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Big Builders Hooking Up With Hispanic Home Buyers
Casasnuevasaqui.com reported last month that it is registering growing success as a resource for builders who are tapping into the Hispanic home buying market with listings in the Spanish language.
More than 1,500 new home communities are now listed on the site, according to Builder Homesite, a consortium of 35 of the nation’s largest home builders that created the new home listings database at the end of last year.
The Hispanic community is expected to account for 31% of U.S. household growth by the end of this decade, according to Homesite. Research also found that Spanish-speaking consumers are Internet savvy. Sixty-five percent of Hispanic adults own a computer and Hispanics spend an average of 9% more time online than the general U.S. consumer.
Studies have shown that Hispanics are four times more likely to buy a product online when the content is in Spanish.
“It is important for Ryland Homes to embrace our Spanish-speaking consumers,” said Eric Elder, senior vice president of marketing for Ryland Homes. “From a tactical standpoint, Casanuevasaqui.com is a very beneficial resource because of the amount of individual product and community data that is translated into Spanish and delivered on the site.”
Among builders who are listing their new home communities online in Spanish are Beazer Homes USA, Capital Pacific Holdings, KB Home, K. Hovnanian, Morrison Homes, Pardee Homes, Pulte Homes, Ryland Homes and Shea Homes.
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