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Marketing to the Hispanic Community

Quick Takeaways

  • Understand your audience. Mexicans have a very different dialect, culture and temperament than Argentineans or Costa Ricans. Use local or national demographics to know which country and tradition to target with your marketing.
  • You can’t advertise in Spanish, then expect to do business in English.
  • Simply translating your English language advertising to Spanish might not work. Consider cultural meaning attached to images and words.

Source: Hispanic Marketing Strategy: 3 Fatal Mistakes (Bridges, Sep. 6, 2020)

Population projections indicate Hispanics will make up the largest growth in population in the coming decades. NAR offers many Spanish language brochures and DVDs with Spanish subtitles that you can use to market to the Hispanic community. Learn how to optimize multilingual social media marketing; and avoid common pitfalls of multilingual marketing. Look to recent reports for authoritative statistics and analysis. Use a variety of consumer websites and resources in Spanish that can be shared with your clients to help inform them of the processes by which real estate is bought and sold.

See References for more information.

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References

NAR Library & Archives has already done the research for you. References (formerly Field Guides) offer links to articles, eBooks, websites, statistics, and more to provide a comprehensive overview of perspectives. EBSCO articles (E) are available only to NAR members and require the member's nar.realtor login.

NAR Spanis​h Language Items

2021 Code of Ethics (Spanish Translation)

The REALTOR® Advantage, Is Your Agent a REALTOR® Brochure – (SKU: E135-145-S)

Why Rent When You Can Buy – (SKU: E186-95)

What Everyone Should Know About Equal Opportunity in Housing – (SKU: E166-799-S)

Preparing Your Home to Sell DVD – (SKU: 141-178)

Pricing Your Home to Sell DVD – (SKU: 141-177)

8 Steps to Buying a Home – (SKU: 141-217)

Marketing Tips

U.S. Hispanic Consumers: A Demographic Revolution in the Corporate World (Entrepreneur, Mar. 17, 2021)

“Hispanics are highly passionate and social. They share what they love and don’t love with their friends, family, and community. The actual purchase is just one step in the process. They will share their satisfaction or dissatisfaction with their circle of influence, providing the fuel for others to engage or not engage with specific brands.”

Hispanic Marketing Strategy: 3 Fatal Mistakes (Bridges, Sep. 6, 2020)

  1. Understand your audience. Mexicans have a very different dialect, culture and temperament than Argentineans or Costa Ricans. Use local or national demographics to know which country and tradition to target with your marketing.
  2. You can’t advertise in Spanish, then expect to do business in English.
  3. Simply translating your English language advertising to Spanish might not work. Consider cultural meaning attached to images and words.

14 Tips for Building a Multilingual Social Media Presence (Hootsuite, Jan. 23, 2019)

Includes tips such as investing in top translators, rather than relying on translating tools, prioritizing visual content, and using platform-specific tools in social media.

Statistics, Studies & Reports

2020 Census Statistics Highlight Local Population Changes and Nation’s Racial and Ethnic Diversity (United States Census Bureau, Aug. 12, 2021)

Takeaways from the most recent US Census.

Hispanics in the United States - Statistics & Facts (Statista, Jun. 24, 2021)

Includes statistical information regarding population development, families, origin, employment situation, and income.

State of Hispanic Homeownership (National Association of Hispanic Real Estate Professionals)

The report provides an analysis of how the U.S. Hispanic population is faring with respect to attainment of homeownership in America. Additionally, it highlights Hispanic consumer nuances, purchase power, and trends, and provides insight into major factors that contributed to the story of Hispanic homeownership in the U.S. over the past year.

Consumer Websites & Resources in Spanish

HUD Website in Spanish (Espanol.HUD.gov)

National Association of Hispanic Real Estate Professionals (NAHREP)

Spanish Language Materials (Freddie Mac)

Multi-Language Resources for Lenders (Fannie Mae)

Hispanic Marketing Council (HMC)

eBooks & Other Resources

Books, Videos, Research R​eports & More

As a member benefit, the following resources and more are available for loan through the NAR Library. Items will be mailed directly to you or made available for pickup at the REALTOR® Building in Chicago.

Actitud de Vencedor (eBook)

Business Across Cultures (eBook)

Cross-Cultural Selling For Dummies® (eBook)

Dile Adios a Tus Temores (Audiobook)

Dr. Blair’s Express Lane: Spanish (Audiobook)

Global Etiquette Guide to Mexico and Latin America (eBook)

Grandeza para Cada Día (eBook)

Guia Esencial para los Contratos de Arrendamiento de Bienes Raices (eBook)

Hispanic Marketing, a Cultural Perspective (eBook)

How to Say It®—Doing Business in Latin America—A Pocket Guide to the Culture, Customs and Etiquette (eBook)

Las Mujeres y el Dinero (eBook)

Learn in Your Car Spanish (Audiobook)

Marketing Social (eBook)

Multicultural Manners (eBook)

Piense y Hágase Rico (Audiobook) 

Practicando el Poder de Ahora (eBook)

Queremos que Seas Rico (Audiobook)

Spanish for Dummies (Audiobook) 

Books, Videos, Research Reports & More

The resources below are available for loan through the NAR Library & Archives. 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 the NAR Library & Archives at 800-874-6500 for assistance

Hispanic Marketing: Connecting with the New Latino Consumer (Amsterdam; Boston: Butterworth-Heinemann, 2012) HP 5415.33 U6

Spanish for Real Estate Agents (Chicago, IL: Command Spanish, Inc., 2005) HD 1375 C73

English-Spanish Real Estate Dictionary (University Press of America, 1986) HD 1375 J15e

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