“We are Establishing the Safest Reference Point for Foreign Investors in Real Estate with ‘Home Turkey Home’”
Opinion Piece, Uncategorized, View Jul 28, 2021
Real Estate Overseas Promotion Association (GİGDER) and Istanbul Chamber of Commerce (ITO) joined forces to create a giant communication brand aimed at informing foreign investors: ‘Home Turkey Home’… This information campaign, which aims to increase its interaction in the international arena with rich content such as photos, videos, articles and blog posts, will be the number 1 reference point of foreign investors with initially an up-to-date and live website. Then there will be communication and interaction programs for various countries and people’s needs
Conducting a series of field and market research in line with the goal of increasing the annual property sales of 6 billion dollars abroad, which was created in the real estate sector at the beginning of 2020, to over 15 billion dollars by 2023, GIGDER is already mapping out the road plan for the next 10 years. Believing in the importance of an accurate and effective promotion for Turkey to be among the top 5 markets in the international real estate investment market, which has reached a value of 400 billion dollars in the world, GIGDER focused on conducting a versatile communication campaign in the upcoming period together with the Istanbul Chamber of Commerce (ITO).
GIGDER, which aims to introduce the Turkish real estate sector to international investors and plans to focus on geographies such as China, India and Pakistan that do not have sufficient knowledge and correct perception about Turkey in the coming period, sees the recognition of not only the sector but also the unknown beauties of Turkey in the world as a part of its communication strategy. ‘Home Turkey Home’, a new and macro promotional brand that the association plans to implement in cooperation with ITO, and where many nongovernmental organizations and public institutions are expected to take part as stakeholders, constitutes the main framework of the longterm and sustainable campaign that the association aims at.
The first step is ‘Property Buying Guide: İstanbul’
The Property Buying Guide: İstanbul, the first milestone of the campaign, was introduced to the public by ITO and GIGDER in December 2020, and this guide that put forward, with data, why investors in Turkey and abroad prefer Turkey, the issue of owning a property in Turkey and the investment stages, international banking transactions, the real estate investment process as well as investment and project opportunities in Turkey was of great interest.
The guide, which GIGDER provided content and know-how support and was enriched with information brochures in 6 languages, namely, English, Arabic, French, Chinese, Russian and Persian, was the first step of ‘Home Turkey Home’ which was to be a digital platform that would promote Turkey and Istanbul in international media in the medium term.
So what will ‘Home Turkey Home’ contribute to the sector? Bayram Tekçe, Vice President of GIGDER and Chairman of Tekçe Overseas, conveys that:
It will be a source of corporate and trustworthy content
We believe in the real estate sector’s annual foreign direct investment potential of 20 billion dollars. GIGDER, which aims to institutionalize our sector and increase our share of the cake, views the ‘Home Turkey Home’ project as the most important starting point. Through its information channel aimed at increasing direct investment, we aim to increase the interaction of people on social media by publishing rich content such as photos, videos, articles, blog posts and to promote our country in real estate.
Undoubtedly, it is of great importance that foreigners who plan to purchase real estate from a country and do not know that country have access to accurate information when making decisions. In all developed countries, there are corporate websites that provide information to foreigners when they come to their countries, and these websites act as a source of reference and a catalyst that accelerates sales. When we look at the sector at present, we see that big real estate companies undertake this task with blog and vlog content. However, we cannot deny the existence of a large audience that is sceptical of the information provided by commercial companies.
This information source provided by the specialized organization of the sector with ‘Home Turkey Home’ is considered as more reliable and accurate information in the eyes of foreign investors. The foreign investor, who sees that there is a non-governmental organization representing the sector in front of him, feels and trusts that it is an institutionalized sector as in Western countries. He knows where to go when he has a question or a problem. Therefore, Home Turkey Home is the reference point of foreign investors.
Our starting point is an up-to-date and living website
Our site, which targets those who are looking for con-tent related to our country abroad, will contribute to providing people with a predictable investment environment and accurate promotion. At this point, with the support of various institutions, we foresee Home Turkey Home to be the information gateway of our country. Our starting point is a website that is constantly up-to-date and alive. Based on the web-site, we have communication and interaction programs for various countries and individuals’ needs.
Our research titled “Competition and Inspiration: Rethinking the Future of Foreign Real Estate Investments in Turkey with an Export-Orientation”, which we conducted with 410 international investors from 48 countries with a history of real estate investment in 12 cities of Turkey, in 8 languages, revealed that the reasons for buying real estate in Turkey differ according to countries. This showed us that we need to develop different communication campaigns according to each country and intention. The need for us to construct a communication that is customized according to languages and needs has arisen. For example, while Russians and Germans who prefer our country are holiday-oriented, Canadians and Americans are retirement-oriented while the Middle East and Ukraine, on the other hand, are security-oriented. This is an important element that determines the direction of communication.
We are investigating visa and citizenship acquisition
In our research, we also examined the UK market and focused on what should be done as a country in international competition. We have seen how foreign direct investment that flows into the country is directed through education and real estate sales. In our new study, we examined the golden visa programs in the world and the acquisition of citizenship by investment. In order to see how we can best position our country in the world, we researched well the history of the sector, the approach of countries to these programs, and the comparison of the programs. In the last stage of our work, we aim to answer the question of “How should Turkey’s ideal visa and citizenship program be?” with the consensus of our industry.