The evolution of international real estate marketing from the pre-internet era to today’s digital landscape reveals both how far the industry has come and what remains unchanged, according to veteran broker Neoly Lika Williams of LKW International Real Estate LLC.
“Back then in 1993… was no cell phone, was nothing. Was very hard, was no Google,” Williams recalls of her early days in New York real estate. “I had to go to New York Times almost every single day, I would get every single paper as possible.”
Williams, who began her career facilitating international business transactions, describes having to physically track down property listings and broker contacts, often walking building to building with paper notes. International communication was particularly challenging: “Was not even like an email. I could not even reach them via email. Was very complicated.”
Williams developed innovative approaches to build her international client base in the pre-digital era. She maintained detailed records of every concierge and security guard in buildings where she worked, leveraging these relationships to learn about available properties before they hit the market.
“I would make some calls, and I found Black Rock Realty, I went there, and I spoke with the owners,” she says, describing how she built her first professional networks through persistent in-person networking.
Today, Williams operates across multiple platforms, maintaining digital presence in both New York and Florida markets. “I use my web from New York to advertise all of the properties that I have on my web in New York as well, which falls attention,” she explains.
This digital transformation has particularly impacted international transactions. While relationships still matter, technology has dramatically simplified cross-border communication and marketing. Williams now maintains digital networks across multiple countries, something unimaginable in her early career.
Despite technological advances, Williams argues that personal relationships remain crucial. She continues to prioritize face-to-face networking and relationship building, now complemented by digital tools rather than replaced by them.
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