1. Fidelity National Title Multicultural Marketing Division “IN SYNC” CULTURE WITH BUSINESS Empowering Real Estate Professionals to serve the Hispanic & Asian Communities “IN SYNC” CULTURE WITH BUSINESS Empowering Real Estate Professionals to serve the Hispanic & Asian Communities Fidelity National Title

2. Objectives Overview 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 Tips

3. EXERCISE Using your non-dominant hand, perform the following tasks: Write this sentence: The sun is shining on the treetops. Write today’s date. Sign your name. Draw a tree. Turn to the person sitting next to you and show them your work.

4. PopulationCalifornia US 300 million36 Million Hispanic 44 million13 million Asian 13. 1 million4.7 million Ethnicity Demographics

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

7. Orientation to the Hispanic Market Segment

8. Demographics Population by Race and Hispanic Origin National Origin of Diversity Mexican – oldest, newest, nearest, most dispersed, increasing diversity Puerto Rican – dual nationality, citizenship, urban concentration Central Americans – refugees, nationality pockets, proximity to Mexicans Cuban – multiple waves, generational shifts South American – Peruvians, Colombians, etc. Others - New Mexico, Colorado, Texas, Arizona, Dominican enclaves

9. 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

10. 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 Generalization

11. Personalism, Passion and Loyalty 1.“Personalismo” This means Personalism: person to person interaction 2. “Pasión” means passion. Filipino and Hispanic cultures are known to facilitate the free expression of emotions in certain contexts. Hispanic Generalizations

12. 3. “Lealtad” means loyalty. Once an individual has proven himself via his/her “personalismo” and the client has invested the relationship with “pasión” (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 Generalizations

13. 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 children’s 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 Generalizations

14. 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 country’s average workweek is slightly more than 48 hours, one of the longest in the world. This country’s 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 fútbol (soccer), bullfighting is the sport that draws the highest number of spectators in this country.

15. 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. Mexico Roast pork is the favorite meat and is eaten on special occasions in this country. Cuba The national instrument is the marimba. Nicaragua This country’s average workweek is slightly more than 48 hours, one of the longest in the world. Peru This country’s capital has the largest number of Jews in Latin America. Argentina Women will meet with greater acceptance in this country than in other Latin American countries. Costa Rica In this country, people stand close and frequently touch one another on the arm while talking. All After fútbol (soccer), bullfighting is the sport that draws the highest number of spectators in this country. Mexico

16. Orientation to the Asian American Market Segment

17. The sub group distribution changed from 2000 to 2004 Asian Indian has grown to 2nd largest in the sub markets Chinese continues to be the largest segment Source: U.S. Census Bureau –2000: Issued February 2002 Asian American Population Composition

18. Asian American Generalizations Value Conscious Courtesy and Hospitality Social Relationships Before Business Relationships

19. Family & Community Family’s buying decision is strongly influenced by the well-being of their children. Family Oriented. Great emphasis is placed on strong family relationships. Extended family is considered just as important. It is common for parents to financially contribute towards the purchase of a home for their children.

20. Although generally non-confrontational, Asians won’t 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.

21. Faith, Philosophy and Celebrations Birth 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.

22. EXERCISE Define the meaning of colors and numbers… Colors Red White Black Purple Numbers 3 & 7 4 5 8 9

23. EXERCISE D efine the meaning colors and numbers… Colors Red – Chinese Good luck; Koreans MourningRed – Chinese Good luck; Koreans Mourning White – Asians – Death, funeralsWhite – Asians – Death, funerals Black – Asians – wear to weddingsBlack – Asians – wear to weddings Purple – Asians – not worn to happy events, “wouldn’t last”Purple – Asians – not worn to happy events, “wouldn’t last” Numbers 3 & 7 – Koreans - lucky3 & 7 – Koreans - lucky 4 – Chinese – Sounds like death4 – Chinese – Sounds like death 5 - Chinese – Sounds like no or negate5 - Chinese – Sounds like no or negate 8 – Chinese – rich/luck8 – Chinese – rich/luck 9 – Japanese – Sound (word) for suffering 9 – Japanese – Sound (word) for suffering

24. Multicultural Practical Tips Don’t Assume that their English is not proficient Be overly aggressive Refuse a social invitation Embarrass or put on the spot Raise your voice or point with your finger Do Radiate warmth & hospitality Be humble Value social relationships Talk about family and praise Learn about the culture Exhibit sincerity Be sensitive to modes of communication

25. Diversity definition At 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!”

26. Q&A