Field Guide to Marketing to the Hispanic Community
(Updated May 2006)
The Hispanic population in the United States is the country's largest minority group whose growth will continue over the next decade. Find marketing tips, materials in Spanish and statistical data to help you succeed in targeting this important segment of the real estate market. (D. Foligno, Project Coordinator)
Contents:
Did you know? | REALTOR® Tips & Resources | The Statistics | Consumer Websites in Spanish | Books & Other Resources
NAR Spanish Language Products
Why Rent When You Can Buy, Item 186-95
It Pays to Work with a REALTOR®, Item 135-35
What Everyone Should Know About Equal Opportunity in Housing Brochure, Item 166-796
Did You Know?
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
Century 21 study reveals preferences of first-time homebuyers and their 'Dream Home' aspirations, (ICR Survey.com, Nov. 2005).
Housing Industry Awakens to the Latino Market; Home Builders Take Steps To Make Buying Easier For Hispanic Prospects, (Wall Street Journal, Aug. 2005). Q
State of housing for Hispanics in the United States, (College of New York, Spring 2005).
Potential for new homeownership among undocumented imigrants, (National Association of Hispanic Real Estate Professionals, 2005).
Home buying among ethnic groups, (Texas A&M RE Center, May 2004).
Marketing to the Hispanic homebuyer: finding the right advertising medium, (Houston REALTOR®, 2006).
What's in a name?, (Houston REALTOR®, June 2006).
FHA launches education initiative to assist first time minority homebuyers, (HUD.gov, Mar. 2006).
Hispanic market knowhow, (Planet REALTOR.com, Mar. 2006).
FHA launches education initiative to assist first time minority homebuyers, (HUD.gov, Mar. 2006).
Real estate pros take Spanish class to build clientele, (REALTOR® Magazine Online, Jan. 2006).
Bridging languages and cultural differences, (California Association of REALTORS®, June 2005).
How to reach the immigrant homebuyer, (REALTOR® Magazine Online, Apr. 2005).
Keeping up with the Garcias, (HispanicTrends.com, Mar/Apr. 2005).
Mi cas es su casa, (Texas A&M RE Center, Apr. 2005).
NAR launches first Spanish-language TV ad, (REALTOR® Magazine Online, Mar. 2005).
REALTOR® Magazine consumer handouts in Spanish, (REALTOR® Magazine Online).
Working with Hispanic clients, (American Bar Association., Jan./Feb. 2004).
English/Spanish real estate dictionary, (HUD, Nov. 2003).
Analysis finds boom in hispanics home buying, (USA Today, May 2006).
Financial access for immigrants: lessons from diverse perspectives, (Brookings Institution, May 2006).
The rising influence of the Hispanic population on U.S. real estate, (Prudential Real Estate Investors, Nov. 2005).
Hispanic population passes 40 million, (U.S. Census Bureau, June 2005).
Hispanic growth projections by state, (Minnesota Chicano/Latino Affairs Council, 2005).
Homeownership rates, (InfoPlease.com, 2004).
HUD website in Spanish, (Espanol.HUD.gov, May 2006).
Calculators, (HomeBuyerAssist.net, 2006).
Spanish Fannie Mae homebuying guide, (HomeBuyingGuide.org, 2006).
Freddie Mac Resources in Spanish, (FreddieMac.com, 2006).
MyFico, (MyFico.com, Feb. 2006).
Spanish 'Predatory lending brochure', (HUD, 2003).
RLI Spanish brochure, (RLI Land.com).
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.
Opening doors: working with Hispanic home buyers, (Women's Council of REALTORS®, March/April 2006, p. 16-17).
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
Immigrant clusters and homeownership in global metropolises: Suburbanization trends in San Francisco, Los Angeles, and New York, (WIRC: University. of California, 2005). SF-2004-035
Spanish speaking agents preferred by Hispanic buyers, (Real Estate Broker's Insider,July 2004, p. 5-7).
Selling homes in the melting pot, (Chicago, IL, 2000). VT061
Field Guides & More
These Field Guides and other resources in the Virtual Library may also be of interest:
Field Guide to Diversity for REALTORS®
Field Guide to Fair Housing
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.
