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Tapping the Ethnic Housing Market

In: Business and Management

Submitted By lisa2lisa
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Determine the opportunities and challenges facing housing lenders and real-estate agents across ethnic subcultures. Lenders and real-estate agents face different opportunities and challenges among the African American and Hispanics in regards to the housing market. African Americans make up one of the major ethnic subcultures, representing 13 percent of the American population, where on average, are younger than the white population, have less education, and lower household incomes. “One-third of black households earn $50,000 or more and nearly 10 percent earn $100,000 or more” (Hawkins). African Americans are segmented as market leaders or market followers. Within those are generational differences which pose challenges when it comes to marketing because they don’t follow the stereotypical images that they have been subjected to. Many are “driving growth in income and purchase power through education and professional achievement. African Americans represent $799 billion in buying power, which is expected to grow by some 34 percent through 2011” (Hawkins). This fact gives lenders and real estate agents opportunity to implement specific marketing tactics. Internet usage among African Americans is on the rise, allowing marketers to leverage online-based advertising for example. Hispanics represent another major ethnic subculture and have diverse nationalities including people of Cuban, Mexican, Puerto Rican, South/Central America or any other Spanish ethnicity. “The Hispanic market is now the largest and fastest-growing ethnic subculture in the United States” (Hawkins). Hispanics are sensitive to nationality-based differences which can pose as a marketing challenge. Differences in language, acculturation and generational influences need to be considered when implementing a marketing campaign. As with African Americans, there are generational differences...

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