Earlier this week, Bill Russell, head of International Development for Chinese real estate website, Juwai, spoke to a large group of Windermere agents about how to connect to Chinese buyers. Since China is a country with very different marketing tactics and a culture drastically different than our own, we were able to learn a great deal. To put things in perspective, Juwai.com currently has 2.6 million unique views per month from Chinese consumers who are searching purely for western properties; 20 percent of whom live outside of China. The United States is the number one searched country by far, followed by Australia and Canada.
So why are so many Chinese investing in land abroad? According to Juwai, 36 percent are buying for investment, 34 percent for immigration, and 16 percent for education (i.e. buying a house for their kids to live in while they’re studying in the U.S.). What many people may not know is that there is a minuscule amount of inheritance wealth in China, the majority is “new money” made in the last 10-15 years. With an average budget of $2.6 million, the Chinese typically take a year to search for the right home in which to invest, patiently taking time to research everything thoroughly. On average, they end up spending about $933,723 per property.
There are 297 different Chinese dialects, making it nearly impossible for local agents to market their properties effectively. It can also be time consuming and stressful trying to market to China since they don’t use any social media from the Western world; China has their own Google, Facebook, Twitter, etc. which all have different names. Juwai.com is their version of Zillow.com, which is bridging the gap between East and West by translating all property and marketing comments. It may come at a price, but real estate companies, like Windermere, don’t mind paying the cost of marketing on Juwai since the Chinese buyer is such an important part of the housing market (especially in Seattle’s Eastside neighborhoods).
Cities like Seattle, San Francisco, and LA are popular destinations for Chinese immigrants and investors, and they’re representing larger and larger pieces of the real estate pie. Experts don’t see this changing for the foreseeable future, so it’s in a real estate professional’s best interest to get to know the Chinese consumer. A big thank you to Bill Russell for coming out and helping us do just that.




It’s probably hard to think of anything else when so much opulence is staring you right in the face. For Patrick Crowthers from Windermere’s Bellevue South office, it was the pool room of the very home we were standing in. “The attention to detail and the time it must’ve taken to mentally create and then execute the fine details,” were what stood out to him. His business partner, Leighsa Francis agreed, “It’s so over the top luxurious, huge, and high quality.” Karl Lindor, one of the agents representing the listing, told us that the mosaic tiles of the pool room were the most over-the-top feature he’d ever seen. Specifically, “the artistic design and the fact that each time you view the mosaics, new colors, new materials, and new creatures appear.” John Kritsonis, Karl’s co-listing agent on the home, was in awe with the Onyx powder room. He said it had “opulent translucency.” We should mention this place boasts exquisite marble, granite, and Onyx gleaming from floor to pillar. And a 300 bottle wine cellar. And Italian fountains. Need we say more?




Richard Eastern is a Windermere broker in Bellevue, WA and co-founder of