Communicating Bad News

Fidelity National TitleMulticultural Marketing DivisionIN SYNCCULTURE WITH BUSINESSEmpowering Real Estate Professionals to serve the Hispanic & Asian Communities

Fidelity National TitleObjectivesOverview demographics and business opportunities in the Hispanic and Asian communities.

Learn the role that culture plays for your Hispanic and Asian customers.

Valid generalizations as they apply to home buying

Practical TipsEXERCISEUsing your non-dominant hand, perform the following tasks:

Write this sentence: The sun is shining on the treetops. Write todays date. Sign your name. Draw a tree.Turn to the person sitting next to you and show them your work.PopulationCalifornia

US 300 million36 Million

Hispanic 44 million13 million

Asian13. 1 million4.7 million

Ethnicity Demographics

What is Culture? is a set of learned behaviors, beliefs, attitudes, values, and ideals that are shared by a particular society or population.

Orientation to the Hispanic Market Segment

DemographicsPopulation by Race and Hispanic Origin

National Origin of DiversityMexican oldest, newest, nearest, most dispersed, increasing diversityPuerto Rican dual nationality, citizenship, urban concentrationCentral Americans refugees, nationality pockets, proximity to MexicansCuban multiple waves, generational shiftsSouth American Peruvians, Colombians, etc.Others - New Mexico, Colorado, Texas, Arizona, Dominican enclaves8Hispanics are the largest ethnic group in the United States.By 2011, Hispanics will be 16.33% of US pop over 51 mil.By 2025, Hispanics will be 17% of the total US population.By 2050, Hispanics will triple and comprise 25% of US population.Younger Population Than US overall:2/3 of Hispanic Population (19 million) are less than 35 years old.38.7% are under the age of 20.By 2010, nearly 18 million Hispanics will be in the 25-44 age group.48% currently own their own homes while the national average is 68%. \

Average of Potential Buyer is 32 years and 42 years is the average age of a repeat buyer Family -In Latin America, the definition of the family conveys more of a sense of inclusion.

The extended family is considered more important and proximate. Uncles, aunts, cousins, godparents (padrino, madrina), compadres and comadres (best friends) all are invested with a sense of belonging and obligation to the core group. Hispanic Beliefs about purchasing a Home

Hispanic Generalization Hispanic Beliefs about Purchasing a Home

Hispanics generally view home ownership as a good investment. However, many do not believe it is possible nor have any awareness of programs that can help them purchase a home.

Hispanic GeneralizationPersonalism, Passion and Loyalty

PersonalismoThis means Personalism: person to person interaction

2.Pasin means passion. Filipino and Hispanic cultures are known to facilitate the free expression of emotions in certain contexts.Hispanic Generalizations11It communicates the profound emphasis on the person to person interactions. Make sure if there are elders and children that you acknowledge them especially the elders.Personalism: Through personal interaction, you can foster trust with them so they feel comfortable and at ease with you.Be genuine about wanting a relationship with them. Dont pretend to care just so you can get their business. They can see through your agenda and will go else where. Get personal. Attend community functions. Participate and be involved.

Passion: Hispanics & Filipinos are animated and full of excitement. They are touchy-feely people who like to touch. Its normal for men in these cultures to touch and embrace one another. (ex. Julio Iglesias with Jay Leno)These culters are expressive, animated and excitable in their native tongue and body language. (ex. sometimes when their conversations get very animated, people may perceive it as arguing, but instead, theyre just excited.) Ask for your audience for any examples theyd like to share

3. Lealtad means loyalty. Once an individual has proven himself via his/her personalismoand the client has invested the relationship with pasin (passion), loyalty follows.

4. The Role of Shame, What will they say?One of the results of living in a culture that places a great deal of emphasis on the group is the significance of shame.

Hispanic Generalizations12Lealtad: They are not concerned if you have all the right answers but more interested in having a relationship. For example, if you charged two different fees and they received the higher rate compared to their compadre, they will feel cheated and betrayed. Hispanics want the best deal but a fair one too. Not only have you got an angry client now but you have also lost a client for life and they will tell everyone. So dont take advantage of their loyalty to you.

Fear of shame also permeates Latino and Filipino cultures, and you need to be sensitive to the role that shame plays in these cultures. In several different ways, it can have an impact on your interactions with these clients.Immigrants and those not fluent in English from cultures where shame plays an important role are particularly sensitive to humiliation and appearing foolish. Important that we dont raise our voices assuming that will help them to understand better and dont slow your voice down so much that its humiliating themAnother recommendation to diminish the negative emotional impact of a rejection is to provide the first time home buyer with information and tools ahead of time. We need to take the time to educate them. Our company already has marketing material, websites and other resources available in multiple languages to accommodate the needs of our multi-cultural clients.

The Decision Making Process

Females, extended family and trusted friends often play a role in the home buying decision. Males typically play the role of provider, and in negotiations they will usually take control.

The female, albeit often behind the scenes, plays the important role of home administrator.

Since fulfilling their childrens needs is very important to Hispanics. Understand that kids are also your clients.

When it comes to their decision about purchasing a home, single parent families will often look to their extended family for help.Hispanic Generalizations13For Hispanics and Filipinos Purchasing a home Is a family affair. It is a major celebration. The elders of the family are especially proud and so excited to see their children purchase a home. In the Hispanic culture most are not used to the process in the states because they are still engrained with their native countrys process and policies. Most Latin countries have interest rates as high as 20% to 30% so to come here to America to buy a home is truly an American dream. When meeting with your customers, make sure there are enough chairs and if there are children, acknowledge them and offer crayons/paper for them Remember: Theyre our future customers.

CLASS EXERCISE: NAME THAT CULTURE!Try to see if you can guess the correct Spanish-speaking country with the following cultural facts:As many as one hundred indigenous languages are still spoken in parts of this country. Roast pork is the favorite meat and is eaten on special occasions in this country. The national instrument is the marimba. This countrys average workweek is slightly more than 48 hours, one of the longest in the world. This countrys capital has the largest number of Jews in Latin America. Women will meet with greater acceptance in this country than in other Latin American countries. In this country, people stand close and frequently touch one another on the arm while talking. After ftbol (soccer), bullfighting is the sport that draws the highest number of spectators in this country. Appendix 2 - CLASS EXERCISE: NAME THAT CULTURE!Try to see if you can guess the correct Spanish-speaking country with the following cultural facts:As many as one hundred indigenous languages are still spoken in parts of this country. MexicoRoast pork is the favorite meat and is eaten on special occasions in this country. CubaThe national instrument is the marimba. NicaraguaThis countrys average workweek is slightly more than 48 hours, one of the longest in the world. PeruThis countrys capital has the largest number of Jews in Latin America. ArgentinaWomen will meet with greater acceptance in this country than in other Latin American countries. Costa RicaIn this country, people stand close and frequently touch one another on the arm while talking. AllAfter ftbol (soccer), bullfighting is the sport that draws the highest number of spectators in this country. MexicoOrientation to the Asian AmericanMarket Segment

The sub group distribution changed from 2000 to 2004 Asian Indian has grown to 2ndlargest in the sub markets Chinese continues to be the largest segmentSource: U.S. Census Bureau 2000: Issued February 2002Asian American Population CompositionAsian American GeneralizationsValue Conscious

Courtesy and HospitalitySocial Relationships Before Business RelationshipsFamily & Community Familys buying decision is strongly influenced by the well-being of their children. Family Oriented. Great emphasis is placed on strongfamily relationships. Extended family is consideredjust as important.

It is common for parents to financially contributetowards the purchase of a home for their children.Although generally non-confrontational, Asians wont hesitate to voice their opinion when necessary.Non Confrontational by Nature

While there are exceptions, most Asian Americans are conservative and reserved by nature. When an issue occurs, they will not disagree openly in an effort to save face and respect the other party. Faith, Philosophy and CelebrationsBirth of a child, birthdays for the elderly and weddings are communal celebrations.

Strong sense of faith often influences their family, lifestyles and belief systems.Oral traditions, philosophy and superstitions are influential components especially with Feng Shui.EXERCISEDefine the meaning of colors and numbersColorsRedWhiteBlackPurple

Numbers3 & 74589

EXERCISEDefine the meaning colors and numbers ColorsRed Chinese Good luck; Koreans MourningWhite Asians Death, funeralsBlack Asians wear to weddingsPurple Asians not worn to happy events, wouldnt lastNumbers3 & 7 Koreans - lucky4 Chinese Sounds like death5 - Chinese Sounds like no or negate8 Chinese rich/luck 9 Japanese Sound (word) for suffering

Multicultural Practical TipsDont

Assume that their English is not proficientBe overly aggressiveRefuse a social invitation Embarrass or put on the spotRaise your voice or point with your fingerDo

Radiate warmth & hospitalityBe humbleValue social relationshipsTalk about family and praiseLearn about the cultureExhibit sincerityBe sensitive to modes of communication

Diversity definitionAt FNF, diversity is the power to identify and deliver value to all employees, customers and communities that we serve. We are committed to recognizing and embracing the influence of culture on every individual.

Our philosophy is that All Together We Make a Difference!

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WhiteAsian and Pacific IslanderHispanic or Latino (of any race)Black or African AmericanOthersTwo or more racesGreater Bay Area California - CountiesPopulation in numbersGreater Bay Area 2005 Population Data (By Race & Ethnicity By Counties)

By PopulationCountySanta ClaraAlamedaContra CostaSan FranciscoSan MateoSonomaSolanoMarinNapaMontereyTotalTotal Population1,669,8901,421,3081,006,486719,077689,271453,850395,426235,609127,445389,0047,107,366One Race1,622,0841,360,238965,992699,514665,672439,956377,181228,589123,667376,8106,859,703White465,777352,864397,194283,329256,457250,138119,910167,48465,48451,8422,410,479Asian and Pacific Islander509,782357,529137,499240,859169,55318,74861,62412,7906,70226,8521,541,938Hispanic or Latino (of any race)416,660297,212213,22798,891155,96496,02484,12129,22236,033201,1271,628,481Black or African American42,307188,65593,82046,77920,1886,20857,4824,5401,6559,691471,325Others187,558163,978124,25229,65663,51050,83854,04414,55313,80387,298789,490Two or more races47,80661,07040,49419,56323,59913,89418,2457,0203,76812,194247,653References: U.S. Census Bureau; American Factfinder

By Population0000000000

Total PopulationGreater Bay Area California - CountiesPopulationGreater Bay Area 2005 Population Data (By Total Population)

Race by populationCountySanta ClaraAlamedaContra CostaSan FranciscoSan MateoSonomaSolanoMarinNapaMontereyTotalTotal Population1,669,8901,421,3081,006,486719,077689,271453,850395,426235,609127,445389,0047,107,366One Race1,622,0841,360,238965,992699,514665,672439,956377,181228,589123,667376,8106,859,703White465,777352,864397,194283,329256,457250,138119,910167,48465,48451,8422,410,479Asian and Pacific Islander509,782357,529137,499240,859169,55318,74861,62412,7906,70226,8521,541,938Hispanic or Latino (of any race)416,660297,212213,22798,891155,96496,02484,12129,22236,033201,1271,628,481Black or African American42,307188,65593,82046,77920,1886,20857,4824,5401,6559,691471,325Others187,558163,978124,25229,65663,51050,83854,04414,55313,80387,298789,490Two or more races47,80661,07040,49419,56323,59913,89418,2457,0203,76812,194247,653WhiteAsian and Pacific IslanderHispanic or Latino (of any race)Black or African AmericanOthersTwo or more racesTotalPercentage of population by race33.92%21.69%22.91%6.63%11.11%3.48%99.75%References: U.S. Census Bureau; American FactfinderCenter for Comparatuve Studies in Race and Ethnicity by Stanford University

Race by population000000000000

WhiteAsian and Pacific IslanderHispanic or Latino (of any race)Black or African AmericanOthersTwo or more racesRaces & EthnicityPopulation in %Greater Bay Area 2005 Population Data (By Race & Ethnicity By %)

Race by countiesCountySanta ClaraAlamedaContra CostaSan FranciscoSan MateoSonomaSolanoMarinNapaMontereyTotalWhite465,777352,864397,194283,329256,457250,138119,910167,48465,48451,8422,410,479Asian and Pacific Islander509,782357,529137,499240,859169,55318,74861,62412,7906,70226,8521,541,938Hispanic or Latino (of any race)416,660297,212213,22798,891155,96496,02484,12129,22236,033201,1271,628,481Black or African American42,307188,65593,82046,77920,1886,20857,4824,5401,6559,691471,325Others187,558163,978124,25229,65663,51050,83854,04414,55313,80387,298789,490Two or more races47,80661,07040,49419,56323,59913,89418,2457,0203,76812,194247,653References: U.S. Census Bureau; American FactfinderBay Area Counties 2005 Population Data (By %)CountySanta ClaraAlamedaContra CostaSan FranciscoSan MateoSonomaSolanoMarinNapaMontereyTotalTotal Population1,669,8901,421,3081,006,486719,077689,271453,850395,426235,609127,445389,0047,107,366One Race1,622,0841,360,238965,992699,514665,672439,956377,181228,589123,667376,8106,859,703One Race97.10%95.70%96.00%97.30%96.60%96.90%95.40%97.00%97.00%96.87%96.52%White27.80%24.80%39.40%39.40%37.20%55.11%30.30%71.10%51.40%13.33%33.92%Asian and Pacific Islander30.60%25.20%13.60%33.50%24.60%4.10%15.50%5.50%5.30%6.90%21.69%Hispanic or Latino (of any race)25.00%20.90%21.20%13.80%22.60%21.20%21.30%12.40%28.30%51.70%22.91%Black or African American2.50%13.30%9.30%6.50%2.90%1.40%14.50%1.90%1.30%2.49%6.63%Others11.20%11.60%12.40%4.10%9.20%11.20%13.70%6.20%10.80%22.44%11.11%Two or more races2.90%4.30%4.00%2.70%3.40%3.10%4.60%3.00%3.00%3.13%3.48%

Race by counties000000000000000000000000000000000000000000000000000000000000

WhiteAsian and Pacific IslanderHispanic or Latino (of any race)Black or African AmericanOthersTwo or more racesGreater Bay Area California - CountiesPopulation in numbersGreater Bay Area 2005 Population Data (By Race & Ethnicity By Counties)

By HouseholdBay Area Counties 2005 Population Data (By Household)CountySanta ClaraAlamedaContra CostaSan FranciscoSan MateoSonomaSolanoMarinNapaMontereyTotal Population1,669,8901,421,3081,006,486719,077689,271453,850395,426235,609127,445389,004Total Housing Units605,121556,474383,328354,963266,154193,353146,724107,42352,167137,553Median Household Income76,81061,01469,48757,49674,54658,33062,21378,91965,26057,081Average Household Size2.92.72.82.22.72.62.92.32.63.2References: U.S. Census Bureau; American Factfinder

By Household00000000000000000000

Total PopulationTotal Housing UnitsGreater Bay Area California - CountiesPopulationGreater Bay Area 2005 Population Data (By Household)

By Family SizeWhiteAsian and Pacific IslanderHispanic or Latino (of any race)Black or African AmericanOthersTotal6,718,3623.024.434.143.234.4References: Center for Comparatuve Studies in Race and Ethnicity by Stanford University

By Family Size00000

WhiteAsian and Pacific IslanderHispanic or Latino (of any race)Black or African AmericanOthersRacesFamily Size IndexGreater Bay Area 2005 Population Data (By Family Size)

By PopulationCountySanta ClaraAlamedaContra CostaSan FranciscoSan MateoSonomaSolanoMarinNapaMontereyTotalTotal Population1,669,8901,421,3081,006,486719,077689,271453,850395,426235,609127,445389,0047,107,366One Race1,622,0841,360,238965,992699,514665,672439,956377,181228,589123,667376,8106,859,703White465,777352,864397,194283,329256,457250,138119,910167,48465,48451,8422,410,479Asian and Pacific Islander509,782357,529137,499240,859169,55318,74861,62412,7906,70226,8521,541,938Hispanic or Latino (of any race)416,660297,212213,22798,891155,96496,02484,12129,22236,033201,1271,628,481Black or African American42,307188,65593,82046,77920,1886,20857,4824,5401,6559,691471,325Others187,558163,978124,25229,65663,51050,83854,04414,55313,80387,298789,490Two or more races47,80661,07040,49419,56323,59913,89418,2457,0203,76812,194247,653References: U.S. Census Bureau; American Factfinder

By Population

Total PopulationGreater Bay Area California - CountiesPopulationGreater Bay Area 2005 Population Data (By Total Population)

Race by populationCountySanta ClaraAlamedaContra CostaSan FranciscoSan MateoSonomaSolanoMarinNapaMontereyTotalTotal Population1,669,8901,421,3081,006,486719,077689,271453,850395,426235,609127,445389,0047,107,366One Race1,622,0841,360,238965,992699,514665,672439,956377,181228,589123,667376,8106,859,703White465,777352,864397,194283,329256,457250,138119,910167,48465,48451,8422,410,479Asian and Pacific Islander509,782357,529137,499240,859169,55318,74861,62412,7906,70226,8521,541,938Hispanic or Latino (of any race)416,660297,212213,22798,891155,96496,02484,12129,22236,033201,1271,628,481Black or African American42,307188,65593,82046,77920,1886,20857,4824,5401,6559,691471,325Others187,558163,978124,25229,65663,51050,83854,04414,55313,80387,298789,490Two or more races47,80661,07040,49419,56323,59913,89418,2457,0203,76812,194247,653WhiteAsian and Pacific IslanderHispanic or Latino (of any race)Black or African AmericanOthersTwo or more racesTotalPercentage of population by race33.92%21.69%22.91%6.63%11.11%3.48%99.75%References: U.S. Census Bureau; American FactfinderCenter for Comparatuve Studies in Race and Ethnicity by Stanford University

Race by population

WhiteAsian and Pacific IslanderHispanic or Latino (of any race)Black or African AmericanOthersTwo or more racesRaces & EthnicityPopulation in %Greater Bay Area 2005 Population Data (By Race & Ethnicity By %)

Race by countiesCountySanta ClaraAlamedaContra CostaSan FranciscoSan MateoSonomaSolanoMarinNapaMontereyTotalWhite465,777352,864397,194283,329256,457250,138119,910167,48465,48451,8422,410,479Asian and Pacific Islander509,782357,529137,499240,859169,55318,74861,62412,7906,70226,8521,541,938Hispanic or Latino (of any race)416,660297,212213,22798,891155,96496,02484,12129,22236,033201,1271,628,481Black or African American42,307188,65593,82046,77920,1886,20857,4824,5401,6559,691471,325Others187,558163,978124,25229,65663,51050,83854,04414,55313,80387,298789,490Two or more races47,80661,07040,49419,56323,59913,89418,2457,0203,76812,194247,653References: U.S. Census Bureau; American FactfinderBay Area Counties 2005 Population Data (By %)CountySanta ClaraAlamedaContra CostaSan FranciscoSan MateoSonomaSolanoMarinNapaMontereyTotalTotal Population1,669,8901,421,3081,006,486719,077689,271453,850395,426235,609127,445389,0047,107,366One Race1,622,0841,360,238965,992699,514665,672439,956377,181228,589123,667376,8106,859,703One Race97.10%95.70%96.00%97.30%96.60%96.90%95.40%97.00%97.00%96.87%96.52%White27.80%24.80%39.40%39.40%37.20%55.11%30.30%71.10%51.40%13.33%33.92%Asian and Pacific Islander30.60%25.20%13.60%33.50%24.60%4.10%15.50%5.50%5.30%6.90%21.69%Hispanic or Latino (of any race)25.00%20.90%21.20%13.80%22.60%21.20%21.30%12.40%28.30%51.70%22.91%Black or African American2.50%13.30%9.30%6.50%2.90%1.40%14.50%1.90%1.30%2.49%6.63%Others11.20%11.60%12.40%4.10%9.20%11.20%13.70%6.20%10.80%22.44%11.11%Two or more races2.90%4.30%4.00%2.70%3.40%3.10%4.60%3.00%3.00%3.13%3.48%

Race by counties

WhiteAsian and Pacific IslanderHispanic or Latino (of any race)Black or African AmericanOthersTwo or more racesGreater Bay Area California - CountiesPopulation in numbersGreater Bay Area 2005 Population Data (By Race & Ethnicity By Counties)

By HouseholdBay Area Counties 2005 Population Data (By Household)CountySanta ClaraAlamedaContra CostaSan FranciscoSan MateoSonomaSolanoMarinNapaMontereyTotal Population1,669,8901,421,3081,006,486719,077689,271453,850395,426235,609127,445389,004Total Housing Units605,121556,474383,328354,963266,154193,353146,724107,42352,167137,553Median Household Income76,81061,01469,48757,49674,54658,33062,21378,91965,26057,081Average Household Size2.92.72.82.22.72.62.92.32.63.2References: U.S. Census Bureau; American Factfinder

By Household00000000000000000000

Total PopulationTotal Housing UnitsGreater Bay Area California - CountiesPopulationGreater Bay Area 2005 Population Data (By Household)

By Family SizeWhiteAsian and Pacific IslanderHispanic or Latino (of any race)Black or African AmericanOthersTotal6,718,3623.024.434.143.234.4References: Center for Comparatuve Studies in Race and Ethnicity by Stanford University

By Family Size11111

WhiteAsian and Pacific IslanderHispanic or Latino (of any race)Black or African AmericanOthersRacesFamily Size IndexGreater Bay Area 2005 Population Data (By Family Size)