Homebuyer marketing drives the U.S. economy. The final main session at Portada Live was about THE NEW AMERICAN HOME BUYER: Brand New Research and Its Marketing Implications. Erin Siegel, Senior Director of Public Relations & Executive Communications at Century21, presented new research. Siegel’s presentation was complemented by the participation of Camilo Escalante, Executive Director of Diverse Segments, Guaranteed Rate, who provided insights into how his company, the second-largest mortgage lender in the U.S., markets to diverse audiences. Multicultural audiences, of which Hispanics are a substantial part, are projected to buy more than 80% of new homes annually by 2040.
The Speakers
Homebuyer Marketing: Guaranteed Rate’s Best Performing Spot
Homebuyer Marketing: What We Learned
“Community means home. The walls around them and the roof over their heads give security, but how they live is wrapped up in the community that surrounds them. The people, activities,locations…where we live, work and play brings us connection and a sense of belonging.”, Erin Siegel’s (Understanding the Hispanic Home Buyer of Today and Tomorrow) presentationThe Messi-branded snack sold three times as much as the same snack flavor without the Messi endorsement.” (Erin Siegel from her presentation on “Understanding the Hispanic Home Buyer of Today and Tomorrow”)
“We had a 84% engagement rate in our Spanish-language telenovela ads.” (Camilo Escalante)
“88% of home buyers surveyed are willing to compromise on elements of their dream house to be in a dream community. 92% want to be in a community that embraces diversity” (Erin Siegel from her presentation on “Understanding the Hispanic Home Buyer of Today and Tomorrow”)
