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We work with many Hispanic people in our area. I don't see any problems.
John McCormack, CRS
I would think the most important thing is NOT marketing, but rather hire diverse staff, including having some hispanic. In general, people are attracted to people that are similiar to them. You want people that have grown up in that culture, speak the language and are easy to connect and relate to. And, it seems that for hispanics, these relationships are even more important.
Secondarily, leverage you staff. What do they think is the best way to reach out and attract them.
BTW, I do see several people blogging in Spanish, and I think this is a huge advantage, esp as very few are doing this.
San Antonio, TX
Speaking Spanish is the first step.
No challenges for sure.
Annette nailed this one!
All success depends on your attitude. Hispanics are people like us, and they are bi-lingual which many of us are not. It is important to understand and respect their culture, as well as every other population in the marketplace.
When there is a difficulty in understanding the language of real estate especially contracts have someone who speaks Spanish either on staff or available to translate. Excellent service is easily recognized by all cultures.
Best marketing strategies? Hispanics represent a younger segment of the population. Focus marketing using the same resources you would use for the under 40 crowd. (are they sharers)
Challenges? If you don't know the culture, you can not identify the greater goal. Having the patience to squeeze to the real goal will be critical.
What tools are they using? Host a purposed open house to gather marketing information. Observe what they are doing when they drive up, and what they put away when they exit the car. Then present or ask them your marketing questions. This is a good time to inquire if they have ever participated in a online 'sharing' activity.
THEN you will KNOW what is real in your market and not grab for the shiny things being sold buy those looking for chumps. If you discover they are majority 'sharers' this changes everything you want to do.
San Antonio has a 60+% Hispanic population. It's pretty safe to say just about every real estate agent in San Antonio has had a Hispanic client! A great organization here is the National Organization of Hispanic Real Estate Professionals (NAHREP). Our mission is to promote sustainable homeownership among the Hispanic community. Obviously knowing the language is a plus, but the younger Hispanic buyer may not even speak Spanish! NAHREP is a national chapter! Join it! The Hispanic population is growing fast
Good morning. That is an interesting question. I will need to drop back and see the answers as I do need to get more involved with the Hispanic population.
This is currently 15% of my mortgage practice, so it was important for me to hire a full time Hispanic loan officer and processor. The word gets around pretty quick.