In addition, those with experience bridging the language barrier encourage an approach beyond the printed word. “It’s critical to communicate verbally to get the message across,” says Bill Walker, director of risk management at Builder’s Mutual Insurance Co. in Raleigh, N.C., which recently developed bilingual OSHA safety courses for local home building association chapters and their members, including dealers.
In developing the safety training, Walker realized that printed ads and fliers alone may be lost on Hispanics, a higher percentage of whom are illiterate compared to English speakers. He’s also wary of simply (or literally) translating the English version of the OSHA program verbatim into Spanish—in print or verbally—which sometimes can convolute the message.
For example, consider the term “baby steps” used in the secondary headline of this article. Translated literally, “baby steps” in Spanish would be “pasos del bebé,” or “steps of an infant.” The colloquial translation, however (“pasos chiquitos,” or “very small steps”), more accurately reflects its intent to portray the progress being made by the home-building and -supply industries to serve Hispanic contractors. For English-speaking subscribers, referring to “baby steps” might be clear enough in the context of PROSALES. But for a Spanish-speaking reader, “steps of an infant” might not only be confusing, but perhaps considered disrespectful of the distinction between a literal and conversational interpretation.
That said, concern about the language gap may actually lessen as more Latinos move into construction ownership and management capacities. “A Hispanic manager or owner has to be bilingual so he can liaison between the GC and the crew,” says Anderson, as well as pass the state’s licensing requirements. “He may send a Spanish-speaking worker to will-call, but he’ll call in the order [in English].”
Subtle Differences Taking care to communicate accurately is only part of communicating effectively to Hispanic pros. “It’s like any segment of the market,” says Delgado. “You have to know the players in the community if you’re going to be successful.”
That means understanding and getting involved in the local Hispanic culture, and tailoring messages that resonate with Hispanics specifically. “Companies that understand the cultural differences and appreciate them find that the perceived barriers are easily dealt with,” says Rita Feinberg, executive director of international at NAHB, which is helping facilitate export opportunities for the U.S. construction industry in Mexico (see “Industry Initiatives”).“But it takes a commitment and a vision.”
Part of the deeper appreciation of Hispanic culture may be to recognize that younger and second-generation Hispanics may prefer messages in English, that the community extends its loyalty to companies that hire local Latinos, or that an increasing number of Hispanic-owned contracting businesses are turning to the remodeling industry—the latter spurred by a 78 percent increase in home-improvement spending by Hispanic homeowners since 1995, according to a report from Harvard University’s Joint Center for Housing Studies released in 2003.
Walker, meanwhile, noticed what he calls an almost “reckless” work ethic among the Hispanic contractors attending his safety training courses, along with a general distrust of government programs, especially among first-generation Latinos, that prompted and hindered, respectively, his efforts to impart OSHA-driven directives for safer jobsite conditions and work habits. “A Hispanic’s obligation to take care of his family pushes him to work harder and longer, and sometimes less safely,” says Walker. “They also don’t see government as the ‘good guy,’ so they’re not as interested in making OSHA happy.”
In addition to hiring a Mexican immigrant to present his safety talks in Spanish and foster credibility for the program, Walker’s efforts include helping Hispanic workers and contractors see the value in working safely. “They are learning that protecting themselves [from jobsite injuries and risks] ensures that their family is taken care of,” he says.
Experts such as Crysthanne Georges, former president of Raleigh-based Adelante Hispanic Marketing, points out that Latinos tend to be brand-loyal, maintain deep ties to their culture and history, and value community and family—all of which dealers can use to effectively market and sell to Hispanic pros. “Ask yourself what services and products will they relate to,” says Georges, who encourages clients to “transcreate” or “transculturate” (rather than simply translate) their image and sales messages for Hispanic buyers. (See Georges’ list of Top 10 Marketing Tips to Hispanics, page 84.)
