The Mortgage Bankers’ Association (MBA) recently released a report: ‘Housing Demand: Demographics And The Numbers Behind The Coming Multi-Million Increase In Households’. In this study, the MBA “utilized a comprehensive analysis of data from 1976 to 2014, a period encompassing several market and housing cycles, to provide a projection of much stronger housing demand over the next decade.”
Today we are pleased to have the VP of Spanish KCM, Jeymy Gonzalez, as our guest blogger. Jeymy has personal experience with the challenges Hispanics may face during the real estate process and works to assist this community with guidance and education. Enjoy!
A recent Fox News Latino article talks about the healthy growth of Latino-Owned farms. According with the Census of Agriculture “there has been a 21 percent increase in ownership in the last 5 years.” Most of those farms are small or mid-sized with greatest concentrations living in Texas, New Mexico and California.
The Latino-owned farms have become key providers of certain produce. The article mentioned for example; Latinos own two-thirds of the strawberry farms in California.
This increase is the result of the work of Organizations like Rural Coalition that represents small farmers and producers in the U.S. and Mexico, the recruitment efforts to bring in minority and women farmers by the USDA, and large economic forces, as NAFTA, who led new farm owners to work their way up from being laborers.
There is a great opportunity for real estate professionals who focus their business on farms and ranches. The USDA Census of agriculture published a table with the Farms with Hispanic/Latino Principal operator and The KCM Crew put it together on this map for you!
You can help these Latino operators become farm owners & fulfill the American Dream!
We are excited to have Jeymy Gonzalez as our guest blogger today. Being a first generation Hispanic immigrant, she has personal experience with the challenges Hispanics may face during the real estate process and works to assist this community with guidance and education.
Last year Nielsen and the Association of Hispanic Advertising Agencies (AHAA) identified Upscale Latinos as the most influential segment since the Baby Boomers. Upscale Latinos are becoming a powerful population segment and have grown by more than two million since 2010.
“Recognizing the diversity within the Hispanic population in the U.S., Nielsen and AHAA embarked this year on a second study to further understand the behavior of upscale Latino households, what drives them toward upscale-luxury purchases and what drivers and detractors they share—or don’t share—with non-Hispanic upscale households.” Here are some important points that they found:
- The number of Upscale Latinos with an annual income range from $50,000 to $100,000 is growing.
- They account for 29% of Hispanic homes and more that 15 million Hispanics.
- They spend about $500 billion each year, which represents 40 percent of the $1.3 trillion in Hispanic purchasing power.
- At least 60 percent say they have strong ties to their Latino culture, and 30 to 40 percent voice a strong cultural duality.
According to “the upscale Latino 2.0” study by Nielsen/AHAA, this is the percent of upscale Hispanics that say within the next 12 months they will have sufficient resources to:
- 47% to pay rent/mortgage
- 39% to live in safe neighborhood/good public school
- 33% to pay off credit card debit
- 18% to qualify for a mortgage
One Powerful Segment, Three Different Mindsets
Nielsen and AHAA identified three distinct sub-mindsets with in this group and this is how they describe them:
- Luxury Seekers (42%) are mostly drawn to high-end products for individual rewards and to feel good about themselves. Thirty-four percent of upscale non-Hispanics fall into this sub-segment, making them less likely than upscale Hispanics to be luxury seekers.
- Sensible Seekers (40%) are pragmatic about their purchases and make high-end decisions when it makes sense. There is a greater distribution of upscale non-Hispanics in this sub-segment at 48 percent.
- Social Seekers (18%) see high-end goods and services as timeless and classic; they seek recognition and social status. Upscale non-Hispanics also make up 18 percent of this sub-segment.
Yes, we are all Hispanic/Latinos but we don’t like the same things! You can notice a difference among the 3 distinct sub-groups. So understand the differences and for those working the Luxury market, remember 29% of the Hispanic homes are upscale Latinos.
The Hispanic community was hit hardest by the housing crash. Now that the market is recovering, many of these families have the opportunity to either buy a home again, or those that lost home value during those years, are seeing equity return allowing them to sell and move to the home that they always wanted.
These buyers are ready, but according to a recent survey done by NAHREP (the National Association of Hispanic Real Estate Professionals) there are barriers that do not allow these buyers to enter the market right now. As real estate professionals is our duty to remove some of these barriers, if possible, and help as many families as we can become homeowners if they are willing ready and able to.
The Hispanic community is becoming a very important part of today’s real estate market, “The number of Hispanic households has grown to 14.7 million in 2013 and today a Hispanic youth turns 18 every minute of every day,” according to the 2013 State of Hispanic Homeownership Report.
4 out of 10 new households in the United States are expected to be Hispanic in 2014, this is a major opportunity for real estate professionals.
This month the National Association of Hispanic Real Estate Professionals (NAHREP) released their annual State of Hispanic Homeownership Report for 2013. A 35 page report designed to highlight “the homeownership growth and household formation rates of Hispanics as well as their educational achievements, entrepreneurial endeavors, labor force profile, and purchasing power in the United States”.
This report is full of great information and you should download it and read all 35 pages. In this blog post, I will mention a few facts that, in my opinion, are relevant to all of us:
- Since 2010, Hispanics have accounted for a net increase of 559,000 owner households, representing 56 percent of the total net growth of owner households in the U.S.
- The number of Hispanic households has grown from 9.2 million in 2000 to 14.7 million in 2013, an increase of 5.5 million, representing a growth rate of 60 percent.
- Four out of 10 new households between 2010 and 2020 are expected to be Hispanic.
- By the end of the decade, Hispanics alone will account for approximately five million net new households, out of an estimated 12 to 14 million net new households in the country.
- The median age of the Hispanic population is 27 years old, which is ten years younger than the median age of the overall U.S. population.
- Hispanics are heavily represented in the 26 to 46 year age range.
- A Hispanic youth turns 18 every minute of every day.
- Hispanics with incomes between $50,000 and $100,000 represent 29 percent of all Hispanic households and comprise nearly 40 percent of Hispanic purchasing power.
- Three out of every four prosperous Hispanics are under the age of 45 and own a home.
- Twenty-two percent of all Hispanic households earn more than $75,000 annually.
- The number of Hispanic-owned businesses in the U.S. nearly doubled from more than a decade ago, growing from 1.7 million in 2002 to an estimated 3.2 million in 2013.
- Latina entrepreneurs are launching businesses at a rate SIX TIMES the national average.
- Hispanic businesses contribute in excess of $465 billion to the nation’s economy annually and employ more than two million workers.
- Latinos now own one out of every 20 businesses in the U.S., while Latinas own 10 percent of all women-owned businesses.
The Hispanic community is becoming a major player in the housing market.
Nielsen recently released their report “Millennials – Breaking the Myths” and today I want to focus on the information reported about Hispanic Millennials.
Of the 77 million Millennials, 19% are Hispanic. This group (age 18-36) is the most racially and ethnically diverse than any previous generation. According to this report, Nielsen expects the Hispanic population to grow by 167% by 2050.
Millennials are 14% first generation, and 12% second generation Americans, keeping strong ties to their home country, culture and language. For example:
1. 63% of the Millennials feel it is their responsibility to care for an elderly parent, according to Nielsen: “this is partially tied to the ethnic diversity of the generation. Typically ‘Hispanic and Asian Americans’ have cultural expectations that elderly family members will be cared for by the younger generations.”
This can help you to understand why when a Hispanic Millennial is looking for a home, they are requesting that extra bedroom.
2. 65% of Hispanic Millennials are U.S. Born and are more bilingual than other generations
- In 2003, 34% were Spanish dominant, 44% English dominant, 22% bilingual
- In 2013, 31% were Spanish dominant, 31% English dominant, 38% bilingual
“Today, the bilingual Hispanic is the dominant group within these Millennials.” According to this report, this is telling us that “Hispanics are choosing to speak more Spanish and maintain cultural ties.”
Where are they looking for homes?
This report revealed “62% of the Millennials prefer to live in the type of mixed-use communities found in urban centers where they live in close proximity to a mix of shopping, restaurants and offices. This is the first time since the 1920s where the growth in U.S. cities outpaces growth outside of the cities. And, 40 percent say they would like to live in an urban area in the future.
The “American Dream” is transitioning from the white picket fence in the suburbs to the historic brownstone stoop in the heart of the city” and the markets with a major concentration of Millennials reflect this desire:
Top 10 markets for Millennials (by %):
- Austin, TX (16%)
- Salt Lake City, UT (15%)
- San Diego, CA (15%)
- Los Angeles, CA (14%)
- Denver, CO (14%)
- Washington, DC (14%)
- Houston, TX (14%)
- Las Vegas, NV (14%)
- San Francisco, CA (14%)
- Dallas-Ft. Worth, TX (14%)
Do you have an urban center in your market place? If you already know that 40 percent say they will like to live in an urban area in the future. Are Hispanic Millennials a part of your business plan?