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References
NAR Library & Archives has already done the research for you. References (formerly Field Guides) offer links to articles, eBooks, websites, statistics, and more to provide a comprehensive overview of perspectives. EBSCO articles (E) are available only to NAR members and require the member's nar.realtor login.
NAR Spanish Language Items
2024 Code of Ethics (Spanish Translation)
This is the current translation of the Code of Ethics.
The REALTOR® Advantage, Is Your Agent a REALTOR® Brochure – (SKU: E135-145-S)
This product replaces the It Pays to Work with a REALTOR® brochure and offers new insights into what sets REALTORS apart and the importance of choosing to right person to represent you in your real estate transaction.
Why Rent When You Can Buy – (SKU: E186-95)
Mortgage interest deductions, mortgage principal accumulation, property tax deductions, and home appreciation are depicted in an easy to interpret format that strongly supports the decision to buy a home as opposed to renting.
What Everyone Should Know About Equal Opportunity in Housing – (SKU: E166-799-S)
Inform your associates, clients and customers about the value and requirements of fair housing regulations. This three-panel brochure outlines the responsibilities of each party to a transaction as well as relevant information about fair housing law.
Preparing Your Home to Sell DVD – (SKU: 141-178)
Preparing Your Home to Sell] by David Knox, has helped thousands of real estate professionals increase the value and sales price of their listings. The DVD running time is 16 minutes. Includes English and Spanish subtitles.
Pricing Your Home to Sell DVD – (SKU: 141-177)
Why not let them watch this powerful video and get the listing...priced right. Pricing Your Home to Sell DVD by David Knox, is loaded with charts, visuals and friendly dialogs that will address all of your sellers' pricing objections. The DVD running time is 19 minutes. Includes English and Spanish subtitles.
Marketing Tips
Speaking On Best Practices in Marketing to Hispanics in 2024 (Danay, Jan. 22, 2024)
Strategies and 5 pillars that are the most important when marketing to Hispanics:
- Identity: Differences between Hispanic, Latino, Latinx and how to avoid getting caught up in the nuances in your marketing.
- Language: How to ensure your marketing messages are connecting based on user preference including Spanish dominant, English dominant and Bilingual speakers.
- Regional Differences: What are the regional differences between Hispanics in the US, and why is it important in your messaging?
- Channels: What are the best digital channels to reach Hispanics in the US and why?
- Segmentation: What are the opportunities for segmentation within this extremely diverse market?
How to Reach the Hispanic Market in 2024 (Entravision Digital, Jan. 4, 2024)
The art of Hispanic marketing lies in creative messaging and a culturally nuanced understanding of who you’re speaking to -- which can arguably be the trickiest part to get right. Figuring out if it makes more sense to market to Latinos in English, Spanish, or Spanglish, will depend on your area and its demographics.
Hispanic Marketing Council (HMC) – 2024 Marketing Guide
This year marks the 25th edition of the market guide, which has served as a valuable resource for the industry and a vehicle for helping brands tap into the Hispanic opportunity. The HMC 2024 Hispanic Market Guide explains “Latino Coating”—complete with its definition and a checklist of offending practices—and provides step-by-step instructions on getting Hispanic marketing right.
Creating Marketing Impact with the Hispanic Community (Kantar, Nov. 10, 2023)
Brand loyalty is earned through genuine investment and support. Hispanics are looking for brands that demonstrate genuine care for their community. True concern is a major factor in standing out from the competition to win the loyalty of Hispanic customers.
Lost in Translation Top Three Marketing Tips to Build Meaningful Connections with the US Latino Market (Moira Studio, May 3, 2023)
Proven cultural sensitivity. Taking the time to learn about the community you are targeting shows that you respect and want to meet their needs.
Statistics, Studies & Reports
Hispanics in the United States - Statistics & Facts (Statista, Jul. 3, 2024)
Includes statistical information regarding population development, families, origin, employment situation, and income.
New Estimates Highlight Differences in Growth Between the U.S. Hispanic and Non-Hispanic Populations (Census.gov, Jun. 27, 2024)
Between 2022 and 2023, the Hispanic population accounted for just under 71% of the overall growth of the United States population, driven primarily by Hispanic births, according to newly released Vintage 2023 Population Estimates from the U.S. Census Bureau.
Snapshot of Race and Home Buying in America (National Association of REALTORS®, 2023)
- Homeownership rate for Hispanic Americans varied from 27% to 67% across the country.
- Among 51 states, including the District of Columbia, 31 states had a homeownership rate for
- Hispanic Americans higher than 50.6% - the national rate - in 2021.
Hispanic Marketing Council (HMC) – 2023 Marketing Guide
“With a population of 62 million, Hispanics make up almost 19% of the U.S. population, contributing to more than half of the total population growth over the past 10 years and skyrocketing in buying power.”
2020 Census Statistics Highlight Local Population Changes and Nation’s Racial and Ethnic Diversity (United States Census Bureau, Aug. 12, 2021)
Takeaways from the most recent US Census.
State of Hispanic Homeownership (National Association of Hispanic Real Estate Professionals)
The report provides an analysis of how the U.S. Hispanic population is faring with respect to attainment of homeownership in America. Additionally, it highlights Hispanic consumer nuances, purchase power, and trends, and provides insight into major factors that contributed to the story of Hispanic homeownership in the U.S. over the past year.
Consumer Websites & Resources in Spanish
Spanish-Language Homebuying Resources (The Balance, Oct. 3, 2022)
The Balance has compiled this list of resources to help Hispanic homebuyers go through the homebuying process.
HUD Topics in Spanish (Espanol.HUD.gov)
Glossary of Real Estate Industry Terms (NAHREP)
“In a recent NAHREP survey, top producing Latino agents and loan officers indicated that 40 percent of their transactions make use of Spanish at some point in the transaction and as much as 25 percent of all transactions utilize Spanish exclusively as the means of communication. In an already complex and increasingly regulated environment, NAHREP saw the need to provide guidance and consistency on Spanish-neutral translations of the words and phrases used most frequently over the course of a real estate transaction.”
Multi-Language Resources for Lenders (Fannie Mae)
“There are many legal issues involved in originating mortgage loans in a language other than English, including federal, state, and local laws (such as those for California, Illinois, Massachusetts, Oregon, Texas, and the District of Columbia) that address marketing, negotiating, and conducting lending activities. You should consult legal counsel about which requirements may apply to your business and the use of these materials.”
eBooks & Other Resources
Books, Videos, Research Reports & More
As a member benefit, the following resources and more are available for loan through the NAR Library. Items will be mailed directly to you or made available for pickup at the REALTOR® Building in Chicago.
Actitud de Vencedor (eBook)
Business Across Cultures (eBook)
The Complete Idiot's Guide to Intermediate Spanish (eBook)
Cross-Cultural Selling For Dummies® (eBook)
Dile Adios a Tus Temores (Audiobook)
Dr. Blair’s Express Lane: Spanish (Audiobook)
Global Etiquette Guide to Mexico and Latin America (eBook)
Grandeza para Cada Día (eBook)
Guia Esencial para los Contratos de Arrendamiento de Bienes Raices (eBook)
Hispanic Marketing, a Cultural Perspective (eBook)
How to Say It®—Doing Business in Latin America—A Pocket Guide to the Culture, Customs and Etiquette (eBook)
Las Mujeres y el Dinero (eBook)
LatinoLand a Portrait of America's Largest and Least Understood Minority (Audiobook)
Learn in Your Car Spanish (Audiobook)
Marketing Social (eBook)
Multicultural Manners (eBook)
Piense y Hágase Rico (Audiobook)
Queremos que Seas Rico (Audiobook)
Spanish for Dummies (Audiobook)
Books, Videos, Research Reports & More
The resources below are available for loan through the NAR Library & Archives. Up to three books, tapes, CDs and/or DVDs can be borrowed for 30 days from the Library for a nominal fee of $10. Call the NAR Library & Archives at 800-874-6500 for assistance
Hispanic Marketing: Connecting with the New Latino Consumer (Amsterdam; Boston: Butterworth-Heinemann, 2012) HP 5415.33 U6
Spanish for Real Estate Agents (Chicago, IL: Command Spanish, Inc., 2005) HD 1375 C73
English-Spanish Real Estate Dictionary (University Press of America, 1986) HD 1375 J15e
Have an idea for a real estate topic? Send us your suggestions.
The inclusion of links on this page does not imply endorsement by the National Association of REALTORS®. NAR makes no representations about whether the content of any external sites which may be linked in this page complies with state or federal laws or regulations or with applicable NAR policies. These links are provided for your convenience only and you rely on them at your own risk.