19 ideas on how to market to Hispanics and Latinos.

Latinos represent the fastest growing segment of the United States' population. Following are some valuable points about this population segment that could help attract them to a community. Latinos (males) or Latinas (females) are people who speak Spanish and trace their family origins to Latin America. Hispanics speak Spanish and trace their family to Spain. There are 38.8 million people who speak Spanish in the United States. Latinos are the majority minority in the United States and account for half the nation's population growth since 2000.

More than one person in eight who lives in the United States is of Hispanic/Latino origin. By 2009, these numbers will change to nearly one person in six. Georgia, North Carolina and Arkansas have the fastest-growing Hispanic/Latino populations. Bank of America projects that 80 percent of its growth over the next few years will be generated from multicultural markets, 60 percent of which is expected to come from Hispanics/Latinos.

Hispanic/Latino cultural characteristics include: Larger family size; Tradition oriented; Buy American; Prefer brand-name products; At least one meal prepared from scratch; Success means family; Relaxed about time; Believe in fate; Primarily Catholic.

Hispanics/Latinos are relationship oriented. Ask for the business, but don't ask until a comfortable relationship has been built with the prospective renter. Once trust is established, word-of-mouth travels fast. So, the next day, two more new applicants might visit the community, and then four, six, eight ...

Soccer is the No. 1 sport. Build a soccer field on your property. One Charlotte, N.C., community replaced its tennis court with a soccer field and the residents loved it. They organized their own recreation league, which helped develop camaraderie among residents and led to the creation of a more positive environment.

More than 75 percent of U.S. Hispanics/Latinos either speak English exclusively or are bilingual and speak English very well.

Hispanics/Latinos are very family oriented. Their average family size is 3.6 persons, compared to 2.6 for non-Hispanics/Latinos. Market community qualities that appeal to family, such as the community room, pool and playground areas.

To build trust, leasing professionals should visit local community centers where Hispanics/ Latinos gather. This will help improve a company's reputation in the community.

Write classified advertisements for available apartments in Spanish, publish the listings in Spanish publications and have someone available to respond in Spanish. Ads written in Spanish are 61 percent more effective at increasing ad awareness levels than ads in English and 57 percent more Hispanics/Latinos will recall the ad's message when they receive it in Spanish.

It is wise to hire leasing staff who speak Spanish. Using words such as "seeking person with multicultural or bilingual skills" in the ad will help fill leasing positions with Spanish speakers.

Establish a company infrastructure with staff that is prepared to communicate with Hispanics/Latinos All apartment documents (leases, signage, notices and marketing materials) should be prepared in Spanish and English. Always use a certified translation service. Never use free Internet sites for translating signs, rental agreements or anything published.

Eliminate any slang or jargon from communication materials. Such phrases might confuse prospects for whom English is a second language and cause them to lose interest.

The phrase "mi casa es su casa," which translates as "my house is your house," is the same sentiment as "make yourself at home" When visiting a resident at their apartment, don't be surprised if you are offered a refreshment. Stay and enjoy it. Hurrying off sends a negative message.

Younger Hispanics/ Latinos control a greater share of their ethnic group's purchasing power than their non-Hispanic/Latino counterparts. Thos age 15 to 34 earn 37 percent of the total Hispanic/Latino income, versus 21 percent of non-Hispanic/ Latino whites.

Learn to pronounce the complete names of your Hispanic/Latino residents correctly. Use senor, senora and senorita with the resident's name as a measure of respect and courtesy.

Hispanics/Latinos are proud of their native country. Display small flags in the office or a map or a globe as a gesture of goodwill.

Celebrate occasions important to Hispanics/Latinos, such as independence days (and not just Cinco de Mayo), Hispanic Heritage Month (Sept. 15 to Oct. 14) and Columbus Day, which is also known as Native American Day and Dia de la Raza.

Identify residents who are bilingual. They can be a great asset in case of emergency.

Marketing vacant apartments to Hispanics/Latinos in December and January can be difficult, as it is not uncommon for many to travel to their homeland to visit family.

Offer English as a Second Language (ESL) classes and Spanish classes to residents. The community clubhouse can be a great location for this. There are companies, churches and nonprofits that provide instructors or help find them.

Sources: Victor Manuel Guzman, President, The Spanish Center, Charlotte, N.C., spoke to attendees of NAA's Assembly of Delegates meeting in November in Dallas about effective ways apartment communities can market their apartments to Latinos. "Mi Casa Es Su Casa: Reaching Out to the Latino Community," was presented by Myelitia Melton, M.A., at NAA's Education Conference & Exposition in June 2004 in Las Vegas. Melton is the author of more than 30 books and CDs in the SpeakEasy SpanishTM series. A cassette tape of her presentation is available through the NAA Bookstore at www.naahq.org or call 703/518-6141.