First American Title Launches Hispanic Marketing Program in Central Florida

Posted by — August 7, 2005

First American Title Launches Hispanic Marketing Program in Central Florida  

August 4 – First American Title Insurance Company has launched an enhanced Hispanic Marketing Program in Orlando, Fla., designed to help increase homeownership opportunities within Orange County's Hispanic community.

The program will help address the specific needs of Hispanic homebuyers by helping real estate practitioners better serve this growing homebuyer segment, the company says.

As part of its Orange County kickoff, First American's Orlando office will host a seminar and reception for real estate agents and mortgage lenders entitled: "Understanding the Hispanic Homebuyer."

It will take place on Thursday, Aug. 4, from 3:00 p.m. to 6 p.m. at 12780 Waterford Lakes Pkwy., Suite 135, in Orlando. John Sepulveda, chief executive officer of the National Association of Hispanic Real Estate Professionals (NAHREP) will provide the keynote address at the event. Frank Kowalski, president of the Florida Association of Realtors is also scheduled to speak.

The Orlando kickoff marks the expansion of First American's Emerging Markets Program -- a comprehensive program helping increase home sales to Hispanic, African-American, Asian-American and other traditionally under -- served consumer segments-into Florida. The program has been highly successful in California, Arizona and other key regions across the United States.

"First American has proven itself to be a true industry leader in helping explain, simplify and increase access to homeownership," said Sepulveda. "We are proud to support the expansion of their innovative program into the state of Florida and we look forward to the continued growth of our partnership with them."

"By working in close coordination with our industry partners, we can potentially create tens of thousands of new homeowners in the state of Florida," said Matias Correa, regional director of Emerging Markets for First American Title Insurance Company. "Over time, this strengthens both our communities and First American's role as a trusted advisor among Hispanic homebuyers."

The Florida Hispanic Marketing Program operates in conjunction with The First American Corporation's broader Emerging Markets Program, a corporate-wide commitment launched in 2003 to promote an increase in home sales to Hispanic, African-American, Asian-American and other traditionally under-served consumer segments. The program combines multicultural sales and marketing strategies with strategic industry alliances, philanthropic giving and investment and an increased commitment to management and workforce diversity at First American. Later phases of First American's Florida emerging markets strategy will offer programs specific to the Asian-American and African-American communities similar to the Hispanic Marketing Program.

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