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RA Real Estate, a division of Anywhere Real Estate Inc., has broadened its ERA Coached Up initiative by adding a Spanish‑language track, allowing the brand to better serve Hispanic agents and the communities they work with nationwide.

    The new component is led by Alex Vidal, ERA Real Estate’s president, who will deliver coaching sessions in Spanish. The decision followed input from the ERA network, which highlighted a Spanish‑language feature as a key differentiator for attracting agents and connecting with Hispanic buyers.

    As a bilingual leader who coaches agents directly, Vidal is uniquely positioned to influence Hispanic real‑estate professionals and homeowners. The program, offered at no extra cost to ERA‑affiliated agents, has already reached more than 5,000 participants.

    With 65 million Hispanics—nearly 20 % of the U.S. population—ERA sees an urgent need to engage this buyer segment. The National Association of REALTORS® (NAR) 2024 Member Profile Report notes that Hispanic REALTORS® now represent 10 % of the industry, a share expected to grow as brands like ERA invest in inclusive development.

    “Demographics don’t lie. The Hispanic market is a massive opportunity,” Vidal says. “By delivering coaching in Spanish, we help agents expand their business and enable Hispanic families to tap into the wealth‑building power of homeownership. This move also strengthens ERA’s strategy to grow its footprint in high‑potential markets by attracting new franchisees.”

    The initiative responds to a recent trend: the 2024 National Association of Hispanic Real Estate Professionals’ State of Homeownership Report shows, for the first time in a decade, a decline in Hispanic homeownership. ERA believes its expanded coaching program can reverse that trend by equipping agents with culturally relevant tools.

    Launched in 2024, the ERA Coached Up Program offers six live, virtual sessions covering mindset, database building, sphere engagement, and relationship‑driven sales. Vidal’s “boots‑on‑the‑ground” coaching style—shaped by mentoring over 25,000 agents—ensures the sessions are practical and inspiring.

    Local ERA‑affiliated brokers and designated proctors run weekly accountability meetings, helping agents apply what they learn in real time.

    “Coaching is my passion,” Vidal adds. “Extending this program to Spanish‑speaking agents is a natural next step in helping the ERA network thrive, both professionally and personally.”

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