By Natalie Terchek
Better Homes and Gardens Real Estate Gary Greene has partnered with the National Association of Hispanic Real Estate Professionals-Houston Chapter (NAHREP-Houston) to help empower the Hispanic community through education and guidance by real estate practitioners.
“By 2015, the U.S. Census Bureau estimates that 59 percent of the Houston metro population will be of multicultural descent, most of which will be Hispanic,” Mark Woodroof, partner with Gary Greene, said. “A strong relational approach to the Hispanic consumer base is critical and the partnership with NAHREP-Houston will be important to the lifestyle culture of our service delivery.”
Gary Greene and NAHREP-Houston Educate Realtors
To make this possible, Gary Greene has committed to a Silver $5,000 Partner Level Sponsorship to include providing mandatory continuing education courses for real estate professionals. Dr. Oscar Gonzales, head of Gary Greene’s Multicultural Division, said these classes will help Realtors understand cultural dynamics and the most effective ways to reach the Hispanic consumer base.
One way to do this is to understand the typical family lifestyle. Gonzales says there are more multi-generational families in the Hispanic community, with children and grandparents taking a more active part in the decision-making process. Gonzales says the days of the husband and wife making the final decision are over–this is a familial decision rather than individual. It is something to keep in mind while trying to decide which marketing medias will work the best
Another way these courses will help reach the Hispanic community is by educating Realtors about the communication and language nuances.
“In America, we’re taught to look at someone directly in the eye and give them a firm handshake, but that is considered aggressive and offensive in other cultures,” Gonzales says. “These courses will help Realtors be more sensitive to the cultural dynamics.”
In addition to providing continuing education courses, the sponsorship will also assist in promoting NAHREP-Houston’s events to help increase the awareness of the organization’s mission. Gonzales says this move will make Gary Greene a “part of the community, not just a business.”
Realtors Help the Hispanic Community
Once the Realtors understand how the Hispanic consumer thinks, they are then able to educate them on the real estate market.
“The biggest segment of our population is Hispanic, and a lot of them think they’re not qualified to buy houses,” Gonzales said. “They are not being understood because of their different buying behaviors.”
However, NAHREP-Houston is confident that this new partnership will help solve this problem.
“By sharing insight of the Latino demographic through education, we feel this partnership will be inclusive of all cultures and help us all succeed,” Herman Rodriquez, NAHREP-Houston president and vice president of Business Banking Group for Wells Fargo & Company, said.