Image_SBWeb_2016_July 6_Cultural Pitfalls_2With more than $104 billion going into U.S. real estate from global buyers last year, it’s no surprise that more and more U.S. real estate investors are working hard to start investing with foreign buyers and foreign money such as Brazilians.  In Florida, in 2013 and 2014 Brazilians was on the top of the list of Foreigners investor in real estate in these state.

It is important to understand that the top factor to be successful in this venture is the understanding of cultural behavior of other cultures, and in this case, Brazilian culture and behavior.  The key, according to the National Association of Realtors (NAR)’s “Global View” division understands the distinctions in other cultures between “high context” and “low context.”

High context cultures, the NAR reports, individuals place a high value on personal relationships within a professional or business setting. These cultures include Japan, China, Egypt, Saudi Arabia, Italy, Spain and Brazil. In a high-context culture, it is very important to be aware your body language, do your research into religious and cultural norms, and factor in the level of respect you convey when speaking. This includes determining whether it is appropriate to shake hands, hand out business cards, and even talk about money at all before the investor brings it up. This is important for all level of business relations with potential foreign investors.

Low context cultures, on the other hand, tend to place much more value on the value you bring to a business transaction rather than on taking time to develop a personal relationship. Countries with low-context cultures include the U.S., Canada, U.K., Germany, Denmark, and Norway. These investors want the facts up front and presented in an efficient, detailed way. The professional can focus more on saying exactly what you mean instead of worrying about how you say it, within the bounds of polite, professional conversation, of course. In short, people from low-context cultures follow the rules, standards, and details of a contract strictly.

If you are a professional that have relationship with Brazilians or intent to doing business with Brazilians, a good tip is to keep updated about Brazilian culture and behavior and our website www.soulbrasil.com is a pretty good start. Tip: search by keywords using the “search icon” on the right – just by the side of TRAVEL in the menu below the Soul Brasil logo on the top.

This article is consulting supported by Vladimir Bellemo, a Brazilian realtor located in Orange County, California, and with a vast experience in the Real Estate business – www.bellemo.com – (714) 932-5335