Abstract
Real estate market is changing, it no longer exists one and only way to sell. Consequently, real estate companies must develop marketing researches, by studying clients' needs, understanding them, and then implement prospective solutions. Today, reaching Mexican consumers, on both sides of the Rio Grande River, is a challenge that Coldwell Banker must face. In effect, Mexico is in whole expansion, and in the United States, despite their growing numbers, Mexican have yet to become a major presence in the housing market. This huge untapped market is complex and requires researches to understand its own logic, based on its history, religion, customs, and values. That's what we tried to do in this report, in order to help you to improve Coldwell Banker approach of this market. Of course, process will be different with each client, nevertheless, we can notice trends, similarities among Mexican people. In effect, they will show a particular behavior toward real estate, a specific approach of the dealing process because of a similar cultural background, affecting their perception of messages in advertising campaigns, as well as in direct negotiation. And so, that's not trying to stereotype that searching for behavioral traits among this same community, and that's rather a means to develop market's knowledge in order to anticipate as well as possible needs of a still untapped market, although in whole expansion.
