By Kevin Hogencamp, Contributing Writer
There’s a whole world of foreign real estate buyers.
And increasingly, the Jacksonville area is getting a close look from Europeans, Canadians, South Americans and other global customers with an eye on American real estate, the Northeast Florida Association of Realtors said.
That doesn’t mean, by any means, that a slew of Northeast Florida Realtors is getting rich off of sales to international buyers. Indeed, Orlando and Miami far exceed Jacksonville as draws for international residential or commercial real estate customers.
But when visitors fly or sail from abroad into Jacksonville for business, to vacation or specifically to search for property, it pays for Realtors informed and to otherwise put their best foot forward.
That’s the premise behind NEFAR’s efforts to train members on marketing to and working with international customers. In September, NEFAR’s Global Business Council held its annual bus tour and seminar, a two-day program that this year was titled, “Gaining the Global Real Estate Edge.”
About 50 Realtors participated in the bus tour Sept. 21 or attended the Sept. 22 seminars — or both.
“Our mission is to elevate the awareness of the existence of our global business customers within Northeast Florida to all of our NEFAR members, and help them understand what they need to do to be successful with them,” said council Chair Missi Howell, a Ponte Vedra Beach-based Watson Realty Corp. Realtor.
Howell specializes in global real estate services. She is so international-centric that the back of her business card lists words and phrases such as hello, please, thank you, hospital and police in English, German, Spanish, Italian and French. In 2013, she chaired the Florida Realtors Global Networking Forum.
“There are a lot of opportunities throughout the year to show off our community to global customers,” Howell said, noting that unsuspecting travelers often fall in love with the First Coast because of its natural resources, weather and friendly people.
International buyers are especially sought after because they tend to spend more on home purchases and are more likely to make a larger down payment than their American peers — or pay in full.
The National Association of Realtors said international homebuyers spent 13 percent more on homes in the United States between April 2014 and March 2015 than they did the previous year.
Among the region’s top showcases to international visitors, Howell said, are the Jacksonville port, Jacksonville International Airport, The Players Championship golf tournament, Amelia Concours d’Elegance automobile show and St. Augustine’s history.
Watson Realty Corp.’s Barbara Maple said she found value in getting to know Jacksonville’s hotspots better — particularly areas like Riverside and Avondale — on the bus tour.
“I can’t tell you how many times I’ve gotten mixed up showing customers in some of those areas,” she said during a tour stop at Nocatee in St. Johns County. “This was a very, very good use of my time.”
The bus also rolled through Jacksonville’s Springfied, San Marco and Tamaya communities; the University of North Florida; and Julington Creek.
Realtors received a plethora of tips during the six seminars Sept. 22, which included “Understanding the Global Buyer” and “Marketing and Promoting Your Real Estate Business Through International Platforms.”
Denise Miles-Tagami, a Realtor with Watson Realty Corp., said the council’s yearlong endeavors, particularly its “Gaining the Global Real Estate Edge” program — serve either as a much-needed initiation or re-education for real estate sellers.
“It’s an awakening that shows you the importance of respecting other cultures; forewarned is forearmed,” she said. “It’s just one of those things where the more you know and the more you’re aware of, the better you can represent your people and know their needs.”