how to sell homes on the internet

Today, we’re breaking down @yukihomesjapan

Overview:

Yuki Homes Japan helps foreigners buy homes in Japan, and their content does something most real estate accounts don’t.

It speaks to a very specific audience:

• Japan-curious Westerners who could buy

• Lifestyle buyers considering a second home or relocation

They position themselves as on-the-ground translators of a market most outsiders don’t understand.

That positioning is the foundation of everything else.

1. What’s the story?

Buying property in Japan is complex for foreigners.

There are language barriers, cultural differences, and unclear rules around ownership, financing, and closing costs.

Yuki Homes Japan steps into that gap.

Over the last year, they’ve grown to ~40k followers by doing one thing consistently:

Making the Japanese property market easier to understand for outsiders.

Their content shows what’s possible, what’s affordable, and what life could look like if you chose smaller Japanese towns over more crowded, expensive alternatives.

The result is a steady inflow of people who are curious, motivated, and actively looking for help navigating the process.

2. How does their brand narrative feed this?

They position themselves as:

“Your Eyes and Ears in Japan’s Property Market.”

Underneath that is a simple POV:
“Your dollar goes a long way in Japan.”

They position themselves as trusted liaisons.

Someone on the ground who can show you what towns feel like, what homes actually cost, and what tradeoffs exist.

3. Content Pillars & Format

Yuki Homes Japan runs everything through a single, repeatable format: green-screen explainers.

That format supports two distinct content outcomes.

⬛️ Lifestyle & Opportunity Discovery

Videos that show what’s possible:

• Sleeper ski towns and surf breaks in Japan

• Ski-in / ski-out homes at unexpected price points

• “If I had $50k and just wanted to ski, this is where I’d buy”

This content opens the mental door. It helps viewers imagine a version of life they didn’t realize was accessible.

🟥 Trust & Process Education

Videos that answer the real questions foreigners have:

• Can a foreigner actually buy property?

• What are actual costs of owning property in Japan?

• What’s different compared to buying in the U.S. or Europe?

This content builds trust by addressing the objections that stop people from taking the next step.

Both content types run through the same green-screen format, using property visuals, ski and surf clips, Japanese towns, and clear overlays.

One side attracts new attention.
The other converts curiosity into intent.

Together, they reinforce the same narrative:

Japan is an incredible option for home ownership — with the right local guidance.

4. What You Can Steal

• Create a category of one. There are very few Westerners creating content on buying property in Japan.

• Create demand through hype building (surf, ski, lower cost of living).

• Specificity works (specific towns, “X” miles from, “X” ft of snow per year).

• Use aspirational content to attract attention and trust building content to convert it.

Specific positioning, for a specific audience, paired with a compelling POV are why this works.

Start there and everything else becomes simpler.

Hope this helps.

—Dodds