What agents should know about the fasting-growing group of buyers 

Hispanic households are driving American homeownership today. 

The demographic accounted for a record 10.2 million households in 2025, which represented all net growth in U.S. homeownership last year, according to the 2026 State of Hispanic Wealth Report released by the National Association of Hispanic Real Estate Professionals (NAHREP) in September.

With Hispanic household growth expected to continue, agents who learn how to best serve this group of buyers are likely to win more clients, and Hispanic real estate professionals are poised to rise up as industry leaders.

'Language opens the door' 

When working with Hispanic and Latino clients, it's critical to meet them where they are in their journey, industry professionals told Real Estate News.

For clients who face language barriers, agents should be willing to take the extra step of learning some Spanish to better communicate, Houston Association of Realtors Global Advisory Group Chair Jessica Escamilla advised. 

"I think language opens the door, but trust is really what builds the relationship," Escamilla said. 

Although agents should ask all clients about their preferred communication methods, checking in with non-native English speakers is especially important. They may prefer text or email, for instance, if it's easier for them to read English than understand it in conversation.

Associations have also taken steps to address potential language barriers. The Houston Association of Realtors, for one, created a Spanish-language version of its consumer website, HAR.com, and offers conversational Spanish classes to Realtors. Texas Realtors offers materials in Spanish that explain many of the state's most common real estate contracts. 

Agents can play a key role in making Spanish-speaking clients aware of such resources, but they should avoid falling into the trap of assuming that Hispanic or Latino clients don't speak English, Olga M. Garza, a NAHREP Board Director based in Houston, said — that mistake can quickly sour a relationship with a prospective client.

The importance of homeownership education

As more Hispanic and Latino clients enter the market, it's also crucial to ensure they fully understand the homebuying process, agents said.

Non-citizens may not even realize that they can purchase property in the U.S., Escamilla noted. 

"Even if you don't have a social security number, you can still purchase a home with a tax identification number," she said. "Not a lot of people know that." Escamilla added that hosting homebuyer workshops at community centers or churches is one effective way to spread education within the community. 

Some Hispanic and Latino homebuyers also may not realize the need to establish banking and credit history before applying for a mortgage. And as a demographic that is very entrepreneurial, Hispanic clients may have a less traditional employment history, and more of their assets might be cash-based, agents noted. That gives real estate professionals an opportunity to support clients with additional education about building employment and credit history, Lawrence Bellido of the Orlando Regional Realtor Association (ORRA) said. After that, an agent can assist by connecting them with a trusted lender.

"The biggest thing that they want to do is just learn how the process works," Bellido said. "And we start with the initial consultation to find out what they're looking for. What is their vision of the American dream?"

Beyond the home purchase

Ricardo Cortazar, who serves on the Arizona Realtors Pathways Opportunity Committee, said one of the group's areas of focus is sustainable homeownership, so buyers "understand that when you buy the house, you're going to make sure you have a plan to stay in the house."

Garza advised that given the federal government's stepped up immigration enforcement efforts, part of that plan should include granting power of attorney to a trusted individual who can make decisions on the homebuyer's behalf. She also recommended that homeowners who think they might be in danger of deportation establish a relationship with a property management company so they can at least rent out their home if they are forced to leave.

"We're having to have those conversations, which is crazy, because those [homeowners] at one point did qualify and were here legally, but overnight it became a different story," Garza said.

The immigration scare has also impacted agents in Arizona who have built their businesses around helping non-citizen residents become homeowners, Cortazar said.

"We used to have a lot of people that were here on not just permanent status, but temporary status that can actually purchase real estate," Cortazar told Real Estate News. "All of a sudden, that market went out. So the agent that was capitalizing on that market to try to get them into homeownership so that they can build equity and stop paying rent, they're scared."

Elevating Hispanic and Latino leaders within the industry

About 10% of Realtors identify as Hispanic or Latino, according to NAR's 2026 Member Profile, but a relatively small share of those Realtors hold executive-level positions.

"People's fear of speaking in public is the No. 1 opponent for why they don't want to get involved in leadership," Cortazar said.

Joining a local NAHREP chapter is a good first step, Garza said. "It really helps you develop those leadership skills. You obviously have to put in the hours to volunteer too," she added, but it pays off. Garza said her involvement with NAHREP at the local and national level has greatly expanded her network, which has also helped supercharge her career.

Members also get access to the latest market information and profiles on Hispanic and Latino homebuyers, and professionals of all ethnicities can join.

"If you're in a Hispanic[-majority] market, it definitely makes sense, even if you're not Hispanic," Garza said. "Just get involved, stay plugged in, because it will definitely help you."