Why Multilingual Marketing Matters in Real Estate

Real estate is about relationships — and relationships are built on understanding. When a potential buyer reads a property description in their own language, they don’t just understand it better; they feel seen.

If your market includes Spanish, Chinese, Portuguese, or Italian speakers, using AI translation tools is an easy and powerful way to show inclusivity, increase visibility, and gain trust. It also gives your listings an edge on platforms where buyers are browsing in different languages.

“Instead of speaking only to people who think and speak like me, I can connect with my entire audience,” explains Rick Fuller of Icenhower Coaching & Training.

That’s the heart of multilingual real estate marketing — connecting with every client in your community.

Step 1: Write a Compelling English Description Using ChatGPT

Start by writing your best possible listing description in English. You can do this directly inside ChatGPT or another AI writing platform. Provide the essential details:

• Property type and features

• Neighborhood highlights

• School districts or community amenities

• Any recent upgrades or value features

Then, give ChatGPT a simple prompt:

“Write an engaging real estate listing description using these key points: [insert features]. Make it friendly, professional, and buyer-focused.”

AI will generate a draft that’s clean, descriptive, and tailored to your audience. Review it for accuracy, remove any exaggerated claims, and ensure it complies with Fair Housing guidelines.

Step 2: Translate It Into Multiple Languages

Once you’ve perfected your English version, it’s time to translate.
Simply type:

“Translate this listing description into Spanish.”

ChatGPT will produce a fully translated version instantly. You can repeat the process for Italian, Portuguese, Chinese, or any other language your audience speaks.

If you want even more accuracy and cultural nuance, Rick Fuller recommends using Google Gemini.

Step 3: Why Rick Recommends Google Gemini for Realtors

Google Gemini integrates with Google Translate, both developed by the same parent company. This gives agents added confidence that the dialects and phrasing are correct.

“This gives us the ability to make sure that the language is translated properly and with the right dialect,” Rick explains.

Whether you’re working in a bilingual community or serving international buyers, Google Gemini ensures your descriptions resonate naturally — not awkwardly.

Step 4: Review and Personalize Each Translation

AI makes translation fast, but your human touch ensures it’s accurate. After you generate each translated version, read it carefully — or better yet, ask a fluent speaker to review it. Check for:

• Context accuracy

• Proper use of real estate terms

• Tone consistency

• Compliance with local advertising laws

Remember: AI is your assistant, not your replacement. As Rick puts it,

“If you ask AI a dumb question, you get a dumb answer. But if you ask AI an intelligent question, you’ll get an intelligent answer.”

Step 5: Publish and Promote Multilingual Listings

Once your listing is ready in multiple languages, post each version across your marketing channels:

• MLS descriptions (if supported)

• Your website (use tabs or dropdowns for language selection)

• Social media posts with bilingual captions

• Email newsletters customized by language segment

This strategy allows your listings to reach more people and appear in more search results — improving both visibility and engagement.