H
ispanic home buyers are a rapidly growing force in real estate, with their homeownership rate reaching an all-time high last year. To tap into this market, real estate professionals must be prepared to serve them effectively.

    In 2023, there were 377,000 new Latino households that became homeowners, the largest single-year gain in nearly two decades. Rose Kemp, president of the Orlando Regional REALTOR Association and the first Hispanic woman to hold the position, expects this trend to continue.

    Kemp hopes to raise awareness about how the real estate industry can better serve diverse consumers during National Hispanic Heritage Month (September 15 - October 15). To prepare for the growing Hispanic market, Kemp recommends that real estate professionals engage in diversity initiatives through community events and networking. They should also diversify their customer database by building relationships with people from different cultures.

    When working with clients from diverse backgrounds, it's essential to be aware of cultural observance days and avoid scheduling transactions on significant dates. Despite differences in background, the ultimate goal remains the same: helping buyers achieve the American dream of homeownership.

    Hispanic homebuyers face several challenges, including finding an agent who understands their needs and can communicate effectively in their language. To overcome this hurdle, real estate professionals should take a step back and ensure that clients feel heard and comfortable throughout the process. Bringing in a trusted translation source or referring them to an agent who speaks their language can also be helpful.

    As president of ORRA, Kemp has been dedicated to promoting diversity initiatives within the association. She recommends that other associations and brokerages follow her lead by creating grassroots efforts that promote diversity, equity, and inclusiveness. This includes collaborating with local organizations that serve diverse communities and implementing initiatives that benefit both the real estate industry and the community at large.

    Kemp's own journey into real estate began in 2000, when she sought a career that aligned with her skills and values. As a mother of one, she valued an industry that allowed her to balance work and family responsibilities. Now, as ORRA's first Hispanic president, Kemp is passionate about promoting diversity and inclusivity within the association and beyond.