GlobeSt.com: What are 'off market' selling periods in China?

Cunningham: 'Off market' periods are nowhere near as prominent in the US pre-construction market as they are in other countries. US Developers often refer to this period as the 'family and friends' part of the sales cycle.

For the UK and Australian markets, international selling agents quite often get access to a project well before its public release. This is commonly referred to in the industry as an 'off-market' period.

GlobeSt.com: Why are 'off market' campaigns important?

Cunningham: This is an important part of the sales strategy. For an agent in China, having a project that is brand new—or exclusive—and not readily available online or via all of their many We Chat feeds, gives the agent the sense that they have an edge over their competition—and focuses their attention. It also protects the agent from losing control of the deal by their clients finding the project's website and going direct to the developer, obviously costing the agent their referral commission.

GlobeSt.com: Do you have to offer an off-market period for your development in China?

Cunningham: We would highly recommend offering an off-market period to any developers that are seeking international sales—be they in China or Latin American. This period can last just six to eight weeks, depending on the size of the project). But it doesn't have to be a long stint.

Agents that get access to this exclusive period are more likely to deliver multiple sales, and indeed some large agencies will only work on this basis. One agency that we work very closely with has 18 offices in China and they will only work on projects that they get access to first. But they really deliver, with the capacity to do 50 sales in a weekend!

ATLANTA—There are peak periods and off market selling periods for property in China. Knowing the difference can help you adjust your strategy appropriately.

GlobeSt.com caught up with Josh Cunningham, Investorist's vice president of Sales for Americas, to get his expert tips. You can still read earlier parts of this exclusive interview series: What it Takes for US Developers to Succeed in China, The Real Reason So Many Chinese Buyers Use Agents, and Dos and Don't's of Marketing t Chinese Buyers.

GlobeSt.com: Are there peak selling times for property in China?

Cunningham: One of the times of the year to market most effectively, is in the lead up to China's two 'Golden Weeks' in late January and October, which are peak property-buying periods. Many Chinese investors also travel internationally during Golden Week and may use this holiday to inspect US properties they are interested in.

GlobeSt.com: What are 'off market' selling periods in China?

Cunningham: 'Off market' periods are nowhere near as prominent in the US pre-construction market as they are in other countries. US Developers often refer to this period as the 'family and friends' part of the sales cycle.

For the UK and Australian markets, international selling agents quite often get access to a project well before its public release. This is commonly referred to in the industry as an 'off-market' period.

GlobeSt.com: Why are 'off market' campaigns important?

Cunningham: This is an important part of the sales strategy. For an agent in China, having a project that is brand new—or exclusive—and not readily available online or via all of their many We Chat feeds, gives the agent the sense that they have an edge over their competition—and focuses their attention. It also protects the agent from losing control of the deal by their clients finding the project's website and going direct to the developer, obviously costing the agent their referral commission.

GlobeSt.com: Do you have to offer an off-market period for your development in China?

Cunningham: We would highly recommend offering an off-market period to any developers that are seeking international sales—be they in China or Latin American. This period can last just six to eight weeks, depending on the size of the project). But it doesn't have to be a long stint.

Agents that get access to this exclusive period are more likely to deliver multiple sales, and indeed some large agencies will only work on this basis. One agency that we work very closely with has 18 offices in China and they will only work on projects that they get access to first. But they really deliver, with the capacity to do 50 sales in a weekend!