Internet Marketing to the Growing Hispanic Community

The Hispanic community in the United States has an incredible $800 billion worth of buying power, even in today’s economy, proving to be an incredibly lucrative investment for the multi-family units willing to tailor their marketing approach in order to meet the needs of the Hispanic renter community. Home ownership proves to be incredibly challenging among the Hispanic community, with lower average education levels, large family units, the general lack of Social Security Numbers for applications and background/credit checks, and a relatively lower average age of individual households deterring most from being able to possess their own homes.

The majority of the Hispanic community is of foreign birth, opting to make their way to the United States by way of major cities such as New York, Miami, and San Francisco. These densely concentrated metropolitan areas are generally home to few owners, and more renters, thus making home rental among the Hispanic population a popular option. The road to home ownership is often lengthy and bureaucratic—60% of United States Hispanic residents opt to rent their homes, and take pride in doing so. Studies show that Hispanics take pride in paying their rent on time and are often more eager to keep a clean living space and uphold tenant/landlord requirements within their homes. Because of this, many multi-family complexes are reaching out to the Hispanic community and adapting the general structure of their renting process and marketing approach to accommodate these eager renters’ needs. In a world where identity theft is happening all around us, a vast number of apartment applications no longer require Social Security Numbers, and many complexes are making concessions for large families. Apartment marketing efforts targeting the Hispanic market can bring you many qualified and eager renters.

 How are you preparing? Do you have any suggestions? Do you have a spanish rental application?