Mi casa es su casa

stock-photo-hispanic-couple-outside-home-with-sold-signThe American Dream, a key piece of which is home ownership, is flourishing in Latinx communities all across the nation. By every economic measure, buying power on the part of Spanish-speaking Americans is skyrocketing to the tune of over $2 trillion. One of the most important areas where that buying power is manifesting itself is in home ownership. Over 6 million new homes will be purchased by Latinx consumers within the next few years. As a prominent executive with the National Hispanic Real Estate Professionals (NAHREP) put it, “With a growing Hispanic population and the highest rate of workforce participation, Hispanics are expected to drive growth in the housing market for decades”. While this is certainly good news for the real estate business, it also presents a series of challenges that will need to be met in terms of adapting to a Spanish-speaking customer base.

NAHREP says the first step would be “to address the incredible shortage of Spanish-language speaking, culturally competent real estate agents (7%) and mortgage professionals (4%)”. The lack of bilingual professionals in this key area- is a drag on the market. Many Latinx homebuyers express preferences for agents who can explain complicated transactions in a readily understandable format. Also, cultural sensitivity is important in terms of introducing upwardly mobile people into neighborhoods that might not reflect their ethnic identities and helping people select areas where they would feel at home. As one homebuyer put it, “The (Spanish-speaking) agent was able to tell us if we would feel comfortable around the neighborhood.”

Given the economic projections for the future, improved language skills and cultural sensibilities will play important roles in the world of real estate for some time to come. There will be an increased need for multilingual professionals in both real estate and financial services. These will create ripple effects in the banking and insurance sectors as well. Local government officials and educators will need to respond as demographic changes alter the social landscape of communities. The need for people certified in Spanish has never been greater and will only continue to grow as the future of our country unfolds.
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Lisa March is a bilingual Marketing and Sales Executive. She works closely with LTI on strategic partnerships, business development and marketing. Her efforts help LTI scale the use and implementation of language assessments in schools, institutions, corporations and government agencies.