With China's GDP per capita growth, overseas asset allocation has become an investment hotspot for China's high-income earners, mainly in the form of overseas property purchases. In recent years, more and more people have begun to pay attention to the field of overseas real estate. In this article, we will focus on the characteristics of potential overseas property buyers in China and share our digital marketing strategies for this sector.

1. Chinese residents have remained a stable need for overseas properties in recent years

According to Baidu, the overall search volume for overseas real estate remained stable in 2021-2022.  

2. Characteristics and hot keywords of potential overseas real estate buyers in China

According to Baidu, 44.32% of searchers for overseas real estate are aged 30-39, where 66.17% of them are male users, representing middle-aged males as the highest potential group in China for purchasing overseas properties.

Regarding geographical distribution, the top 10 Chinese provinces with the highest search volume are mainly concentrated in China's first-tier and southeast coastal cities, including Beijing, Guangdong, Shanghai, Jiangsu, etc.

Below we also shared the hottest search terms for the overseas property industry. Keywords with the highest search volumes include "海外投资" (overseas investments), "海外房产" (overseas real estate), "英国房产" (British real estate), etc. It is recommended that advertisers select high-relevancy keywords and proper user targeting for their campaigns.

3. Our media suggestions for real estate brands 

According to Qihoo 360, 66% of real estate brands choose Search Engine Marketing as their major preference for digital marketing, whereas other kinds of ads include brand and native ads.

Therefore, we recommend that overseas advertisers choose SEM platforms to initiate their real estate campaigns, with the most popular search engines being Baidu.com and So.com. Overseas advertisers can prefer to target these two search engines for acquiring high-potential clients.

Example of the searching ads on Baidu

Example of the searching ads on 360 Search

Apart from that, overseas advertisers may give try on native ads to reach more potential real estate buyers. We recommend brands start their native ad campaign with Toutiao, the leading mobile news platform in China (refer to here: https://so360.hk/news-details?article_id=318) to reach more potential buyers and improve the overall marketing performance.

Native ads of real estate on Toutiao

If you are interested in more digital marketing strategies for overseas real estate, feel free to contact us at enquiry@so360.hk.