MARKETING TO A MULTICULTURAL CLIENTELE

Get a jump on the next big market niche: Market to U.S. immigrants, which a 2004 Harvard University report predicts will be 25 percent of the nation’s population – Hispanic or Asian – by 2030. To serve this niche, Realtors need specialty training to handle lending, escrow and other aspects of the buying and selling process. Most importantly, they need to understand different cultures and ensure clear communication. They must recognize that each ethnic group is diverse. It’s also important to build a team of bilingual associates and consider using a specialty advertising agency to appropriately translate marketing materials that take cultural factors into account. Associates would be wise to show respect for different customs and the elderly, and avoid telling jokes, being late, talking too much or dealing inappropriately with the opposite sex.

Source: Realty Times (02/13/08) Allan, Debra
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