Red Rocket LA Marketing Launches Chinese Language Website for New-Home Developer

Feb. 1, 2012 - PRLog -- Just in time for the Chinese New Year, Los Angeles-based marketing firm red rocket LA has launched the first Chinese language website for a home builder LA Urban Homes.

The website (rosedalesangabriel.com) is an adaptation of the general market site (rosedalenewhomes.com) that red rocket LA created last year to promote LA Urban Homes’ four neighborhoods within the Azusa master-planned community of Rosedale.

LA Urban Homes marketing director, Jil Blumberg Froman, noticed that many of the prospects and buyers were either first generation Chinese or of Chinese descent and thought there was an opportunity there. “We looked into ways in which we could best connect with this target,” said red rocket LA principal Scott Posner. “In addition to having sales professionals who could converse in the proper Chinese dialect, creating a Chinese language website was the most obvious course of action.

Prior to translating the English language website’s copy into Chinese, red rocket LA worked with Chinese marketing strategists to revise the content so it would resonate more with the target. “For example,” explained Posner, “on the English language site, the Local Area section highlights stores and conveniences in the immediate area. For the Chinese site, we modified the focus of that section to provide information on nearby vacation destinations that we knew were popular with the target, such as Mt. Baldy and Lake Arrowhead. We also made a point of explaining how close the community was to other neighboring cities that have large Chinese populations.

Once the copy was reworked, it was translated and incorporated into the site design. “We were very selective with the team members we put on this assignment, “said Posner. “For the process to work smoothly, they had to be proficient in both Chinese and English.” The site launched on Saturday, January 21, just days before the Chinese New Year.

“As far as we know, this is a the first Chinese language website for a US developer”, noted Posner.

In addition to the new website, red rocket LA has been supporting LA Urban Homes’ Rosedale neighborhoods with ads in Chinese newspapers. The firm also intends to begin designing marketing emails in Chinese for those prospects who select it as their preferred language.

“We believe this is just the first of many Chinese language websites that we either adapt from existing sites, or create from the ground up,” concluded Posner. “It’s simply too large a market for home builders to ignore.”

red rocket LA is a full service marketing firm located on the Westside of Los Angeles. Led by principals Scott Posner and Jackie Moss, the firm develops integrated marketing solutions that include branding, online marketing, print and broadcast advertising, graphic design and more. red rocket LA serves clients in a range of industries including financial services, real estate development, addiction treatment centers, public transit, entertainment and others. For information on red rocket LA, call 310-841-0994, or visit redrocketla.com.

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