Should I Advertise in More Than One Language?
I have been hearing more and more about this marketing concept of advertising in multiple languages.
If I actually spoke several languages, I would think that it would be an obvious choice to do exactly that, advertise in each of the languages that I could speak.
I have seen many agents form niche markets by being able to speak a certain language such as Korean, Russian, Chinese, and a few others.
In many cases, not only could they speak in the tongue of these people, but they, also, could understand their culture, usually, because they originally came from the same countries as these people.
Typically, these customers can speak in English, but no where near as well as their native dialect. It can be especially difficult to learn English, since it has so many idiomatic expressions.
When they see advertising in their own language, it is probably more likely to catch their eye and more likely to spark their interest. They would assume that they could contact the advertiser and be able to communicate with comfort since it would be in a familiar language.
On the other hand, if they were to contact me, then they would likely be disappointed. Yes, I would be kind, courteous, and respectful of them and their culture, but I would not be any more understandable than the average agent that they could find just walking into any brokerage.
It is true that I know a few phrases from a few different languages, but not enough to hold any meaningful conversations. In fact, depending upon their few a some American made movies, they might start rolling on the ground in laughter or start to run for their lives if I were to use any of my limited lines.
Hasta la vista, baby
Now, I have had agents work for me who have spoken other languages, but if they leave, then I need to quickly change my marketing materials. For instance, my Polish speaking agent moved from my state of Maryland to New York. A Korean speaking agent, who is a friend of mine, works for another brokerage. Yes, I would send her referrals, but I do not know that I would want to advertise for her.
Of course, thinking creatively, I may be able to contact Captain Kirk. He probably is not using the Universal Language Translator anymore.
Universal Language Translator
Am I missing something? You tell me.
Bye, Salut, Arrivederci, Narazie
I suppose that bye is all that I would be hearing if I could not speak their language.
Farewell
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