MIAMI—Marketing real estate to Chinese buyers is a different—much different—than marketing to American buyers. GlobeSt.com caught up with Josh Cunningham, Investorist's vice president of Sales for Americas, to get his expert tips. You can still read parts one and two: What it Takes for US Developers to Succeed in China and The Real Reason So Many Chinese Buyers Use Agents.

GlobeSt.com: What common mistakes do you see developers make when marketing in China?

Cunningham: In the US, many of the big-name developers and leading brokerage firms are still focused on generic selling points like their project's distance to retail or public transportation. What they should be highlighting are more specific selling points, the important factors for Chinese buyers such as: the range of educational opportunities (a Western education is very important to Chinese families); healthcare access (if appealing to those looking to retire); and the demographics of the area including nearby Chinatowns or even other Chinese developers investing into the local community and feng-shui design elements. Another mistake is not translating all marketing materials into Mandarin.