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  • Enhance Your Service to the Hispanic Market by Learning Something New During Hispanic Heritage Month

    Posted by on September 24, 2018

    Hispanic Heritage MonthThe theme of this year’s Hispanic Heritage Month, celebrated from September 15 to October 15, is “Hispanics: One Endless Voice to Enhance our Traditions.” Hispanic Heritage Month is an ideal time to check in on your credit union’s plans to enhance its service to the increasingly influential Hispanic market.

    During Hispanic Heritage Month, make it a point to learn something new about the Hispanic members in your cooperative, as well as those who have yet to be exposed to the credit union difference.

    Below are a few questions you may consider asking consumers on your quest to learn more. 

    Is the immigration process part of your financial journey?

    Although most of the 58 million Hispanics living in the U.S. are native-born Americans — and nearly three in four are U.S. citizens — there are nearly 20 million foreign-born Hispanics living and working in the U.S.

    Many foreign-born Hispanic individuals have gone through the immigration process to obtain U.S. citizenship, and many others are working on adjusting their status. Others may not be eligible for U.S. immigration status at this time.

    The immigration process is a time-intensive and costly one, as well as a major part of the lives of many Hispanic immigrants. Credit unions are in an ideal position to help members going through this process with both financial tools and education.

    In addition, simply understanding how complicated the process is and welcoming individuals of all backgrounds at your credit union can go a long way toward building lasting relationships, establishing trust and making people feel welcome and comfortable becoming part of your cooperative.

    Although credit unions exist to serve, they must also be sustainable. And, as many are discovering, the immigrant Hispanic profile exemplifies the ideal credit union member. This is especially evident when you consider how Hispanics in the U.S. are driving economic growth.

    Which is your preferred language?

    Often, credit union leaders interested in adapting their programs for Hispanic consumers are overwhelmed by the misperception they have to begin by translating into Spanish every piece of communication, including websites and disclosures. Thankfully, this is not the case.

    It’s true many Hispanics, both U.S. and foreign born, prefer to speak Spanish. In fact, more than 37 million Hispanics speak Spanish at home. Yet, a strategic Hispanic growth plan begins by identifying the specific needs of the community and the particular target market a credit union is trying to reach. Initial Spanish-language materials (or better yet, bilingual materials) will only be required for those introductory products and services, and of course, member communications deemed essential to the strategic Hispanic member growth plan.

    Often, Spanish-speakers tend to be the foreign-born population, which is also the most untapped and unbanked group. There is a reason large financials like Wells Fargo and U.S. Bank offer Spanish-language services across all of their channels and even why the government continues to introduce more Spanish-language services and materials. Everyone is trying to reach the most untapped groups because they present the greatest growth opportunity for the majority of businesses.

    How can our products improve your financial life?

    Hispanic use of top financial products has grown by double-digits over the past five years and outpaced non-Hispanics. Mortgages have grown 30 percent among Hispanics (compared to 9 percent among non-Hispanics) and auto loans have grown 31 percent among Hispanics (compared to 1 percent among non-Hispanics).

    Hispanics are the only demographic in the U.S. to have increased their rate of homeownership for the last three consecutive years. What’s more, 9 percent of Hispanics are planning to buy a house in the next 12 months, compared to 6 percent of non-Hispanics.

    The number of cars purchased by Hispanics in the U.S. is projected to double in the period between 2010 and 2020. It’s estimated that new car sales to Hispanics will grow by 8 percent over the next five years, compared to a 2 percent decline among the total market.

    In short, there are many present and future needs among Hispanic communities for the types of products and services credit unions are uniquely positioned to provide. Understanding those needs can go a long way toward crafting an effective onboarding program.

    Being all things to all people is rarely a good strategy, particularly for credit unions that pride themselves on truly knowing their members and providing custom, personalized experiences. The key is to ensure your products and services are culturally relevant and meet the needs of the community. If products aren’t adapted to the market, they will not resonate. The good news is you only have to repackage what you have instead of starting from scratch

    To grow, credit unions must make a strategic effort to learn as much as possible about the youngest, fastest growing and most untapped consumer segment in the U.S. The celebration of Hispanic heritage going on right now presents the perfect opportunity to do precisely that.

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