Hispanic Consumer Insights on Real Estate Homebuying

Eric Diaz, CFO of OYE! Business Intelligence presented on the Hispanic consumer in the real estate market when purchasing a home for the Hispanic Association of Real Estate Professionals (HAREP) in Arizona.

1. Business Intelligence Hispanic Consumer Insights Prepared for HAREP on 4/20/2016 @OyeIntelligence @ediaz33

2. Bridging the cultural gap between Hispanic consumers and brands OYE!’S MISSION

3. O YE ! ’S OPPORTUNITY Despite a wide array of social listening solution , none adequately support the Hispanic market. Marketers need better methods to measure and track marketing directed to Hispanics. Hispanics comprise over 17% of the US Population. By 2050, that number will swell to over 30%.* PROBLEM… …MEETS OPPORTUNITY Sources: * Harvard Business Review ** Adage/Kantar and Nielsen Over $8 billion was spent in 201 3 on major media toward Hispanic market with $1.5 trillion in buying power.

4. PROBLEM TODAY Brands and their communications agencies are seeking cultural intelligence analytics to effectively understand the complex Hispanic market. Lack of Hispanic Business Intelligence Insights Can’t Identify – Most software is unable to provide accurate geographic data analysis for Spanish conversations. Can’t Measure – Tools are not built to provide sentiment analysis, brand positioning and competitor overview for this demographic. Can’t Analyze – Hispanics frequently speak in Spanish, English, or a mix of Spanglish, which leaves current technology unable to provide accurate insights.

5. OYE! SOLUTION Identify – U.S. Hispanics across all level of acculturation. Measure – Online conversations in Spanish, English and Spanglish. Connect – Brands and organizations with Hispanic consumers. Build - Long-term relationships and brand loyalty. Foster – Online community and conversations. Capture the Authentic Voice of the Hispanic Consumer

6. OYE! SOLUTION OYE is essentially a poll without survey bias

7. OYE! Analysis: Hispanic Home Buying Decisions @OyeIntelligence @ediaz33 7

8. Purpose Hispanics will spend $180 Billion in mortgages and insurance in 2016. How will both acculturated and non-acculturated Hispanics make home purchase decisions in 2016 and beyond? Source: * Geoscape AMDS 2016 data 8

9. Purpose This presentation from Eric Diaz of OYE! Business Intelligence will provide insights into Hispanic interests, questions and more in relation to topics of discussion for Hispanics home-buyers online and via public social media conversations. 9

10. Methodology This analysis is based on 10,000 verified U.S. Hispanic conversations. The data was gathered from Twitter, Facebook, blogs, forums and the web at large. Data analyzed was posted on digital forums between Oct. 1, 2015 – March 31, 2016 @OyeIntelligence @ediaz33 10

11. Definitions Type of home – what kind of home do they want to buy? Condos, new, old or foreclosed? Financials – any financial discussion of the house such as credit scores, interest rates, and more. Criteria of home – what do they look for in a home, what are the must-haves (i.e. a pool) Companies – what sites do they use to help guide them to buy home (i.e. Zillow) Communities – anything mentioned outside of home ie : neighbors, amenities around the area 11

12. Just one Type of Latino Homebuyer? What drives English speaking Hispanic conversations vs. Spanish speaking in regards to home buying? @ OyeIntelligence @ediaz33 12

13. English Speaking U.S. Hispanics Top Five Real Estate Topics Male 55 % Female 45 % 62 % 19 % 9 % 4 % 6 % 13

14. English Speaking U.S. Hispanics Top Five Real Estate Topics Top Sub - Topics of Type of House 34% - Foreclosed Homes 34% - Condos 11% - Resale 6% - Town Homes Top Sub - Topics of Financials 26% - Loans 22% - Mortgages 20% - Credit 14% - Price of homes 6% - Interests Top Sub - Topics of Criteria of House 32% - Tax on homes 24% - Bedrooms 8% - Pools 8% - Bathrooms 8% - Age of homes Top Sub - Topics of Companies 80% - Realtor.com 13% - Zillow.com 7% - Trulia.com 14

15. Spanish Speaking U.S. Hispanics Top Five Real Estate Topics Male 64 % Female 36 % 59 % 20 % 19 % .3 % 2 % 15

16. Spanish Speaking U.S. Hispanics Top Five Real Estate Topics Top Sub - Topics of Financials 38% - Price of homes 35% - Mortgages 10% - Value of homes 5% - Credit 4% - Loans Top Sub - Topics of Type of House 48% - Condos 21% - Co-Ops 16% - Resale 7% - Duplex Top Sub - Topics of Criteria of House 24% - Bedrooms 21% - Tax on homes 19% - Amenities 19% - Age of homes 5% - Pools Top Sub - Topics of Community 35% - Location 33% - Neighbors 23% - Neighborhoods 6% - Communities 16

17. https://twitter.com/ShaiShai12/statuses/651796918327087108 https://twitter.com/ArizonaMiCasa/statuses/708324648719556608 U.S. Hispanics Top Five Real Estate Topics Examples 17

18. Financials Interest rates, down payments, earnest money, and closing costs. What financial topics are most relevant to Hispanics online? @ OyeIntelligence @ediaz33 18

19. U.S. Hispanics Top Five Financial Sub -Topics Male 63% Female 37% 35 % 33 % 10 % 7 % 7 % 19

20. http://www.trulia.com/voices/Home_Buying/If_i_buy_land_with_cash_how_much_can_i_lower_the_-846069 https://in.answers.yahoo.com/question/index?qid=20151116114822AAbtHQ9 U.S. Hispanics Top Five Financial Sub-Topics Examples 20

21. What other issues do Hispanics discuss, such as tax rates, bedrooms, pools and more? @ OyeIntelligence @ediaz33 21

22. 32 % 24 % 8 % 8 % 8 % English Speaking U.S. Hispanics Top Criteria of a Home Topics Male 50 % Female 50 % 22

23. 24 % 21 % 19 % 5 % 19 % Male 64 % Female 36 % Spanish Speaking U.S. Hispanics Top Criteria of a Home Topics 23

24. http://www.trulia.com/voices/Home_Buying/I_ve_been_doing_tons_of_research_on_first_time_hom-850240 U.S. Hispanics Top Criteria of a Home Topics Example @ OyeIntelligence @ediaz33 24

25. Do Hispanics rely on data from Zillow, Trulia, Redfin or others when doing their own research on home purchases? @ OyeIntelligence @ediaz33 25

26. Research Websites by U.S. Hispanics Male 56 % Female 44 % 80 % 14 % 6 % 80 % 20 % 26

27. Blogs Facebook Twitter Mainstream Forums U.S. Hispanic Home-buyers Digital Channels English - U.S. Hispanics Spanish - U.S. Hispanics @ OyeIntelligence @ediaz33 27

28. U.S. Hispanics Blogs/Forums Examples http://singlemomsincome.com/we-sold-the-house-lost-a-bunch-of-money/ http://activerain.com/blogsview/4818170/so-you-wanna-buy-a-house--step-1--clean-up-your-credit-score http://whisperedinspirations.com/2016/01/13/how-to-buy-your-first-home/ http://www.blogylana.com/como-tomar-buenas-decisiones-financieras-o-ser-mas-rico-sin-ganar-mas/ 28

29. Key Takeaways Most discussed among all Hispanics are Financial Issues when it came to purchasing a home (i.e. prices, value, mortgages) English speaking most likely to use Zillow and other real estate sites Men more likely to post online about home-buying, both in English and Spanish 29

30. Key Takeaways Spanish-speakers more concerned with the community than more acculturated Hispanics English speakers discussed foreclosures most often, Spanish speakers mentioned condos Blogs/Forums may be an untapped resource to learn about home-buyer’s concerns/questions 30

31. Free Tools Search.twitter.com (real time search on specific keywords Hootsuite Lists (Set up search on specific keywords) 31

32. T ha nk You! www.oyeintelligence.com Eric Diaz [email protected] @ OyeIntelligence @ediaz33