Beyond 40 Acres & A Mule

Marketing to the African American Community

Today’s agenda1. Background & Demographics

2. Understanding the Culture

3. Key Strategy: Education

4. Branding

5. Moving Forward

1. Background & Demographics

U.S. Population

U.S. Population: 301,668,896

African American: 38,521,431 (12.87%)

Source: U.S. Bureau of the Census, February 2007

Buying Power

The African American buying power will rise from $316 billion in 1990 to $723 billion in 2007, to 965 billion in 2009.

A 203% increase over 19 years

African AmericanDemographics Quick Facts

African Americans are the 3rd largest ethnic group in the U.S. behind the Hispanic populations

39.2 M African Americans currently in the U.S.

Estimated African American Population

15% of total U.S. population by 2050

Education 1.1 M had advanced degrees in 2004 (a 62% increase since 1994)

Buying Power $921 Billion by 2008 and will exceed $1 Trillion by 2010

Median age for first-time homebuyers

36

Homeownership 48% of African Americans own their own homes

94% of the African American population is ‘native to the U.S.’ (Born in the U.S.)

Between 2000-2020 more than 80% of the US population growth will be Latino, Asian Pacific Islander or African-American.

African Americans are the 3rd largest ethnic group in the U.S.

By 2010, purchasing power within the African American Community will reach over 965 billion US dollars.

The average age of an African American homebuyer is 36, compared to 32 in Caucasians.

Key Demographics

Households by Race

2006 White Black Asian Hispanic

Households by Race 94,092,671

13,541,438

3,800,754

11,493,418

Percentage Change White Black Asian Hispanic

Households by Race 5.81% 7.90% 15.40% 16.23%

2011 White Black Asian Hispanic

Households by Race99,558,90

414,610,95

74,386,0

3513,358,85

8

White

Asian and Pacific Islander

Hispanic or Latino (of any

race)Black or African

American OthersTwo or

more races Total

Population by Race in number 2,989,235 142,535 379,034 60,985 40,553 88,416 3,700,758Percentage of population by race 80.8% 3.9% 10.2% 1.6% 1.1% 2.4% 100%

References: U.S. Census Bureau; American Factfinder 2006 Data

Oregon 2006 Population Data

3.9%10.2%

1.6% 1.1% 2.4%

80.8%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Races & Ethnicity

Po

pu

lati

on

in

%

White Asian and Pacific Islander Hispanic or Latino (of any race)

Black or African American Others Two or more races

White

Asian and Pacific Islander

Hispanic or Latino (of any

race)Black or African

American OthersTwo or More

Races Total

Population by Race in 2006 2,989,235 142,535 379,034 60,985 40,553 88,416 3,700,758

Population by Race in 1990 2,579,732 67,422 112,707 44,982 37,478 - 2,842,321

Population changed 409,503 75,113 266,327 16,003 3,075 - 858,437Growth % 15.9% 111.4% 236.3% 35.6% 8.2% - 30.2%

References: U.S. Census Bureau; American Factfinder 1990 & 2006 Data

Oregon Population Growth Changed 1990-2006

111.4%

35.6%

15.9%

236.3%

0%

50%

100%

150%

200%

250%

Races & Ethnicity

Po

pu

lati

on

in %

White Asian and Pacific Islander Hispanic or Latino (of any race) Black or African American

White

Asian and Pacific Islander

Hispanic or Latino (of any

race)Black or African

American OthersTwo or

more races Total

Population by Race in number 396,942 39,853 48,500 35,136 4,926 14,593 539,950Percentage of population by race 73.5% 7.4% 9.0% 6.5% 0.9% 2.7% 100%

References: U.S. Census Bureau; American Factfinder 2006 Data

Portland City, Oregon 2006 Population Data

7.4% 9.0%6.5%

0.9% 2.7%

73.5%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Races & Ethnicity

Po

pu

lati

on

in

%

White Asian and Pacific Islander Hispanic or Latino (of any race)

Black or African American Others Two or more races

White

Asian and Pacific Islander

Hispanic or Latino (of any

race)Black or African

American OthersTwo or

more races Total

Population by Race in 2006 396,942 39,853 48,500 35,136 4,926 14,593 539,950

Population by Race in 1990 362,503 22,641 13,874 32,842 5,459 - 437,319

Population Changed 34,439 17,212 34,626 2,294 -533 - 102,631Growth % 9.5% 76.0% 249.6% 7.0% -9.8% - 23.5%

References: U.S. Census Bureau; American Factfinder 2006 Data

Portland City, Oregon Population Changed 1990-2006

76.0%

249.6%

7.0%9.5%

0%

50%

100%

150%

200%

250%

Races & Ethnicity

Po

pu

lati

on

in %

White Asian and Pacific Islander Hispanic or Latino (of any race) Black or African American

White Alone

Asian and Pacific

Islander Alone

Hispanic or Latino (of any

race)Black or African American Alone Others

Two or more races Total

Population by Race in number 4,886,203 445,577 580,027 211,333 96,005 176,653 6,395,798Percentage of population by race 76.4% 7.0% 9.1% 3.3% 1.5% 2.8% 100%

References: U.S. Census Bureau; American Factfinder 2006 Data

Washington State 2006 Population Data

7.0% 9.1%3.3% 1.5% 2.8%

76.4%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Races & Ethnicity

Po

pu

lati

on

in %

White Alone Asian and Pacific Islander Alone Hispanic or Latino (of any race)

Black or African American Alone Others Two or more races

White Alone

Asian and Pacific Islander

Hispanic or Latino (of any

race)Black or African

American Others2 or more

races Total

Population by Race in 2006 4,886,203 445,577 580,027 211,333 96,005 176,653 6,219,145

Population by Race in 1990 4,221,622 203,668 214,570 146,000 80,832 - 4,866,692

Population change 664,581 241,909 365,457 65,333 15,173 - 1,352,453Growth % 15.7% 118.8% 170.3% 44.7% 18.8% - 27.8%

References: U.S. Census Bureau; American Factfinder 1990 & 2006 Data

Washington State 1990-2006 Population Data

118.8%

44.7%

15.7%

170.3%

0%

30%

60%

90%

120%

150%

180%

Races & Ethnicity

Po

pu

lati

on

in %

White Alone Asian and Pacific Islander Hispanic or Latino (of any race) Black or African American

White

Asian and Pacific Islander

Hispanic or Latino (of any

race)Black or African

American OthersTwo or

more races Total

Population by Race in number 382,282 75,400 32,970 44,871 6,187 20,396 562,106Percentage of population by race 68.0% 13.4% 5.9% 8.0% 1.1% 3.6% 100%

References: U.S. Census Bureau; American Factfinder 2006 Data

Seattle City, Washington 2006 Population Data

13.4%

5.9% 8.0%

1.1%3.6%

68.0%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Races & Ethnicity

Po

pu

lati

on

in %

White Asian and Pacific Islander Hispanic or Latino (of any race)

Black or African American Others Two or more races

White

Asian and Pacific Islander

Hispanic or Latino (of any

race)Black or African

American OthersTwo or

more races Total

Population by Race in 2006 382,282 75,400 32,970 44,871 6,187 20,396 562,106

Population by Race in 1990 380,423 59,141 18,349 50,918 7,428 - 516,259

Population changed 1,859 16,259 14,621 -6,047 -1,241 - 45,847Growth % 0.5% 27.5% 79.7% -11.9% -16.7% - 8.9%

References: U.S. Census Bureau; American Factfinder 1990 & 2006 Data

Seattle City, Washington Population Changed1990-2006

27.5%

79.7%

0.5%0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Races & Ethnicity

Po

pu

lati

on

in

%

White Asian and Pacific Islander Hispanic or Latino (of any race) Black or African American Others

African American Population in US

Source: U.S. Bureau of the Census, 2006

MarketTotal Population Black

% of DMA

New York 20,700,787 3,986,496 19.3%

Chicago 9,500,028 1,721,086 18.1%

Atlanta 5,803,176 1,542,549 26.6%

Philadelphia 7,720,332 1,452,845 18.8%

Washington, D.C. (Hagerstown) 6,154,393 1,416,595 23.0%

Los Angeles 17,519,792 1,363,723 7.8%

Detroit 5,012,175 1,082,065 21.6%

Miami-Ft. Lauderdale 4,243,305 1,000,807 23.6%

Houston 5,594,922 910,885 16.3%

Dallas-Ft. Worth 6,481,681 872,148 13.5%

New Orleans 1,795,837 616,793 34.3%

Orlando-Daytona Beach-Melbourne 3,313,629 473,811 14.3%

San Francisco-Oakland-San Jose 6,772,728 469,057 6.9%

2. Understanding the Culture History & Influences

Generational Differences

High context vs. Low context

Dos when working with African Americans

HistoryUnderstanding the historical content of

practicesin housing as it relates to African

Americans is an important part of understanding

the value and importance homeownershipplays within this community.

African American Generalizations African Americans need to feel respected:

› 72% of African Americans believe race will always be a problem.

› 66% of African Americans believe the Civil Rights Movement is extremely important to America’s future.

› 88% of African Americans believe they encounter some form of discrimination on a daily basis or are perceived as ‘unequal’.

African American Generalizations

Family Ties

Athletic and Artistic Influences

Inventors

Strong Christian Faith

Generational Differences Among African Americans

Generational Mindsets

Legacy Generation(Civil Rights Pioneers)

Learned to be Black and function successfully in a white world Pass as white to gain employment without sacrificing values of home and neighborhood

New Generation( New Black Middle Class)

Born after the Civil Rights Movement Have an understanding of who they are and the opportunities that have been afforded because of the Legacy Generation.

Next Generation(The Thrivals)

Ethnicity has value and can be a catalyst to achieving success and building wealth Driven to succeed on their own

Multicultural Consumers are Known for Being: High Context

• Less verbally explicit communication, less written/formal information

• Cognizant of emotion and body language

• More internalized and relational method in communication

Understand that Multicultural clients will be tuned into the quality of your energy, emotion, and enthusiasm.

Where African Americans look for information about buying

a home Word of Mouth Newspaper and Local Radio Community/non-profit housing

agencies Church Internet

Barriers to Homeownership?

Not knowing where to start Access to reliable information Media Down Play in the Real Estate

Market creates more fear in home buying concept

What are some Do’s?

Be authentic & genuine…key to establishing trust

Be aware of unintentional stereotypes Check for agreement, understanding or concerns

by inviting questions Avoid Assumptions

3. Education

Brochures and websites

Culture competency training

Resources to consider

Implementing Tools for Growth

Websites Title.com FNTIC.com CTIC.com Ticortitle.com Housingconnections.org AAAH.org Portlandhousingcenter.org HOWNW.com

At Fidelity National Financial, one of our key Strategy components is the implementation of

cultural competency training for all!

Culture competency training

What is that? Why?

Culture Awareness Basic Dos FNF can help you

4. Branding

Relationship building

Media/Press

Key communication mediums

Trade Associations (for Information and Networking Opportunities)› NAREB – NAREB.org› NAACP- NAACP.com› Urban League- Urbanleague.com› AAAH-African American Alliance for

Homeownershipwww.aaah.org

› PMAR’s HomeOwnership Opportunities Committee› African American Chamber of Commerce › PHC-Portland Housing Center

www.portlandhousingcenter.org

Relationship Building

Media & Press

• The Skanner

• The Portland Observer

• 1480 KBMS (radio station)

5. Moving Forward

1. Identify goals and objectives (mission and purpose)

2. Develop a Self-analysis:• What do I have to offer that differentiates me from

the competition? • What are the resources I have available?

3. Market Analysis

4. Create an Action plan (including deadlines)

Partner

Fidelity National Financial is the one partner and coach that can help you succeed!

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