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News & Information: Market Diversity Corner

Grow Your Business with Market Diversity Education and Awareness

Friday, May 18, 2012  
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By Stephanie Agosto-Negron

Central Florida continues to grow with a diverse population. Diversity marketing recognizes the influence of different consumer groups and finds ways to market to the distinct groups. Being sensitive to your clients’ real estate needs and cultural backgrounds will help improve your business, and catering to the differences in specific groups requires the creation of customized marketing strategies.

Many REALTORS® are learning how create customized diversity marketing strategies through classes developed by ORRA’s Market Diversity Subcommittee, such as it's upcoming Diversity Marketing on the Internet. The class will be held on Wednesday, October 10, 2012, in the ORRA Conference Center; it's worth four continuing education credits and is FREE!

Collaboration with other professionals to bring real estate services to the community is another way to create opportunities within diverse markets. The ORRA Market Diversity Committee will soon make it easy to plan a cooperative, diversity-oriented event with templates in its upcoming foreclosure prevention workshop for consumers toolkit, which currently in production.

Kudos goes to Central Florida Realty Partners, which produced just such an event in May. The brokerage teamed up with Hon. Anthony Suarez of Anthony Suarez, Esq.; Lincoln Title; and Town and Country Mortgage to offer a foreclosure prevention workshop for consumers at the Hilton Hotel in Lake Mary. The workshop was presented in both English and Spanish, and topics included short sales, foreclosure prevention, refinancing, and property management.

Foreign nationals and international investors make up another important segment of the diversity market. In particular, real estate investors are flocking to Central Florida from all parts of the globe. Whether an investor chooses to upgrade or repair a unit and sell or decides to have a property manager oversee the unit for a few years, it is always helpful to have the necessary tools and information to provide the best quality service to international buyers. The National Association of REALTORS® offers several excellent (and free) field guides to international real estate with tons of articles, tips, research data, and more on all aspects of international real estate. Find them here.

The more information we have to share with our clients the better chance we have on getting them to the closing table. Connecting to clients of different generations and different cultural backgrounds will both improve your business provide consumers with opportunity to work with an informed REALTOR®.

Regardless of demographics, we as REALTORS® must serve our clients to the best of our ability and provide a positive buying or selling real estate experience.

Stephanie Agosto-Negron, Central Florida Realty Partners, is a member of the ORRA Risk Management Committee. She can be reached at

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