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Field Guide to Marketing to the Hispanic Community

(Updated February 2013)

According to the Pew Research Center, 54% of foreign-born heads of households own a home, which underscores the importance of Hispanics to the real estate community. This Field Guide provides materials in Spanish, statistics, marketing tips, Spanish real estate dictionaries and more to assist REALTORS® with their Hispanic clientele. (D. Foligno, Project Coordinato)


NAR Spanish Language Items

Why Rent When You Can Buy—(Item E186-95).

It Pays to Work with a REALTOR®—(Item E135-35).

What Everyone Should Know About Equal Opportunity in Housing—(E166-796)

NAR Spanish Public Awareness Campaign materials, (NATIONAL ASSOCIATION of REALTORS®).


Hispanic Housing News

Why Rent When You Can Buy - (Item E186-95).

It Pays to Work with a REALTOR® - (Item E135-35).

- (E166-796)

NAR Spanish Public Awareness Campaign materials, (NATIONAL ASSOCIATION of REALTORS®).

REALTOR® Magazine consumer handouts in Spanish, (REALTOR® Magazine Online).


REALTOR® Tips & Resources

The intricacies of Hispanic Marketing, (New Generation Latino Consortium, Aug. 31, 2011)

The payoff from targeting Hispanics, (Business Week, Apr. 20, 2009). Q

Dreaming in color, (Builder Online, July 7, 2009).

Six ways to reach Hispanics, (Credit Union Magazine, Oct. 2008). Q

An overlooked niche: marketing To Hispanics online, (SearchEngineLand.com, Aug. 21, 2008).

Targeting Immigrant Home Buyers, (Developer Online, May 11, 2008).

Marketing to the Hispanic home buying community, (Mortgage Industry Trends, Mar. 25, 2008).


Statistics, Studies & Reports

Hispanics Account for More than Half of Nation's Growth in Past Decade, (Pew Hispanic Center, Mar. 24, 2011).

State of Hispanic Homeownership, 2010, (NAHREP, 2010).

Quarterly homeownership rates by race, (U.S. Census Bureau, 2010).

The impact of demographic, socioeconomic and locational characteristics on immigrant remodeling activity, (Harvard Joint Center for Housing Studies, Apr. 2010).

Hispanic real estate market survey, (NAHREP, Oct. 2009).

Through boom and bust: Minorities, immigrants and Homeownership, (Pew Hispanic Center, May 12, 2009).

Strict Immigration Laws And Their Impact On Local Real Estate Values, (Nuwire Investor, Mar. 4, 2009).

Hispanics and the economic downturn: housing woes and remittance cuts, (Pew Hispanic Center; Jan. 8, 2009).


Consumer Websites & Resources in Spanish

HUD website in Spanish, (Espanol.HUD.gov, Apr. 10, 2009).

Freddie Mac resources in Spanish, (FreddieMac.com, 2006).

English/Spanish real estate dictionary, (HUD, Nov. 17, 2003).

Spanish 'Predatory lending brochure', (HUD, 2003).


eBooks & Other Resources

Books, Videos, Research Reports & More

The resources below are available for loan through Information Central.  Up to three books, tapes, CDs and/or DVDs can be borrowed for 30 days from the Library for a nominal fee of $10.  Call Information Central at 800.874.6500 for assistance.

Hispanic Marketing, a Cultural Perspective, (Adobe eReader)

Advanced Spanish Grammar, (Adobe eReader)

All-Audio Spanish Step 1, (OverDrive Audiobook)

Basic Spanish, (Adobe eReader)

Business Across Cultures, (Kindle, Adobe eReader)

Casa y Comunidad: Latino Home and Neighborhood Design, (available soon)

The Complete Idiot's Guide to Intermediate Spanish, (Kindle, Adobe eReader)

Cross-Cultural Selling For Dummies®, (Kindle, Adobe eReader)

Dr. Blair's Express Lane: Spanish, (OverDrive Audiobook)

Dr. Blair's Spanish In No Time, (OverDrive Audiobook)

Global Access Spanish Basic Conversation, (OverDrive Audiobook)

Global Etiquette Guide to Mexico and Latin America, (Kindle, Adobe eReader)

Guia Esencial para los Contratos de Arrendamiento de Bienes Raices, (Adobe eReader)

How to Say It®—Doing Business in Latin America—A Pocket Guide to the Culture, Customs and Etiquette, (Kindle, Adobe eReader)

Instant Immersion Spanish, (OverDrive Audiobook)

Learn in Your Car Spanish Complete, (OverDrive Audiobook)

Multicultural Manners, (Kindle, Adobe eReader)

VocabuLearn® Spanish Complete, (OverDrive Audiobook)

Books, Videos, Research Reports & More

The resources below are available for loan through Information Central.  Up to three books, tapes, CDs and/or DVDs can be borrowed for 30 days from the Library for a nominal fee of $10.  Call Information Central at 800.874.6500 for assistance

Spanish for Real Estate Agents, (Chicago, IL: Command Spanish, Inc., 2005). HD 1375 C73

English-Spanish real estate dictionary, (University Press of America, 1986). HD 1375 J15e

Field Guides & More

These field guides and other resources in the Virtual Library may also be of interest:

Field Guide to Business Etiquette When Working with Other Cultures

Field Guide to Fair Housing

InfoCentral Blog


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The inclusion of links on this field guide does not imply endorsement by the National Association of REALTORS®. NAR makes no representations about whether the content of any external sites which may be linked in this field guide complies with state or federal laws or regulations or with applicable NAR policies. These links are provided for your convenience only and you rely on them at your own risk.