Toti Cadavid of Xcelente Marketing presented to the Apartment Internet Marketing Conference 2009 (www.aimconf.com) on the topic "Marketing to Hispanic Renters Online." Session was moderated by Dennis Smillie of Multifamily Solutions, Inc.

1. Marketing to Hispanic Renters Online Where good is not enough! April, 30 th 2009

3. Why is the Hispanic market important? Because of the Latino Demographics in the U.S.: "There are between 45 and 55 million Latinos in the U.S. When you think about that, that's the size of the population of Spain. It's a big market!“ Brad Alford, Chairman and CEO of Nestle USA

4. Because the Latino Population is growing at higher rates: Why is the Hispanic market important?

5. Sources: U.S. Census Bureau, 1970, 1980, 1990, and 2000 Decennial Censuses; Population Projections, July 1, 2010 to July 1, 2050 Population in millions Why is the Hispanic market important? Because it is going to keep growing: Projections Census Hispanics have accounted for more than half (50.5%) of the overall population growth in the United States in this decade, a significant new demographic milestone for the nation's largest minority group. Hispanic Population Forecast in US: 1980- 2020

6. Why is the Hispanic market important? Because we know where they prefer to live: Source: Arbitron Universe Estimates / PEW: The New Latino South

8. Why is the Hispanic market important? Because the Hispanic market’s buying power keeps increasing: Median White Household Income $38,679 Median Hispanic Household Income Sources: The Hispanic Market in the U.S: A Generational View/ USA Census Bureau Income Poverty in the USA 2007, Economic and Statistics Administration $980 Billion $54,920 Hispanic Income Buying Power Hispanic income as % of the U.S. income Average

9. Because the foreclosure rate is higher on main Hispanic markets: Why is the Hispanic market important? Percent of housing units under foreclosure 2008 Source: Foreclousure.com; US Census Bureau 2000, map by Jeff Herlitz NV CO NM CA FL IL UT ID

11. Why is the Hispanic market important? Because Latinos are Ideal Renters: (Cont) Hispanics exhibit a high degree of brand loyalty . They stick with familiar products and need compelling reasons to justify making a change . Sources: CasaLatino.com Brand Loyalty Among Consumer Groups

15. Characteristics of your Latino Renters: Segmentation Proposed Approach Traditional Acculturated / Bicultural Assimilated Culturally Unique 25% of Population 66% of Population 9% of Population Part of B & C 0-10 years in U.S. 10+ years in U.S, or born in USA 2 nd and 3 rd generation 2 nd , 3 rd , 4 th , generations Spanish Spanish / English English/Spanish English Full Latinos Bi-cultural Anglo culture stronger, emotional attachment to Latin culture Anglo with strong Latin roots Blue Collar Blue Collar / Grey Collar/White Collar Grey Collar / White Collar Neuyoricans

16. Characteristics of your Latino Renters: Marketing to New Hispanic Tier Renters Target Segment A Target Segment B Target Segment C Low Income Spanish Speaking - Foreign Latinos Low Income English Speaking US Latinos Medium Income Fully Bilingual US/Foreign Latinos Income 50K or less 50K or less 50K or plus Age 22- 57 17-27 27 - 37 Country of Origin Mostly Mexicans, Salvadorians, Guatemalans, Dominicans, Hondurans, Ecuadorians and Peruvians Mostly descendants of Mexicans, Dominicans, Puerto Ricans, Guatemalans, Nicaraguans, Colombians Mostly Cubans, Puerto Ricans Venezuelans, Colombians, Argentineans, Panamanians Language Spanish Spanish / English English / Spanish Education Less Educated Some Education Young Professionals Acculturation Not fully Acculturated Fully Acculturated Not Fully Acculturated Assimilation Low Fully Medium to High Internet Not Internet Savvy Internet Basics Very Internet Savvy

17. = Tier 1 = Tier 2 = Tier 3 Characteristics of your Latino Renters: Tier Distribution

18. Characteristics of your Latino Renters: Center for Housing Studies of Harvard University found that: Sources: The Joint Center For Housing Studies of Harvard University 2005

19. Characteristics of your Latino Renters: Find out what is the background of your Latino renter? Nationality/Descendants Language Proficiency Language of Preference Segmentation Acculturation Level Income Level

23. How do you market to Latinos online? Sources: PEW Latinos Online 2007 56% of US Hispanics are Online Online Hispanics Age Distribution Online Hispanics Income Discover the profile of the Hispanic segments that are online:

25. How do you market to Latinos online? Online Hispanics by Country of Origin Sources: PEW Latinos Online 2007 Discover the profile of the Hispanic segments that are online:

26. How do you market to Latinos online? Sources: Engage Hispanics: Social Media Marketing Is A Multicultural World Discover the profile of the Hispanic segments that are online:

32. How do you market to Latinos online? Where to advertise online:

33. How do you market to Latinos online? Popular Social Online Networking Sites:

41. іі Gracias!! QUESTIONS?