For decades, people from around the world have moved and settled into communities in our beautiful country.
According to Statistics Canada, more than 450 cultural or ethnic origins were reported in the 2021 census and 4.6 million Canadians reported they predominately speak a language other than English or French at home. This represents 12.7% of the population, a significant increase in the last 30 years. That’s sure to increase as the federal government has set immigration targets that would welcome a record 500,000 new permanent residents per year by 2025.
As a REALTOR®, you meet people with different backgrounds, worldviews, languages, traditions and values every day. Intercultural communication may seem daunting, but really it only requires showing an awareness of other cultures and respecting the differences they may have from your own.
According to CREA’s 2021 Profile of International Activity in Canadian Real Estate report (which is based on information reported by our REALTOR® members about their clients), 61% of respondents reported their international transaction was with a person who was a recent immigrant (in the country less than two years at the time of the transaction) or a temporary visa holder residing in Canada for more than six months at the time of the transaction.
Here is a list of tips from three REALTORS® who have made working with new Canadians and meeting their needs an essential component of doing business.
Hong Wang
REALTOR® and associate broker from Calgary, Alberta
First and foremost, Wang recommends REALTORS® communicate in clear, day-to-day language, not real estate jargon. This is good practice, regardless of your client’s spoken language.
It may seem obvious, but Wang says you should always stick to the truth. She notes, sometimes clients will ask questions when they already know the answer because they are gauging whether they can trust you. If you don’t know an answer, explain that you’ll find out for them.
Like with any client, you need to listen to their wants and needs. With some clients these wants may appear to be a little thing to you but could be hugely important to them, says Wang. “This is where cultural preferences can be a deal breaker.”
For example, for some Chinese clients, how the entry door faces the street and even the slope of the street, can suggest fortune flowing toward the house or away. Pay attention to the house and its surroundings.
“Be willing to observe and learn new cultural practices. Knowing your client goes a long way,” says Wang.
When Wang was showing homes to a Muslim family, she knew not to rush them into the property as she realized it was important for the mother to always say a little prayer before entering the house, because, in her culture, it signified she was respectfully entering another person’s home.
“Always have and show patience” when you face hurdles and ensure the client knows you are trying to get them what they want, says Wang.
In Calgary, there’s been an influx of families from India, which Wang says has prompted a growing market of purpose-built multigenerational houses that have suites. Wang is adapting to this market and growing her client base.
“You never know who will come to you; try and be prepared,” Wang says.
Did you know: CREA’s Home Buyers’ Road Map is available in five languages? Discover more REALTOR® resources.
Matthew Pfeifer
REALTOR® and salesperson in Regina, Saskatchewan
“Be flexible and open to finding the right ways of communicating,” says Pfeifer.
When Pfeifer worked with a Filipino family who was moving from Toronto to Regina, he worked with their children, who became helpful intermediaries.
Pfeifer suggests improving your cultural and language skills by becoming acquainted with cultural resources in your community to point you in the right direction. In Regina, the Open-Door Society is a non-profit organization that provides immigrants and refugees with help settling into the city. There are likely similar organizations in your area.
“The negotiation process can differ among ethnic communities,” says Pfeifer, so be mindful of how your client wants to proceed. “Some cultures really like to negotiate back and forth, say, five times, to feel that they got a good deal, whereas others generally prefer a shorter negotiation process.”
Aditya Kumar Soma
REALTOR® and salesperson in Windsor, Ontario
“If you can do so, knowing a different language and culture can be a huge advantage,” says Soma.
He speaks Hindi, which is one of India’s official languages, as well as Telugu, a regional language in the country. Speaking Telegu enables trust with clients who have come from those regions, he says.
“Even if you do not know a language, you can attract clients from a different culture, especially if you have a niche. Show your expertise,” says Soma, who uses his YouTube channel to showcase his real estate investment knowledge and portfolio.
Soma also notes, to establish trust with any client, your work ethic matters.
“If you’re reaching out all the time, taking them to tour properties, you are already building trust. Show you are enthusiastic and willing to work for them,” he says.
Knowing and respecting your client’s culture and language matters but, like with anyone, honesty, respect, hard work and a willingness to learn all matter, too.
If you liked this article, you may also enjoy:
- Why More Canadians are Embracing Multi-Generational Living
- Canada is Calling: Reasons Buyers are Choosing Canada and What They Need to Know
- International Activity in Canadian Real Estate During the COVID-19 Pandemic
- Working with New Canadians: Tips on Understanding and Meeting the Needs of This Fast-Growing Segment of Home Buyers
- What the Census 2021 Data Can Tell Us About the Housing Market
Have a tip for communicating with clients who may have a different cultural background from your own? Tell us in the Comments.
