{"id":47925,"date":"2026-03-26T20:22:50","date_gmt":"2026-03-26T17:22:50","guid":{"rendered":"https:\/\/mk.gen.tr\/century-21-ceo-adding-latino-agents-is-key-to-serving-70-of-net-new-homebuyers\/"},"modified":"2026-03-26T20:22:50","modified_gmt":"2026-03-26T17:22:50","slug":"century-21-ceo-adding-latino-agents-is-key-to-serving-70-of-net-new-homebuyers","status":"publish","type":"post","link":"https:\/\/mk.gen.tr\/en\/century-21-ceo-adding-latino-agents-is-key-to-serving-70-of-net-new-homebuyers\/","title":{"rendered":"Century 21 CEO: Adding Latino agents is key to serving \u201870% of net new homebuyers\u2019"},"content":{"rendered":"

The U.S. Census Bureau<\/strong> projects that 70% of net new homebuyers between now and 2050 will be Latino \u2014 a statistic that Century 21<\/strong> CEO Mike Miedler said should guide recruiting efforts across the industry.<\/p>\n

\u201cIf we\u2019re going to serve those communities, we also have to get more Hispanic real estate professionals into the business,\u201d Miedler said in an exclusive interview with HousingWire<\/strong> this week at the National Association of Hispanic Real Estate Professionals (NAHREP)<\/a><\/strong> Homeownership and Housing Policy Conference.<\/p>\n

He noted that less than 10% of real estate professionals today are Hispanic<\/a>.<\/p>\n

Years ago, Century 21 launched a program, called Empowering Latinas, to provide scholarships for entering the field, which Miedler said remains a core focus.<\/p>\n

\u201cWe do a lot to help push recruiting around what the face of local communities looks like \u2014 and that includes Latinos a lot of the time,\u201d he said.<\/p>\n

Market conditions uneven<\/h2>\n

While national data laid out during NAHREP\u2019s conference suggests the housing market<\/a> is shifting from a seller\u2019s market to a more balanced one, Miedler said the reality depends heavily on location.<\/p>\n

\u201cIf you look in the Northeast and even parts of the Midwest, where we have some of our best representation, it\u2019s still very much a seller\u2019s market,\u201d he said.<\/p>\n

He cited Essex County, New Jersey, where one Century 21 broker serving the Latino community struggles to find inventory.<\/p>\n

\u201cIn a city like Lyndhurst, New Jersey, you\u2019re talking about a dozen homes that are for sale,\u201d he said. \u201cYet in markets like Texas, Phoenix and Las Vegas, inventory is more plentiful,\u201d Miedler said. \u201cThe balance might be from a national perspective, but I think it all comes down to that local zip code and community.\u201d<\/p>\n

Federal policy and the supply challenge<\/h2>\n

Miedler said the most impactful federal policy changes would address the nation\u2019s housing supply shortage \u2014 a theme echoed throughout the NAHREP conference.<\/p>\n

He pointed to the 21st Century ROAD to Housing Act <\/a>as a positive step.<\/p>\n

\u201cSome of the stuff that they\u2019re trying to figure out is going to help supply \u2014 and to me, that\u2019s where the real devil in all of this is,\u201d he said. \u201cEverything we\u2019ve tried to do from a government perspective is generally on the demand side. And we have the demand \u2014 the demand is there. Honestly, this is the first bill that has been put forward in years that is trying to tackle some of the supply side stuff, whether it\u2019s trying to stop big investment firms from owning a lot of build to build-to-rents or trying to incentivize local marketplaces to get through the permitting process.<\/p>\n

\u201cEven with just getting more of these modular-use homes out there and being able to get them up quicker, I think that over the long-term, it\u2019s great to say, \u2018Hey, we\u2019re going to incentivize supply.’\u201d<\/p>\n

Miedler also expressed support for the idea of creating capital gains tax incentives for baby boomers and smaller \u201cmom and pop\u201d landlords to sell homes to first-time buyers<\/a> for owner occupancy. <\/p>\n

With 79% of boomers owning homes and an estimated $17 trillion in home equity locked up, he said such a policy could unlock significant supply.<\/p>\n

\u201cThat could stoke potential inventory for people to get excited about,\u201d Miedler said. \u201cI would bet a lot of them who own multiple homes are saying, \u2018Why am I going to trade down from my four-bedroom if you\u2019re going to hit me with this huge capital gains tax?\u2019 The dollars and cents don\u2019t make sense.\u201d<\/p>\n

Navigating client fear and uncertainty<\/h2>\n

NAHREP\u2019s State of Hispanic Homeownership report<\/a> identified heightened immigration enforcement as a destabilizing force in the housing market, suppressing demand and disrupting transactions.<\/p>\n

Miedler said he had not heard many frontline stories about clients canceling deals out of fear of deportation \u2014 but he acknowledged the broader migration issue demands attention.<\/p>\n

\u201cWe\u2019ve got to figure out the right middle ground for legal immigration into this country, not just to continue to support what we have here today, but also to build and continue the workforce and continue our economy,\u201d he said. \u201cYou need migration in some form or fashion.\u201d<\/p>\n

For agents navigating clients\u2019 fears, Miedler advised professionalism and empathy \u2014 while explaining how that human aspect can\u2019t be replaced by technology.<\/p>\n

\u201c[We\u2019re making sure] that they\u2019re doing things in the most professional manner that they would serve any client in,\u201d he said. \u201cThis is another reason why real estate professionals never get replaced \u2014 because they are navigating all these emotional components. AI is not doing that.<\/p>\n

\u201cAnybody can ask ChatGPT something. But to get frontline knowledge and experience \u2014 you got to be [out in the field building relationships]. To get the anecdotal stories, to really recognize what\u2019s happening in the market \u2014 you need to be out there.\u201d<\/p>\n

Rising costs and early education<\/h2>\n

With insurance premiums<\/a> and property taxes emerging as significant affordability barriers, Miedler said Century 21 equips agents to counsel buyers on hidden costs.<\/p>\n

\u201cThat starts early in the process,\u201d he said. \u201cYou\u2019ve got to help them understand what affordability looks like \u2014 how much of their salaries or take-home [pay] factors in \u2014 where they\u2019re going to be able to afford getting into a house.\u201d<\/p>\n

He pointed to Oralia Herrera<\/a>, NAHREP\u2019s outgoing president, who built her business around financial counseling that extends beyond the real estate transaction into retirement planning and savings.<\/p>\n

\u201cThere are stories out there how less-served communities have gotten taken advantage of \u2014 whether it be on the mortgage side or even on the appraisal side \u2014 and that\u2019s where ethics and making sure that we\u2019re always doing the right thing from a real estate perspective is truly important,\u201d Miedler said.<\/p>\n

A 25-year partnership<\/h2>\n

Century 21 has maintained a relationship with NAHREP for 25 years and counts six former NAHREP presidents among its network.<\/p>\n

Miedler said that history positions the brand well for any client demographic shifts ahead.<\/p>\n

\u201cIf you look at the statistics, us being the number one preferred real estate company by Latinos to do business \u2014 we\u2019re just going to continue to support that community,\u201d he said. \u201cIf we can continue adding Latino agents into the real estate infrastructure, into our brand \u2014 we\u2019ll be able to serve the demand that we think is going to build over the coming decades.\u201d<\/p>","protected":false},"excerpt":{"rendered":"

The U.S. Census Bureau projects that 70% of net new homebuyers between now and 2050 will be Latino \u2014 a statistic that Century 21 CEO Mike Miedler said should guide recruiting efforts across the industry. \u201cIf we\u2019re going to serve those communities, we also have to get more Hispanic real estate professionals into the business,\u201d…<\/p>\n","protected":false},"author":0,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false},"categories":[1],"tags":[],"_links":{"self":[{"href":"https:\/\/mk.gen.tr\/en\/wp-json\/wp\/v2\/posts\/47925"}],"collection":[{"href":"https:\/\/mk.gen.tr\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mk.gen.tr\/en\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"https:\/\/mk.gen.tr\/en\/wp-json\/wp\/v2\/comments?post=47925"}],"version-history":[{"count":0,"href":"https:\/\/mk.gen.tr\/en\/wp-json\/wp\/v2\/posts\/47925\/revisions"}],"wp:attachment":[{"href":"https:\/\/mk.gen.tr\/en\/wp-json\/wp\/v2\/media?parent=47925"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mk.gen.tr\/en\/wp-json\/wp\/v2\/categories?post=47925"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mk.gen.tr\/en\/wp-json\/wp\/v2\/tags?post=47925"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}