SOURCE: Builder Homesite

June 16, 2005 12:06 ET

Builder Consortium Reaches Out to Hispanic Home Buying Market With Website Offering Listings in Spanish for Over 1,500 New Home Communities

Casasnuevasaqui.com Finds Success by Filling an Online Void for Spanish-Speaking New Home Buyers

AUSTIN, TX -- (MARKET WIRE) -- June 16, 2005 -- When a group of leading homebuilders were looking for a way to expand their online Hispanic marketing efforts, Casasnuevasaqui.com was born. Casasnuevasaqui.com is the only website that gives Hispanic new home buyers a searchable database of new home listings in Spanish from top builders. Builder Homesite, a consortium of 35 of the nation's largest homebuilders, announced today that since they launched Casasnuevasaqui.com in late 2004, over 1,500 new home communities have been listed on the site.

"When we looked at the information that was available for Spanish-speaking new home buyers, we saw an opportunity to create a single online marketplace that catered to their needs in their own language," said Melissa Morman, chief operating officer for Builder Homesite, the company that developed Casasnuevasaqui.com. "There are currently over 1,500 new home communities listed on the site, and that number is increasing weekly. That fact, combined with a steady climb in our site traffic, is a good indicator that we are on the right track."

All of the content on Casasnuevasaqui.com is current, in depth and in Spanish, making it a valuable tool for Hispanic new home buyers. The Hispanic community is expected to make up 31 percent of the U.S household growth by 2010. This economic potential, combined with their Internet savvy, makes Spanish-speaking consumers a very attractive audience for online marketing. Sixty-five percent of Hispanic adults own a computer, and Hispanics spend an average of nine percent more time online than the general U.S. consumer.

Studies have also shown that Hispanics are four times more likely to buy a product online when content is in their preferred language. Since all of the content on the site is in Spanish, Casasnuevasaqui.com gives builders a turnkey solution to market their communities to Hispanics online and reach this valuable segment of the new home buyer market.

"It is important for Ryland Homes to embrace our Spanish-speaking consumers," said Eric Elder, senior vice president of marketing for Ryland Homes. "From a tactical standpoint, Casasnuevasaqui.com is a very beneficial resource because of the amount of individual product and community data that is translated into Spanish and delivered on the site."

The following builders are currently listing their new home communities online in Spanish with Casasnuevasaqui.com: Beazer Homes USA, Inc., Capital Pacific Holdings, Inc., KB Home, K. Hovnanian, Morrison Homes, Pardee Homes, Pulte Homes, Ryland Homes, and Shea Homes.

To ensure consistency and accuracy among the listings, the site has enlisted Translations.com to handle translation and setup for many of the builders on the site.

"The success of a website translation project depends largely on understanding the nuances of the target audience's language and culture," said Tim Coughlin, director of marketing at Translations.com. "Because our linguists are native Spanish speakers, they are able to successfully adapt the website content from the English source content so that the site is as engaging to a Spanish speaker as it would be if it were originally authored in Spanish."

Casasnuevasaqui.com was developed by Builder Homesite, Inc., a leader in new home marketing. Funded and endorsed by a consortium of the top U.S. homebuilders, Builder Homesite and its partners reach hundreds of thousands of actively searching new home shoppers every month through the company's flagship website -- www.newhomesource.com.

About Builder Homesite

Builder Homesite, Inc. and its subsidiary, New Home Technologies, were both founded with the same mission -- to bring homebuilding industry leaders together to develop world-class technology solutions. Builder Homesite is a consortium of 35 of the nation's largest homebuilders and its flagship product is NewHomeSource.com, a consumer website offering the Internet's most comprehensive information and selection of new homes. In 2003, Builder Homesite founded New Home Technologies, a subsidiary consortium of new homebuilders and product manufacturers to create Envision -- an integrated and standardized online new home design options management solution. Today, Builder Homesite is continuing to extend its Internet technology expertise into new industries. For more information, visit www.builderhomesite.com.

Contact Information

  • Contact:
    Eleanor Bowman
    Builder Homesite
    (512) 413-5278
    Email Contact