WeChat for Realtors: Chat, Communication & Marketing in One App

“In China, many times a group of families will pool their money to purchase a property in Florida,” says Elliot Lee, senior executive of luxury sales for The Keyes Company and team leader of the Lina & Elliot Group in Miami. “WeChat, a free communication and marketing app, allows me to group text all of the representatives’ information about properties and then all of the transaction information so everyone can review it. I’ve closed deals with Chinese people who have purchased sight unseen because I can get them everything they need through the app,” he says.

WeChat is a Chinese multi-purpose messaging, social media and mobile payment app. “Think of it as Messenger, Facebook and Venmo rolled into one app that goes beyond the Chinese firewall,” says Lee, who notes that 40% of his business is from outside of the United States.

While WeChat can be used in the United States and other countries, its appeal is that it is the only communication app that reaches prospective buyers and investors in China.

Here’s how Lee uses WeChat to close more sales to Chinese customers:

1. To send files

“WeChat has the ability to send PDF files and videos straight to a prospect’s phone. That way, they don’t have to switch to email to receive information from me. It also allows me to bypass having a website,” he says. Most websites aren’t going to be visible to Chinese buyers anyway.

2. To show moments

 “I use WeChat Moments, which is basically a newsfeed like Facebook. I can post listings or the activities that I’m doing to show I’m active in the field,” he says. For example, during Art Basel, a huge international annual event in Miami, Lee will post photos while doing showings, pictures of the views and more to show customers more of Miami.

3. To post properties

WeChat has a bunch of apps within the program. One of those allows Lee to post property listings or development projects. “It allows me to virtually have an MLS at my fingertips and send that info to people in China,” he says.

4. To post newsletters

By setting up a business account, for a fee, users can also post newsletters and promote their businesses. Again, Lee hasn’t found that function necessary.

While Lee doesn’t do this, the app allows users to set up stores and sell products. “There is a charge for that,” he says.

Tracey C. Velt is a contributing editor for Florida Realtor magazine.