Unique Initiative Launched to Provide
Specialized Real Estate Services to Hispanics
September 21, 2005
TUCSON - Hispanic customers - residential and commercial - will find a new,
comprehensive home for all of their real estate needs, thanks to an innovative
concept launched this week by Coldwell Banker.
"Tus Amigos Confiables" is a special team that includes not only REALTORS®,
but title and lending officers as well, all specifically in tune with the needs and
concerns of Hispanic investors, and the cultural, familial and language components
involved. The program offers more tools and services than any other full-service
real estate company in southern Arizona to reach Hispanic consumers.
"We had discussed our desire to reach the sizable Hispanic segment of our population,
but I looked at our organization at that time and said, 'That's fine, but what do we do
when the phone rings? I don't want to do this unless we can do it really well,'"
explained Laura Mance, executive vice president. "So we put together a great team of
not only agents, but lending and title partners as well. We've devoted a lot of time
and resources to making sure we really are part of the Hispanic market in Tucson,
which is the largest growing segment of our community."
Tus Amigos is a coordinated effort to bring bilingual agents and real estate services
together. It includes agents in all seven Coldwell Banker offices in Tucson and Green
Valley, as well as Preferred Lending and Catalina Title. The program also includes
advertising and marketing programs tailored for the community - in English and Spanish -
as well as collateral materials.
Agent tools include Spanish-language brochures, videos (such as "Price Your House
for Success" or "Home Buyers Guidebook"), transaction forms, direct mail, PowerPoint
presentations, and Arizona Association of REALTORS® forms.
"Our company demographics didn't mirror the community's demographics, just as
realtors as a whole don't reflect the market's makeup," Mance added. "We want to
change that and this is an important first step."
The Success Southwest division of Coldwell Banker in Tucson and Green Valley,
with 500 agents, was recently acquired by NRT Incorporated, the nation's largest
residential real estate brokerage company, a subsidiary of Cendant Corporation
(NYSE: CD), which has more than 1,000 offices and 62,000 sales associates operating
in over 35 major metropolitan areas. The company operates in Arizona as Coldwell
Banker Residential Brokerage, and will maintain the local leadership of its divisions
here. Statewide, Coldwell Banker has 38 Arizona office locations and more than 2,400
real estate professionals, who sell an average of one Arizona home every 25 minutes,
every day of the year, reaching $4 billion in annual sales.
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