That effort, however, needs to be sincere. “Diversity goes beyond eating ethnic foods and adding the word ‘diversity’to the mission statement,” says Helga Grunerud, executive director of the Hispanic Contractors of Colorado, a construction trade association in Denver. “Diversity done well can positively transform an organization and a community to include and maximize outcomes for everyone.”
Building Loyalty Despite language barriers and subtle differences, a Hispanic contractor is still a contractor in terms of needing a reliable supply of lumber and building materials. “Our choice of suppliers depends on if they can make deliveries to meet our schedule,” says Robert Martell, president of Martell Construction, a Hispanic-owned custom builder in Miami. “If our regular lumber dealer gets swamped and can’t deliver when we need it, we’ll go somewhere else.”
Grunerud encourages dealers to approach Latino-owned construction businesses as they would any other segment of the market. “Understand the customer and his competition and try to help him be successful,” she says.
Similarly, Anderson points out that White Cap “does not discriminate [in our marketing efforts] to any segment of our customer base,” but rather recognizes that all contractors need and deserve the same treatment.
Delgado offers another pro sales refrain: “Just like any other community, decisions are based on relationships [with suppliers],”he says. “There has to be someone facing the company who knows our community and its business owners to make those relationships work.” Sound familiar?
Among Hispanics, though, relationships tend to mean more than they do among Anglo pros. Even Martell admits that shopping materials bids is as much a function of cycle time as it is a wake-up call for his primary supplier to sharpen its schedule. “Latinos are family focused and loyal,” says Grunerud. “If you can become part of their larger family, you’ll have a customer for a long time, and they won’t be swayed as easily by the next guy who comes in the door.” —Rich Binsacca is a contributing editor to PROSALES.
Industry Initiatives Consider the growing number of industry-driven initiatives to help those in construction better understand and market to Hispanics:
As part of a the Bush Administration’s “Blueprint for the American Dream,” to boost minority homeownership, the NAHB is partnering with Philadelphia-based community housing developer Nueva Esperanza to build homes on 20 acres of land in Orlando, Fla., the host city of the 2005 International Builders’ Show. The two groups will look for similar opportunities in other markets. Partially funded by a Department of Commerce grant in 2003, NAHB’s Access Mexico helps facilitate U.S. housing industry exports to Mexico. In addition to group and one-on-one meetings and cultural exchanges among potential partners, Access Mexico sponsors the International Housing Conference of the Americas, slated for Nov. 7–10, 2004, in Mexico City. Formed in 2002, the U.S. Hispanic Contractors Association (HCA), based in Austin, Texas, boasts more than 8,000 members. Similar groups, such as the Latin Contractors Association in Miami, and Hispanic Contractors of Colorado in Denver, as well as Latino councils in state and local HBA chapters, signal efforts to focus support and offer business training for Hispanic-owned contracting businesses, as well as provide opportunities for dealers and others to approach the market. PROSALES’ parent company, Hanley Wood, launched EL NUEVO CONSTRUCTOR in 2002, the first and only Spanish-language magazine serving the construction industry. The publication provides new business strategies, safety information, how-to articles, and other construction news. The NAHB, among others, now offers bilingual publications for jobsite safety and other topics, including the “NAHB-OSHA Jobsite Safety Handbook” and 52-week Toolbox Talk series, available at www.builderbooks.com. Check out “Marketing to American Latinos” by Isabel Valdes (2002, Paramount Market Publishing) to understand the diversity and demographic variations among Hispanics.Top 10 Must Do’s When Marketing to Hispanics
Transcreation, not translation. Sincerely demonstrate that you value their business. Use visuals and models that represent their values and culture. Hire Spanish-speaking sales and customer service support staff. Be sensitive to cultural nuances—learn about your target audience. Explore endorsements and word-of-mouth advertising efforts. Get involved in the community. Invest early on to foster and maintain brand loyalty. Assess what stage your audience is in the acculturation process. Be respectful, sensitive, and polite in your marketing efforts. SOURCE: Adelante Hispanic Marketing, a Division of Georges Direct, Raleigh, N.C.
