First American Title Launches “Asians’ Club” Website

—Site Aims to Help San Francisco Bay Area Real Estate Professionals Better Accommodate Cultural Distinctions within Booming Homebuyer Segment—


March 14, 2006, SAN JOSE, Calif.

 First American Title Insurance Company’s San Francisco Bay Area Region today announced the launch of a specialized Web site to assist real estate professionals serving the area’s burgeoning Asian-American homebuying segment.  First American Asians’ Club, www.faasiansclub.com, is a first-of-its-kind Internet destination dedicated to providing area Realtors® with the products and services necessary to successfully attract new business from within the local Asian community.

“The Asian market is a diverse and complex market, with more than 60 countries and 100 official languages represented within the Bay Area’s Asian community,” said Mark Sachau, regional vice president for First American Title. “Our goal is to help our customers—the real estate practitioners serving this market—understand the cultural preferences found within these unique communities and better communicate both the value of homeownership, and the steps necessary to attain it, to the prospective Asian homebuyer.  This is a huge opportunity for local real estate professionals who are culturally competent.”

Asians represent a significant portion of the Bay Area’s diverse population— 31 percent in San Francisco County, 26 percent in Santa Clara County, 21 percent in Alameda County and San Mateo County, and roughly 12 percent in Contra Costa County and Solano County.

“The First American Asians’ Club site is the first ‘in culture, not in language’ Web site in the industry” said Maria Valentin, regional diversity marketing director for First American Title. “This Web site, which strives to help communicate the cultural differences among Asian populations, is published 100 percent in English.  “There is nothing like this out there in the market, in California or nationwide.  The content is rich, the messaging is strong and the call-to-action for the target audience is impactful.  This is a marketing strategy that First American will likely replicate in other regions going forward.”  

The site offers links to unique seminars offered by First American, such as “Understanding Asian Home Buyers” and “Understanding Feng Shui,” and tips and advice on how to better serve the Asian homebuyers and sellers. 

The First American Asians’ Club Web site offers a master calendar for all upcoming First American Bay Area Diversity Marketing Program events and allows real estate professionals to make reservations and provide payment for the events via the Internet.  The site also offers direct contact information for First American’s area escrow officers and salespeople, who are proficient in communicating in one or more Asian languages. 

“The launch of this site further demonstrates our continued commitment to introduce new technology, data and product solutions designed to stimulate growth in the minority and new immigrant housing market,” said Parker S. Kennedy, chairman and chief executive officer of The First American Corporation.  “We see this as the market of the future and want to lead in providing business solutions to support its growth.”   

The Bay Area Diversity Marketing Program operates in conjunction with The First American Corporation’s broader Emerging Markets Program, a corporate-wide commitment launched in 2003 to promote homebuying among African Americans, Asian Americans and Hispanics.  The initiative combines innovative product development with strategic industry alliances, philanthropic giving and investment, and an increased commitment to workforce and vendor diversity at First American.

First American Title Insurance Company, the largest subsidiary of The First American Corporation (NYSE: FAF), traces its history to 1889. One of the largest title insurers in the nation, the company offers title services through nearly 1,700 offices and an extensive network of agents throughout the United States and abroad. The company has its headquarters in Santa Ana, Calif. Information about The First American Corporation’s subsidiaries and an archive of its press releases can be found on the Internet at www.firstam.com.

 

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