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Builders Advised to Advertise in Spanish to Target Hispanic Home Buyers

Home builders who want to hit the Hispanic marketplace should probably be advertising in Spanish, according to research from the Cheskin/Yankelovich Hispanic Monitor distributed at this month’s PCBC in San Francisco.

Fully 69% of Hispanics who were surveyed by Yankelovich in 2002 reported that they derived more information about a product from advertising in Spanish.

The 2000 U.S. Census found that the Hispanic population had grown by 58% in the previous decade, overtaking African-Americans as the largest minority population in the country, and accounting for 40% of total population growth during that 10-year period.

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Surveyors found that 49% of the Hispanic population valued homeownership as a sign of personal achievement and 76% preferred products made by companies that sponsor activities within their communities.

Three ideas were offered for builders who want to target this fast-emerging market:

• “Understand the level of community involvement among the Hispanic population,” Yankelovich says. Markets and churches should be a part of the heart of the community when planning neighborhoods for this demographic.
• “Seek partnerships with trusted Hispanic institutions to demonstrate your desire for involvement.” This can be accomplished by sponsoring a community event.
• And builders should provide both a Spanish and English version of their brochures in model homes.

The city of Greenacres in Palm Beach County, FL, was cited as one community that has successfully reached the Hispanic population by doing such things as offering neighborhood activities like Salsa bands and soccer events and communicating in Spanish.
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