Marketing may require different techniques and commitments when the goal is
to reach Hispanic or Hmong consumers in Wisconsin.
Marketing to Hispanic Consumers
Language is a critical consideration, so it is prudent to recruit bilingual
(Spanish and English) office staff or agents who can greet Spanish-speaking
consumers visiting the office and make them feel more at home.
Marketing in Spanish will be far more effective than marketing in English.
The best way to attract business is by word of mouth; Hispanics value personal
relations and prefer to do business with people they know or someone recommended
by an acquaintance. Television is a relatively effective ad medium for reaching
a Spanish-speaking population – both Spanish language stations and English
television – and radio is also effective. Print advertising is less effective
because Hispanic cultures tend to be more verbal and less drawn to print media.
Younger generations, on the other hand, are proficient with the Internet, so
that outlet should not be neglected.
To build the personal relationship Hispanics prefer, be prepared to take them
in your car, give your personal phone numbers, inquire about their family and
remember what they told you the last time you met. Conversation is conducted in
close proximity – up close and personal.
Give Hispanic clients and customers intelligent and personalized advice.
Having contact information for Spanish-speaking home-buying and credit
counselors may be very helpful because some Hispanics, particularly those from
older generations, may believe that good credit means never using credit cards
and paying for everything in cash. They also may have money that is not in a
bank, which makes it difficult for lenders to assess their financial capability.
Marketing to Hmong Consumers
Once again language is crucial – seek office staff, agents or interpreters
who are bilingual in a Hmong dialect.
Any marketing efforts in the Hmong language may be best focused on verbal
media because Hmong education traditionally is verbal. The Hmong language was
not written down until the early 1950s when missionaries designed a Hmong
alphabet.
It may be beneficial to visit with local Hmong community groups and volunteer
to work in the community garden or on other projects valued by the local Hmong
community; try to build personal relationships and trust. Learn a few polite
phrases in the Hmong language to demonstrate your interest and respect. “Hello”
is “Nyob zoo,” (pronounced “Nyah zhong”). “What’s your name?” is “Koj lub npe hu
li cas?” (pronounced “Gaw loo bay hoo lee jah”)
While Hmong have close, extended family relationships and are happy and
hospitable, their demeanor is formal and reserved. The Hmong traditionally do
not shake hands, and shaking hands with a male may embarrass a Hmong female.
Hmong individuals may look down or away from you during conversation because
direct eye contact is considered to be rude and inappropriate.
Hmong homebuyers may benefit from home-buying education and financial
literacy classes presented in a language or cultural manner that they can
readily understand because they are often unfamiliar with the home-buying
process and may have unverifiable income and no credit history.
REALTOR® Practice Tips:
Respect Individuality
Treat each person as an individual. General guidance about cultures and
customs will certainly not apply to everyone.
Avoid Strategies That Target Less Than the Whole Market
Do not target an ad toward only one segment of the community or use only
small circulation publications that are designed primarily for certain ethnic
groups. Fair housing law requires that you also advertise to the community at
large.
Avoid Steering
Resist the urge to steer buyers to particular neighborhoods – this is
illegal! Let the buyers decide for themselves what properties they are
interested in.
REALTOR® Resources Page – Cultural Diversity Resources
For additional information about Hispanic, Southeast Asian and other
cultures, visit
www.wra.org/culturaldiversity. This resource page features information
regarding the business practices, mannerisms, languages and customs of people
from a variety of ethnic backgrounds.
Debbi Conrad is Director of Legal Affairs for the WRA.
Published: 7/27/2007
