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 Spanish Language Items
2023 Code of Ethics (Spanish Translation)
This is the current translation of the Code of Ethics.
The REALTOR® Advantage, Is Your Agent a REALTOR® Brochure – (SKU: E135-145-S)
This product replaces the It Pays to Work with a REALTOR® brochure and offers new insights into what sets REALTORS apart and the importance of choosing to right person to represent you in your real estate transaction.
Why Rent When You Can Buy – (SKU: E186-95)
Mortgage interest deductions, mortgage principal accumulation, property tax deductions, and home appreciation are depicted in an easy to interpret format that strongly supports the decision to buy a home as opposed to renting.
What Everyone Should Know About Equal Opportunity in Housing – (SKU: E166-799-S)
Inform your associates, clients and customers about the value and requirements of fair housing regulations. This three-panel brochure outlines the responsibilities of each party to a transaction as well as relevant information about fair housing law.
Preparing Your Home to Sell DVD – (SKU: 141-178)
Preparing Your Home to Sell] by David Knox, has helped thousands of real estate professionals increase the value and sales price of their listings. The DVD running time is 16 minutes. Includes English and Spanish subtitles.
Pricing Your Home to Sell DVD – (SKU: 141-177)
Why not let them watch this powerful video and get the listing...priced right. Pricing Your Home to Sell DVD by David Knox, is loaded with charts, visuals and friendly dialogs that will address all of your sellers' pricing objections. The DVD running time is 19 minutes. Includes English and Spanish subtitles.
8 Steps to Buying a Home – (SKU: 141-217)
Both buyers and agents are raving about this video. In just 18 minutes your buyers will actually be prepared to buy and you'll reap the benefits of working with buyers that understand the entire homebuying process...from beginning to end! The DVD running time is 18 minutes. Includes English and Spanish subtitles.
How to Reach the Hispanic Market in 2023 (Entravision Digital, May 5, 2023)
The art of Hispanic marketing lies in creative messaging and a culturally nuanced understanding of who you’re speaking to -- which can arguably be the trickiest part to get right. Figuring out if it makes more sense to market to Latinos in English, Spanish, or Spanglish, will depend on your area and its demographics.
Cinco De Mayo is Only One Day, Yet Latino Consumers Deserve Attention All Year (Forbes, May 1, 2023)
Marketing to this community is further complicated by the way they are represented in advertising. Only 53% of Latinos are satisfied with their portrayals in advertising and marketing. And that figure is skewed by greater satisfaction among Bicultural (53%) and Unacculturated (58%) Latinos.
Hispanic Consumers: Where Culture and Connections Matter (Valentina Rojas Marketing, Mar. 31, 2023)
Hispanics are also becoming more digitally-savvy, using social networking sites not only to stay in touch with family, but also to obtain information about products and share their experiences. This behavior gives particular importance to a strong social media presence, and a golden opportunity for brands to reach them where they are.
How to Better Serve Latino Homebuyers in 2023 — and Beyond (Nation Mortgage Professional, Mar. 6, 2023)
Hispanics may even incorrectly believe their circumstances prevent them from owning a home. These can include not having a social security number (even if they were legally admitted to the U.S.), not having money for a down payment, and requiring multiple borrowers on loans. Instead of expecting Latinos to explain these sensitive situations to you, consider communicating solutions at the outset, such as no-money-down government-backed loans, alternatives to SSNs such as ITIN loans, and the ability to include multiple borrowers on loans.
Be An Amigo To Latinos (National Mortgage Professional, May 2022)
“For one, many Hispanics save money in nontraditional ways and that presents barriers under existing underwriting guidelines. In addition, many in the Hispanic community strive to improve their economic condition by living in multi-generational households and move jobs more frequently to improve their cash flow. These realities are not acknowledged in the current system and can actually count against a loan applicant.”
Statistics, Studies & Reports
Large Share of Latinos Don't Identify with Current Race Categories, Census Bureau Numbers Show (NBC News, Mar. 31, 2023)
The numbers support previous Census Bureau research showing that “a large proportion of the Hispanic population does not identify with any of the current Office of Management and Budget (OMB) race categories,” the bureau said.
Snapshot of Race and Home Buying in America (National Association of REALTORS®, 2023)
- Homeownership rate for Hispanic Americans varied from 27% to 67% across the country.
- Among 51 states, including the District of Columbia, 31 states had a homeownership rate for
- Hispanic Americans higher than 50.6% - the national rate - in 2021.
2022 Hispanic Real Estate Survey (realtor.com®, Mar. 16, 2022)
Latinos are driving a cultural and demographic transformation as the U.S. heads towards a multicultural majority—already a reality for people under 35. According to the U.S. Census, Latinos make up nearly 20% of the population, up 23% over the past decade, outpacing the nation’s overall population growth of 7%.
U.S. Hispanic Population Continued Its Geographic Spread in the 2010s (Pew Research Center, Feb. 3, 2022)
“Among all 3,140 counties in 2020 defined for our analysis, the Hispanic population grew in 2,823 and declined in 309. The 10 counties that gained the most Hispanics from 2010 to 2020 were mainly large metropolitan counties in the South and West, regions that have had significant Hispanic populations for many decades. They included three counties each in Florida and Texas, two in California, one in Arizona and one in Illinois.”
Hispanic Marketing Council (HMC) – 2023 Marketing Guide
“With a population of 62 million, Hispanics make up almost 19% of the U.S. population, contributing to more than half of the total population growth over the past 10 years and skyrocketing in buying power.”
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, Apr. 24, 2023)
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
Spanish-Language Homebuying Resources (The Balance, Oct. 3, 2022)
The Balance has compiled this list of resources to help Hispanic homebuyers go through the homebuying process.
HUD Website in Spanish (Espanol.HUD.gov)
Glossary of Real Estate Industry Terms (NAHREP)
“In a recent NAHREP survey, top producing Latino agents and loan officers indicated that 40 percent of their transactions make use of Spanish at some point in the transaction and as much as 25 percent of all transactions utilize Spanish exclusively as the means of communication. In an already complex and increasingly regulated environment, NAHREP saw the need to provide guidance and consistency on Spanish-neutral translations of the words and phrases used most frequently over the course of a real estate transaction.”
Multi-Language Resources for Lenders (Fannie Mae)
“There are many legal issues involved in originating mortgage loans in a language other than English, including federal, state, and local laws (such as those for California, Illinois, Massachusetts, Oregon, Texas, and the District of Columbia) that address marketing, negotiating, and conducting lending activities. You should consult legal counsel about which requirements may apply to your business and the use of these materials.”
eBooks & Other Resources
Books, Videos, Research Reports & 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)
The Complete Idiot's Guide to Intermediate Spanish (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)
Queremos que Seas Rico (Audiobook)
Win! the Hispanic Market : Strategies for Business Growth (EBSCO eBook)
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
Have an idea for a real estate topic? Send us your suggestions.
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.