California Association of REALTORS® Launches Spanish-Language Advertising Campaign for Home Buyers

LOS ANGELES, September 15, 2021 / PRNewswire / – Hispanic homeownership is expected to explode over the next two decades, and the California Association of REALTORS® (CAR) is launching a Spanish-language ad campaign to educate first-time homebuyers about the home buying process. buying a house.

“Over 25% of Hispanic consumers who rent in California can afford to buy a house, ”said CAR president Dave walsh. “We want to give them knowledge about qualifying, buying and closing a home. We have learned from our research that they are concerned about affordability and saving for down payments. But, they are. young and ambitious and ready to move, and we want them to know that REALTORS® can provide valuable advice on all aspects of the home buying journey. ”

CAR research found that four in five Hispanic consumers surveyed are interested in buying a home but don’t know they may qualify. Price, neighborhood safety, as well as the size and number of bedrooms were the main factors that drove home buying decisions. Millennials and Gen Xers were the most interested in buying.

“We learned that 85% of Hispanic homebuyers consider owning a home to be part of the American dream,” Walsh said. “They want a house big enough to accommodate their families, and they want to work with a bilingual real estate agent who is knowledgeable about the culture and able to educate them on the home buying process.”

The campaign will feature digital banner ads, paid social media and radio spots in Spanish and English. Consumers can explore and, new educational websites in English and Spanish, promoting financial literacy, the importance of credit scores, steps in the home buying process and how to contact a REALTOR.

“Hispanic homebuyers are tech-savvy, begin their home buying journey online, but want support later in the process as they seek advice on financing and closing,” Walsh said. “REALTORS are uniquely skilled and knowledgeable to help every step of the way to make this homeownership dream a reality and close the homeownership gap for the Hispanic community.”

About the California Association of REALTORS®
Paving the way… ® in California real estate for over 110 years, the CALIFORNIA ASSOCIATION OF REAL ESTATE AGENTS® is one of the largest state trading organizations in United States with over 200,000 members dedicated to advancing professionalism in real estate. CAR is headquartered in Los Angeles.


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