Real estate group starts new division for Latino residents


A 23-year-old real estate veteran, Edith Reyna says Los Angeles residents who look like her aren’t always treated fairly.

“I’m from Mexico and it just hits me,” she said. “I know how they struggle when they don’t speak the language and for me it was just an honor to be able to help.”


what you need to know

  • In honor of Hispanic Heritage Month, Local Real Estate Group has created a new division in Atwater Village aimed at helping Hispanic speakers buy and sell homes
  • The department is called “El Local” and is headed by real estate agent Edith Reyna
  • The goal is to ultimately increase homeownership rates among Hispanic and Hispanic residents, who are often underserved
  • According to Reyna, it’s not just about understanding their language, but also the cultural differences that influence the real estate process from start to finish

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Reyna helped Carlos Sosa prepare for the sale of his mother’s house. She lived at Eagle Rock for about 15 years before she died at the age of 108. Sosa speaks English, but says that for Latinos, there’s often not only a language barrier, but also a cultural one, particularly when it comes to housing terminology.

“We have to stage it and this and that. What for? Why am I spending money? For this? “Well, it has to be painted.” Well, I can paint it!” said Sosa.

“Sometimes walking through these homes that weren’t properly prepared and presented is painful and you can get the feeling that it would really mean the world to this family if they got great representation and were able to take over the property.” right way to market it,” said Kurt Wisner, team leader and founder of Local Real Estate Group in Atwater Village.

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According to the National Association of Hispanic Real Estate Professionals, Latino homeownership rates have increased from 46% in 2000 to 48% in 2021, but El Local hopes they can increase those numbers even further by helping Latinos settle in an often confusing environment Offer educational seminars for sellers and buyers.

“The guidance needs to be there throughout the process, not just during. Whether it’s escrow or the property is listed, but from start to finish,” Reyna said.

Sosa says like any other industry, there are always people trying to take advantage of those who don’t understand English.

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“So it’s good if someone explains it to us in the way we understand it,” he said.

The team says the launch of El Local comes at a time when California continues to grapple with a nationwide housing crisis while also grappling with the aftermath of the pandemic, which continues to disproportionately affect Hispanic and Latino communities.

“The clarity of communication. That’s the biggest benefit,” Sosa said.

El Local says over 200 people turned up for a recent open house for Sosa’s property. In the meantime, Reyna’s team hopes to eventually expand to meet demand, but for now she says she’s committed to making the Latino community feel at home.

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