Bow & Shake Hands Strategies to Asian marketing

Today’s Agenda 1. Background & Demographics 2. Understanding the Culture 3. Key Strategy: Education 4. Branding 5. Moving Forward

1.Background & Demographics

U.S. Population: 301,668,897 Asian: 13,952,184 (4.62%) Hispanic: 45,327,524 (15.02%) Add African American data U.S. Population

Greater Bay Area 2005 Population Data (By Race & Ethnicity By Counties)

Between more than 80% of the US population growth will be Latino, Asian Pacific Islanders or African- American. Asian American have the highest median home values of any group in the U.S of $57,518 according to 2004 census data. Asian American have the highest educational level of any group in the U.S. Homeownership rate is approximately 60% Key Demographic Data

Asian will rise from $117.6 billion in 1990 to $363 billion in 2004 to $528 billion in A 347% increase over 19 years. Buying Power

2006WhiteBlackAsianHispanic Households by Race94,092,67113,541,4383,800,75411,493,418 Percentage ChangeWhiteBlackAsianHispanic Households by Race 5.81%7.90%15.40%16.23% 2011WhiteBlackAsianHispanic Households by Race99,558,90414,610,9574,386,03513,358,858 Households by Race

2007WhiteBlackAsianHispanic CA Median Income61,17165,28744,178 Percentage ChangeWhiteBlackAsianHispanic CA Median Income2.88%11.16% 8.33% 10.48% 2012WhiteBlackAsianHispanic CA Median Income 62,934 47,437 70,72348,810 42,675 California Median Income by Race

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 Asian American Population Composition

Asian-American Population Growth Rate Overall population registered a growth increase of 18%

Communications High context vs. Low context Dos when working with Asians 2. Understanding the Culture

Language

Key Terms within the Culture Asian Groups consist of Chinese, Korean, Japanese, Vietnamese, Filipino, Indian and many more. Relationship Marketing = Kuan Xi Marketing

What is High Context Communication? High Context Communication

Bi-lingual staff / Culturally Competent Staff Greet warmly and respectfully Establish a social relationship Avoid assumptions What are some Dos?

Bilingual resources- brochures, websites Culture competency training Resources to consider 3. Education

Title.com FNTIC.com CTIC.com Ticortitle.com Websites in Chinese, Korean, Vietnamese

At Fidelity National Financial, we take pride in offering our customers and our staff competency training!

What and Why? What is Culture? Assumptions Basic Dos FNF can help you Culture competency training

Websites in Chinese, Korean, and Vietnamese Title.com FNTIC.com CTIC.com Ticortitle.com Immobel Website Editing Over 10 languages! Resources to Consider

Publication References BOOK - Kiss, Bow or Shake Hands DVD– Joy Luck Club More Resources …..…

CIPS - Certified International Property Specialist AREAA - AREAA Certified Professional TRC - Transnational Referral Certification Expand Your Market Course At Home with Diversity NAR- At home with diversity Enhance your credentials

Relationship building Media/Press Key communication mediums Being recognized as a partner in the community 4. Branding

Trade Associations (Information and Networking Opportunities) AREAA – AREAA.org FAREPA – FAREPA.com SAREAA – SAREAA.com International Consortium of Real Estate Associations – automatic for all Realtors® Various chambers of commerce Non-profit Housing Associations Relationship Building

TV Media & News Paper World Journal San Francisco Asian American Times, Inc. Asian Week KMTP TV 32 KTSF Channel Media/Press

Your business plan 1. Identify and understand the business opportunity >Why. 2. Self-analysis-> What do I have to offer? What skills and resources do I have? 3. Establish target -> find your niche 4. Action plan 5. Moving Forward

Arigato Thank you Xie Xie Gracias Salamat Let’s Bow and Shake Hand You and FNF