Sarasota Herald-Tribune:
Coldwell Banker Residential Real Estate, the state’s largest brokerage, is working to attract Latino buyers and sellers with a new program to offer its services in Spanish.
The initiative also provides Coldwell Banker sales associates with new ways to attract Latino consumers through specialized marketing materials.
Called “CASA Coldwell Banker,” the materials include Spanish-language brochures informing buyers and sellers about the company’s services.
With 650 Spanish-speaking sales agents in Florida the move looks like a smart one during a rough time in real estate. Latinos are Florida’s largest minority group.
From 1990 to 2000, the state’s Latino population increased by 70 percent from to 2.7 million people, according to the U.S. Census Bureau. The Latino population for 47 of Florida’s 67 counties doubled in the same period of time.
The Selig Center for Economic Growth at the University of Georgia reports that Latino buying power has jumped 357 percent from 1990 to 2008.
