By Paige Tepping
RISMEDIA, Oct. 25, 2008-“Having properly trained and passionately committed sales professionals who care about the Hispanic market and understand their preferences and needs is our best strategy,” says Saul Serna, SVP of Century 21 Real Estate’s Hispanic Marketing Division . “We complement their commitment to serve the Hispanic consumer and their communities with state-of-the-art marketing and advertising, 24/7 information in English and Spanish on our website and culturally focused Spanish-language marketing materials.” Here, meet Serna and learn other ways his company is standing out in the Hispanic marketplace.
Saul Serna
Senior Vice President
Hispanic Marketing Division
CENTURY 21 Real Estate LLC
Years in real estate: 16
Best recruiting technique: We have developed a complete real estate career development system in Spanish and English that allows our brokers to reach out to the Hispanic market and attract qualified bilingual sales and service professionals.
Best online marketing strategies: Our website is our best tool in positioning ourselves in front of the Hispanic consumer. It allows our customers to search properties by location and includes maps and the MLS. The site is set in both English and Spanish and is written in simple language so that children and adults can understand the process of homeownership and be able to make the decision as a family.
Words of advice for people getting started in the industry: As real estate sales professionals, we deal, many times, with the largest financial investment a family will make and, therefore, it is very important to: invest time and energy learning and keeping up with the latest market trends and business strategies; focus on the process and the activities that will generate the desired results; and know that this is a serious business-not just a job-therefore, they must have a schedule, standards and accountability.
What are the best strategies you have in place for dealing with the slower market?
Massive Action Plan (M.A.P.) is a productivity enhancement coaching and accountability program in English and Spanish, designed to empower and challenge our corporate staff, managers and sales professionals in learning and implementing best practices for any conditions in the real estate market. Our corporate coaches, staff, broker managers and agents work together in sharing knowledge and applying best practices and solutions to overcome market challenges.
What are two fundamentals that are essential to your company’s continued success?
At Century 21, we embrace a culture of innovation and trust, focused on helping brokers and agents serve the Hispanic market and expand far beyond their current capabilities.
What makes your company unique in today’s market?
We’ve developed the CENTURY 21 Hispanic Market Readiness Assessment Program (HMRA), which is used to share important aspects of the culture and teach our brokers how to reach out and properly serve and grow with the Hispanic market.
What are your best strategies for marketing to the Hispanic population?
Our brokers and agents are our most important asset. Having properly trained and passionately committed sales professionals who care about the Hispanic market and understand their preferences and needs is our best strategy. We complement their commitment to serve the Hispanic consumer and their communities with state-of-the-art marketing and advertising, 24/7 information in English and Spanish on our website and culturally focused Spanish-language marketing materials.
