Houston and the surrounding areas offer a unique blend of opportunity and affordability. The Houston area boasts a remarkably diverse population. According to the 2021 American Community Survey data, approximately one in four Houstonians were born outside the United States, reflecting the city’s global appeal. This cosmopolitan character makes Houston an attractive destination for both international real estate investors and primary homebuyers.
Houston’s diverse economy, anchored by energy, healthcare, aerospace, and technology sectors, provides a strong foundation for economic growth and stability. This translates to robust job markets and a high quality of life, attracting professionals and families from around the world.
Affordability and Investment Potential
Compared to many other major U.S. cities, Houston offers a more affordable housing market, making it an attractive option for both investors and homebuyers seeking greater value. The city’s continuous growth and development further enhance its investment potential, with property values consistently appreciating over time.
Effectively Marketing Houston’s Real Estate Market to International Buyers
- Highlight Unique Selling Points: Emphasize the city’s vibrant cultural tapestry, world-class dining and entertainment, and renowned medical centers. Showcase its renowned institutions like NASA Johnson Space Center and the Museum District, along with its thriving arts scene and diverse recreational opportunities.
- Utilize International Marketing Channels: Leverage your social media platforms and partner with global real estate portals such as HAR.com, Global Information Exchange (HAR Global GIE) https://www.har.com/global, Omni MLS in HAR Matrix (top tab – Intramatrix), and Realtor.com/International to reach potential buyers and sellers in key source markets.
- Build International Partnerships: Cultivate strong relationships with foreign real estate agents and brokers, consulates, immigration attorneys, financial advisors, international real estate associations, and international chambers of commerce. Attend HAR Global international real estate events such as Global Day (May 21, 2025), CIPS classes, TREPAC Global Series Dinners (April 2, May 14, and September 17, 2025), and HAR Global Zoom Webinars throughout the year. Participate in outbound real estate trade missions to other countries, and attend global real estate conferences to connect with potential referral partners and buyers. In 2025, several real estate trips for agents and investors are on the calendar, including Mérida, Mexico (February 2025), Dubai (April 2025), and Belize (July 2025).
- Cultural Understanding: Familiarize yourself with different cultural norms, customs, and business practices to build trust and rapport with foreign clients. The Certified International Property Specialist (CIPS) designation is a valuable way to expand your cultural awareness. The designation classes are offered twice a year in Houston. You will not only learn more about working with international clients but also network with like-minded agents.
Houston and its surrounding areas present a compelling proposition for individuals and investors alike. The city’s remarkable diversity, both in terms of its vibrant multicultural population and its robust economy, fosters a dynamic and inclusive environment. This unique blend of opportunity and affordability, coupled with its cosmopolitan character, makes Houston an attractive destination for both international real estate investors and those seeking a thriving community for themselves and their families.
For more information about global events, training, and resources, the HAR Global Advisory Group is here to assist all HAR members!
Jane Byrd, HAR Global Chair 2025
passport@janebyrd.com