ERA Real Estate has introduced a Spanish-language component to its professional development series, the ERA Coached Up Program. The company, a subsidiary of Anywhere Real Estate Inc., stated the initiative is designed to better support Hispanic agents and improve outreach to Spanish-speaking communities across the United States.
The expansion provides coaching directly in Spanish, led by ERA Real Estate President Alex Vidal. This move comes in response to feedback from the company's network and aims to address important demographic shifts and recent trends in the housing market.
Key Takeaways
- ERA Real Estate has added a Spanish-language track to its agent training program, ERA Coached Up.
- The initiative targets the growing number of Hispanic real estate agents and the 65 million-strong Hispanic population in the U.S.
- It aims to counteract a recent decline in Hispanic homeownership rates reported in 2024.
- ERA President Alex Vidal, a bilingual leader, will personally deliver the coaching sessions in Spanish.
Meeting a Critical Market Need
The decision to launch the Spanish-language coaching is rooted in demographic data and market analysis. With 65 million Hispanics representing nearly 20% of the U.S. population, ERA Real Estate identifies this group as a significant and expanding segment of the homebuying market.
This focus extends to the real estate profession itself. According to the National Association of REALTORS® (NAR) 2024 Member Profile Report, individuals identifying as Hispanic now constitute 10% of all REALTORS®. ERA's new program is positioned to support this growing contingent of professionals.
“Demographics don’t lie. The Hispanic market is a massive opportunity,” said Alex Vidal, president of ERA Real Estate. “By offering coaching in Spanish, we’re not just helping agents grow their business; we’re helping Hispanic families access the wealth-building power of homeownership.”
Vidal also noted that the program serves a broader strategic purpose for the company. “This enhancement also strengthens our strategy to expand the ERA® brand’s footprint in high-potential open markets by attracting new franchisees,” he added.
Responding to Homeownership Trends
A primary catalyst for the program's expansion was a concerning trend identified in a recent industry report. The 2024 State of Homeownership Report from the National Association of Hispanic Real Estate Professionals (NAHREP) revealed that Hispanic homeownership declined for the first time in a decade.
ERA Real Estate aims for its expanded coaching to help reverse this trend. The company stated that by providing agents with culturally relevant training and tools, they will be better prepared to serve the specific needs of Hispanic homebuyers and sellers in their local communities.
The ERA Coached Up Program
Launched in 2024, the ERA Coached Up Program is a professional development series offered to all ERA-affiliated agents at no additional cost. The company reports that the program has already reached more than 5,000 real estate professionals. The curriculum is delivered through six live, virtual sessions and is designed to be highly practical.
The program's structure emphasizes direct application and accountability. Local ERA-affiliated brokers and designated proctors play a key role by hosting weekly meetings to help agents implement the strategies they learn in their day-to-day business activities.
Program Structure and Leadership
The ERA Coached Up Program is designed to provide actionable strategies for business growth. The training is organized into six distinct modules covering essential skills for real estate professionals.
Core Training Modules
The curriculum focuses on fundamental aspects of building a successful real estate career, including:
- Developing a growth-oriented mindset
- Building and maintaining a client database
- Engaging with one's sphere of influence
- Implementing relationship-driven sales techniques
The new Spanish-language component will cover these same topics, ensuring linguistic and cultural accessibility for a broader range of agents. The direct involvement of Alex Vidal is a central feature of the program's expansion.
Leadership by Example
Alex Vidal's leadership style is described by the company as “boots-on-the-ground.” He has a background that includes coaching more than 25,000 agents over his career, bringing a wealth of practical experience to the sessions he leads.
Vidal's personal commitment to the initiative underscores its importance to the brand. As a bilingual executive, he is uniquely positioned to connect with and mentor Spanish-speaking agents directly.
“Coaching is my passion,” Vidal stated. “Expanding this program to Spanish-speaking agents is a natural next step in helping the ERA network thrive, professionally and personally.”
By equipping agents with targeted skills and support, ERA Real Estate aims to foster greater success within its network while simultaneously advancing the goal of increasing homeownership opportunities for Hispanic families nationwide.
