Field Guide to Marketing to the Hispanic Community
(Updated May 2009)
According to the Pew Research Center, 54% of foreign-born heads of households own a home. Statistics like these will increasingly impact the day-to-day business of REALTORS®. This Field Guide offers statistics, marketing tips, materials in Spanish and more to assist REALTORS® working with their Hispanic clientele. (D. Foligno, Project Specialist)
NAR Spanish Language Products
Why Rent When You Can Buy, (NAR members may download for free, login required).
It Pays to Work with a REALTOR®, (NAR members may download for free, login required).
What Everyone Should Know About Equal Opportunity in Housing Brochure, Item 166-796, (NAR members may download for free, login required).
REALTOR® Magazine consumer handouts in Spanish, (REALTOR® Magazine Online).
News
Immigrants Can Help Fix the Housing Bubble, (Wall Street Journal, Mar. 17, 2009). Q
Hispanics and the economic downturn: housing woes and remittance cuts, (Pew Hispanic Center; Jan. 8, 2009.
The rising influence of the Hispanic population on U.S. real estate, (Real Estate Finance, Feb. 2006). Q
Growing Hispanic population to fuel retail, multifamily investment, (Mortgage Banking, Feb. 2006). Q
The payoff from targeting Hispanics, (Business Week, Apr. 20, 2009). Q
Six ways to reach Hispanics, (Credit Union Magazine, Oct. 2008). Q
An overlooked niche: marketing To Hispanics online, (Search Engine Land.com, Aug. 21, 2008).
Marketing Real Estate to a Multicultural Clientele, (Realty Times, Feb. 13, 2008).
Multicultural Marketing, (Wisconsin Association of REALTORS®, July 27, 2007).
Marketing to the Hispanic homebuyer: finding the right advertising medium, (Houston REALTOR®, 2006).
What's in a name?, (Houston REALTOR®, June 2006).
Real estate pros take Spanish class to build clientele, (REALTOR® Magazine Online, Jan. 2006).
How to reach the immigrant homebuyer, (REALTOR® Magazine Online, Apr. 2005).
Mi cas es su casa, (Texas A&M RE Center, Apr. 2005).
English/Spanish real estate dictionary, (HUD, Nov. 2003).
Promoting and maintaining household ownership among Latino immigrants, (University of Notre Dame Institute of Latino Studies, June 2007).
Homeownership rates, (InfoPlease.com, 2007).
Improving homeownership opportunities for Hispanic families, (HUD, Mar. 2006).
Consumer Websites in Spanish
HUD website in Spanish, (Espanol.HUD.gov, Apr. 10, 2009).
Freddie Mac Resources in Spanish, (FreddieMac.com, 2006).
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.
Spanish for Real Estate Agents, (Chicago, IL: Command Spanish, Inc., 2005). HD 1375 C73
English-Spanish real estate dictionary, (Chicago, IL: South-Western, 2005). HD 1375 J15e
Field Guides & More
These Field Guides and other resources in the Virtual Library may also be of interest:
Field Guide to Diversity for REALTORS®
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 to 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.
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In these uncertain times, NAR is here to help you succeed with the Right Tools, Right Now initiative, offering more than 300 educational products, publications, and services free or at cost. For more information, visit www.REALTOR.org/RightTools.
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