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ERA REAL ESTATE EQUIPS ITS NETWORK TO BETTER SERVER THE HISPANIC COMMUNITY
Marketing and training initiatives help ERA® members tap growing market PARSIPPANY, NJ (November 26, 2001) – In an effort to help its real estate professionals better serve the fast-growing segment of Hispanic-American homebuyers, ERA Franchise Systems LLC provides marketing and training materials specifically designed to assist ERA brokers and sales associates in helping Hispanic families realize the American dream of homeownership. Hispanics are among the fastest growing segments of the U.S. population. More than 35.3 million Hispanics reside in the U.S. today, up 57.9 percent since 1990*. A recent study by Strategic Research Corporation forecasts that by 2020, one of every five U.S. residents will be of Hispanic origin. In 1998, ERA Real Estate recognized the home-buying needs of this growing population and launched a national Hispanic marketing campaign to enable ERA sales professionals to guide Hispanic families through the home-buying process. In 2000, a national television commercial, a special series of print ads and other marketing materials were tailored specifically to a Spanish-speaking audience. Broker Samy Hassan, CRS, GRI, of ERA Achievers Realty in Brooklyn, NY, has not only helped hundreds of Hispanic Americans buy homes, but has increased his company's revenue at the same time. The secret of his success, Hassan says, has been targeting his community's Hispanic population by utilizing the marketing materials available through his affiliation with ERA Real Estate. He also understands the importance of breaking language barriers. Hassan recently completed a four-month course in conversational Spanish, and is now able to communicate with his growing base of Hispanic customers. Key elements of his marketing plan include placing ads in Spanish-language newspapers and mailing personalized postcards. All marketing materials directed towards Hassan's Hispanic prospects are in Spanish. "The response to our campaign has been overwhelming," says Hassan. "The Hispanic community here in Brooklyn has been very receptive to our marketing efforts, and has helped to grow our business." P.J. Martin Smith, senior vice president of marketing, ERA Franchise Systems LLC, says Hassan is one of many ERA brokers who see the need and benefit of serving the Hispanic market. "We've created the marketing campaign as a tool to help our affiliates work effectively in this diverse marketplace and educate them about some of the cultural differences in assisting Hispanic families to purchase homes." "Many Hispanic homebuyers are part of a large, extended family where several people of varying ages are involved in the buying process," adds Smith. "It's important to know about these types of situations, especially today because the Hispanic community accounts for the most dramatic increase in homeownership of all ethnic groups." As home-buying among the Hispanic population grows, ERA Real Estate continues developing resources that help its affiliates reach this key market. In January, the company will unveil a new listing presentation manual and video in Spanish. The company's training department has also translated its flagship course, AccelERAtion, into Spanish. AccelERAtion is part of ERA Real Estate's roster of e-Campus courses. "Through this on-line class, ERA affiliates learn marketing, selling and negotiation techniques as well as closing presentation skills," says Kathi Mathis, director of training, ERA Franchise Systems LLC. "The class also gives students an overview of ERA products and services, which are designed to help sales associates and brokers achieve success both personally and professionally." Sales associate Regina Corona of ERA American Brokers in Prospect Heights, IL says she has watched the Hispanic market become one of the fastest growing ethnic home-buying groups in the Midwest. "Understanding the needs of our Hispanic customers helps us assist them through the complexity of a real estate transaction," Corona explains. "As a result, we build lifetime relationships with these customers, who from our experience, are among the most brand loyal." ERA Franchise Systems LLC is a global leader in the residential real estate industry with nearly 30 years experience in developing consumer-oriented products and services. It is a subsidiary of Cendant Corporation (NYSE: CD) and part of its Real Estate Franchise Group. The ERA real estate network includes more than 28,000 brokers and sales associates throughout the United States and 26 other countries and territories. ERA information is available to consumers on the Internet at www.ERA.com. ERA® properties can also be viewed at www.REALTOR.com®.
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