RISMEDIA, Jan. 26, 2007-RE/MAX of California & Hawaii is augmenting its Hispanic market outreach by communicating directly to Spanish speakers via a statewide outdoor advertising campaign, providing free home buying informational materials in Spanish, and by supplying its associates with more tools to reach Spanish speaking clients. RE/MAX of California & Hawaii is also providing its offices with a framework for recruiting more bilingual associates.
Hispanic buying power in the United States drew even with African-American buying power in 2006 – at just under $800 billion – and is projected to exceed it in 2007.
Hispanics will make up 40% of first-time buyers in next 20 years, and over the next 10 years, growth in the number of Hispanic households could exceed the 4.7 million. Indeed, Hispanic's impact on real estate is already being felt, as four of the top 10 surnames for home buyers in California were of Hispanic origin, according to a DataQuick Information Systems report for the year end 2005.
"As California's Hispanic population continues to grow, so will the aspiration to realize the American Dream and own a home," says Regional Director Dick Purvis. "We have done a great job of providing Spanish language marketing tools to our associates, like the consumer newsletter and listing presentations. But considering California's demographics, we thought it would be wise to build on the existing foundation and invest more resources into the Hispanic Initiative for 2007."
The enhanced Hispanic Initiative is being led by Marketing Communication Manager, Ricardo Chavira Jr., and Manager of Franchise Support, Robert Nunez.
Chavira and Nunez, who are both bilingual and have experience working in Latin America, will oversee the Hispanic Initiative for the region's 400 plus offices.
"The overarching theme of our ad campaign is trust," says Chavira. "Spanish speaking immigrants are targeted by many scam artists, so we wanted this market to know that RE/MAX is a name they can trust when it comes to their real estate needs. We were also careful to ensure that the message reflected issues relevant to this market, while highlighting the power that has allowed RE/MAX to become the market leader."
The outdoor campaign–which will be rolled out in February from San Ysidro to Eureka-has also been adapted for the agent's marketing materials, like postcards and flyers. In addition to the marketing and advertising materials, RE/MAX of California & Hawaii is educating its offices on how to add a Hispanic division to their existing operations in an effort to attract more Spanish speaking associates.
"Our broker/owners are excited by the prospect of having more tools with which to effectively serve the Hispanic community," says Nunez. "Our role is to provide guidance and develop effective services and tools for them to better serve the Hispanic community. We are confident that our efforts will result in a network that is equipped to meet the needs of California's ever increasing Hispanic market."
For more information, visit www.remax-california.com.