C.A.R. found that about 25 percent of Hispanics and Latinos renting in the state can afford to buy a home, but many are concerned about credit, down payments,
or lack information about mortgages.
This week, C.A.R. launched a consumer ad campaign focused on educating Hispanics and Latinos about the homebuying process. Research shows that the Hispanic homebuying market will explode in the next two decades, and C.A.R. wants to help the community achieve their homeownership dreams. One of the goals of this campaign is to close the wealth gap in the state through equity building.
The Spring 2022 bilingual campaign will run from March 14 through April 24, with a total of 12 million impressions across all paid media channels — all created to help first-time homebuyers receive financial guidance and better understand the market, down payment assistance, and the overall homebuying process:
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Family is everything. The campaign provides homebuying info to guide California’s diverse homebuyers towards a home that fits the unique needs of their families. |
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Educating Consumers. To find the perfect home for a large family (or a growing one) requires expert knowledge of the buying process and deep understanding of the market. This campaign is focused on educating consumers on the misconceptions and realities of the buying process. |
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The Logistics. The “Mi Familia” campaign creative will reach consumers through animations, 15-second digital videos, static banners, streaming audio, spot radio, paid and organic social ads, as well as a new Spanish version of the popular consumer website Champions of Home. |
Access the consumer-facing landing pages: Spanish language page and English language page. And for more info on the campaign, including how you can use it in your own marketing, visit car.org.
