Leigh Thomas Brown says the first step to serving the Latin community in real estate is to stop making assumptions. Each person has different dreams, finances, and family needs. Treating clients as individuals instead of stereotypes keeps you from missing huge parts of the market.
So my answer to how do you serve the Latin community is going to be step number 1 for serving any group of people, whether you want to serve a language group or you want to serve an ethnic group or you want to serve a price point or a demographic, whatever it is, whatever you've defined as the place you want to serve, don't make assumptions about that group. Last time I checked, our immutable characteristics don't actually define us. We are all unique and different and we have different dreams and hopes and skills. We have different family relationships. We have different history relationships. We have different relationships with money. We have different relationships with future casting a vision. There's so many things that people look at when it comes to real estate, because real estate is so much more than the monthly payment or the price of the house, or even the neighborhood. It's all of those things wrapped up together. And when you look at the area you'd like to serve or the group you'd like to serve, if you start pigeonholing people and telling them they are something, you're going to miss a huge part of the market.
