Microservices Expo Authors: Zakia Bouachraoui, Elizabeth White, Pat Romanski, Liz McMillan, Yeshim Deniz

News Feed Item

Better Homes and Gardens Real Estate and NAHREP Survey Finds That Hispanic Women Are Taking Charge Among the Fastest-Growing Homebuying Demographic

91% of Hispanic Women, the New Power Buyers, Think Purchasing a Home is the Best Financial Investment They Can Make

MADISON, N.J. and SAN DIEGO, Calif., Sept. 21, 2015 /PRNewswire/ -- The Hispanic population has become a catalyst for the U.S. housing market, and new data released today by Better Homes and Gardens® Real Estate and the National Association of Hispanic Real Estate Professionals® (NAHREP) shows that Hispanic women, in particular, are essential to unlocking this buying power, based on their perceived roles within the household. The national study of more than 1,000 Latin American/Hispanic women ages 25 to 60 reveals that 91 percent of respondents think buying a home is the best financial investment they can make – and they are taking charge of this commitment.

Better Homes and Gardens Real Estate LLC logo.

Sixty-one percent of Hispanic women surveyed believe they will play a larger role than their partner in their next home purchase, specifically when it comes to: researching homes to visit (59%), researching communities or neighborhoods (58%), deciding which home to eventually purchase (54%) and researching the finances, such as mortgage options (43%). The concept of Latina women being primary decision makers translates into the home as well. On average, those surveyed believe that they are responsible for 69 percent of household purchase decisions over $100, and one-third believe they are in charge of all such decisions.

"Historically, we've been able to broadly project the influence the Hispanic demographic would have on our industry by the sheer population growth alone," said Sherry Chris, president and CEO, Better Homes and Gardens Real Estate LLC. "However, it's vital to understand that Latina women in particular are a driving force behind decisions related not only to the home, but the actual home-buying transaction process. It's our responsibility to educate the industry on the primary roles these women have taken on as primary decision makers. There is no better partner than NAHREP to help us discover and share this important information."

According to the survey results, the Hispanic population will be driving a significant amount of real estate activity in the near future. Nearly half believe they will live in their current home for only 5 years or less. Of significant interest, they view their next move as an investment opportunity. More than half would look to rent out their former home as an additional source of income versus selling. The majority (66%) of those surveyed who have never owned a home, as well as 84 percent of non-homeowner millennial respondents, are confident they will be able to buy one at some point in their lifetime – and, on average, believe this will be within the next 3 years.

"Our organization is committed to helping the Hispanic population achieve homeownership and educating real estate influencers on how to help them at every juncture," said Teresa Palacios Smith, 2015 NAHREP National President. "Thanks to Better Homes and Gardens Real Estate's continuous support, we've been able to focus on the Latina demographic and help the industry better understand the nuances surrounding the modern Hispanic woman as a consumer and how she's impacting her family's lifestyle within the home."

While Hispanic women are increasingly bilingual and value the Spanish language as part of their culture, tradition and identity, survey findings on the importance of the Spanish language when it comes to participating in a home transaction may surprise real estate professionals and marketers. Sixty-one percent (61%) of respondents do not think it's important that their real estate professional speaks Spanish. However, not to discount the desire of the remaining 39 percent who value this attribute, they are overall evenly split in their reasoning: a Spanish-speaking sales associate would make them feel more at ease with the steps of the transaction process (26%), would make them feel the sales associate understands their culture and lifestyle (26%) and would help them better connect with extended family members who play an active role in the transaction process (22%). Focusing specifically on the group of Latinas who are currently looking to purchase a home, 48% feel it's important for an agent to speak Spanish, which highlights the need for recruiting strategies that target Hispanic agents. The study showed a more resounding preference than language: the agent's gender. 73 percent of Latina respondents prefer to work with a female agent in lieu of a male.

Additional insights include:

Home Is Where the Heart Is: Hispanic women want to see and host their loved ones often.  87 percent would like their home to be the main gathering place for family celebrations. Respondents also claim the top reason for purchasing a home today would be to provide an ideal environment for their family.

Affinity for Multi-Generational Living: 62 percent would buy a home with room for more people than currently live with them. This is in line with the Better Homes and Gardens Real Estate 2013 survey results, which found that 63 percent of Hispanics would likely have their parents, grandparents or other extended family members living with them at some point.

Family Ties: 34 percent of those surveyed would prefer a less desirable home closer to their family than their dream home, no matter the location.

Puttin' on the Ritz: Hispanic women value certain luxury amenities to help their families live their best lives in their home. The top desires are an in-ground pool (50%), a gourmet chef's kitchen (50%), a spa-like bathroom (47%), a "smart" home (31%), an outdoor kitchen (29%) and a built-in home theater system (29%).

About the Survey
The Better Homes and Gardens Real Estate & NAHREP Hispanic Women Survey was conducted by Wakefield Research among 1,002 U.S. Latin American and Hispanic women ages 25 – 60, between August 4 and August 17, 2015, using an email invitation and an online survey. Quotas have been set to ensure reliable and accurate representation of the U.S. female Latin American and Hispanic population ages 25 – 60.

Results of any sample are subject to sampling variation. The magnitude of the variation is measurable and is affected by the number of interviews and the level of the percentages expressing the results. For the interviews conducted in this particular study, the chances are 95 in 100 that a survey result does not vary, plus or minus, by more than 3.1 percentage points from the result that would be obtained if interviews had been conducted with all persons in the universe represented by the sample.

About the National Association of Hispanic Real Estate Professionals (NAHREP)
The National Association of Hispanic Real Estate Professionals, a nonprofit 501(c) 6 trade association, is dedicated to advancing sustainable homeownership among Latinos by educating and empowering the real estate professionals that serve them. Based in San Diego, NAHREP is the premier trade organization for Hispanics and has more than 20,000 members in 48 states and 35 affiliate chapters.

About Better Homes and Gardens Real Estate LLC
Better Homes and Gardens Real Estate LLC is a dynamic real estate brand that offers a full range of services to brokers, sales associates and home buyers and sellers. Using innovative technology, sophisticated business systems and the broad appeal of a lifestyle brand, Better Homes and Gardens Estate LLC embodies the future of the real estate industry while remaining grounded in the tradition of home. Better Homes and Gardens Real Estate LLC is a subsidiary of Realogy Holdings Corp. (NYSE: RLGY), a global leader in real estate franchising and provider of real estate brokerage, relocation and settlement services.

The growing Better Homes and Gardens Real Estate network includes more than 9,500 affiliated sales associates and approximately 290 offices serving home buyers and sellers across the United States and Canada.

Better Homes and Gardens® is a registered trademark of Meredith Corporation licensed to Better Homes and Gardens Real Estate LLC and used with permission. An Equal Opportunity Company. Equal Housing Opportunity. Each Better Homes and Gardens Real Estate Franchise is independently owned and operated.

Media Contacts
Paul Pettas
[email protected]

Kristin Degnan
Better Homes and Gardens Real Estate LLC
[email protected]

Logo - http://photos.prnewswire.com/prnh/20150324/184038LOGO

To view the original version on PR Newswire, visit:http://www.prnewswire.com/news-releases/better-homes-and-gardens-real-estate-and-nahrep-survey-finds-that-hispanic-women-are-taking-charge-among-the-fastest-growing-homebuying-demographic-300145895.html

SOURCE Better Homes and Gardens Real Estate LLC

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Microservices Articles
When building large, cloud-based applications that operate at a high scale, it’s important to maintain a high availability and resilience to failures. In order to do that, you must be tolerant of failures, even in light of failures in other areas of your application. “Fly two mistakes high” is an old adage in the radio control airplane hobby. It means, fly high enough so that if you make a mistake, you can continue flying with room to still make mistakes. In his session at 18th Cloud Expo, Lee A...
In his general session at 19th Cloud Expo, Manish Dixit, VP of Product and Engineering at Dice, discussed how Dice leverages data insights and tools to help both tech professionals and recruiters better understand how skills relate to each other and which skills are in high demand using interactive visualizations and salary indicator tools to maximize earning potential. Manish Dixit is VP of Product and Engineering at Dice. As the leader of the Product, Engineering and Data Sciences team at D...
Lori MacVittie is a subject matter expert on emerging technology responsible for outbound evangelism across F5's entire product suite. MacVittie has extensive development and technical architecture experience in both high-tech and enterprise organizations, in addition to network and systems administration expertise. Prior to joining F5, MacVittie was an award-winning technology editor at Network Computing Magazine where she evaluated and tested application-focused technologies including app secu...
Containers and Kubernetes allow for code portability across on-premise VMs, bare metal, or multiple cloud provider environments. Yet, despite this portability promise, developers may include configuration and application definitions that constrain or even eliminate application portability. In this session we'll describe best practices for "configuration as code" in a Kubernetes environment. We will demonstrate how a properly constructed containerized app can be deployed to both Amazon and Azure ...
Modern software design has fundamentally changed how we manage applications, causing many to turn to containers as the new virtual machine for resource management. As container adoption grows beyond stateless applications to stateful workloads, the need for persistent storage is foundational - something customers routinely cite as a top pain point. In his session at @DevOpsSummit at 21st Cloud Expo, Bill Borsari, Head of Systems Engineering at Datera, explored how organizations can reap the bene...
Using new techniques of information modeling, indexing, and processing, new cloud-based systems can support cloud-based workloads previously not possible for high-throughput insurance, banking, and case-based applications. In his session at 18th Cloud Expo, John Newton, CTO, Founder and Chairman of Alfresco, described how to scale cloud-based content management repositories to store, manage, and retrieve billions of documents and related information with fast and linear scalability. He addresse...
The now mainstream platform changes stemming from the first Internet boom brought many changes but didn’t really change the basic relationship between servers and the applications running on them. In fact, that was sort of the point. In his session at 18th Cloud Expo, Gordon Haff, senior cloud strategy marketing and evangelism manager at Red Hat, will discuss how today’s workloads require a new model and a new platform for development and execution. The platform must handle a wide range of rec...
SYS-CON Events announced today that DatacenterDynamics has been named “Media Sponsor” of SYS-CON's 18th International Cloud Expo, which will take place on June 7–9, 2016, at the Javits Center in New York City, NY. DatacenterDynamics is a brand of DCD Group, a global B2B media and publishing company that develops products to help senior professionals in the world's most ICT dependent organizations make risk-based infrastructure and capacity decisions.
Discussions of cloud computing have evolved in recent years from a focus on specific types of cloud, to a world of hybrid cloud, and to a world dominated by the APIs that make today's multi-cloud environments and hybrid clouds possible. In this Power Panel at 17th Cloud Expo, moderated by Conference Chair Roger Strukhoff, panelists addressed the importance of customers being able to use the specific technologies they need, through environments and ecosystems that expose their APIs to make true ...
In his keynote at 19th Cloud Expo, Sheng Liang, co-founder and CEO of Rancher Labs, discussed the technological advances and new business opportunities created by the rapid adoption of containers. With the success of Amazon Web Services (AWS) and various open source technologies used to build private clouds, cloud computing has become an essential component of IT strategy. However, users continue to face challenges in implementing clouds, as older technologies evolve and newer ones like Docker c...