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How to Grow Market Share with Multicultural Business

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The Gonzales Group, RISMedia launch White Paper on increasing profits through diversity business

RISMEDIA, July 3, 2008-Recognizing the increasing opportunity presented by the staggering growth in multicultural markets, The Gonzales Group and RISMedia have come together to compile and present a groundbreaking White Paper entitled, The New Economic Power Source: Increasing Profitability with Multicultural Homebuyers.

gonzgrp_wp08_prodpag.jpgDesigned to serve as an informational tool, the White Paper explains and helps identify the potential business advantage in implementing a multicultural initiative that will ultimately generate sales and increase market share. The New Economic Power Source also serves as a precursor to a comprehensive “toolkit” that will provide a step-by-step system for implementing a multicultural initiative.

“The multicultural market does not just represent a trend but a paradigm shift in our country and, therefore, specifically in the home buying community at large,” explained RISMedia Publisher & CEO John Featherston. “There is no better organization out there than the Gonzales Group to help guide our industry through the changes and opportunities that are emerging as a result of this paradigm shift.”

The Gonzales Group provides business solutions on various levels including multicultural recruiting and retention, strategic planning and development, training for brokers, managers and agents, and interpretation of multicultural trends to keep real estate professionals ahead of the economic curve. The firm’s suite of multicultural products and services are designed to build broker and agent profitability in the rapidly changing housing market. The New Economic Power Source serves as an important resource, including specific insights and statistics into the multicultural market to help real estate professionals embark on this path.

“Multicultural initiatives are often not factored into an organization’s overall strategic or business plan, and often get positioned as a ‘diversity/social advocacy’ exercise rather than a marketing or economic one,” said Oscar Gonzales, managing partner of the Sugar Land, Texas-based Gonzales Group. “This White Paper explains why brokers need to pinpoint external change and detect customer patterns in order to make sound judgments about where the world is going. Only then can they properly position themselves to capitalize on these changes.”

The New Economic Power Source: Increasing Profitability with Multicultural Homebuyers demonstrates how multicultural programs must be factored into an organization’s overall sales and marketing functions in order to show a significant return on investment. The White Paper also:

• Surveys the home-buying landscape
• Examines the dynamics and subsequent impact of immigrants and Baby Boomers
• Defines the successful methods used by those who have profited from multicultural campaigns
• Provides a case study on a “new gateway city” for multicultural markets and how a broker, whose market share and area footprint are extensive, can significantly increase his or her customer base by examining the societal profile of this city and leveraging the information to accommodate the new, multicultural home buyer

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In the compilation of the White Paper, the Gonzales Group has created several indexes that can be used to quickly reveal the economic and market share opportunity that any organization can utilize in their multicultural marketing initiative.

“Real estate professionals who incorrectly perceive multicultural business as a niche or a specialty or a passing fad, will be left behind in the coming years,” said Featherston. “This is the new face of our country and the real estate industry. We must be properly prepared to embrace the multicultural market in order to stay profitable long term.”

For more information and to order your copy of The New Economic Power Source: Increasing Profitability with Multicultural Homebuyers, please click here.

For more information on the Gonzales Group, LLC please visit www.thegonzalesgroup.com.

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