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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