Prudential Gary Greene, Realtors announced its new Multicultural-International Real Estate Division today. The division will be focused on servicing the needs of Houston’s growing multicultural population.

“With the Asian and Hispanic population growing at three times the rate of the traditional home-buying population, there is a need to accommodate the cultural and language traditions of this home-buying segment,” said Prudential Gary Greene partner Mark Woodroof.

“We have designed the Multicultural Division to help meet the client’s needs by analyzing demographic changes, understanding purchasing behavior and recognizing life cycle stages. Our goal is to reach this consumer base with impactful and culturally correct service,” said Cathy Trevino, director of the Multicultural Division.

The division will be officially launched Sept. 16 with a “Fiesta Patrias” celebration in honor of Mexican Independence Day. The event will be 11 a.m. to 12:30 p.m. at the Lakeshore Recreation Center, 15909 Harbour Light Drive in Houston.