“Working with Russians”

By recent public estimates, one million Russians have emigrated from their home country, and it is believed that the number is closer to two million. According to a 2022 Reuters report, oneway flights from Russia increased by 27% since President Putin declared the first mobilization on September 21, 2022.

A November 2022 study by Russia’s only independent pollster, Levada Center, reported that 57% of Russians favored peace talks and 27% favored continuing the war in Ukraine. In February 2023, researchers at Yale University in New Haven, Connecticut in the U.S. found that 1,000 foreign companies have left or suspended their activity in Russia.

Since last year’s invasion in Ukraine, we have witnessed an historic number of Russian clients fleeing Russia to almost everywhere in the world. Many of the moves are to Kazakhstan, Armenia, Israel, Turkey, Ireland, UAE, and Finland. Prior to recent events, Russians moved out of the country, but they were primarily very wealthy people buying and renting premium properties. Nowadays, the profile of the Russian migrant is different. Many are IT specialists or middle to senior level managers.

We, at Intermark, are used to working with Russians. It has been common practice for a team member to closely work with our providers, and routinely manage our Russian clients’ expectations. We are frequently asked by our corporate clients and valued partners how to communicate with and support Russians who emigrated to new countries and regions.

Understanding the Russian culture and mindset.

Cost of services is measured to Russian clients not only in quality of experiences but empathy as well. Culturally, Russians do not easily trust others. From a Russian’s perspective, you need to deserve their trust. The provider of a service needs to ensure that their employees are empathetic and sensitive to the overwhelming experience of their clients. Russians need reassurance they are getting the greatest value for their money.

It is important to understand the Russian mentality that differs from a Western cultural mindset. It can be hard for a Russian to grasp when a service provider says, “things work differently in this market.”

Case studies that highlight our work with Russians.

Intermark managed a group move of 123 IT specialist relocating to one of Intermark CIS Locations. The cultural challenges were not blatantly evident, as Russian was the common language in both countries.

Think of a comparable situation to when an American moves to England. People speak the same language, but general lifestyles and cultures are vastly different. It was the same, yet our Russian clients believed that the CIS country was the same as Russia. Initially our priority was developing customized cross-cultural training to outline country specifics and nuances that impacted our rental market practice. On the top of that we had the political and economic situation that made our work even harder. In their new CIS location, we could not offer what the Russian client was accustomed to – client-oriented market, 24/7 responsiveness, high-tech solutions, aggressive housing negotiations. Yet, we managed!

• Since culture is composed of more factors than language, we emphasized the importance to adapt to the new culture and understand their new marketplace in which the business and their employees would now operate.

• Intermark managers worked with our local team in the CIS location to understand the incoming Russian business and relocated employees. Guidelines for frequent communication were established to build and maintain trust. We coached our team how to gain their trust.

• Communication channels and time zone differences were clarified. For example, Intermark managed client expectations that apartment visits were possible on weekends, when, if fact, local landlords are out of town.

• Intermark collaborated with local real estate agents. This was not a customary practice with extremely dynamic and high-tech oriented Russian businesses and individuals. We coached those involved to listen and adapt to cultural etiquette and different lifestyles; explained why it would be better to search for the accommodation in the city centre rather than outside of the city.

In another instance, a pharmaceutical company shifted many of their Russian managers from Russia to a Western European country. This was a great adventure for everyone involved with this project. It was a veritable clash of cultures! Again, recognizing and respecting cultural differences and nuances was crucial. and the crisis for the past year evokes many emotions. Listen to and embrace these emotions and you will be successful with your Russian clients.

Russians have a mentality that differs from the western one. “The Russian culture is referred to as the “coconut culture”, meaning people, who are not very smiley and open at the first contact, don’t trust strangers, don’t like small talk and need more time to build a real relation with others, but once it is done, they become good friends. On the other hand, western countries are more of a “peach culture,” open-minded and very welcoming, polite at first contact, yet protective of their private life, work life balance, and respecting others’ time to relax.” according to Monika Esclangon, Operations Director at Intermark.

Our framework for providing support.

• Learn how all parties communicate, i.e., respecting the private time of real estate agents, and at the same time, close housing deals for our clients.

• Accelerate meetings with clients and local partners.

• Operate outside one’s comfort zone.

• Prove to our Russian clients that someone is advocating for them like no other service provider. Intermark stretches ourselves, clarifies our expertise, manages the process closely and stays ahead of competitors. Working with “Russian pride” which means not allowing others to make decisions for you.

• Doing business with honesty means everything while collaborating with Russian clients. Be open and tell the truth. Be direct.

Moreover, Marina Semenova, Managing Partner comments that “Given the volume of migrations from Russia, it motivated us to change our company mission to reflect the new realities. Whoever you are – an individual or a business –we are there to make it easy every step of the way. “

Recognize that small talk is counterproductive with most Russian clients.

“Importantly, be empathetic and show, in your words and actions. that you personally care.”

-

Irina

Yakimenko, Managing Partner. Russians are emotional