Case Study: Tapping the Ethnic Housing Market
MKT 87505 – Consumer Behavior Theory & Analysis
California Southern University
Case Study: Tapping the Ethnic Housing Market “A subculture is a segment of a larger culture whose members share distinguishing values and patterns of behavior,” (Hawkins & Mothersbaugh, 2010, page 156). Subcultures are frequently encountered in America due to the ‘melting pot’ nature, continual immigration into the United States, and various religious and ethnic viewpoints experienced in modern day society. A collision of all these subcultures in America has led to difficult marketing approaches to address both the core values and norms of the American culture and unique market behaviors, values, and norms that may be specific to other subcultures. In the case study, “Tapping the Ethnic Housing Market,” Fannie Mae evaluated ethnic groups to determine the different perceptions associated with the home-buying process (e.g. reason to purchase a home, knowledge about the overall purchasing process, and confidence in the process). The case study will discuss the opportunities and challenges facing housing lenders and real estate agents today based in the perceptions of each ethnic group.
Analysis
“Ethnic subcultures are those whose members’ unique shared behaviors are based on a common racial, language, or national background,” (Hawkins & Mothersbaugh, 2010, page 158). The Fannie Mae case study analyzes the different perceptions of the home-buying process among the general American population, African Americans, English Hispanics, and Spanish Hispanics. When considering the first factor, home-buying reasons, a small amount of every population saw ‘Safe Investment with Potential’ as the key reason to purchase a home. The top reasons to purchase a home were identified as ‘Renting is Bad’ (general population) and ‘Feeling of Ownership’ (African Americans, English Hispanics, Spanish Hispanics). In this case, it seems as if renting is not a desirable path in American culture; whereas other groups desire to achieve a feeling of ownership that is specific to numerous subcultures. Home-buying knowledge also varies among ethnic groups. The highest percentage of each culture was aware that information on buying a home was available in different languages instead of just English; however, the ethnic group that was mostly unaware of this information was the Spanish Hispanics. Since many of these individuals have Spanish as a primary language, it is a key for them to become aware of the availability of this option. Housing lenders and real estate agents working in areas where Spanish Hispanics reside should attempt to communicate this information to the group, which may also increase interest in the housing market. The lowest percentage of knowledge in each group (general population, African Americans) consisted of not knowing the person buying the home doesn’t pay the real estate professional, thinking that housing lenders have a legal responsibility to provide the best rates on loans (English Hispanics), and thinking perfect credit is required to purchase a home (Spanish Hispanics). The third factor, home-buying confidence, was also assessed among each ethnic group. Both the general population and English Hispanics indicated they understood the home-buying process well, where African Americans and Spanish Hispanics believed the overall process was too complex. The general population was also highly confident they wouldn’t experience any discrimination when purchasing a home too, where African Americans felt they were least likely to avoid discrimination. Based on the assessment of the subcultures in the housing market, it was evident that housing lenders and real estate agents will face many challenges when dealing with each ethnic group. Some of the challenges identified include: • Addressing the huge ethnic gap that is experienced in the home-buying market, • Properly educating ethnic groups about the home-buying process since the evaluation indicates that many home buying myths are believed (and may drive potential homebuyers away), and • Addressing the unemployment issues that are experienced by all ethnic groups (unemployment rates: Hispanics – 10.3; Whites – 7.2; African Americans – 13.8 (BLS, 2012)) which may also impact the market.
Solution
There are many solutions that can be implemented to address the ethnic challenges and misperceptions of purchasing a home and the home-buying process. To ensure each ethnic group is positively influenced during the process, a marketing strategy, advertising campaign, and training materials for lenders and real estate agents to enhance client interactions should be performed. A marketing strategy for African Americans should not only look at African Americans as a single group, but also realize the ethnic differences within the group. First, lenders and real estate agents should review the products and services that are available to persuade African Americans to purchase new homes and consider using unique packages and offers to spark interest among African Americans. The marketing strategy can consist of hiring employees that can relate to the African American culture and provide insight and assistance to potential homebuyers. The overall positioning strategy and core theme of African Americans advertising should be focused on opportunity and respect. The key advertising points for African Americans can focus on embracing family traditions and maintaining core ethnic values. The visual elements should not only include African Americans in lieu of other ethnic groups, but should ensure African Americans can relate to the environment that is transposed in the advertisement. Advertisements can include a professionally dressed African American couple with their children after work, smiling at each other, and showing the joy that can be experienced in a home. The key media outlets would include any type of media since African Americans are the most media-connected, but specific magazines, television networks, and websites popular among this group will reach the targeted audience. Specific marketing strategies and advertisements can also be developed to target English Hispanics and Spanish Hispanics. Like African Americans, individuals in these ethnic groups may not understand the investment in purchasing a home and also want the sense of ownership. The false expectations, such as legal requirements to be provided the best possible home rates, need to be addressed to better inform Hispanics of the overall process. The overall positioning strategy and core theme for both Hispanic groups should focus on embracing the Hispanic culture. The strong cultural identity experienced by these groups needs to be incorporated into advertisements so Hispanics feel the product (e.g. home, lending services) will meet their needs. Embracing and capturing these ethnic differences will help them to identify with their families and homes. The main advertising point will not only include the embracement of this culture, but focus on family orientation as well. The visual cues for these advertisements can include Hispanics with their families and also include these ads in the Spanish language to identify with the Spanish speaking Hispanics. Advertisements may focus on large Hispanic families that are enjoying a comforting home since Hispanics are frequently associated with multi-generational living arrangements. Key communication aspects for these groups can include sporting ads (e.g. boxing, baseball, soccer), Hispanic websites (for English Hispanics), and Hispanic television shows (e.g. telenovelas). Lenders and real estate agents need to be provided ethnic diversity training to enhance their verbal and non-verbal communications and interactions with these clients. Lenders and real estate agents can use the information provided in the case study to identify the misperceptions associated with the home-buying process and inform the public as to why certain statements are false; clarifying these misperceptions can open the market to more consumers that are interested in purchasing a home. Lenders and real estate agents also need be able to inform potential home buyers of the personal benefits of purchasing a home (e.g. investment, potential, ownership and the facts (e.g. rates, credit eligibility, commitment). This information needs to be presented in an understandable manner and provided with a contact number that can be reached if additional questions need answered (a Spanish specific number would also be helpful); it is also a good idea to have voicemails and business cards in both English and Spanish to ensure all Hispanic home-buyers are informed. Lenders and real estate agents can also be trained on the opportunities that are available for different ethnic groups, such as the Hispanic Housing Development Corporation (HHDC, 2008) or minority home loans so they can adequately inform potential buyers of their options. The training must also educate lenders and real estate agents on properly using body gestures to ensure non-verbal communications do not indicate discrimination of any sort because the potential homeowner may switch to another lender or agent.
Justification
There are numerous solutions that can be implemented to address the ethnic diversity of individuals interested in the housing market. The options lenders and real estate agents can pursue to increase the potential for individuals to consider purchasing a home includes: • Reviewing available home-buying lending packages and services to ensure they are of interest to the African American ethnic group, • Hiring African American lenders and real estate agents (or partnering with an agency that does this already) will help to better relate to the African American culture, • Marketing with the opportunity and respect theme will associate to embracing family traditions and maintaining core ethnic values, which are both highly regarded by African Americans, • Utilizing black-oriented magazine, television networks, and websites will encourage the home-buying markets among African Americans, • Embracing the Hispanic culture to identify with Hispanic families and homes will benefit English Hispanics and Spanish Hispanics, • Advertising (business cards, ads, voicemails, contact information) in the Spanish language will help raise awareness among Spanish Hispanics, • Utilizing sporting ads, Hispanic websites, and Hispanic television shows will encourage the home-buying markets among Hispanics, • Providing ethnic diversity training to lenders and real estate agents will: o Enhance their verbal and non-verbal communications and interactions among ethnic clients, o Assist with informing potential home buyers of the benefits and myths associated with the home-buying process, o Help educate clients on the lending opportunities available to them, and o Ensure non-verbal gestures and cues which may be considered discriminatory in nature are avoided.

Summary The home-buying market can be a difficult market to advertise in due to the misperceptions and wants and needs of each ethnic group. The perception each ethnic group has on the advertisements and experiences with lenders and real estate agents can be perceived differently. Effective marketing strategies must be in place to identify the target audience and understand each culture to know how the advertisements can adequately relate to each. Any advertisements that are not enhancing the number of potential home buyers can be evaluated to determine why it is not appealing to the ethnic group it is targeting. Lenders and real estate agents must be appropriately trained to know how to identify with different ethnic groups and learn about the home-buying opportunities that are available for the consumers. A marketing strategy must be a living document and reviewed over time as the cultures, norms, and beliefs of an ethnic group may change over time to ensure the needs of the targeted audience are continually being identified.
References
Bureau of Labor Statistics (BLS). (2012). Household data annual averages: Table 6 – Employment status of the Hispanic or Latino population by sex, age, and detailed ethnic group. Retrieved from http://www.bls.gov/cps/cpsaat06.pdf
Bureau of Labor Statistics (BLS). (2012). Household data annual averages: Table 5 – Employment status of the civilian noninstitutional population by sex, age, and race. Retrieved from http://www.bls.gov/cps/cpsaat05.pdf
Hawkins, D.I. & Mothersbaugh, D.L. (2010). Consumer behavior: Building market strategy (11th ed.). New York, NY: McGraw-Hill Companies.
Hispanic Housing Development Corporation (HHDC). (2008). Welcome to Hispanic Housing Development Corporation. Retrieved from http://www.hispanichousingdevelopment.com/