Marketing to Hispanic Renters Online

Marketing to Hispanic Renters Online Where good is not enough! April, 30 th 2009

Why is the Hispanic market important?
Characteristics of your Latino renter?
How do you market to online Latinos?
How to retain Latinos and avoid mistakes?
Marketing to Hispanic Renters Online “ Hispanics will account for 55 percent of the growth in minority renter households between 2005 and 2015, increasing by 1.9 million and more than offsetting the 1.6 million drop in white renters.” George S. Masnick and Eric S. Belsky Joint Center for Housing Studies of Harvard University

Why is the Hispanic market important? Because of the Latino Demographics in the U.S.: "There are between 45 and 55 million Latinos in the U.S. When you think about that, that's the size of the population of Spain. It's a big market!“ Brad Alford, Chairman and CEO of Nestle USA

Because the Latino Population is growing at higher rates: Why is the Hispanic market important?

Sources: U.S. Census Bureau, 1970, 1980, 1990, and 2000 Decennial Censuses; Population Projections, July 1, 2010 to July 1, 2050 Population in millions Why is the Hispanic market important? Because it is going to keep growing: Projections Census Hispanics have accounted for more than half (50.5%) of the overall population growth in the United States in this decade, a significant new demographic milestone for the nation's largest minority group. Hispanic Population Forecast in US: 1980- 2020

Why is the Hispanic market important? Because we know where they prefer to live: Source: Arbitron Universe Estimates / PEW: The New Latino South

Why is the Hispanic market important? Because Latinos face Homeownership barriers Income Distribution Sources: U.S. Census Bureau, 2006 American Community Survey
Most single family housing developments are out of reach to low income families
Many have problems getting their homeownership applications approved , one-in-ten Latino renters say a home loan application has been denied
Latino Families often work two or three jobs in order to pay rent, feed their children, as these are their priorities
Undocumented Latinos are unable to qualify for bank loans

Why is the Hispanic market important? Because the Hispanic market’s buying power keeps increasing: Median White Household Income $38,679 Median Hispanic Household Income Sources: The Hispanic Market in the U.S: A Generational View/ USA Census Bureau Income Poverty in the USA 2007, Economic and Statistics Administration $980 Billion $54,920 Hispanic Income Buying Power Hispanic income as % of the U.S. income Average

Because the foreclosure rate is higher on main Hispanic markets: Why is the Hispanic market important? Percent of housing units under foreclosure 2008 Source: Foreclousure.com; US Census Bureau 2000, map by Jeff Herlitz NV CO NM CA FL IL UT ID

Why is the Hispanic market important? Because Latinos are a younger and growing population:
Over 80 percent of all households aged 25 or under are renters , along with two thirds of those aged 25 to 29.
Hispanic Teen population in 2005 grew by 30%, Non-Hispanic Teen population grew by only 8%
In USA 6 out of 10 children under the age of 5 are Hispanic
Examples:
In Los Angeles 60% of births are Latinos
In El Paso 85% of births are Latinos
Sources: U.S. Census Bureau, 2006 American Community Survey / The Joint Center For Housing Studies of Harvard University 2005 / PEW: Latinos Online 2007 Hispanics Age Distribution

Why is the Hispanic market important? Because Latinos are Ideal Renters: (Cont) Hispanics exhibit a high degree of brand loyalty . They stick with familiar products and need compelling reasons to justify making a change . Sources: CasaLatino.com Brand Loyalty Among Consumer Groups

Characteristics of your Latino renters?
Marketing to Hispanic Renters Online “ One of the biggest mistakes that companies make is assuming that these consumers are one monolith." Jennifer Tescher, Director of the Center for Financial Services Innovations

Misconceptions and Stereotypes
Misconceptions and stereotypes
All Hispanics speak Spanish
All Hispanics are not well educated
All forms of communication in Spanish are the same
All Hispanic foods are the same
Hispanics are poor

Acquire a second culture in addition to 1 st culture
Closely tied to cultural identities
Highly individual and unique experience
Enlarged “Cultural Inventory”
Characteristics of your Latino Renters: What influences Latinos decision making process? Hispanics: A people in Motion, evolution, and constant change
Process of abandoning 1 st culture for 2 nd
Stronger ties and identification to new culture
“ Cultural Inventory” remains static
“ The very presence of new immigrant populations means the existence of new social and cultural boundaries.” Professor Nestor Rodriguez, University of Houston Sociology Level of Acculturation:
Level of Assimilation:

Characteristics of your Latino Renters: Segmentation Proposed Approach Traditional Acculturated / Bicultural Assimilated Culturally Unique 25% of Population 66% of Population 9% of Population Part of B & C 0-10 years in U.S. 10+ years in U.S, or born in USA 2 nd and 3 rd generation 2 nd , 3 rd , 4 th , generations Spanish Spanish / English English/Spanish English Full Latinos Bi-cultural Anglo culture stronger, emotional attachment to Latin culture Anglo with strong Latin roots Blue Collar Blue Collar / Grey Collar/White Collar Grey Collar / White Collar Neuyoricans

Characteristics of your Latino Renters: Marketing to New Hispanic Tier Renters Target Segment A Target Segment B Target Segment C Low Income Spanish Speaking - Foreign Latinos Low Income English Speaking US Latinos Medium Income Fully Bilingual US/Foreign Latinos Income 50K or less 50K or less 50K or plus Age 22- 57 17-27 27 - 37 Country of Origin Mostly Mexicans, Salvadorians, Guatemalans, Dominicans, Hondurans, Ecuadorians and Peruvians Mostly descendants of Mexicans, Dominicans, Puerto Ricans, Guatemalans, Nicaraguans, Colombians Mostly Cubans, Puerto Ricans Venezuelans, Colombians, Argentineans, Panamanians Language Spanish Spanish / English English / Spanish Education Less Educated Some Education Young Professionals Acculturation Not fully Acculturated Fully Acculturated Not Fully Acculturated Assimilation Low Fully Medium to High Internet Not Internet Savvy Internet Basics Very Internet Savvy

= Tier 1 = Tier 2 = Tier 3 Characteristics of your Latino Renters: Tier Distribution

Characteristics of your Latino Renters: Center for Housing Studies of Harvard University found that: Sources: The Joint Center For Housing Studies of Harvard University 2005

Characteristics of your Latino Renters: Find out what is the background of your Latino renter? Nationality/Descendants Language Proficiency Language of Preference Segmentation Acculturation Level Income Level

Hispanics have larger families on average, with 3.5 children, compared to 2.5 in the general population
They like social gatherings , the clubhouse can also be heavily used by them
Culturally, they are excellent communicators , and need to keep in touch with one another
Characteristics of your Latino Renters: Latino Renters Profile:

Marketing to Hispanic Renters Online “ To reach Hispanic Consumers online, marketers must take a more nuanced approach, going beyond language preference to target niches within this demographic." Mike Shields from Mediaweek

How do you market to Latinos online? Online Marketing Process
Market Research
Competitors Analysis
Online Market Awareness

How do you market to Latinos online? Sources: PEW Latinos Online 2007 56% of US Hispanics are Online Online Hispanics Age Distribution Online Hispanics Income Discover the profile of the Hispanic segments that are online:

89% of Latinos who have a college degree , 70% of Latinos who completed high school , and 31% of Latinos who did not complete high school go online.
78% of Latinos are English-dominant and 76% are bilingual , compared with 32% of Spanish-dominant Hispanic adults.
76% of U.S.-born Latinos go online, compared with 43% of those born outside the U.S .
52% of Latinos of Mexican descent use the internet .
80% of second-generation Latinos (the sons and daughters of immigrants), and 71% of third-generation Latinos go online
How do you market to Latinos online? Sources: Forrester Research, 2007 Discover the profile of the Hispanic segments that are online:

How do you market to Latinos online? Online Hispanics by Country of Origin Sources: PEW Latinos Online 2007 Discover the profile of the Hispanic segments that are online:

How do you market to Latinos online? Sources: Engage Hispanics: Social Media Marketing Is A Multicultural World Discover the profile of the Hispanic segments that are online:

Market Research
Planning content/design
Messaging Development
Web Design
Quality Assurance

How do you market to Latinos online?
In-Language
In-culture look and feel
In-culture messaging
Access to Spanish site
Hispanic URL strategy
Comparability to general market site
Interactive features and functionality
Integrated Hispanic operations
9. Marketing
Planning for content and design:

How do you market to Latinos online? Website design: Think of a vibrant culture
Hispanics respond better to:
Warmer colors (favoritism for orange+blue or red+orange combinations that will stand out)
Simple fonts (fonts like Arial, Verdana and Helvetica are the most common)
Clean, organized, fun and interactive (reflecting an in-motion and vivid culture)

How do you market to Latinos online?
Emphasis on family values associated with family ties and the well-being of the family
Family members generally prefer to live in close proximity to one another
Larger families include children and a grandparents
Hispanics enjoy entertainment as a multi-generational extended family
Make it culturally relevant – Messages written for Mexican Hispanics will not resonate well in the Cuban community
Security and safety of family members is important
Messaging development: Keeping culture in mind Fundamental to an understanding of the Hispanic rental market is an awareness of the ingrained cultural values, attitudes, and motivations

Market Research
Planning
Web Design
Quality Assurance
Search Engine Marketing
Social Marketing
Video Marketing

How do you market to Latinos online? Where to advertise online:

How do you market to Latinos online? Popular Social Online Networking Sites:

Advertisements i n Spanish language are five times more effective in attracting this market segment
Availability of fully Spanish website where Hispanics can search for apartments are very limited: www.pezgrande.com
Consider modifying your standard apartment guide copy to include a few brief sentences or a short paragraph in Spanish
If having a website in Spanish, go beyond the usual information to mention facts of importance to Latino renters :
Culturally relevant information: Advantages to living in the specific area, addressing Hispanics needs
Provide the support necessary for financing
Contracts in Spanish
Service guarantee
How do you market to Latinos online? Finding effective online resources:

Market Research
Planning
Web Design
Quality Assurance
Search Engine Marketing
Social Marketing
Video Marketing
Traffic Analysis
Customer Behavior
Usability & Accessibility Testing
Conversion Reports

How do you market to Latinos online? Website Optimization and Positioning
Key questions to ask yourself:
How do you know your Web site is performing correctly?
Is it meeting customer expectations?
Is it meeting your sales targets?
Is it presenting your product and services in the best possible light?
What is the major source of complaints for online customers?
Recent researches show that currently 99.9% of the websites are obsolete.

Marketing to Hispanic Renters Online "Any opportunity to improve customer service and resident relations, whether doing bilingual fliers for resident events or by sending a resident manager to survival Spanish classes, is worthwhile." Lesley Brice, Asset Manager of MC Management

By ingraining Latino cultural values, attitudes, and motivations into the everyday design of your property and celebrations
By making sure that your Latino renters have established a network of friends, so that he/she is not inclined to consider moving elsewhere.
Offer 24-hour maintenance service, giving great customer services is key
Design way to make property residents feel they have a strong sense of community
Entice current residents to bring new ones via a an effective word-of-mouth reward system
Incorporate A ppealing features in your apartment communities, such as: light interior colors, balconies large enough to hold a number of planters, ceramic tile flooring, ceiling fans, and views of landscaped green areas
By creating a culturally appropriate environment:

Why culturally relevant?
How to retain Latinos and avoid mistakes? Find specialized support to avoid expensive mistakes: Tecate’s “Cold Latina” Campaign: This example illustrates the importance of truly understanding Hispanic culture before advertising to reach this demographic. Critics felt “the ad propagates negative stereotypes of Hispanic women as being loose and overly sexual” Burger King’s “ Texican Whopper” Campaign: Mexico has strict laws prohibiting the defamation of the flag and this advertisement denigrates the image of their country.

Is trans-creation really needed?
Hershey’s “Hispanic Milk Candy” Campaign:
There wouldn’t be an issue if the product was being marketed in Mexico, where the word “cajeta” has the G-rated meaning of milk candy (loosely translated). Unfortunately for Hershey’s, in parts of Latin America “cajeta” is also a derogatory slang term for a part of the female anatomy.
How to retain Latinos and avoid mistakes? Find specialized support to avoid expensive mistakes:
VW “Turbo-Cojones” Campaign:
Billboards for the 2006 GTI with the text “Turbo-Cojones” received objections, and VW went ahead and pulled it out.

іі Gracias!! QUESTIONS?

Marketing to Hispanic Renters Online

by Joshua Tree Internet Media, LLC on May 11, 2009

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