Casasnuevasaqui.com finds success by filling an online void for Spanish-speaking new home buyers
AUSTIN, Texas – June 16, 2005 – When a group of leading homebuilders were looking for a way to expand their online Hispanic marketing efforts, Casasnuevasaqui.com was born. Casasnuevasaqui.com is the only website that gives Hispanic new home buyers a searchable database of new home listings in Spanish from top builders. Builder Homesite, a consortium of 35 of the nation’s largest homebuilders, announced today that since they launched Casanuevasaqui.com in late 2004, over 1,500 new home communities have been listed on the site.
“When we looked at the information that was available for Spanish-speaking new home buyers, we saw an opportunity to create a single online marketplace that catered to their needs in their own language,” said Melissa Morman, chief operating officer for Builder Homesite, the company that developed Casasnuevasaqui.com. “There are currently over 1,500 new home communities listed on the site and that number is increasing weekly. That fact combined with a steady climb in our site traffic is a good indicator that we are on the right track.”
All of the content on Casanuevasaqui.com is current, in depth and in Spanish, making it a valuable tool for Hispanic new home buyers. The Hispanic community is expected to make up 31 percent of the U.S household growth by 2010. This economic potential combined with their Internet savvy makes Spanish-speaking consumers a very attractive audience for online marketing. Sixty-five percent of Hispanic adults own a computer and Hispanics spend an average of nine percent more time online than the general U.S. consumer.
Studies have also shown that Hispanics are four times more likely to buy a product online when content is in their preferred language. Since all of the content on the site is in Spanish, Casasnuevasaqui.com gives builders a turnkey solution to market their communities to Hispanics online and reach this valuable segment of the new home buyer market.
“It is important for Ryland Homes to embrace our Spanish-speaking consumers,” said Eric Elder, senior vice president of marketing for Ryland Homes. “From a tactical standpoint, Casasnuevasaqui.com is a very beneficial resource because of the amount of individual product and community data that is translated into Spanish and delivered on the site.”
The following builders are currently listing their new home communities online in Spanish with CasasNuevasAqui.com: Beazer Homes USA, Inc., Capital Pacific Holdings, Inc., KB Home, K. Hovnanian, Morrison Homes, Pardee Homes, Pulte Homes, Ryland Homes, and Shea Homes.
To ensure consistency and accuracy among the listings, the site has enlisted Translations.com, to handle translation and setup for many of the builders on the site.
“The success of a website translation project depends largely on understanding the nuances of the target audience’s language and culture,” said Tim Coughlin, director of marketing at Translations.com. “Because our linguists are native Spanish-speakers, they are able to successfully adapt the website content from the English source content so that the site is as engaging to a Spanish speaker as it would be if it were originally authored in Spanish.
Casa Nuevas Aquí was developed by Builder Homesite Inc. a leader in new home marketing. Funded and endorsed by a consortium of the top US homebuilders, Builder Homesite and its partners reach hundreds of thousands of actively searching new home shoppers every month through the company’s flagship website – New Home Source.
About Builder Homesite and New Home Technologies
Builder Homesite, Inc., a consortium of 35 of the nation’s largest homebuilders, is today’s leading marketing and technology solutions provider for the home building industry. Its growing range of products and services are revolutionizing the way homes are marketed on the Internet. In 2002, Builder Homesite launched its first product, NewHomeSource.com, a consumer website offering the Internet’s most comprehensive information and selection of new homes. In 2004, Builder Homesite formed New Home Technologies, a subsidiary consortium of new homebuilders and product suppliers, to create an integrated and standardized online new home design options management portal. Today Builder Homesite is continuing to extend its Internet technology expertise into new industries. For more information, go to www.builderhomesite.com.
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- Eleanor Bowman