How do I gain traction with Hispanic homeowners? We get calls from people who speak such limited English that my staff and I (who speak little Spanish) can barely understand them. More
I work in an area with a large Filipino population. I have spoken with several Filipino families about remodeling their homes, and although the conversations always seem to go well, I never hear from them again. What am I missing? More
What are home improvement contractors missing when they ignore the minority market? More
Even as many homeowners decide to postpone big remodeling jobs, minority and immigrant home buyers “still want to buy, but for totally different reasons,” says Michael Lee, a marketing consultant with EthnoConnect. More
Get used to it. “Most of the world negotiates everything,” says Michael Lee, a multicultural marketing consultant. As your market becomes increasingly diverse, your growth may hinge on homeowners from the “negotiating cultures” of Asia and elsewhere. More
Challenge: A growing percentage of your market speaks little or no English, and your sales staff speaks only English. More
Rodney Webb isn't your typical home improvement salesman. He boasts a 91% close... More
You visit the home of a prospect whose culture is relatively unfamiliar to you. How do you understand the role culture might play in their remodeling needs? More
Statistically speaking, your next prospect is likely to be non-white, non-U.S. born, and/or more fluent in a language other than English. According to the National Association of Realtors, 60% of all home buyers and 40% of first-time home buyers are minorities. The Harvard Joint Center for Housing Studies reports that Hispanics spent more money on remodeling in 2004 than any other group, including Caucasians. More
