A blended localization strategy for an international real estate brand

How we helped one of the world’s largest real estate brands with its franchise-building efforts across Europe. A blended localization approach.

Language solutions:

• Legal translation
• Audio-visual translation
• eLearning & Training translation

The challenge

Our client, a global leader in the real estate industry, supports its agents in delivering exceptional customer service to property buyers and sellers with advanced training, a trusted brand name, and an extensive network of offices across Europe.

Operating through a franchise system, our client supports entrepreneurs to become real estate leaders in their local area. As a global brand, our client wanted to address its franchisees in their own language and provide them with the support and training they need to succeed in real estate.

Busy real estate entrepreneurs operating in multilingual countries or tourist areas with a high number of expats also need to make their content available in various languages. This encompasses a wide variety of material, such as property listings, exclusivity agreements and title deeds.

Our client wanted to maintain its consistent brand identity while also encouraging charismatic agents to convey their USP in their local market.

Our client

The solution

Our client commissioned Planet Languages to translate its training material and agreement templates into various languages. Working with in-country language specialists, Planet Languages creates bespoke workflows to deliver localized material ahead of key dates in the client’s training calendar.

A centralised approach to localizing training and legal content allows the client to benefit from the expertise of language professionals and maintain a consistent brand image. It also frees real estate agents from the burden of having to arrange their own translations.

Our client supports local agents’ social media marketing efforts by commissioning Planet Languages to subtitle their video content. Making locally created content available in English expands local agents’ reach and fulfils accessibility requirements.

Regional teams also provide insights on the effectiveness of localized training content. This valuable feedback ensures better alignment with local markets and informs the content of future training programmes.

The result

This blended localization approach has helped our client to establish a strong presence across Europe.

Property buyers and sellers receive advice from well-trained agents with in-depth local knowledge who represent a trusted global brand. By striking a balance between brand consistency and local adaptation, our client has ensured greater customer satisfaction, increased market share and facilitated communication across its network of agents.

Our client initially focused on serving its largest markets of Germany, Austria, Spain, Portugal and Italy. However, thanks to the success of this localization strategy, our client has now expanded into further markets, including the Czech Republic, Greece and Turkey.

What the client said

“You are great, you are the best!!!!!!! Many thanks!!!”
Trainer

Want to know more about how we can help you?

Are you a global business that already has some language solutions in place but need some extra help? We’d be glad to support you. Contact us to schedule a free consultation.