Author – Ken Hobson.
Most property searches now start online, and many buyers view listings in their first language.

Writing ads in more than one language widens your audience, builds trust, and can speed up the sale. It also signals that you understand and respect cultural diversity—an important point in our multicultural market.

Step 1: Pick the Right Languages

• Look at local census data – Which languages are common in your suburb or city?

• Check recent enquiry records – Have you noticed repeated questions in a specific language?

• Match the property type – A prestige apartment in the CBD may attract overseas business buyers; a family home near good schools might interest migrants already settled nearby.

Focus on two or three extra languages to start; quality beats quantity.

Step 2: Gather Your Core Messages

Write a short English master copy first. Keep sentences clear and factual:

• Main feature (e.g., “Four-bedroom home with ocean views”).

• Key benefits (“Walk to cafés, schools, and light rail”).

• Call to action (“Book a private inspection today”).

A tight English version makes every following step easier.

Step 3: Translate with Care—Using AI the Smart Way

1. Draft in English and paste the text into your preferred AI translation tool.

2. Review the output line by line. Check for:

   • Property terms (e.g., “built-in robes”) that may need local alternatives.

   • Street names or suburb names—these stay in English.

3. Back-translate: Run the translated text back into English. If the meaning shifts, adjust the wording.

4. Read aloud (or ask a colleague who speaks the language) to ensure it sounds natural.

Tip: Keep sentences short (15–20 words). AI handles simple structure better and it fits neatly in social posts.

Step 4: Adapt for Culture, Not Just Language

• Units and measures – Convert “556 m² block” only if the metric is unfamiliar to the audience.

• Tone – Some cultures prefer modest language; others respond to more enthusiastic phrases.

• Colours and numbers – Double-check for lucky or unlucky symbols (e.g., number 8 may be favourable for Chinese buyers).

• Formalities – Decide whether to use formal or informal greetings based on community norms.

Step 5: Check Legal and Ethical Requirements

• Fair Trading rules still apply in any language—no misleading statements, price baiting, or hidden defects.

• Equal opportunity wording – Avoid phrases that might exclude certain groups.

• Privacy – If collecting enquiry details through a QR code or landing page, include a privacy notice in the same language.

Step 6: Design for Readability

• Choose fonts that support special characters (e.g., Simplified Chinese, Arabic).

• Allow extra space—some translations run longer than English.

• Use high-contrast colours; thin scripts can fade on mobile screens.

• Keep headings under 35 characters so they don’t cut off in portal previews.

Step 7: Test and Refine

• Native speaker review – Ask a colleague, friend, or professional proof-reader for feedback.

• A/B test headlines – Run two language versions and compare click-through rates.

• Monitor enquiries – Track which language versions bring in phone calls or email leads.

Step 8: Distribute Across the Right Channels

• Property portals – Many have language filters; upload the translated copy in the description or as an attached PDF flyer.

• Social media ads – Use location + language targeting; post separate ads for each language group.

• Email campaigns – Segment your CRM by language preference collected at open homes or past enquiries.

Repurpose the same translated headlines for letterbox drops, QR-coded signboards, or text-message alerts.

Sample Multilingual Snippets

English
“Quiet cul-de-sac, walk to the beach. Book a private inspection today.”

Simplified Chinese
“安静的盲道街，步行可达海滩。立即预约私人看房。”

Arabic
“شارع هادئ بلا مخرج، على بُعد خطوات من الشاطئ. احجز معاينة خاصة اليوم.”

Use these as a style guide—short, benefit-led, and ending with a clear action.

Step 9: Measure Success and Scale Up

• Views per language version – Portal stats and social-ad dashboards show engagement.

• Lead quality – Note inspection attendance and offer prices linked to multilingual ads.

• Refine – Drop languages with low returns; invest more in those that convert.

When results improve, roll out multilingual copy to other listings and include extra languages as needed.

Checklist

• Chosen languages reflect target buyer groups.

• English master copy is clear, factual, and concise.

• AI translation reviewed, back-translated, and proof-read by a native speaker.

• Cultural nuances, units, and legal guidelines verified.

• Fonts and layouts suit all character sets.

• Performance tracked and learnings applied to future campaigns.

Crafting multilingual ad copy adds only a small step to your workflow but can open the door to a much larger pool of qualified buyers – and that means faster, more competitive sales results.