Beyond 40 Acres & A Mule Marketing to the African American Community

1. Background & Demographics

 U.S. Population:  301,668,896  African American:  38,521,431 (12.87%) Source: U.S. Bureau of the Census, February 2007

 The African American buying power will rise from $316 billion in 1990 to $723 billion in 2007, to 965 billion in  A 203% increase over 19 years

DemographicsQuick Facts African Americans are the 3 rd largest ethnic group in the U.S. behind the Hispanic populations 39.2 M African Americans currently in the U.S. Estimated African American Population 15% of total U.S. population by 2050 Education 1.1 M had advanced degrees in 2004 (a 62% increase since 1994) Buying Power $921 Billion by 2008 and will exceed $1 Trillion by 2010 Median age for first-time homebuyers 36 Homeownership 48% of African Americans own their own homes 94% of the African American population is ‘native to the U.S.’ (Born in the U.S.)

 Between more than 80% of the US population growth will be Latino, Asian Pacific Islander or African-American.  African Americans are the 3 rd largest ethnic group in the U.S.  By 2010, purchasing power within the African American Community will reach over 965 billion US dollars.  The average age of an African American homebuyer is 36, compared to 32 in Caucasians. Key Demographics

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

Source: U.S. Bureau of the Census, 2006 MarketTotal PopulationBlack% of DMA New York20,700,7873,986, % Chicago9,500,0281,721, % Atlanta5,803,1761,542, % Philadelphia7,720,3321,452, % Washington, D.C. (Hagerstown)6,154,3931,416, % Los Angeles17,519,7921,363,7237.8% Detroit5,012,1751,082, % Miami-Ft. Lauderdale4,243,3051,000, % Houston5,594,922910, % Dallas-Ft. Worth6,481,681872, % New Orleans1,795,837616, % Orlando-Daytona Beach-Melbourne3,313,629473, % San Francisco-Oakland-San Jose6,772,728469,0576.9%

 History & Influences  Generational Differences  High context vs. Low context  Dos when working with African Americans

History Understanding the historical content of practices in housing as it relates to African Americans is an important part of understanding the value and importance homeownership plays within this community.

 African Americans need to feel respected: › 72% of African Americans believe race will always be a problem. › 66% of African Americans believe the Civil Rights Movement is extremely important to America ’ s future. › 88% of African Americans believe they encounter some form of discrimination on a daily basis or are perceived as ‘ unequal ’.

 Family Ties  Athletic and Artistic Influences  Inventors  Strong Christian Faith

Generational Mindsets Legacy Generation (Civil Rights Pioneers) Learned to be Black and function successfully in a white world  Pass as white to gain employment without sacrificing values of home and neighborhood New Generation ( New Black Middle Class) Born after the Civil Rights Movement  Have an understanding of who they are and the opportunities that have been afforded because of the Legacy Generation. Next Generation (The Thrivals) Ethnicity has value and can be a catalyst to achieving success and building wealth  Driven to succeed on their own

Less verbally explicit communication, less written/formal information Cognizant of emotion and body language More internalized and relational method in communication Understand that Multicultural clients will be tuned into the quality of your energy, emotion, and enthusiasm.

 Word of Mouth  Newspaper and Local Radio  Community/non-profit housing agencies  Church  Internet

 Not knowing where to start  Access to reliable information  Media Down Play in the Real Estate Market creates more fear in home buying concept

 Be authentic & genuine…key to establishing trust  Be aware of unintentional stereotypes  Check for agreement, understanding or concerns by inviting questions  Avoid Assumptions

 Brochures and websites  Culture competency training  Resources to consider

Websites  Title.com  FNTIC.com  CTIC.com  Ticortitle.com  Housingconnections.org  AAAH.org  Portlandhousingcenter.org  HOWNW.com

At Fidelity National Financial, one of our key Strategy components is the implementation of cultural competency training for all!

 What is that? Why?  Culture  Awareness  Basic Dos  FNF can help you

 Relationship building  Media/Press  Key communication mediums

 Trade Associations (for Information and Networking Opportunities) › NAREB – NAREB.org › NAACP- NAACP.com › Urban League- Urbanleague.com › AAAH-African American Alliance for Homeownership › PMAR’s HomeOwnership Opportunities Committee › African American Chamber of Commerce › PHC-Portland Housing Center Relationship Building

The Skanner The Portland Observer 1480 KBMS (radio station)

1. Identify goals and objectives (mission and purpose) 2.Develop a Self-analysis: What do I have to offer that differentiates me from the competition? What are the resources I have available? 3. Market Analysis 4. Create an Action plan (including deadlines)

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