Pat Miller and Edith Anaya

Pat Miller and Edith Anaya, Prudential California Realty agents from the Thousand Oaks Regional office, have teamed up for a revolutionary marketing campaign.

When listing recent properties, the two started out with checking the various demographic statistics of the area. Within this documentation they found information such as which schools the buyer's children would attend if they were to purchase the home. They looked further into the numbers surrounding the area, and determined that there was a strong possibility for a favorable marketing campaign targeted toward our local Hispanic community.

In front of every listing, next to the Realtor's sign, there is typically a box of brochures, describing the property to potential buyers. In front of Miller and Anaya's listed properties, there are two boxes: one flyer in English, the other in Spanish. All of the flyers are in full color and designed by the agents and the Prudential California Realty Media Center. They have moved away from the bullet point list of statistics toward the Spanish style, presenting a narrative regarding the home so that interested parties will become emotionally involved.

As part of their bilingual marketing program, Miller and Anaya went to several local laundromats and Latino markets where they posted their property flyers on communal bulletin boards.

"It's true that you have a captive market at the laundromat. The people there were happy to have the beautiful flyer to read," Miller said. "People gathered round to see what we were promoting. . . . We are having a ball with our work, and both our sellers, who are not Hispanic, say they are immensely pleased."

Miller can be reached at (805) 443-0012, and Anaya (para Espanol) at (805) 279-0554.