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At Home with Diversity

Welcome

Matthew Rathbun
ABR, ABRM, CDPE, CRB, CSP, CRS, ePRO, GREEN, GRI, SFR, SRS

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download them.

What Page
Are We On?

No Page Number? Than its a Bonus!

MatthewRathbun
Husband and Father
Broker
Thinks Hes funnier than he is...
Always strives to be better
Over 10 years in RE

www.TheAgentTrainer.com
www.About.me/MatthewRathbun

Its a Great Big World!

I know what I know and


thats all that I know...

Its up to you to know


your local regulations...

www.TheAgentTrainer.com/ahwd

Course overview

Present a snapshot of the changing face of real estate

Increase their sensitivity and adaptability

Thrive as effective service providers and community leaders

At Home with Diversity

Learning outcomes
Upon completion of this course, you should be able to:

examine U.S. demographic information;

generalize cultural stereotypes, assumptions, and biases;

explain how inclusion is the aim of diversity sensitivity, and how it


affects business;

discuss communication styles and how to provide equal service;

(continues)

At Home with Diversity

Learning outcomes (contd.)


Upon completion of this course, you should be able to:

summarize the One America Principles and fair housing laws;

describe a variety of cultural attitudes, practices, communication


differences, business norms, and etiquette; and

summarize personal goals, objectives, and strategies to create


a business plan that incorporates diversity.

At Home with Diversity

12

Section 1: Embracing Diversity

Section 1: Embracing Diversity


At the conclusion of this section, you should be able to:

define diversity in our businesses and lives;


gain a better understanding of dynamics among diverse
consumers;
explain how sensitivity to diverse cultures leads to inclusion;
discuss how values are viewed in different cultures; and
describe stereotypes and misconceptions individuals can have.

At Home with Diversity

Whats in a name?

Common American
Ethnic, ethnicity
Race
Minority
Hispanic, Latino
African-American, Black
Asian
Generational
GLBT

1.1

At Home with Diversity

DEMOGRAPHIC CHANGES

If we could shrink the earths population to a village of 100, the


ratios would like this...

57 Asians
21 Europeans
8 African
14 Western
Hemisphere,
North and South
America

At Home with Diversity

If we could shrink the earths population to a village of 100, the


ratios would like this...

70 would be nonwhite

70 would be nonChristian

70 would be illiterate
50 would be
malnourished

At Home with Diversity

If we could shrink the earths population to a village of 100, the


ratios would like this...

80 would live in
substandard housing

1 would have a
university education

50% of the worlds


wealth would be in
the hands of 6 people

All 6 would be US
citizens
At Home with Diversity

Pollev.com/cbelite
-orText AHWD1 and your answer to 37607

Common
America
1.2

In American culture, one of the fundamental principles is


individualism the belief that individuals are or should be
responsible for themselves and should be judged
according to their merits or lack of them. Men and
woman should be allowed to have equality of
opportunity, a chance to advance individually, to get as
far as possible, regardless of social origin. They should
have freedom to fulfill their own purposes and be
rewarded by a justly earned place in society. Merit or
individual achievement should be the basis for power,
place,and privilege in society.

Ronald Takaki
Different Shores
1.3

U.S. Population by Race, 2008-2013


Year

U.S.

White

Black

Asian

Hispanic

Other

2008

305,697,961

201,324,095

36,934,442

14,015,166

47,201,716

3,853,824

2013

320,825,182

204,497,069

39,934,982

15,805,231

53,255,730

4,744,220

% Change

4.95%

1.58%

8.12%

12.77%

12.83%

23.10%

U.S. Census 2008

Between 2008-2013, the overall U.S. population is expected to grow by


4.95%, compared to that of the Black population at 8.12%, Asian at
12.72%, and Hispanic at 12.83%.

1.5

At Home with Diversity

U.S. Population Projections, 2008-2050


Percent of Total Population 2008-2050
80.0

60.0
Asian
Black
Hispanic
White

40.0

20.0

0
2008 2010 2015 2020 2025 2030 2035 2040 2045 2050

Immigrants from Mexico represent 30% of the nations total foreign-born


population; nearly 70% of them live in three states: California (41%), Texas
(21%), and Illinois (7%).

1.6

At Home with Diversity

Multicultural buying power


1990-2012 Buying Power Increase by Percentage

The U.S. buying power


among Asians, Hispanics,
and African-Americans over
the next five years is
expected to grow several
hundred percent beyond the
White non-Hispanic
consumer.

500%

375%

250%

125%

0%
White

Black

Asian

Hispanic

Source: University of Georgia Selig Center

1.3

At Home with Diversity

U.S. Median Income by Race


Year

U.S.

White

Black

Asian

Hispanic

2008

$ 51,485

52,902

34,093

55,162

37,565

2013

$ 58,537

60,901

35,730

61,303

40,582

% Change

13.70%

15.01%

4.80%

11.13%

8.03%

The median income growth provides a more accurate benchmark for


home buying power.
Social, economic, political, and environmental influences can also
affect the homebuying market.

1.9

At Home with Diversity

Assumptions, stereotypes, and biases


Generalizations are useful, as long as they do not turn into rules.
Summarize our experiences by saying most, many, or some
individuals in a certain group have certain characteristics.
Summarizing leaves us open to revise our opinions.

1.12

At Home with Diversity

The role of culture


Culture:
is learned behaviors, beliefs, attitudes, values, and ideals that are
shared by a particular society or population.
impacts how we think, feel, and look at the world.
is the most basic cause of a persons desires and behavior.
is hard to change because its been developed over a lifetime.

1.15

At Home with Diversity

Exercise: Stereotype brainstorm


Write one stereotype you have heard for each group on a sticky note.
Place sticky notes on appropriate flip chart pages. Stereotypes can be
positive or negative.
Discuss your reactions to what you have heard:
How did you feel?
How did you feel about those stereotypes used to describe
members of your group?
Do they apply to everyone in a group?
Are they fair?

1.16

At Home with Diversity

10

Pollev.com/cbelite
-orText AHWDSTYPE and your answer to 37607

Exercise: Stereotype brainstorm


Write one stereotype you have heard for each group on a sticky note.
Place sticky notes on appropriate flip chart pages. Stereotypes can be
positive or negative.
Discuss your reactions to what you have heard:
How did you feel?
How did you feel about those stereotypes used to describe
members of your group?
Do they apply to everyone in a group?
Are they fair?

Review list on page 1.16

1.16

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10

Exercise: Personal assessment, attitudes & traits


Strength

Exercise to be completed at home:

Needs
Improvement

Patience

Note your cultural strengths


and the areas in which you
would like to improve.

Interest in a culture
Resourcefulness
Initiative
Perseverance
Tolerance

Take 10
minutes to
complete the
exercise on
page 1.8

Listening skills
Understanding people
Commitment
Ability to handle
ambiguity
Honesty
Adaptability
Modesty
Loyalty

1.18

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11

Section 1: Summary
In this section we:

discussed nine diversity definitions;


reviewed how to access and interpret demographic information;
discussed how inclusion can increase business;
discussed how honesty and loyalty are valued differently; and
demonstrated stereotypes and misconceptions people have and
how to deal with them.

1.19

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12

Section 2: Fair Housing and Diversity

Stop
staring,
Junior...

How Far Weve Come...


Promotion of Equality: Any
person...who shall be guilty of printing,
publishing or circulating printed,
typewritten or written matter urging or
presenting for public acceptance or
general information, arguments or
suggestions in favor of social equality
or of intermarriage between whites and
negroes, shall be guilty of a
misdemeanor and subject to fine or not
exceeding five hundred (500.00) dollars
or imprisonment not exceeding six (6)
months or both. -Mississippi 1962
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12

OBSERVATION

Laws can moderate behavior but are


less effective at changing attitudes

y
l
l
a
r
e
d
e
F
PROTECTED CLASSES

RACE

Disability

Familial

National
Origin

COLOR

Gender

religion


r
o
lt

a
e
R
PROTECTED CLASSES

Sexual
Orientation

Section 2: Fair Housing and Diversity


At the conclusion of this section, you should be able to:

discuss the One America Principles and fair housing,


describe the Philosophy of Inclusion,
describe the Equal Professional Service Model; and
analyze and answer questions about fair housing cases.

2.1

The One America Initiative


Opportunity

Celebrate
differences

One
America
Initiative

Embrace
shared values

Responsibility

Review Principles on page 2.3

2.2 and 2.3

NAR and HUD Partnership

Discriminatory acts

Be wary of:
Steering
Discrimination in advertising
2.5

At Home with Diversity

Predatory lending
Abusive and predatory lending practices as defined by NAR:

Home equity stripping

Diminished personal credit standing

Violations of federal consumer protection


statutes and regulations

2.7

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NAR Code of Ethics


REALTORS have a long history of supporting the letter and spirit of our
nations fair housing laws. Through the Code of Ethics, all REALTORS
pledge to conduct their businesses in accordance with its tenets, and
to observe its spirit in all of their activities.
Article 10 outlines NARs commitment to equal opportunity in housing:

The Code of Ethics and Standards of Practice


of the NATIONAL ASSOCIATION OF REALTORS
Effective January 1, 2008

Article 10

Duties to the Public

2.8

At Home with Diversity

Providing equal service


Offer a variety of choices:

at the most favorable terms and conditions,

in all communities where existing,

with complete access to all financing and insurance,

with reasonable accommodations

2.11

At Home with Diversity

Tips for affirmative practices


Post the fair housing poster so that it can be seen by all.
Read and follow the REALTOR Fair Housing Declaration.
It is a reminder to incorporate fair housing in your daily practice by:
providing equal service,
using inclusive advertising, and
celebrating differences.

2.20

At Home with Diversity

Tips for affirmative practices (contd.)


Incorporate the Equal Professional Service Model into your practice
to protect you and your clients from discrimination.
Use systematic procedures - for qualifying buyers, getting listings,
conducting open houses, keeping records, and contacting clients.
Obtain and use objective information.
Let the customer set the limits.
Offer a variety of choices.

At Home with Diversity

Section 2: Summary
In this section we:

reviewed and discussed the One America Principles and fair


housing,
discussed the Philosophy of Inclusion,
identified ways to apply the Equal Professional Service Model, and
read, analyzed, and answered questions regarding actual fair
housing cases.

At Home with Diversity

10

Section 3: Exploring Cultural Attitudes and Communications

3.1

Section 3: Exploring Cultural Attitudes and Communications


At the conclusion of this section, you should be able to:

discuss the significance of understanding cultural attitudes,


practices and communication, and

demonstrate examples of cultures through role-playing in the


categories of
self and space,
time and time consciousness,
relationships, and
communication and language.

3.1

At Home with Diversity

Reading non-verbal signs

80% to 90% of a culture is reflected in non-verbal messages.


Are there any universals of body language?

3.4

At Home with Diversity

Observations of cultural variations


Exercise: Comparing Cultures
Refer to the tables on cultural comparisons in your book. Imagine that
you are working with a buyer who is from a culture very different from
your own. Discuss the situation and answer the following questions:
Would differences in your culture affect your normal way of
doing business?
If so, what are the cultural attitudes or customs would you need to
be aware of, or be prepared to modify?

3.6

At Home with Diversity

Cultural summaries

Asian homebuyers

Central and South American homebuyers

3.9

At Home with Diversity

Exploring multicultural home-buying attitudes


Some multicultural homebuyers come with different perspectives
and points of reference about the home buying and selling process.
Some of these ideas or preconceptions are based on the traditions
and practices of their native countries and cultures.

3.10

At Home with Diversity

Building communication skills


Pay attention to the person
as well as the message
Do not assume you know
what the other person wants
Emphasize and create
rapport
Share meaning
Request information in a way
that does not bias or inhibit the
other persons response

3.14

At Home with Diversity

Business norms and etiquette


Beyond using proper business etiquette, it is important to project
positive attitudes toward diversity, as well as to adjust to the other
persons need for high- or low-context communication.

Review the
basics on page
3.16 thru 3.18

3.16

At Home with Diversity

Empathy exercise
Use your non-dominant hand to 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.

At Home with Diversity

Section 3: Summary
In this section we:

recalled cultural practices, attitudes, and communication, and


Interpreted how cultures may vary;
Discussed how cultural background can influence the home-buying
process;
Reviewed cross-cultural listening skills and business etiquette; and
Gained empathy for how an immigrant might feel.

3.21

At Home with Diversity

10

Section 4: Inclusive Multicultural Marketing

At Home with Diversity

Section 4: Inclusive Multicultural Marketing


At the conclusion of this section, you should be able to:

summarize the importance of understanding the local market;


identify sources of local demographic information;
apply analytical techniques to a local market;
discuss the dynamics of multicultural marketing; and
analyze a case study of discrimination in advertising.

4.1

At Home with Diversity

Taking the first steps

Interested in broadening your business to a wider range of clients?


You need to plan for it!
Look at your communication skills, new cultural knowledge, and
new approaches to listing, selling, and marketing.
Get organized.
A good strategic plan tells you where you want to go, how youll get
there, and when youll arrive.

4.1

At Home with Diversity

Taking the first steps


In the past, the process for servicing multicultural
markets was often limited to one-dimensional efforts,
such as the literal translations of marketing materials
from English into another language.
Today, organizations are developing new services
designed specifically to meet the needs of this new
America. Real estate organizations are:
Creating programs and activities to reach
multicultural markets
Allocating budgets for these activities
Setting measurable goals for each program

4.2

At Home with Diversity

SWOT Analysis

At Home with Diversity

Understanding and evaluating


the demographics of a local market

Analyze local market data to evaluate strengths, weaknesses,


opportunities, and threats (SWOT Analysis), then
Identify opportunities to find clients and expand your practice.
Then
Identify and develop needed services for underserved populations.
If sensitive to diversity and fair housing, you will provide equal
service for all clients

4.3

At Home with Diversity

Your local market


Finding and analyzing local demographic data is an important part
of your plan.
Bureau of Economic Analysis
www.bea.gov
Fedstats.gov
U.S. Census
(American Community Survey)
www.census.gov

Exercise:
In the blank pie chart in your manual, divide the chart according to
what you think your local demographic breakdown is by race.
Then review actual local market data.

Correction to page 4.4: http://www.bea.gov/regional/index.htm

4.4

At Home with Diversity

Market case study


Case study: Milwaukee, Wisconsin.
Examine if Broker X should expand his or her services to the Hispanic
customer base by reviewing the societal profile.

Milwaukee, WI

Please take notes while I read


pages 4.-8 through 4.14
4.8

At Home with Diversity

Case study: Summary


Broker Xs market expansion into the Hispanic market is a sound
decision.
Between 2000 and 2008, the multicultural population will have
increased in the Milwaukee MSA by 60,881, for a total population of
414,466
36.21% of total population is between the ages of 24-45.

At Home with Diversity

Market case study exercise:


How has your community changed?
Reflect on how your community may have changed over the past 5 or
10 years in terms of:

Population (i.e., size, diversity, etc.)


Age (i.e., under 24, over 25, over 65, etc.)

What trends do you foresee taking place in:

5 years:

10 years:

At Home with Diversity

Pollev.com/cbelite
-orText AHWDTrends and your answer to 37607

Multicultural marketing
Learn as much as possible about your
potential clients
Do not assume that all minorities are alike.
Be careful when translating.
Use appropriate native language media
(foreign language newspapers, television
broadcasts).

4.15

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10

Multicultural marketing (contd.)


Hire sales associates and staff who speak the language of the
ethnic groups you are trying to serve.
Be sensitive about cultural slurs, clichs, and taboos.
Be prepared to educate your audience.
Get involved in community.
Consider hiring a culturally-sensitive marketing consultant.

4.15

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11

Multicultural marketing
Volkswagen Ad Offends Latinos
2006 DiversityInc.com
March 18, 2006

Volkswagen put up its new billboards for the sporty car with the slogan
Turbo-Cojones.
In American English, the word is used as a catch-all term for daring,
but in Spanish, it is an impolite way of saying testicles.
Volkswagens intent was to pitch the sporty, fast car to young, bilingual
Latinos, but it backfired.

4.16

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12

Multicultural community outreach


Studies have shown that the best vehicles for outreach in the
multicultural community are through community influencers, including:

Immediate family
Friends and neighbors
Places of worship
Doctors, dentists, chiropractors, other medical professionals
Teachers
Attorneys
Bankers
Review outreach methods on
Retailers
page 4.18 and 4.19
Services

4.17

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13

Fair housing and advertising

Laws affect what can or cannot be said about the property.

You may not say or imply anything about the people, or type of
people, that may want to buy or rent a property.

Keep descriptions accurate and focused on the features of the


property.

4.20

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14

e
c
r
e

s
n
o
i
t
p

Application of Rules
Sales |
Rentals

MLS

Appraisals

Mortgage
s
e
c
n
a
r
u
s
In

Ads &
Marketing

Affirmative Action Advertising

Brochures, ads and models should reflect the


relevant demographics

Should be advertised in media with broad

Its okay to use master bedroom and other


common phrases. (Achtenberg memo)

You may also refer to places of worship


(36-96.3.3)

Fair Housing Symbol NOT required

Describe property features and not tenant


features.

At Home with Diversity

Linguistic Profiling

How about being sued even though you never


met the person?

Studies indicate you can identify someone


by talking to them 70% of the time

Three tips return every call

Do self testing

Even if someone appears obviously


unqualified invite them to visit

At Home with Diversity

At Home with Diversity

Marketers Response
Mr. _________ replied to a request for clarification with
the following.
We didnt intend to hurt anybody. We are just trying to
give the neighbors a chance to bring in their kind of
people. The kind of people they want as neighbors. He
went on to say, We had a Realtor who was holding
open houses and advertising this very widely and they
werent bringing in the kind of people we wanted. He
said, It was a poor choice of words and we are going
to send out a new postcard next week with different
words.
Source: www.AgentGenius.com

At Home with Diversity

Section 4: Summary
In this section we:

reviewed the importance of the local demographics of your market;


analyzed a local market case study;
discussed multicultural marketing dynamics; and
discussed advertisement approaches that comply with fair
housing laws.

At Home with Diversity

15

Section 5: Your Inclusive Business Plan

5.1

At Home with Diversity

Section 5: Your Inclusive Business Plan


At the conclusion of this section, you should be able to:

list business goals that support the One America Principles;

summarize the variables in an inclusive business plan;

develop strategies that reflect a commitment to inclusiveness; and

produce an action plan.

5.1

At Home with Diversity

Translating Business Goals into One America Principles


Real Estate Services
Community Outreach
Professional Development
Company Involvement

5.2

At Home with Diversity

Formulating an inclusive plan


Organize the variables people, resources, real estate
services
Components of the plan include:
Mission
Goals
Strategies

5.4

At Home with Diversity

Exercise: Developing Inclusive Strategies


Begin by identifying clients and how to best work with them.
Consider strategies that support your companys goal of developing
and implementing an inclusive business plan.
Groups will focus on different scenarios.
Each group will appoint a team leader to share their results.

Exercise on page 5.7 thru page 5.17

5.7

At Home with Diversity

Launching your plan

A plan has no value if its not implemented.

Exercise: Actions and Tasks

5.17

At Home with Diversity

Section 5: Summary
In this section we:

reviewed the the One American Principles as they relate to


business goals;

brainstormed potential strategies as part of an inclusive business


plan; and

produced an action plan.

5.19

At Home with Diversity

The Cold Within - Author Unknown


Six humans trapped by happenstance
In black and bitter cold
Each one possessed a stick of wood,
Or so the storys told.

Their dying fire in need of logs,


The first woman held hers back
For on the faces round the fire
She noticed one was black
99

The Cold Within - Author Unknown


The next man looking cross the way
Saw one not of his church,
And couldnt bring himself to give
The fire his stick of wood.

The third one sat in tattered clothes


He gave his coat a hitch
Why should his log be put to use
To warm the idle rich?
100

To warm the idle rich?


The Cold Within - Author Unknown
The rich man just sat back and thought
Of the wealth he had in store,
And how to keep what he had earned
From the lazy, shiftless poor

The black mans face bespoke revenge


As the fire passed from his sight.
For all he saw in his stick of wood
Was a chance to spite the white.
101

To warm the idle rich?


The Cold Within - Author Unknown
And the last man of this forlorn group
Did naught except for gain.
Giving only to those who gave
Was how he played the game.

The logs held tight in deaths still hands


Was proof of human sin.
They didnt die from the cold without,
They died form the cold within.
102

Thank you for attending!


To continue your education in this area, please review NARs related
courses listed in the back of your student guide.
Please complete the evaluation form and return it to your instructor.

At Home with Diversity