How to build a network abroad | Wendy Russell — Networking in Singapore in 2024.

Building referral networks abroad is something most local businesses never even consider, but they should.

If you’re a real estate agent or buyer’s agent in Australia - tapping into a network abroad can open even more doors to your business (and importantly, more clients).

How I secure and nurture international relationships.

I am fortunate to work with clients from all over the world in my role as a Brisbane Buyer’s Agent and am often asked how I have managed to secure internationally based clients and grow a network of referrers abroad.

For me, it’s all about thinking outside of the square, or more-so, outside of the tiny island home we call Australia.

The reality is, Australia is small compared to the rest of the world but we often get caught in our little bubble - be it Brisbane or Sydney or Melbourne - wherever you operate from, and keep our focus on the areas we have come to know.

What’s exciting is if you dare to dream bigger, there is a whole world of clients focussing their attention on the Australian property market, and these people are looking to partner with a professional they can trust to guide them in the right direction when it comes to property investment.

As an independent agent, I believe you hold an advantage.

As an independent agent, one might feel they don’t have the knowledge or pulling power to grab the attention of such clientele, but in reality, I believe it is the smaller players (the independent’s) who are the ones with the most opportunity.

Why?

Because these clients want a luxury niche service offering. An offering that larger agencies who focus on volume selling struggle to deliver.

These types of clients don’t want to feel like a cog in the production wheel of a volume based agency. They value 1 to 1 service from someone they can rely on to be their personal eyes and ears on the ground when big decisions need to be made, and they feel safe in knowing there is one trusted person they can turn to.

I know this because this has been the biggest drawcard of my internationally based clients. They’re looking for a highly personal service, one which they feel they will only get if they go boutique.

And they’re prepared to pay for it.

How do you tap into an overseas network if you’re a small business or independent agent?

The challenge is - how do you reach these people in the first place, especially when the larger agencies typically tend to have the marketing budgets to get to them first?

I believe it’s all about finding an In, and thinking about who these people really are, what they value, and what they truly need from their agent.

Here’s how I did it.

THE INTERNET

You need to be found when they search for an agent to represent them.

For me, SEO (search engine optimisation) is key, and I chose to invest in this early, which boosted my search rankings so clients from abroad could find me.

Master your online presence. Your website and social media channels must demonstrate that you know the local market well, and you have proven results. Show that you’re passionate about what you do, but at the same time, these clients need to see that you’re a real person behind the professional persona. Someone they could get to know, like and trust.

BUILD TRUST

Trust is big bickies when it comes to international client relationships.

These people are relying on you for strategic guidance and the trust they place in your hands is enormous. Don’t take this lightly. I never have and I remind my clients all the time - I literally tell them.

Being geographically so far away enhances their anxieties so you need to make it clear through your marketing effort that the service you deliver will be highly personal and tailored to their specific needs.

DELIVER

Then you need to actually deliver on this promise.

That means, being flexible around time zones. Making yourself available outside of your local working hours and having the tenacity to anticipate what they’re going to need before they do.

Remember, you’re the professional and they are relying on you to guide them.

Many of my internationally based clients are high level executives who are constantly travelling. They could be in Singapore one day, Hong Kong the next and then pop up in the US.

Getting ahead when it comes to their schedule is critical so you can anticipate the play, especially if you know a deal is brewing and you’ll need to seek instructions from them in a timely manner.

I’ve set my alarm for 3am to run through a negotiation strategy with a client who had to be in Mexico City for work, and they were so grateful for my guidance and forward planning.

PLANTING SEEDS FOR FUTURE REFERRALS

Once you have gone over and above for one client, it will open the door to future referrals, which is a key ingredient to how I have built my international clientele from one to several.

For me, it has been a combination of strategic marketing, delivering the right result, and ensuring the client feels heard, valued and safe in the process.

Rinse and repeat.

Once the purchase is finalised, you need to put in place an after-care service that nurtures the relationship.

For me, I follow a set of guidelines I established for these types of clients.

The after-care service is crucial to maintaining an ongoing referral network.

Visit them.

If (and when) I’m travelling to their country of residence, I always reach out to see if they’re available for a dinner catchup or a quick coffee - whatever best suits their schedule. Dinner is preferable because you get to spend more time together in a relaxed social setting which further reinforces your bond. I always pick up the tab unless my client insists, and as much as I love a champagne or several, I keep it to a 2-drink maximum. Business chat is kept to a minimum unless the client wants to go there, and I will happily oblige.

Keep them up to date with local events.

I report back with any major property news that may impact their investment. For example, if a record breaking sale was made in their neighbourhood, I’ll let them know about it. Sadly, there was a house fire directly across from one of my client’s investments a few years ago and it was heavily reported through local media. I reached out to let the client know and they were grateful. Did I need to? Probably not, but I put myself in their shoes and thought, you know what, if I owned that property and knew that my neighbour’s house had caught fire and a terrible tragedy had occurred, I’d want to know about it.

Be mindful of touchpoints.

I personally reach out to them on the year of their purchase anniversary, either via text or phone. Again, it’s a nice gesture and great touch-point to keep the relationship front of mind.

Connecting with local like-minded agents.

As part of building an international referral network, I also look to connect with local, like-minded real estate professionals who can refer me to their clients if the need arises.

On my last visit to Singapore, I met with Elaine She - an independent luxury real estate agent based in Singapore.

Being strategic in who you choose to align with.

I don’t just pick any random agent to build a relationship with. I strategically look for those whom I feel will be a good fit for my brand and will likely share similar business or career values.

The best place to start looking for these people is on social media.

Firstly, I seek out the women. I choose to partner and support fellow driven females in my industry and I often find it is the ladies who are most open for building these types of relationships and agreeing to that initial introduction - usually it’s a casual coffee at their office or a local cafe.

Your goal is to find someone who markets the same way you do, and who you think looks to be the “You” in that country or area.

As an example, for me, it is Elaine She in Singapore. You can check out her online presence at elaine_sherealestatesg and you’ll see what I mean.

Nurturing the relationship is key.

Once you’ve connected in person, continue to show your support by liking and commenting on their social media posts and genuinely show you care about their success as much as your own.

Now you are planting the seeds for the referral network to grow organically.

I know not everyone is in a position to fly internationally and meet in person, but if you happen to be there anyway - maybe on vacation or visiting friends / family, (or for any reason) it is worthwhile reaching out to these professionals in person if you have the time. I believe an in-personal face to face meeting trumps a virtual introduction every time.

If you can, make it happen.

And this forms the basis for how I manage my international relations.

I hope it’s helped!

Courses for real estate agents and buyer’s agents :

The WENDYRUSSELL Buyer’s Agent Blueprint - steal my systems, processes and skillset to become an independent buyer’s agent.

Masterclass for Women in Real Estate - The Polished Professional - level-up to become a high-value agent who earns more and attracts A-class clientele.

How To Build A Network Abroad

How I secure and nurture international relationships.