New website opens doors in multicultural markets

First-time homebuyers are more likely to be African-American, Asian or Hispanic, according to NAR’s 2009 Profile of Home Buyers and Sellers.

This growing multicultural market offers untapped business for many Pennsylvania REALTORS®. To help members better understand the traditions and cultures of these diverse clients, PAR is offering its members access to a multicultural information website, the Gonzales Group Experience®.

The association has partnered with the Gonzales Group™, a leading business development agency and multicultural market research firm, to provide members free access to the Basic Level membership to the website for one year. PAR members will receive an individual code via e-mail in order to access this site at no cost.

The website will provide detailed information, research and surveys to help REALTORS® increase their business and better serve these emerging markets.

“I’m excited about the launch of this joint venture with the Gonzales Group. Members will find this website offers useful content about the multicultural markets in Pennsylvania,” said Tony Brown, chair of PAR’s Equal Opportunity and Cultural Diversity Committee. “Ultimately, this will equip us to close more transactions and increase our business’ bottom line.”

The website is part of PAR’s Multicultural Strategic Plan which was developed by PAR’s Equal Opportunity and Cultural Diversity Committee and approved by the board of directors last year. As part of the plan, PAR has conducted focus groups and a statewide survey of REALTORS® to learn more about REALTORS® and multicultural markets.

“PAR is committed to helping its members continue to meet the changing needs of consumers,” said PAR President Don Roth. “Access to this multicultural website will provide invaluable insight into demographic trends throughout the Commonwealth.”