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 Proxio CEO Janet Case says knowing the languages spoken by clients helps REALTORS® better serve them.

Proxio CEO Janet Case says knowing the languages spoken by clients helps REALTORS® better serve them.

What language do you speak in your home? New information from the U.S. Census Bureau shows while most of the nation’s population speaks English at home, at least 350 other languages are spoken in U.S. households. In fact, 20 percent of U.S. families do not speak English at home.

“Multilingual is the new normal across the U.S.,” said Janet Case, CEO Proxio, an international networking platform that connects real estate agents and their listings, including real estate developments, around the world.

Speaking at the Silicon Valley Association of REALTORS® (SILVAR) 4th Certified International Property Specialist Institute in October, Case said according to the latest Census Bureau data, 20 percent of U.S. families speak a language other than English at home. In California, the percentage is higher – 43 percent. Other states with the most non-English speaking households are Texas, 34.2 percent; New York, 29.8 percent; Nevada, 28.2 percent; Arizona, 27.1 percent; and Florida, 26.6 percent.

Cities with the most non-speaking households are Miami, 71.9 percent; Los Angeles, 59.7 percent; New York City, 48.7 percent; San Francisco, 45.4 percent; and Chicago, 35.3 percent.

The Census Bureau information, based on American Community Survey data collected from 2009 to 2013, tabulated the number of languages and language groups to 350. The tables provide the most comprehensive data on languages spoken less widely in the nation, such as Pennsylvania Dutch, Ukrainian, Turkish, Romanian, Amharic and many others.

“While most of the U.S. population speaks only English at home or a handful of other languages like Spanish or Vietnamese, the American Community Survey reveals the wide-ranging language diversity of the United States,” said Erik Vickstrom, a Census Bureau statistician. “For example, in the New York metro area alone, more than a third of the population speaks a language other than English at home, and close to 200 different languages are spoken. Knowing the number of languages and how many speak these languages in a particular area provides valuable information to policymakers, planners and researchers.”

In the San Francisco metro area, at least 163 languages are spoken at home, with 40 percent of the metro area population age five and over speaking a language other than English at home. One of the smaller language groups found there is Panjabi, with 19,985 speakers.

In the Los Angeles metro area, at least 185 languages are spoken at home, with 54 percent of the metro area population age five and over speaking a language other than English at home. One of the smaller language groups found there is Indonesian, with 12,750 speakers.

Case said as foreign buyers continue to look at Silicon Valley property, “global marketing matters.” Knowing the languages spoken by clients helps REALTORS® better serve them.

Proxio, which is a free benefit for members of SILVAR, translates agents’ listings in 19 languages, 55 currencies and metric measurements. In addition to activating Proxio, Case said REALTORS® seeking to break into global real estate can market “international” as their specialty by including the U.S. country code with their phone number and languages they speak in their website and business cards and partner with agents who speak other languages.

Congratulations SILVAR 2015 CIPS graduates!

Congratulations SILVAR 2015 CIPS graduates!

The Silicon Valley Association of REALTORS® (SILVAR) 4th CIPS (Certified International Property Specialist) Institute ended on Tuesday. This year’s Institute had a total enrollment of 31 students. SILVAR welcomed back instructor David Wyant and his wife and assistant Patsy Wyant.

This year’s students were a very diverse and well-traveled group from all over the Bay Area, Southern California and Arizona. Once the students complete and submit their CIPS applications to the National Association of REALTORS®, they can receive their CIPS designation and get pinned at the NAR Conference and EXPO, which will be held in San Diego November 13-16.

A highlight of the last day was a visit by Joe Schneider, NAR manager of Global Business Development and Outreach. Schneider spoke to the students about the value of the CIPS designation, especially in Silicon Valley, which continues to attract many international buyers.

At the end of the last course, SILVAR’s Global Business Council hosted a CIPS Reception, which was also attended by SILVAR CIPS designees, who shared their global real estate experiences with the students. Jennifer Tasto, NAR Liaison to the Philippines, also reported on the International REALTOR® Conference held in the Philippines and NAR’s project to build a REALTOR® village for Super Typhoon Hainan victims there.

The success of this year’s CIPS Institute would not be possible without our generous CIPS Sponsors of the Day. Each sponsor had very informative presentations.

Darrell Monda, owner of TourFactory Bay Area, took students on a virtual tour of homes, a platform that works as a very good marketing tool, especially for foreign buyers who cannot physically be at a property they are interested in purchasing. TourFactory has certified aerial photographers and is the only company in Northern California that has a waiver from the FAA to use drone photography in its business.

The students enjoyed Kyle Chuang’s presentation, which included tips on how to take a multiple choice exam, a requirement at the end of each class day. Chuang, who is with Farmers Insurance, also tested students on home insurance information helpful for their clients.

Janet Case, CEO of Proxio, introduced the REALTORS® to the international networking platform that links REALTORS® and their listings with other agents around the world, including real estate developments. Proxio translates listings in 19 languages, 55 currencies and metric measurements. Case said studies show 20 percent of U.S. families do not speak English at home. In California, the percentage is higher – 43 percent. Proxio is a free benefit for SILVAR REALTORS® who are members of MLSListings Inc.

Kenneth Chan, premier mortgage consultant with HSBC, focused on how foreign buyers who don’t fall under the 2-2-2 rule (provide a two-year U.S. residency, two-year work history and two-year credit history) can qualify for a mortgage loan, other obstacles foreign buyers face, and success stories.

Anita Rodal, international liaison with AFEX (Associated Foreign Exchange) and president of SBPI Services, Inc., educated the students on foreign currency exchange and SBPI Services’ captive insurance program, which enables Chinese investors to take millions of dollars out of China and invest the money from the policy in real estate.

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Members of the Silicon Valley Association of REALTORS® will soon have access to real estate developments worldwide in addition to their ability to connect and share listings with other agents domestically and around the world through a global networking site, which is a membership benefit of the local trade association.

SILVAR REALTORS® currently have access to Proxio, a global networking platform, as a member benefit. The global network is much like LinkedIn for real estate agents, providing them with networking opportunities and an agent and property search.

Agents can connect with over 600,000 real estate professionals in the U.S. and in 140 countries. Their listings and marketing materials are automatically translated into 19 languages, 55 currencies and metric measurements. Members also get the entire MLS in different languages with a widget for their website that includes a full MLS search and translations of all properties in MLSListings Inc. and the Proxio SocialSearch™ Facebook app for their business page with full IDX in English, French, Spanish, Portuguese and Chinese.

In mid-July, SILVAR REALTORS® will have access to Proxio Developer Showcase, a new product that goes a step further by helping property developers and real estate agents connect and work together to generate more sales and commissions. Agents can get to choose the developments they want to promote and the listings will be customized with their name and contact information. The website stands alone or can be linked to an agent’s website.

“As a REALTOR® association, we constantly strive to give our members the best tools so they can serve their clients fully and more efficiently. We live in a global community. Providing members access to a global network allows our members grow their business and provide international, as well as domestic clients the highest quality service,” said Paul Cardus, executive officer of SILVAR.

Janet Case, CEO of Proxio, said Proxio helps agents promote themselves as a professional agent who has a network of domestic and international agents. She noted consumers highly benefit from the new product.

“Proxio Developer Showcase can generate web pages, brochures and postcards for each project with the agent’s contact information, so every agent can increase their inventory by promoting new developments and providing interested clients with information on the latest real estate developments here and abroad,” said Case.

November 2019
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