Tierra Grande, Volume 11, Number 2, April 2004 Page: 1
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ow will changing demographics
T affect the way you do business in
the coming decades?
The Real Estate Center is working on
an answer. We contracted with Har-
ris Interactive, the market research and
consulting firm best known for the Har-
ris Poll, to conduct focus groups and a
survey designed to determine how ethnic
groups in Texas differ in buying and sell-
ing behaviors and attitudes toward real
estate professionals. In particular, we
wanted to hear from Hispanics, the group
demographers expect will become the ma-
jority in the state in the near future.
Focus groups held in San Antonio and
Dallas yielded interesting findings. For
* While the need for more space mo-
tivates whites to buy, Hispanics are
motivated by family changes, such
as marriage, divorce, a new child or
a parent moving in.
* The first point of contact for His-
panics interested in buying or sell-
ing a home is parents (29%), then
brokers (24%). Those percentages
are reversed for whites.
* 42% of Hispanics rely greatly on
family and friends when they're
looking for a neighborhood to buy
in compared with 36% of whites.
* 31 % of Hispanics say the key to
their satisfaction with a neighbor-
hood is great neighbors. Only 17%
of whites say the same.
Will a million-dollar image draw
Hispanic clients? Hispanic-only focus
groups made it clear that flashy cars and
offices work against the agent. Why?
They send the message that the agent is
only in it for the money. Understated is
better, they indicated.
In addition to the focus groups, over
4,000 Texas residents participated in a
20-minute phone survey, including 1,870
Hispanics, 880 whites, 772 blacks and
481 Asians. Survey results are expected
to help us understand the following:
" What do these groups expect of real
* What services do they value?
" How does each group approach the
" Who is their first point of contact?
" How satisfied is each group with
services they have received?
* How important are language, sex,
age and other agent characteristics?
* Are there regional differences in
behaviors between the five major
metro areas, the Border and the rest
Analysis of survey data is underway.
Stay tuned for more information in the
coming months. -
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Texas A & M University. Real Estate Center. Tierra Grande, Volume 11, Number 2, April 2004, periodical, April 2004; College Station, Texas. (texashistory.unt.edu/ark:/67531/metapth653701/m1/3/: accessed September 20, 2018), University of North Texas Libraries, The Portal to Texas History, texashistory.unt.edu; crediting UNT Libraries Government Documents Department.