Incorporating Spanish Language in Marketing

[Dev Horn]

In many of our core markets, we have areas with a high % of Hispanic ethnicity (in markets such as Phoenix, LA, San Diego, Atlanta, DFW, San Antonio and New York). I know many of you guys are in these or similar markets. So here are my discussion questions:

What works when your target areas or mailing list may contain people who do not speak English or would prefer to speak/read Spanish?

Have you added Spanish-language components to your postcards or letters written in English?

Have you attempted to market to Hispanic audiences separately from non-Hispanic audiences?

And finally, does this even matter? Is the % of people that only speak Spanish (or prefer to speak/read in Spanish) large enough to target with Spanish-language marketing pieces or "add-ons"?

(P.S. Assume the investor can take calls and handle real estate transactions in Spanish.)

Related keywords: Marketing, Direct Mail, Bilingual