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Field Guide to Marketing to the Hispanic Community

(Updated July 2014)

Population projections indicate Hispanics will make up the largest growth in population in the coming decades. This Field Guide provides resources and statistics, materials in Spanish and Spanish eBooks to assist REALTORS® with their Hispanic clientele. (A. Siudzinski, Senior Library Information Specialist) 


Q - ProQuest articles available for NAR members only. Password can be found on the ProQuest/Find Articles page.


NAR Spanish Language Items

Workplace Spanish for Real Estate—(Item 141-212).

Energy Savers: Tips on Saving Energy & Money at Home—(Item E135-62).

NAR 2014 Code of Ethics in Spanish [PDF]

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®).


Marketing Tips

Marketing to Hispanics takes skill, insight, (Fried on Business, 2014).

5 powerful tips to boost your website for the Hispanic market, (Orlando Business Journal, June 2, 2014).

Data points: Marketing to Hispanics, (AdWeek, May 13-19, 2013). Q

How to work with the fastest-growing consumer group, (REALTOR® Magazine, Feb. 2011).

Case study: marketing to upscale Hispanics — the why and how, (Marketing Executives Networking Group, Mar. 26, 2014).

National campaign aims to boost faltering Hispanic household wealth, (Arizona Daily Star, Feb. 10, 2014).

Hispanics, blacks facing hurdles in homeownership, (Pittsburgh Post Gazette, Jan. 21, 2014).


Statistics, Studies & Reports

Statistical portrait of Hispanics in the United States, 2012, (Pew Research, Apr. 2014).

State of Hispanic Homeownership, 2013, (National Association of Hispanic Real Estate Professionals, Apr. 2014).

What Home Buyers Really Want: Ethnic Preferences, (National Association of Home Builders, Apr. 1, 2014).

Baseline household projections for the next decade and beyond, (Harvard Joint Center for Housing Studies, Mar. 2014).

Hispanics: a key driver of future homeownership demand, (Fannie Mae, Oct. 17, 2013).


Consumer Websites & Resources in Spanish

A Guide to Mortgage Products – Spanish, (Federal Reserve Bank of Boston).

5 Tips for Protecting Your Home from Foreclosure – Spanish, (Federal Reserve).

5 Tips for Shopping for a Mortgage – Spanish, (Federal Reserve).

Sioux Falls, SD, Spanish Home Buyer Website, (Sioux Empire Housing).

HUD website in Spanish, (Espanol.HUD.gov)

Freddie Mac resources in Spanish, (FreddieMac).

English/Spanish real estate dictionary, (HUD).

Spanish 'Predatory lending brochure', (HUD).


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.

Actitud de vencedor, (Kindle, Adobe ePub)

Business Across Cultures, (Kindle, Adobe eReader)

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

Dile Adios a Tus Temores, (MP3 audiobook)

El Punto Clave, (MP3 audiobook)

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

Grandeza para cada día, (Kindle, Adobe ePub)

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

Hispanic Marketing, a Cultural Perspective, (Adobe eReader)

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

Las mujeres y el dinero, (Kindle, Adobe ePub)

Marketing Social (Adobe PDF)

Multicultural Manners, (Kindle, Adobe eReader)

Piense y hágase rico, (MP3 audiobook)

Practicando el poder de ahora, (Kindle, Adobe ePub, Adobe PDF)

Queremos que seas rico, (MP3 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 Cross-Cultural Business Etiquette

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.