Wednesday, February 13, 2008
10 Best Practices to Reach Hispanic Buyers and Sellers
Bilingual Real Estate Marketing - 10 Best Practices to Reach Hispanic Buyers and Sellers
Posted By Paige On February 12, 2008 @ 4:37 pm In | Comments Disabled
RISMEDIA, Feb. 13, 2008-(Target Marketing)-To grow their customer bases, most industries have tapped into the Hispanic market. "I think most companies realize, or will soon realize, that without marketing to Hispanics, your market is shrinking," says Michael Saray, president of New York-based Michael Saray Hispanic Marketing. Saray is referring to census data recording the general market's death rate as being higher than its birthrate, and projecting the Hispanic population will grow to one quarter of the total U.S. population by 2050.
A bilingual direct mail campaign may provide the best odds of connecting with Hispanic prospects. According to the 2006 American Community Survey, 78% of Hispanics speak a language other than English in the home, and 39% of Hispanics report speaking English "less than very well." Below, Saray details the reasons behind using a bilingual mail piece and best practices for creating a winner.
1. Establish whether a bilingual approach is appropriate.
2. Get the translation right.
3. Say the same thing in both languages.
4. Craft the message in Spanish first.
5. Use a fitting format.
6. Make a right-brained appeal.
7. Test lead languages.
8. Test English language plus Hispanic details.
9. Know where your prospect stands.
10. Allot ample time and resources.
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