Chattanooga: The Germans are coming!
Saturday, August 16, 2008

Volkswagen’s decision to build its U.S. design and production facility in Chattanooga is expected to have broad-reaching effects on the tri-state economy.

Attention has focused on recruiting workers, developing local suppliers for VW’s manufacturing plant and growing service industries to support the work force at Enterprise South.

But there will also be a need for houses, commercial buildings and land — a need that local Realtors will willingly accommodate.

LaFayette, Ga.-based Jackson Realty is among the first to actively promote its services with German-language advertising on its Web site.

“It was an idea to welcome VW and a chance to promote the area to those folks that will be moving here, especially to someone that has never lived in the States,” said Oliver Heyer.

A first-generation American, Mr. Heyer, 45, lived in Germany and Switzerland until age 9, when his father was transferred by the Bayer Corp. to the southern United States.

When his family returned to Europe, Mr. Heyer remained, married and has raised a family in this region.

His language and cultural knowledge will benefit German clients, he believes.

“I know the mindset of Germans and am well versed in the language,” he said. “I’ve lived here long enough — particularly in the South — that I can understand the mindset of both the locals and those from overseas.”

Jackson Realty reports receiving about 1 million hits each month on its Web site, but how many — if any — originate overseas is unknown, Mr. Heyer said.

In addition to Mr. Heyer, two other Realtors are listed as fluent in German.

“I expect to get some VW related business,” said Martin Klinghard, of the Evans Group in Hixson, Tenn., who was born in Germany. “Not because of the language, but because I understand the culture.”

Michaela Driver, a broker and director of commercial real estate with Re/Max Properties North, also in Hixson, said she has catered to German investors for four years.

“I go to every commercial real estate trade show and brokers meetings in Germany,” said Ms. Driver who is a native of Stuttgart and holds a degree in translation.

“I’ve advertised for years in the German financial newspapers,” she said. “Now I’ll pick other groups to target as well.”