Just in time for the Chinese New Year, red rocket LA Marketing & PR has launched the first Chinese language website for longtime client and home builder, LA Urban Homes.
In order to completely engage the buyer profile, mainly first generation Chinese or buyers of Chinese descent, LA Urban Homes marketing director, Jil Blumberg Froman, charged us with creating a Chinese language website. Made total sense. After all, beyond having sales professionals who could converse in the proper Chinese dialect, it was truly the best way to connect with this target.
Prior to translating the English language website’s copy into Chinese, we worked with Chinese marketing strategists to revise the content so it would resonate more with the target. For example, on the English language site, the Local Area section highlights stores and conveniences in the immediate area. For the Chinese site, we modified the focus of that section to provide information on nearby vacation destinations that we knew were popular with the target, such as Mt. Baldy and Lake Arrowhead. In addition to showcasing the local public services, we also made a point of highlighting the neighborhoods’ close proximately to public services in neighboring cities that would be of key interest to Chinese buyers.
Once the copy was reworked, it was translated and incorporated into the site design. We were very selective with the team members we put on this assignment. For the process to work smoothly, they had to be proficient in both Chinese and English. They were. The site launched on Saturday, January 21, just days before the Chinese New Year.
To direct prospects to the site most relevant to them, the English language site features a graphic in Chinese directing viewers to the Chinese language site. Similarly, the Chinese language site features a graphic in English directing views to the English language site.
As far as we know, this is the first Chinese language website for a US developer.
In addition to the new website, red rocket LA has been supporting LA Urban Homes’ Rosedale neighborhoods with ads in Chinese newspapers. We also intend to communicate with the target via other Chinese language online tools, such as email, for those prospects who select it as their preferred language.
At red rocket LA, we believe this is just the first of many Chinese language websites that we will either adapt from existing sites, or create from the ground up. It’s simply too large a market for home builders to ignore.