Based on a July 2025 report from the National Association of Realtors (NAR) on international residential real estate transactions, Chinese buyers have become the top foreign country of origin for purchasing U.S. residential properties, surpassing Canada for the first time. Chinese buyers led in four key metrics: number of homes purchased, total dollar volume, average purchase price, and percentage of all-cash purchases.

The report’s findings provide key insights into how real estate agents in the U.S., Canada, and the U.K. can better target this growing market.

Understanding the Chinese Real Estate Buyer

To effectively market to Chinese buyers, it’s crucial to understand their unique preferences and behaviors, which differ from other international buyers.

• Purchase Purpose: While many foreign buyers purchase a primary residence, Chinese buyers have a more diverse range of intentions. Only 45% of their purchases were for a primary residence, with 50% being for other purposes such as vacation homes, rentals, or student housing.
• Property Type and Location: Chinese buyers show a strong preference for detached single-family homes, which accounted for 71% of their purchases. They also prefer suburban areas, with 55% of their purchases located there.
• Top U.S. Destinations: The top states for Chinese buyers are California (36%), Maryland (9%), and New York (9%), followed by Hawaii (5%).

Leveraging Digital Marketing to Attract Chinese Buyers

With the insights above, here is how you can develop a digital marketing plan to attract this lucrative demographic.

1. Optimize Your Online Presence

Website and online search are a significant source of leads, ranking as the third most common way foreign buyers find agents, accounting for 13% of referrals.

• Create a Chinese-Language Website: Having a website that is friendly to Chinese clients is essential. This goes beyond a simple translation. Ensure your site categorizes listings and provides information that aligns with their preferences for property types (detached single-family homes), locations (suburban areas), and intended uses (student housing, rentals, etc.).
• Focus on Chinese Search Engines: Chinese buyers rely on different search engines and platforms. A strong organic search presence in China is critical to breaking through geographical barriers.

2. Engage on Chinese Social Media Platforms

Reaching Chinese buyers requires a presence on their preferred social media channels.

• WeChat Official Account: Establish an official presence on WeChat. This platform is a powerful tool for sharing property listings, market insights, and engaging directly with potential clients.
• Tailor Your Content: Your content should reflect the preferences of Chinese buyers. Highlight properties that match their interests in single-family homes in suburban areas and provide details relevant to different use cases (e.g., proximity to good schools for student housing).

By implementing these strategies, you can position yourself to capture a significant share of this expanding and high-value market. The year 2025 is just the beginning, and Chinese buyers are expected to maintain their leading position in the coming years.