ERA empowers Spanish-speaking agents with innovative training

"So we have 120,000 Realtors trying to service 65 million people. That's wild, right? They're underserved. We can get more being in the business who speak Spanish, but we also already have this existing base. So how do we help them? I think the way we can attack it is by understanding that most of these markets have Spanish-speaking agents, have large Spanish-speaking populations and now we have something that can not only attract the agent but then better serve that clientele in those markets."

"Hispanic homebuyers accounted for just over half of homeownership growth in the past 10 years and are likely to account for 70% of new homeowners by 2040 if current trajectories hold, according to the National Association of Hispanic Real Estate Professionals, where Vidal holds a regional board seat."

The Spanish-language coaching program began in 2016 and expanded to more than 100 ERA offices. The Spanish component attracted agents and clients in Spanish-speaking markets and supported ERA's expansion into those areas. Hispanic homebuyers represented 35% of national homeownership growth in 2024 and accounted for just over half of homeownership growth in the past decade; projections indicate they could comprise 70% of new homeowners by 2040. Approximately 65 million Hispanics or Latinos live in the U.S. while roughly 120,000 Realtors serve that population, creating service gaps. The program retains over one-quarter of participants into a second Spanish session and aids recruitment of Spanish-speaking agents.

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