MCREP Servicing the International Homebuyer 5.5.14

Servicing the International Homebuyer

INTERNATIONAL DIVISIONINTERNATIONAL DIVISION

What Do We Mean By Differences?

Positive orientation

to those who are different

Fear or hatred of those who

are different

Differences can be…….

Differences can be…….

Cultural & Racial Difference…

As they occur in:

– Communication Styles

– Cultural Baselines

– Body Language

– Greetings

– Social taboos

– Managing Conflict

Assumptions, Stereotypes and Biases

6

People make generalizations as a way of coping with the confusing details of experience.

Generalizations are useful and necessary, as long as they remain guidelines and NOTNOT become rules.

The Role of Culture

7

Culture is a set of learned behaviors, beliefs, attitudes, values, and ideals that are shared by a particular society or population. 

Culture impacts how we think, feel, and more importantly, how we look at the world.

EXERCISE:EXERCISE: Stereotype Brainstorm

8

1. Break out into your teams.

2. Write a stereotype/generalizations about the category assigned

to your team.

3. The stereotype/generalization can be positive or negative.

4. No PC….BE REAL ABOUT IT!

Stereotype Brainstorm

• How did it feel to openly say the stereotype?• How did you feel when it described members of your team?

• Were there stereotypes you thought about but didn’t say out loud?

Now recall your “Now recall your “Biggest BlunderBiggest Blunder,” when ,” when you did or said something inappropriate you did or said something inappropriate

before realizing it.before realizing it.

Race & Cultures

The Houston Region is now the most ethnically and culturally diverse large

metropolitan area in the country.

Houston region is an influential global market leader with impact worldwide.

The Houston region has:

• More than 90 consulate offices;

• 20 foreign banks, representing 9 nations;

• 765 foreign-owned firms;

• 395 companies with branches in 143 other nations; and

• More than 3,300 firms, foreign government offices, & nonprofits conducting international business.

Houston’s Population by Age & Ethnicity

Communication

Communication

• Words account for only 7% of the meaning conveyed in a message.

• 93% is our tone of voice and non-verbal behavior.

Communication

• The difference in communication style makes a difference in how someone is perceived.

Digital Communication

Most of the digital communication International homebuyers send evolves around relationships: being supportive, making suggestions, apologizing, asking questions, and offering thanks.

• Westerners are more likely to portray themselves as experts, display more contentious interaction styles, employ sarcasm, profanity, and insults.

“Low” Vs. “High”

High Context Low Context

Prevalent in: Asia Russia Middle East Latin America Southern Europe

Prevalent in: United States Canada Northern Europe

Nonverbal communication is important. Precise verbal agreements are important.

A contract is the basis of a relationship. A contract is binding and exists apart from a personal relationship.

Time is fluid, and schedules tend to be flexible. Time is treated as a commodity, and schedules are carefully observed.

Formality, face-saving communication, and relationships arevalued. A slower pace is needed to build relationships.

There is a preference for informality and direct communication. Results are valued. Accustomed to a fast pace of doing business.

Observe punctuality.

Tips on Language

• Be sensitive to how they reply to your first words.

– If they answer in Chinese, Vietnamese, Arabic, or Spanish or heavily accented or broken English slow things down a little.

• CHILL Often times, when we are dealing with non-English speakers, we become tense, irritable, and tend to raise our voices, as if by increasing the volume of what we are saying will help.

• In speaking with non-English speakers, be sparse, simple and straightforward.

• Do not use jargon, slang or colloquialisms.

80% to 90% of a culture is reflected in nonverbal messages. • Eye movement• Facial gestures• Hand, leg, and body gestures as well as body orientation and

posture • Use of distance and touching• Tone of voice• Cultural context

There are universal signs of body language but they are generally very subtle.

Reading Non-Verbal Signs

Trust

• All else being equal (i.e., if they have not had previous negative experience or heard of others’ negative experiences), they will approach an unknown type of business relationship with a trusting attitude.

• However, if that trust is violated, it is not easy to win it back.

Orientation to the Hispanic Culture

Most appropriate and respectful name to use describing this population:

• Latino (a)?• Hispanic ?• Chicano (a)?• Mexican-American• Cuban-American• Puerto Rican• DominicanDominican• etc….

The simple answer is that it depends on to whom you are talking.

Individuals choose to state their ethnic identification in many different ways:

- Sometimes geographically / by national origin and - Sometimes politically (Chicanos).

Social, Children, and Family

Latino culture place a profound emphasis on the subjective experience and quality of the person-to-person interaction.

The definition of the family conveys more of a sense of inclusion.

Children are an integral part of the family and are involved in decision making.

Valid Hispanic Generalizations

Protocol - Greetings

• Hispanics/Latinos generally stand closer together during conversations - be prepared for that “plus” casual touching.

• It is not unusual to have a male colleague hold your elbow while conversing.

• The “abrazo” or hug, is among friends and colleagues.

Protocol - Greetings

This is okay….

How Americans Typically Respond to an “Abrazo”

Protocol - Greetings

• Address individuals by their Mr., Mrs. Miss, or title and last name.

• Men will initiate hands shakes when greeting.

– Men: wait for a woman to extend her hand. A nod may be all you get.

• Female friends kiss on the cheek to greet. Women will pat each other on the forearm instead of shaking hands.

• Be prepared for a hug on the 2nd or 3rd meeting.

Protocol - Taboos

The sign for "OK" formed by your forefinger and thumb is offensive.

Putting your hands on your hips

gestures a challenge.

Putting your hands in your pockets is rude in some countries.

Finger pointing is considered rude.

An open hand to point is acceptable.

Who Gets Addressed First?

1122

33 44

5566

Dining Etiquette

In Mexico, never eat tacos with a fork and knife

•Mexicans think that eating tacos with a fork and knife looks silly and, worse, snobby……It kind of like eating a burger with silverware.

Orientation to the Asian CultureOrientation to the Asian Culture

Valid Generalizations

A child in an Asian household normally learns or is exposed to the following values:

• Achievement and success• Activity and involvement• Efficiency and practicality• Progress• Material comfort• Humanitarianism• Youthfulness• Fitness and health

Valid Generalizations

Every group or society in Asia has its indigenous culture, and cultural influences which may vary greatly from country to country.

For example: White is usually associated with death in many Asian cultures; Red is good luck.

Protocol - Chinese

• While there are exceptions, most Asians are reserved by nature.

• They may not disagree openly in an effort to save face and respect the other party.

• Generally non-confrontational: will voice their opinion when necessary.

Communication

Similarity to other Asian cultures

• “Yes” doesn’t mean “Yes”

• “Maybe” means “No”

• You will rarely hear “No”

• Avoid embarrassing self and others

Protocol - Greetings

TITLES ARE VERY IMPORTANT!

Address individuals by Mr., Mrs. Miss, Dr., Professor, Counselor, etc..

Men will initiate hands shakes when greeting.

– Men: Wait for a woman to extend her hand. A head bow or nod of acknowledgment is all you may get.

Follow their lead on firmness of handshake and duration.

Protocol - Greetings

When presenting your business card:

•Present it with both hands, card face-up and legible to them.

•Take their card and study it! “Ooh” and “Ah” a little about it.

•Don’t stick it in your pocket or wallet and then sit on it.

Protocol - Taboos

• Personal space is important – being touched by someone they do not know is not welcome.

• Public affection in public is frowned upon. – Hugs are not common in a

business setting

• Avoid using your hands when speaking – its distracting.

• Use an open hand to point

Who Gets Addressed First?

112233

44

5 (?)5 (?)6 (?)6 (?)

Dining Etiquette

Never stick your chopsticks upright in your rice.•During funerals in Japan, the rice bowl of the deceased is placed before their coffin...with their chopsticks upright in the rice.

Dining Etiquette

In China, don't flip the fish.•Its "bad luckbad luck"

•The most superstitious will leave the bottom part untouched, while others will pull off the bone to get to the bottom.

Dining Etiquette

Orientation to the African-American Orientation to the African-American CultureCulture

Family

African-American families share many

features with other ethnic families including:– Approaches to marriage

– Family formation

– Gender roles

– Parenting styles

Historical and Cultural Influences

Characteristics of family include:

– Tightly extended family units.

– Matrilineal organization of family.

– Family as clan organization can be seen as the predecessor to the extended family structure of modern African-American communities.

– Grandparents, especially grandmothers, play a crucial role in the maintenance of the African-American family.

Cultural Influences

• Spirituality

• Mutual support

• Ethnic identity

• Adaptive extended family structures

• Church as offering both ideological and instrumental support

Orientation to the Orientation to the Asian-Indian CultureAsian-Indian Culture

Valid Generalizations

• Strong attachment to the “caste” system.

Valid Generalizations

• Decisions must be in harmony with the family, group, and social structure.

• Marriages are still arranged.

• Women do not always have equal standing or privileges.

Valid Generalizations

Majority of Indians are Hindu;

minority are Muslim.

Hindi is the national language/English is

the associate official language.

Bargaining and negotiating is a continual lifestyle.

Saying “No” is insulting. “I’ll try” is an acceptable

refusal.

Greetings

• Men shake hands with men and women with women. Only Westernized Hindus will shake hands with the opposite sex.

• Western women should not initiate handshaking with Indian men.

• Traditional greeting is “Namaste” (pressing the palms of your hands together as if praying below the chin, near the heart, with a slight bow or nod).

Taboos

• The head is considered the “seat of the soul”. Never touch someone’s head or pat a child on the head.

• Personal space of 3 feet is appropriate, but varies per culture.

• Ears are considered sacred appendages; grasping your ears demonstrates sincerity. Touching or pulling someone’s ears is insulting.

Taboos

• Pointing with your finger is rude; pointing with your chin is appropriate.

• Never point with feet; they are considered unclean.

• If your shoes or feet touch another person, apologize.

Dining Etiquette

Orientation to Orientation to Middle Eastern CultureMiddle Eastern Culture

Valid Generalizations

• Strong Islamic state.

• Decisions are in harmony with the family, tribe, or collective.

• Males are the decision makers.

• Men and Women are seen as qualitatively different in emotion and intellect. BUT that is changing.

Valid Generalizations

Arabic is the official

language/English is used for business.

Feelings and faith play a bigger role

in decision making than objective

facts.

Friday is the Muslim Holy Day; no

business is done.

Greetings

• Men shake hands with men. Women are rarely involved in business.

• Traditional greeting among Arab men: Handshake, exchanging kisses on each cheek, and nose kissing.

• Western women should not initiate a handshake with an Arab man.

• A veiled Arab woman accompanied by an Arab man is traditionally not introduced.

Greetings

Arab men often walk hand in hand as a sign of friendship.

Taboos

• Don’t inquire about a man about his family, wife, or children.

• They are considered a man’s property and none of your business.

• They will share the information on their terms.

• Avoid showing the soles of your shoes. It is considered rude and a show of disrespect. Arabs do not cross their legs when sitting.

Taboos

• It is okay to point but not at an individual.

• Conversation is held at a much closer distance between the same gender than in the U.S. Avoid backing away.

Taboos

In the Middle East you don't eat with your left hand.

The left hand is associated with, um.........bodily functions.

Don't pass important documents with your left hand.

A leftyA lefty? It's okay to use your left hand as long as you take your right hand out of the game.

Dining Etiquette

Multicultural groups are known for:

• Close space perception

• High context communication

• More oriented towards “being” in relationships than “becoming” one

• Flexible about time vs. rigidity

• Likely to place a premium on flexibility in relationships

• More comfortable with close personal contact than Western cultures

• Avoidant of direct eye contact in certain situations

• Freer with physical expression

Be Patient!

Understand that the language, cultural and differing business practices can take time to overcome…….and

Don’t be afraid to ask for help.

REALLY!

Multicultural Marketing

Multicultural Marketing

Marketing to multicultural consumers requires a media neutral planning approach. Marketers can no longer assume that multicultural marketing is done only in ethnic language media or using only conventional media. 

Three Fundamental Strategies

Over time, organizations in the real estate industry that have been successful in tapping

into this consumer base have utilized three fundamental strategies:

• Understand and evaluate the demographics of their local market

• Modify service delivery

• Measure and evaluate outcomes

Servicing the International Homebuyer

INTERNATIONAL DIVISIONINTERNATIONAL DIVISION