The Key to Ethnic -Marketing is Universal
by Leila Morris

We hear a lot about ethnic marketing these days. But what is it and what does it mean for the broker? Does it mean learning to speak Spanish and Korean? How about something a lot simpler? The number one thing when you’re trying to reach an ethnic market is to be curious about the beauty of their culture, said Carl Dickerson, founder of Dickerson Employee Benefits. The general agency, which has served minority communities for more than 40-years, has a staff that speaks more than 10 languages. “I try to explain that, in America, you should not focus business only on your own market.” Dickerson explained that, if he limited himself to doing business with other African Americans, he would only reach 6% of the public.

It is helpful to know something about a person’s culture before approaching them. Upon learning that my husband is Iranian, Dickerson discussed Persian poetry and the various religions in Iran. “You see? If I were speaking to an Iranian agent for the first time, I would already know something about his culture. That bit of history gets me into a conversation with a person.”
All ethnic groups have certain values, which are embraced differently, but there are more similarities, he stressed. “I believe that, under that the canopy of the great sky, all men are the same and look for the same things. All cultures expect you to be honest, to treat them fairly, to be responsive, and to take time to make sure that they don’t lose face by you being guilty of giving them misinformation.” It is especially important to show respect, have integrity, and come across as an honest person who is delivering your best efforts, he said.
Dickerson is straightforward when talking about benefits, delivering the good, the bad, and the ugly. “Everyone knows that everything isn’t all good or all bad.” The sub-prime mortgage market is an example of the way dishonest lenders only told people about the good – low teaser rates, but not the bad – what happens when the rates go up.

When it comes to communication, it is an advantage to know the client’s language, but they are eager to learn our language. When talking to someone who is not completely fluent, “speak slowly, and repeat things often in a nice gentlemanly fashion without showing signs of frustration,” he suggests.
When asked for keys to approaching a large ethnic market, such as the Korean community in Los Angeles, he said. “Everyone looks for the golden thread. I knocked on every Korean broker’s door in 1987. I have credibility with them and a long-term reputation. It’s no different than it is with anyone else. People tend to treat ethnic people differently. Treat them like anyone else.”
He suggested putting ads in newspapers, going to their associations meeting, and showing yourself as a good person. “It is not like you can dibble and dabble and think you will come across as credible.” If you say you respect ethnic groups, you have to show that by hiring members of their groups, he added. q
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Leila Morris is the editor of California Broker Magazine.
Email: edit@calbrokermag.com
www.calbrokermag.com