The 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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Since 1992, Language Testing International (LTI) a Samsung Company, and the American Council on the Teaching of Foreign Languages (ACTFL), have been offering valid and reliable reading, writing, speaking, and listening tests in more than 120 languages, in more than 60 countries.
LTI administers language assessments to hundreds of thousands of candidates every year and is one of the largest and most respected foreign language proficiency test providers in the world. We offer the highest level of client service as well as convenient online test scheduling and reporting over secure client networks.
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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.
What Happened?
The number of foreign language speakers in the United States has increased an impressive 90% since 1990. There are 38.4 million Spanish speakers reported in the US. The next most common language is Chinese, with 3 million speakers, followed by 1.6 million Tagalog speakers, 1.4 million Vietnamese speakers and 1.3 million French speakers. These populations translate into a new challenge for healthcare professionals and organizations across the nation.
We’re operating in a global economy. As a result, competition is far reaching, and companies are increasingly finding themselves at a competitive disadvantage when employees lack the functional language skills needed to do their job. These companies should be considering the following questions; are your employees actually qualified to communicate in another language effectively? How do you assess the functional language ability of your employees? Is the means of assessment reliable and legally defensible?