The Hispanic Buyer Boom: Why Most Agents Have No Spanish Marketing
Hispanic Americans accounted for 62% of new homeownership growth in 2023. Most agents have no Spanish-language marketing at all. Here is what the opportunity looks like and where to start.
There are roughly 41 million Spanish-speaking households in the United States, and Hispanic Americans are one of the fastest-growing homebuyer demographics in the country. In 2023, Hispanic buyers accounted for 62% of new homeownership growth nationally, according to the National Association of Hispanic Real Estate Professionals. Most agents have zero Spanish-language marketing.
That gap between the size of the opportunity and the effort agents put into reaching it is wide. And it's not just about translation. It's about understanding how Hispanic homebuyers search, what they need, and where the trust gaps are in the current process.
Hispanic Real Estate Buyers: The Numbers Agents Need to Know
The homeownership rate among Hispanic Americans has been climbing steadily. According to the U.S. Census Bureau, Hispanic homeownership reached 49.5% in recent years, up from roughly 47% a decade ago. That may look modest in percentage terms, but the absolute numbers are large because the Hispanic population itself is growing.
NAHREP's annual State of Hispanic Homeownership Report breaks it down further. Hispanic households added more net new homeowners than any other demographic group in the U.S. over the past several years. The median age of Hispanic homebuyers is significantly younger than the general buyer population, often in their early 30s compared to the national median in the late 30s.
That age difference matters for agents. Younger buyers tend to be first-time buyers. They need more guidance through the process, rely more heavily on a trusted agent, and tend to have stronger loyalty once that trust is established. They also refer friends and family at higher rates, which makes the lifetime value of a Hispanic client relationship particularly strong.
Why Bilingual Real Estate Marketing Reaches Beyond Border States
The common assumption is that Hispanic homebuyer demand is concentrated in Texas, Florida, Arizona, and California. Those states do have the largest established Hispanic populations. But the growth trend is showing up in places most agents wouldn't expect: Georgia, North Carolina, Virginia, Tennessee, and parts of the Midwest.
In many of these markets, there are very few agents offering any Spanish-language materials at all. An agent who starts producing bilingual content in these areas often has the field to themselves. The competition for Spanish-speaking buyers in Nashville or Raleigh is dramatically lower than in Houston or Miami, while the buyer pool is growing quickly.