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M ulticultural Marketing Program

M ulticultural Marketing Program. Pablo Wong Senior Vice President Market Development. Agenda. 1. The Multicultural Markets 2. Our Program Key Services Seminars Educational/Marketing Materials Best trained EO and staff.

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M ulticultural Marketing Program

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  1. Multicultural Marketing Program Pablo Wong Senior Vice President Market Development

  2. Agenda 1. The Multicultural Markets 2. Our Program Key Services • Seminars • Educational/Marketing Materials • Best trained EO and staff

  3. What It Means to Us“Diversity is the power to identify and deliver value to all employees, customers and communities that we serve. We are committed to recognizing and embracing the influence of culture on every individual.”“All Together We Make A Difference”

  4. Why Should YOU Focus on These Markets?

  5. Demographics PopulationCalifornia • U.S. • 300 million 36 Million • Hispanic • 44 million 13 million • Asian • 13. 1 million 4.7 million

  6. The Hispanic Market • 44 Million Hispanics in the U.S. • 10.7 Million Hispanic Households • In 2001 in California, 51% of all newborn children were Hispanic (Source: Current Population- U.S. Census October 2000)

  7. The Asian Pacific American Market • 13.5 Million APA or 5% of total U.S. • 11% of CA population and 20% of Bay Area • Highest income per capita • Homeownership rate is approximately 60%

  8. Demographics Population by Race and Hispanic Origin National Origin of Diversity • Mexican – oldest, newest, nearest, most dispersed, increasing diversity • Puerto Rican – dual nationality, citizenship, urban concentration • Central Americans – refugees, nationality pockets, proximity to Mexicans • Cuban – multiple waves, generational shifts • South American – Peruvians, Colombians, etc. • Others - New Mexico, Colorado, Texas, Arizona, Dominican enclaves

  9. Bay Area Population

  10. Asian American Population Composition •Sub-group distribution changed from 2000 to 2004 • Asian Indian has grown to 2nd largest in sub markets •Chinese continues to be largest segment Source: U.S. Census Bureau –2000: Issued February 2002

  11. Gonzalez Garcia Martinez Hernandez Smith Lopez Rodriguez Lee Kim Johnson 10 Most Common Last Names of California Homebuyers (2000) (Source: National Association of Hispanic Real Estate Professionals)

  12. Wong Lee Chan Li Chen Lau Huang Leung Lin Smith 10 Most Common Last Names of San Francisco Homebuyers (1999) Nine out of ten were Chinese Source: DataQuick Information Services

  13. How can WE HELP YOU • Education and training for real estate professionals • Providing our community homeownership education in-language and in-culture. • Best trained escrow teams that represent the community we serve

  14. XXXXXX Title Spanish Brochure

  15. Training Seminars • Insync- Title and Escrow for Hispanic and Asian customers • The Filipino Homebuyer • Title & Escrow for Domestic Partners

  16. Multicultural Marketing Key Programs Services • Training Seminars on Hispanic & Asian Culture • - In Sync Presentation (A workshop about understanding the Hispanic & Asian Culture) • - Emerging Sunrise Presentation (A workshop about understanding the Asian Culture) • - Empanadas Presentation ( A workshop about understanding the Hispanic Culture) • Bilingual Marketing Materials for Home Buyers and Sellers in Spanish, Chinese, • Vietnamese, Hindi and Punjabi. Korean and Russian versions in progress. • Translated website Title.com in 5 languages (English, Spanish, Chinese, Vietnamese and Korean) • Round table discussion with Realtors and lenders on how to increase sales and market share. • Key Contacts with Ethnic Real Estate Associations. A glossary for translated phrases for realtors to use when they showing a house. Available in Spanish and Chinese. • Coming up: Multicultural Holidays Calendar (this will comprise of a short explanation of the festival and date of the holiday).

  17. Cross-Selling Bilingual Materials • IPX • Home Warranty • Short Sales

  18. My Contact Information Agent Title company Cdfgh/@com Arigato Gracias Thank you XieXieSalamat

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