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Hispanic Marketing


Hispanic Consumers 'Rely on Radio,' According to DC Area Originator

TYSONS CORNER, VA -- East West Mortgage here is one of the first companies to form an advertising partnership with Viacom-Infinity Broadcasting's "El Zol 99.1 FM," a newly created Hispanic radio station based in Washington.

According to EWM, Hispanic customers in the United States "rely on radio for educational information and listen to it more than any other customer group." EWM said its first radio-marketing effort began five years ago. It helped generate first-time buyer business and develop long-term relationships with customers.

"We realized D.C.'s Hispanic community was rapidly growing and had a strong desire for homeownership," said vice president of sales, J.C. Jimenez.

"Increasing the number of Hispanic homebuyers has required a dual effort - educating the Hispanic community and convincing banks and lenders that financing these buyers is a smart investment," he said. "We've built a long list of lenders and programs to service this important community and are always looking for effective ways to spread the word."

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