Event Coverage

Understanding the Asian American market

Culture is a set of values, beliefs, behaviors, customs and traditions shared by a group of people. Misunderstanding a buyer’s culture can break a transaction.

Today, more than ever, it’s especially important to understand the Asian American market, according to Pablo Wong and Jenevene Gular, both of Fidelity National Title. Wong and Gular gave SAMCAR members an overview of demographics and business opportunities in the Asian American culture and discussed the role culture plays for Asian customers. Their presentation on Thursday, Feb. 15, was sponsored by SAMCAR’s Cultural Diversity Committee.

Both Wong and Gular noted the homeownership rate among the Asian American population is about 59.9 percent. They also have the highest income per capita, and like the Hispanic population in the U.S., their population, which is currently 4.7 million in California, is growing in double digits. Many Asians are settling in the counties of San Francisco, Santa Clara, San Mateo and Alameda.

Wong and Gular gave these popular tips about the Asian American culture. Asians value:
• courtesy and hospitality. If you get invited to their home, expect to be offered food and drink. When Asians visit a home, they, in turn, bring food, like sweets.
• Humility. Asians are humble and often talk themselves down. When this happens, you should return their admonitions with praise.
• social relationships, and develop them before business relationships. They need to get to know you better before they can trust you.
• value. They are value conscious. They may seek to negotiate price, but are willing to pay top dollar for top service. You need to let them know why you are worth it.
• face. They are non-confrontational and won’t openly disagree with you. You need to read their body language because a “yes” may not really mean “yes.” And if you sense a problem, resolve the issue as soon as possible because they can be unforgiving and will never return to you.
• family. They have strong family relationships and it is common for parents to financially contribute towards the purchase of a home for their children.
• education. It’s the reason why many Asian families settle in communities with very good school districts.
• faith and belief systems. Respect their eating habits and foods, their belief in lucky numbers, colors and Feng Shui. Many of their philosophies, beliefs and superstitions are influential components in their purchase of a home.

What to Do:
• Be humble
• Value social relationships
• Talk about family and praise them
• Be sensitive to modes of communication
• Hand your business card with both hands while facing them, especially if your client is middle-aged or elderly.

What NOT to do:
• Assume that their English is not proficient
• Be overly aggressive
• Assume they don’t understand you
• Embarrass or put them on the spot
• Point with your finger
• Talk down to them

SAMCAR President Geoffrey Craighead thanked everyone for attending the presentation and noted cultural diversity is one of SAMCAR’s primary objectives. SAMCAR Cultural Diversity Committee Chair Patricia Lindo, in turn, thanked SAMCAR for taking the time to get to know the different real estate professional associations who represent ethnic populations, “stepping up to the plate, supporting and welcoming us.”

The San Mateo County Association of REALTORS® (SAMCAR) is a professional trade organization representing over 3,800 REALTORS® and Affiliate members engaged in the real estate business on the Peninsula. SAMCAR promotes the highest ethical standards of real estate practice, serves as an advocate for homeownership and homeowners, and represents the interests of property owners in San Mateo County.

The term "REALTOR®" is a registered collective membership mark which identifies a real estate professional who is a member of the National Association of REALTORS® and who subscribes to its strict Code of Ethics.

For further information, please contact Julie Ziemelis, Director of Public Affairs, e-mail , or phone (650) 696-8214.

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