Marketing to the Hispanic Community

Overview

Population projections indicate Hispanics will make up the largest growth in population in the coming decades.

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 a password.


NAR Spanis​h Language Items

Energy Savers: Tips on Saving Energy & Money at Home—(Item E135-62)

It Pays to Work with a REALTOR®—(Item E135-35)

NAR 2019 Code of Ethics in Spanish (PDF)

Why Rent When You Can Buy—(Item E186-95)

What Everyone Should Know About Equal Opportunity in Housing—(E166-796)

Marketing Tips

10 Best Practices for Marketing to Hispanic Consumers (Lionbridge, Jul. 12, 2019)

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

Why Hispanics Matter: The Challenges of Targeting to U.S. Hispanics (ExchangeWire, Oct. 5, 2018)

Statistics, Studies & Reports

Hispanics Buyers Are Gaining Ground as Housing Customers (REALTOR® Magazine, Jul. 22, 2019)

Statistical Portrait of Hispanics in the United States (Pew Research, 2019)

Homeownership Rates by Race and Ethnicity (National Association of Home Builders, Mar. 1, 2018)

2018 State of Hispanic Homeownership, (National Association of Hispanic Real Estate Professionals, 2018)

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)

Spanish Language Resources for Lenders (Fannie Mae)

Glossary of English-Spanish Financial Terms (Consumer Financial Protection Bureau, Oct. 2018)

eBooks & Other Resources

Books, Videos, Research R​eports & 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.

Actitud de Vencedor (Kindle, eBook)

Business Across Cultures (Kindle, eBook)

Cross-Cultural Selling For Dummies® (Kindle, eBook)

Dile Adios a Tus Temores (Audiobook)

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

Global Etiquette Guide to Mexico and Latin America (Kindle, eBook)

Grandeza para Cada Día (Kindle, eBook)

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

Hispanic Marketing, a Cultural Perspective (Kindle, eBook)

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

Las Mujeres y el Dinero (Kindle, eBook)

Learn in Your Car Spanish (Audiobook)

Marketing Social (eBook)

Multicultural Manners (Kindle, eBook)

Piense y Hágase Rico (Audiobook) 

Practicando el Poder de Ahora (Kindle, 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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The inclusion of links on this page does not imply endorsement by the National Association of REALTORS®. NAR makes no representations about whether the content of any external sites which may be linked in this page complies with state or federal laws or regulations or with applicable NAR policies. These links are provided for your convenience only and you rely on them at your own risk.

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