Fidelity National Title Multicultural Marketing Division

1. Fidelity National Title Multicultural Marketing Division “IN SYNC”CULTURE WITH BUSINESSEmpowering Real Estate Professionals to serve the Hispanic & Asian Communities Fidelity National Title

2. Objectives • Overview demographics and business opportunities in the Hispanic and Asian communities. • Learn the role that culture plays for your Hispanic and Asian customers. • Valid generalizations as they apply to home buying • Practical Tips

3. EXERCISE • Using your non-dominant hand, perform the following tasks: • Write this sentence: • The sun is shining on the treetops. • Write today’s date. • Sign your name. • Draw a tree. • Turn to the person sitting next to you and show • them your work.

4. Ethnicity Demographics PopulationCalifornia • US • 300 million 36 Million • Hispanic • 44 million 13 million • Asian • 13. 1 million 4.7 million

6. What is Culture? • “… is a set of learned behaviors, beliefs, attitudes, values, and ideals that are shared by a particular society or population.”

7. Orientation to the Hispanic Market Segment

8. DemographicsPopulation by Race and Hispanic Origin • National Origin of Diversity • Mexican – oldest, newest, nearest, most dispersed, increasing diversity • Puerto Rican – dual nationality, citizenship, urban concentration • Central Americans – refugees, nationality pockets, proximity to Mexicans • Cuban – multiple waves, generational shifts • South American – Peruvians, Colombians, etc. • Others - New Mexico, Colorado, Texas, Arizona, Dominican enclaves

9. HispanicGeneralization • Family -In Latin America, the definition of the • family conveys more of a sense of inclusion. • The “extended family” is considered more important • and proximate. Uncles, aunts, cousins, godparents • (padrino, madrina), compadres and comadres (best • friends) all are invested with a sense of belonging and • obligation to the core group. Hispanic Beliefs about • purchasing a Home

10. Hispanic Generalization Hispanic Beliefs about Purchasing a Home • Hispanics generally view home ownership as a good investment. • However, many do not believe it is possible nor have any awareness of programs that can help them purchase a home.

11. Hispanic Generalizations Personalism, Passion and Loyalty • “Personalismo” This means Personalism: person to person interaction 2. “Pasión” means passion. Filipino and Hispanic cultures are known to facilitate the free expression of emotions in certain contexts.

12. Hispanic Generalizations 3. “Lealtad” means loyalty. Once an individual has proven himself via his/her “personalismo” and the client has invested the relationship with “pasión” (passion), loyalty follows. 4. The Role of Shame, “What will they say?” One of the results of living in a culture that places a great deal of emphasis on the group is the significance of shame.

13. Hispanic Generalizations The Decision Making Process • Females, extended family and trusted friends often play a role in the home buying decision. • Males typically play the role of provider, and in negotiations they will usually take control. • The female, albeit often behind the scenes, plays the important role of home administrator. • Since fulfilling their children’s needs is very important to Hispanics. Understand that kids are also your clients. • When it comes to their decision about purchasing a home, single parent families will often look to their extended family for help.

14. CLASS EXERCISE: NAME THAT CULTURE! Try to see if you can guess the correct Spanish-speaking country with the following cultural facts: • As many as one hundred indigenous languages are still spoken in parts of this country. • Roast pork is the favorite meat and is eaten on special occasions in this country. • The national instrument is the marimba. • This country’s average workweek is slightly more than 48 hours, one of the longest in the world. • This country’s capital has the largest number of Jews in Latin America. • Women will meet with greater acceptance in this country than in other Latin American countries. • In this country, people stand close and frequently touch one another on the arm while talking. • After fútbol (soccer), bullfighting is the sport that draws the highest number of spectators in this country.

15. Appendix 2 - CLASS EXERCISE: NAME THAT CULTURE! Try to see if you can guess the correct Spanish-speaking country with the following cultural facts: • As many as one hundred indigenous languages are still spoken in parts of this country. Mexico • Roast pork is the favorite meat and is eaten on special occasions in this country. Cuba • The national instrument is the marimba. Nicaragua • This country’s average workweek is slightly more than 48 hours, one of the longest in the world. Peru • This country’s capital has the largest number of Jews in Latin America. Argentina • Women will meet with greater acceptance in this country than in other Latin American countries. Costa Rica • In this country, people stand close and frequently touch one another on the arm while talking. All • After fútbol (soccer), bullfighting is the sport that draws the highest number of spectators in this country. Mexico

16. Orientation to the Asian AmericanMarket Segment

17. Asian American Population Composition •The sub group distribution changed from 2000 to 2004 • Asian Indian has grown to 2nd largest in the sub markets •Chinese continues to be the largest segment Source: U.S. Census Bureau –2000: Issued February 2002

18. Asian American Generalizations • Value Conscious • Courtesy and Hospitality • Social Relationships Before Business Relationships

19. Family & Community • Family Oriented. Great emphasis is placed on strongfamily relationships. Extended family is consideredjust as important. • It is common for parents to financially contributetowards the purchase of a home for their children. • Family’s buying decision is strongly influenced by the well-being of their children.

20. Non Confrontational by Nature • Although generally non-confrontational, Asians won’t hesitate to voice their opinion when necessary. • While there are exceptions, most Asian Americans are • conservative and reserved by nature. • When an issue occurs, they will not disagree openly • in an effort to save face and respect the other party.

21. Faith, Philosophy and Celebrations • Birth of a child, birthdays for the elderly and weddings are communal celebrations. • Strong sense of faith often influences their family, • lifestyles and belief systems. • Oral traditions, philosophy and superstitions are • influential components especially with Feng Shui.

22. EXERCISEDefine the meaning of colors and numbers… Colors • Red • White • Black • Purple • Numbers • 3 & 7 • 4 • 5 • 8 • 9

23. EXERCISEDefine the meaning colors and numbers… Colors • Red – Chinese Good luck; Koreans Mourning • White – Asians – Death, funerals • Black – Asians – wear to weddings • Purple – Asians – not worn to happy events, “wouldn’t last” • Numbers • 3 & 7 – Koreans - lucky • 4 – Chinese – Sounds like death • 5 - Chinese – Sounds like no or negate • 8 – Chinese – rich/luck • 9 – Japanese – Sound (word) for suffering

24. Multicultural Practical Tips Do • Radiate warmth & hospitality • Be humble • Value socialrelationships • Talk about familyand praise • Learn about the culture • Exhibit sincerity • Be sensitive to modes of communication • Don’t • Assume that their English is not proficient • Be overly aggressive • Refuse a social invitation • Embarrass or put on the spot • Raise your voice or point with your finger

25. Diversity definition At FNF, diversity is the power to identify and deliver value to all employees, customers and communities that we serve. We are committed to recognizing and embracing the influence of culture on every individual. Our philosophy is that “All Together We Make a Difference!”

26. Q&A