PARSIPPANY, NJ: Century 21 Real Estate Corporation has appointed The Vidal Partnership to serve as agency of record to lead the company's Hispanic marketing and PR efforts.Hispanics are currently the fastest-growing group among new homeowners.
According to Century 21, the market has grown 10% in a decade - 40% of Hispanics were homeowners in 1990, compared with 50% in 2000. Today, Hispanics account for more than one-fifth of US homeownership.
Century 21 and Vidal have started producing almost all materials in Spanish and English. Postings on Yahoo! Espanol, a Major League Baseball sponsorship in Spanish, a Spanish-language link on Century 21's website, and recruiting materials in Spanish are all part of the efforts.
Sales techniques at Century 21 have been altered to focus on two major points: Hispanics are mostly first-time buyers, and they have little or no experience with mortgages. "Everyone is trying to live the American dream, but we had to go about helping the Hispanic community to achieve it in a different way,
said John Greenleaf, Century 21's SVP of marketing.
Century 21 also caters to the specific needs of other groups, such as through its Mature Moves program for seniors. But the Hispanic community is the only one for which the company has hired a specialized agency.