CAR Launches Spanish-Language Advertising Campaign

California Association of Realtors’ (CAR) research found that four out of five Hispanic consumers surveyed are interested in buying a home but are not aware they can qualify. Hispanic homeownership is expected to explode in the next two decades, and CAR is launching a Spanish-language advertising campaign to educate first-time homebuyers about the home-buying process.

“More than 25 percent of Hispanic consumers who rent in California can afford to buy a home,” said Dave Walsh, CAR president. “We want to empower them with knowledge about qualifying, shopping and closing on a home. We’ve learned through our research that they’re concerned about affordability and saving for down payments. But they’re young and ambitious, and ready to make their move, and we want them to know Realtors can provide valuable guidance on all aspects of the homebuying journey.”

Price, neighborhood safety, and the size and number of bedrooms were the biggest factors driving homebuying decisions. Millennials and young Gen-Xers had the greatest interest in buying.

“We learned that 85 percent of Hispanic homebuyers saw owning a home as part of the American dream,” Walsh said. “They want a home large enough to accommodate their families, and they want to work with a Realtor who is bilingual, culturally knowledgeable and can educate them about the homebuying process.”