RISMEDIA, March 18, 2008-The Gonzales Group, the preeminent business consulting and research firm in the field of multicultural markets, has been selected by Prudential Real Estate Affiliates, Inc. to provide its affiliates with strategies for serving multicultural home buyers and sellers. The Gonzales Group will develop strategies and tactics for local affiliates, which will include multicultural strategic planning and business development services, multilevel training courses, market research, in-culture marketing services, and recruitment. The services will be delivered with the goal of economically growing the affiliate’s bottom line.
According to the company, the partnership was formed in response to the rapidly growing multicultural population, as evidenced by the projected increase of the U.S. Hispanic and Asian population of 13.45% and 13.59% respectively over the next five years (2007 U.S. census). Comparatively, the White non-Hispanic population is expected to grow by 1.6% over this same time period.
“The explosive growth in multicultural home buying segment in the U.S. represents a significant opportunity for businesses in the real estate and financial services industries. It is not just about hiring Spanish-speaking agents. It is about understanding and accommodating the cultural nuances of various cultures and tailoring programs to meet their needs while building trusted relationships,” says Laurie Keenan, Prudential Real Estate Affiliates, Inc. president.
Oscar Gonzales, managing partner for the Gonzales Group, credits Prudential Real Estate Affiliates, Inc. for their foresight in this area. “Being proactive with multicultural awareness and understanding is essential to companies who want serve this expanding consumer base and remain relevant in the marketplace. By working collaboratively with Prudential Real Estate Affiliates, Inc. we will be able to provide business solutions that enable Prudential Real Estate Affiliates, Inc. to develop and implement effective multicultural market programs that will produce sound economic results.”