ERA Real Estate is expanding its Coached Up Program with a Spanish-language component, part of a broader strategy to reach Spanish-speaking market segments while growing its national footprint.
The program — led by brand president Alex Vidal — delivers training in English first, then offers Spanish sessions to support Hispanic agents and clients.
“What we found was that we were starting to open up and expand in markets that we typically weren’t in, like Austin, Houston, Chicago, Atlanta — huge markets that ERA just hasn’t been in in a really long time,” Vidal told HousingWire. “And what we found was there’s a lot of Spanish-speaking agents in these markets. And we also have somebody in me that could offer coaching in Spanish. Why not do it?”
‘If you build it, they will come’
Vidal said the bilingual coaching program helped spur ERA’s efforts to expand in Spanish-speaking markets.
Hispanic homebuyers have recently accounted for a much larger share of homeownership growth. In 2024, the net gain in Hispanic homeowner households was 35% of all homeownership growth in the nation.
“By virtue of offering the Spanish coaching, the markets also presented itself at the same time,” Vidal said. “So it’s almost an ‘if you build it, they will come’ type thing. I’ve been doing this coaching program since 2016 and it’s evolved over the course of the years, and honestly, I don’t know why I just never offered it in Spanish.”
Hispanic homebuyers accounted for just over half of homeownership growth in the past 10 years and are likely to account for 70% of new homeowners by 2040 if current trajectories hold, according to the National Association of Hispanic Real Estate Professionals, where Vidal holds a regional board seat.
Addressing an underserved community
According to the National Association of Realtors, Hispanic Realtors now make up about 10% of the industry.
“There are 65 million Hispanics or Latinos in the U.S.,” Vidal said. “So we have 120,000 Realtors trying to service 65 million people. That’s wild, right? They’re underserved. We can get more being in the business who speak Spanish, but we also already have this existing base. So how do we help them?
“I think the way we can attack it is by understanding that most of these markets have Spanish-speaking agents, have large Spanish-speaking populations — and now we have something that can not only attract the agent but then better serve that clientele in those markets.”
Early program feedback
Vidal said the Spanish-language coaching component has already reached more than 100 ERA offices — with more than one-quarter of participants staying on for the second Spanish portion of the sessions.
The program also helps ERA attract new Spanish-speaking agents. He often reaches out to prospective recruits himself.
“I will call these potential agents personally, and have these conversations with these agents in Spanish,” Vidal said. “Just like any customer, Hispanic customers, Latino customers, want to feel like they’re heard and they’re understood in their own language.”
He added that many older Latinos only speak Spanish and often rely on their children to translate during major transactions like a home purchase.
“Imagine now being able to speak directly with the people that are helping you do more business at a national level, and then be able to do it in your own language,” Vidal said. “What my team does, and what I’m all about, is helping my people make more money and live a better life. Boots on the ground is a good way to sum it up.”
