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Gonzales Group Articles
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These articles share our perspective on critical business issues or provide in-depth analysis of market conditions or demographic/psychographic trends.
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RECENT GONZALES GROUP ARTICLES
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The State of the Multicultural Homebuyer in Today's Housing Market
July 22, 2008
During the last 15 years, home ownership rates soared: The U.S. reached a homeownership rate of 75% and the gap for Multicultural homeowners was closing at respectable rates. Today's market conditions can potentially reverse that trend and leave one to question what will become of the Multicultural consumer segment. Do the current market conditions present an opportunity for sustainable homeownership in these communities?
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Multicultural: A Specialty Market in the Real Estate Community
June 26, 2008
For many decades the real estate brokerage community has built a profitable industry by seeking out market niches that are defined by a specific need or special characteristic. In the 1960's, the relocation specialty market took form when brokers began to find opportunity in "corporate transferees" and created a whole infrastructure to organize this market opportunity.
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Coloring Outside the Lines to Expand Market Share and Profitability
June 04, 2008
What does it mean to "Color Outside the Lines?" It means moving beyond and outside the doldrums of the norm. It does not mean being defiant and anti-institutional. It means finding the strength of an organization and leveraging it, even if it means you color outside the bounds of your defined goals and objectives.
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Validate Your Products and Service to Build Multicultural Relational Equity
May 15, 2008
Studies have shown that it costs up to five times more to acquire a new customer than it does to retain an existing customer. In our research, we have found that Multicultural consumers either refuse or switch service or products because the level of bilingual, cultural, or community-friendly service fails to meet their expectations.
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