All Hispanics Are Not the Same!

November 18, 2020

“Hispanics are very diverse and not the same as one another. We have different cultures within our communities and you have to know that about your specific market,” said Jason Riveiro, director of the diversity & inclusion council at Realogy.

Riveiro spoke Tuesday during an NAR en Español session, El Mercado Latino de Estados Unidos, el Futuro Multicultural de Nuestra Industria (The Latin-American Market, the Multicultural Future of Our Industry). This was the second of three NAR en Español sessions that are part of the virtual 2020 REALTORS® Conference & Expo.

Preferences also vary by age group, showing differences in how closely people identify with their Latin background. “Hispanic Americans are 200%: 100% USA and 100% Latin America. A generation may like to eat hamburgers and tacos. But all generations are tied to their culture,” added Riveiro.

Beatrice Briseño spoke about growing her business over the past few decades in the southern part of San Antonio, a part of the city that many agents haven’t gone near:

“This is San Antonio’s working-class neighborhood. The focus is on our relationship with the community, not how much the home sold for,” said Briseño.

She runs her company with her two daughters and daughter-in-law. Their focus is helping first-time homeowners in a neighborhood that has been generally neglected by much of the real estate industry. “There are no local mortgage lenders here or even a title company. This has to change,” she added.

The key to Briseño’s success over nearly three decades has been knowing her mainly Mexican-American community and what its needs are.

And that’s one of the key takeaways of this session: Know your market. Creative initiatives from the California Association of REALTORS®  are helping ensure Latino members have a seat at the table. “There’s a void. And we have to connect with each other and reflect on some of the things that have been done in the past in working toward true inclusivity,” said Lisette Torres, membership development and community relations manager with the California Association of REALTORS®.

CAR’s Latinx Professionals Network is dedicated to amplifying the voices of Latino REALTORS® in California by increasing business opportunities and lifting REALTORS® up while celebrating cultural differences.

All the panelists stressed that participation in the life of your community and raising your voice are necessary steps for inclusion. It is essential that members make themselves known to the wider community to achieve full acceptance. “Don’t just invite us to the party; take us to dance,” said Torres.