California Association of REALTORS® Launches Spanish-Language Home Buying Ad Campaign


LOS ANGELES, September 15, 2021 /PRNewswire/ — Hispanic homeownership is set to skyrocket over the next two decades, and the California Association of REALTORS® (CAR) is launching a Spanish-language advertising campaign to educate first-time homebuyers on the homeownership process. buying a house.

“More than 25% of Hispanic consumers who rent in California can afford to buy a house,” said the CAR president David Walsh. “We want to empower them to learn about qualifying, buying and closing a home. We learned through our research that they are concerned about affordability and saving for down payments. But, they are young and ambitious and ready to make the move, and we want them to know that REALTORS® can provide valuable advice on all aspects of the home buying journey.”

CAR’s research found that four out of five Hispanic consumers surveyed are interested in buying a home, but don’t know they can qualify. Price, neighborhood safety, and size and number of bedrooms were the top factors determining home buying decisions. Millennials and younger Gen-Xers were the most interested in buying.

“We learned that 85% of Hispanic home buyers consider owning a home to be part of the American dream,” Walsh said. “They want a home big enough to accommodate their family, and they want to work with a real estate agent who is bilingual, culturally knowledgeable, and able to educate them on the home buying process.”

The campaign will include digital banner ads, paid social media and radio spots in Spanish and English. Consumers can explore and, new educational websites in English and Spanish, promoting financial literacy, the importance of credit scores, steps in the buying a house and how to contact a real estate agent.

“Hispanic homebuyers are tech-savvy, begin their home buying journey online, but want support later in the process as they seek advice for financing and closing,” Walsh said. “REALTOR® AGENTS are uniquely qualified and knowledgeable to help you through every step of achieving that dream of homeownership and bridging the homeownership gap for the Hispanic community.”

About the California Association of REALTORS®
Paving the way…® in California real estate for more than 110 years, the CALIFORNIA ASSOCIATION OF REAL ESTATE AGENTS® is one of the largest state trading organizations United States with over 200,000 members dedicated to advancing professionalism in real estate. CAR is headquartered in Los Angeles.



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