
Here are some key points to keep in mind:
- Homeowners who sell to a foreign buyer must ensure compliance with anti-money laundering laws and the Patriot Act, which require verification of the buyer’s identity and the source of their funds.
- Many US banks may require more documentation from foreign buyers and may not offer mortgages to non-residents.
- Your state or local laws may have additional disclosure or reporting requirements for real estate transactions involving foreign buyers.
To ensure your sale goes smoothly, consult a real estate agent and an attorney who are familiar with international transactions. Finding an experienced team of professionals who have worked with foreign buyers before can provide you with peace of mind and help prevent many complications.
FAQ about selling your home to international buyers
Finding high-end international buyers requires you to go a step above the norm. The property itself is just part of the equation.
You may want to emphasize luxury amenities, invest in professional photography and videography, and advertise your home where high-end buyers are most likely to see it (e.g., dedicated real estate publications).
To determine which countries to target when selling your home to international buyers, you should do research on global real estate trends and consider your property’s unique features and location. Work with a realtor who’s experienced in international transactions and can offer advice.