Our Market

Avangard specializes in the fastest growing consumer market in the United States: The U.S. Hispanic Market.

Hispanics came here with the primary objective of achieving a quality standard of living. As a consequence, the number one priority in achieving that goal is to be able to acquire a home.


In 2000 Hispanics constituted 12% of the U.S. population or nearly 34 million inhabitants, and have been growing consistently at a far faster rate than the general population for the last thirty years. As a result, Hispanics will become the largest minority in the next five years. They are the new immigrants in a nation of immigrants.

Hispanic income clearly more than doubled in a period of 17 years providing a strong buying power:

Average household income (1979): $16,019
Average household income (2000): $37,400= 133% growth
Total buying power in 2000: $360 Billion

U.S. Hispanics learned to speak Spanish first; and 70% of U.S. Hispanics speak Spanish most frequently at home. The Hispanic Market is young. Hispanic median age is much lower than the General Market (26 years vs. 34). Hispanic homes often contain more members than others due to a very high birthrate and an extended family presence. Average persons per household is: 3.63 (2.6 for non-Hispanics).


Hispanics have a strong identification with what is considered in the U.S. as “traditional values”: A strong commitment to family, religion and heritage. Their work ethic is anchored on the belief that they must make it on their own through hard work.

Hispanics have a strong belief that success is measured monetarily. Luck and fate have a strong influence on how the future unfolds.

Hispanic consumers have a high degree of loyalty to Hispanic companies and brands, as well as to Hispanic celebrities, leaders and spokespersons.

Home Ownership

Home ownership incidence is lower in larger urban areas with Hispanic population and is greatest in non-metro areas.

However, Hispanic home ownership is rapidly increasing. Between 1980 and 1990 Hispanic home ownership rate grew almost 50% more than for non-minority households.

There is a tremendous opportunity to convert first time potential home owners among minorities. This is because minorities represent 20% of all household but they account for 31% of all renters.

Hispanics have low expectations about acquiring a house fearing they cannot meet requirements. There are several reason behind this feeling:

  • Foreign to concept of credit

  • Ignore complex procedures

  • Ignore codes and regulations required by local government

  • Ignore measures designed to protect them from fraud or wrongdoing

  • Require the service of a real estate consultant that takes them by the hand through the process

The Dallas-Fort Worth Hispanic Market

In 2000 the Dallas – Fort Worth Metroplex had almost a million Hispanics with a population of 927,800, making it the ninth market in the nation. Hispanics represent 15% of the total population in the area. The majority of Metroplex Hispanics are of Mexican heritage with 81% of the total Hispanic population living in two counties, Tarrant and Dallas.

There are 248,700 Hispanic households with a median income of $32,100 and a buying power of $8 billion and rapidly increasing. In 1980 Dallas-Ft. Worth was barely in the top 20 Hispanics markets. Now it is one of the most dynamic and fastest growing markets. As a result, Avangard has seen the Hispanic home buying market grow exponentially.