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ERA Franchise Systems LLC
1 Campus Drive Parsippany, NJ 07054 (973) 428-9700 |
Media contact: Stacy Quinn
(973) 496-7904 stacy.quinn@ERA.com |
Heightened sensitivity to diverse communities help provide more business opportunities
PARSIPPANY, NJ, October, 2002 - As the face of the American buyer and seller shifts, two ERA® sales professionals have demonstrated their ability to help their respective communities through language and cultural sensitivity.
Sales associate Donna Moy-Bruno of ERA Key Realty Services in Framingham (MA) is a fourth generation Chinese-American who has long understood the value of communicating with her customers. In addition to learning Spanish, she is also well-versed in American Sign Language (ASL).
Before beginning her real estate career, Moy-Bruno studied American Sign Language (ASL) 13 years ago while working in a restaurant near a school for the deaf. As a real estate professional, Moy-Bruno uses her skills to help deaf and multi-cultural communities. "I still continue to reach out to my customers and in the process, create some business opportunities," said Moy-Bruno, who will soon host a real estate seminar for first-time homebuyers, complete with an ASL translator.
Moy-Bruno's work reflects her appreciation of the opportunities that exist in unique markets. A recent Harvard study shows that minorities will make up more than half of all renters and a quarter of all homeowners by 2020. "I empathize with the challenges facing my clients who struggle with language barriers." said Moy-Bruno. "It is difficult enough to go through a real estate transaction, without the added stress of not having a common language."
Moy-Bruno is not alone in recognizing the value of diverse markets in building business opportunities. Eugenia Lockett of Napier ERA in Richmond (VA) specializes in the burgeoning immigrant population in her market.
Lockett comes from a real estate family. Her mother and uncle both practiced real estate in her native Mexico. "One of the best things about the job is helping new Americans find a home. It is rewarding to aid new immigrants in realizing the American dream," said Lockett.
Lockett assists her Hispanic clientele, who comprise 30 percent of her customer base, through the use of ERA® postcards to announce seminars and the ERA® Spanish commercial. In addition, Lockett hired a buyer's agent and a transaction coordinator, who are both fluent in Spanish.
"I am challenged to be creative and remain informed in dealing with my diverse customers. It's easier to manage when I can rely on ERA® systems and services to help me market to these multi-cultural market segments within my community," said Lockett.
Editor's note: Photo of Eugenia Lockett available upon request.
About ERA Franchise Systems LLC
ERA Franchise Systems LLC is a global leader in the residential real
estate industry with 30 years experience in developing consumer-oriented
products and services. It is a subsidiary of Cendant Corporation (NYSE: CD)
and part of its Real Estate Franchise Group. The ERA real estate
network includes more than 28,000 brokers and sales associates throughout
the United States and 29 other countries and territories. Each ERA
office is independently owned and operated except offices owned and operated
by NRT Incorporated. ERA information is available to consumers on the
Internet at ERA.com. ERA properties can also be viewed at
www.REALTOR.com®.
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