{"id":49749,"date":"2026-05-04T21:24:13","date_gmt":"2026-05-04T18:24:13","guid":{"rendered":"https:\/\/mk.gen.tr\/century-21s-mike-miedler-recruiting-latino-talent-is-a-growth-strategy-not-a-diversity-talking-point\/"},"modified":"2026-05-04T21:24:13","modified_gmt":"2026-05-04T18:24:13","slug":"century-21s-mike-miedler-recruiting-latino-talent-is-a-growth-strategy-not-a-diversity-talking-point","status":"publish","type":"post","link":"https:\/\/mk.gen.tr\/en\/century-21s-mike-miedler-recruiting-latino-talent-is-a-growth-strategy-not-a-diversity-talking-point\/","title":{"rendered":"Century 21\u2019s Mike Miedler: Recruiting Latino talent is a growth strategy, not a diversity talking point"},"content":{"rendered":"

Photo by AJ Canaria for HousingWire The Gathering<\/em><\/p>\n

Right now, the real estate industry is consumed by consolidation, capital and the next big brokerage model. Century 21 <\/strong>CEO Mike Miedler is focused on a more grounded question: Who will be sitting across the kitchen table from tomorrow\u2019s homebuyer?<\/p>\n

For Miedler<\/a>, the answer is not just about consumer demographics. It is about whether brokerages are building the agent pipeline, cultural fluency and community relationships needed to serve the next generation of Latino homebuyers \u2014 before someone else does. The Century 21 CEO\u2019s larger message was direct: For brokerages<\/a> looking for growth, the opportunity is not theoretical. It is already here.<\/p>\n

Speaking at HousingWire\u2019s <\/strong>The Gathering<\/strong> <\/a>in Austin, Texas, Miedler said industry leaders often spend time analyzing consolidation, capital and corporate strategy. But he argued those conversations only matter if they ultimately help the agents working directly with consumers.<\/p>\n

\u201cWhat does this mean for the agents at the ground level?\u201d Miedler said, referencing recent industry consolidation<\/a>. \u201cAny of those big consolidation plays in this industry as a whole have to drive more value to the agents who are serving our consumers and make the homebuying experience a little bit easier.\u201d<\/p>\n

Time to be more intentional about recruiting<\/h2>\n

For Miedler, the discussion comes back to the fundamentals of real estate \u2014 and to where future demand is expected to come from.<\/p>\n

\u201cI am kind of of the old school \u2014 30 years in this industry,\u201d he said. \u201cOne of the things that I\u2019ve learned is that there are no hacks in this business<\/a>. It is really all about the hustle.\u201d<\/p>\n

That hustle, he said, now requires brokerage leaders to be more intentional about recruiting, training and supporting Latino agents<\/a> and loan officers. Miedler said Latino buyers are expected to represent a significant share of new homebuyers over the next 30 years and pointed to the cohort\u2019s broader economic power as a reason companies should pay attention.<\/p>\n

\u201cThey\u2019re also driving the local economy,\u201d Miedler said. \u201cSo they\u2019re going to be the people spending money on retail banking with us.\u201d<\/p>\n

But Miedler said serving that consumer requires more than marketing. It requires trust, cultural understanding and a workforce that can connect with buyers at the kitchen table.<\/p>\n

\u201cThe way that you build trust with any segment, with any cohort, with any individual consumer is you have to resonate with those folks,\u201d he said. \u201cYou have to realize how they think about transactions, how they think about homebuying, how they think about the process.\u201d<\/p>\n

Miedler noted that Latino real estate professionals remain underrepresented compared with the market opportunity. He said about 13% of NAR sales professional members are Latino, while the share rises to about 15% among real estate professionals under 40. Mortgage lenders, he said, are slightly higher, at about 16%.<\/p>\n

\u201cTo me, you close that gap by being present,\u201d he said. \u201cIt\u2019s about you being there as a support and an ally in not just advocacy, but in education.\u201d<\/p>\n

Miedler said that is why he serves on the corporate board of governors for the National Association of Hispanic Real Estate Professionals<\/strong> (NAHREP), even though, as he joked, \u201cthe extent of my Spanish is buenos dias.\u201d<\/p>\n

\u201cI am not Latino<\/a>, but I know that this is where the business is heading,\u201d he said. \u201cThat\u2019s why you have to be really intentional around that strategy.\u201d<\/p>\n

At Century 21, Miedler said that means building spaces for Latino agents and entrepreneurs to connect, including programming at the brand\u2019s global conference that brings together agents from Spanish-speaking countries and the U.S. He also pointed to Century 21 Integra\u2019s work developing Latina-led teams through coaching, training and business-building support.<\/p>\n

\u201cIt is about bringing the talent into the business,\u201d he said.<\/p>\n

Century 21 has also gone directly into high schools, colleges and universities through what Miedler described as its Empowering Latinos program, offering scholarships for prospective agents to get their real estate license. The program also connects new entrants with Latino and Latina agents already operating at a high level.<\/p>\n

\u201cMaybe it\u2019s a fit to bring them onto a team,\u201d he said. \u201cMaybe it\u2019s just a coach, kind of educator-type relationship, but it\u2019s about really being tactical and getting down to the grassroots level.\u201d<\/p>\n

Miedler said the timing matters because production is becoming more concentrated among top agents and loan officers, with the industry\u2019s long-standing 80\/20 rule moving closer to 90\/10.<\/p>\n

\u201cThis is a growth market that we actually can control,\u201d he said. \u201cIf we\u2019re able to do that, it doesn\u2019t just mean that we\u2019re going to bring more Latinos into homeownership. That\u2019s going to happen no matter what. But I think it will be better for the growth of your business and actually more profitable for you over a longer period of time.\u201d<\/p>\n

The companies that win, he said, will be the ones that show up early and consistently.<\/p>\n

\u201cI think they\u2019re on the front line,\u201d Miedler said. \u201cThey\u2019re involved.\u201d<\/p>\n

This article was generated using HousingWire Automation and reviewed by a HousingWire editor before publication. The system helps convert company announcements and industry data into HousingWire-style news coverage.<\/em><\/p>","protected":false},"excerpt":{"rendered":"

Photo by AJ Canaria for HousingWire The Gathering Right now, the real estate industry is consumed by consolidation, capital and the next big brokerage model. Century 21 CEO Mike Miedler is focused on a more grounded question: Who will be sitting across the kitchen table from tomorrow\u2019s homebuyer? For Miedler, the answer is not just…<\/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\/49749"}],"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=49749"}],"version-history":[{"count":0,"href":"https:\/\/mk.gen.tr\/en\/wp-json\/wp\/v2\/posts\/49749\/revisions"}],"wp:attachment":[{"href":"https:\/\/mk.gen.tr\/en\/wp-json\/wp\/v2\/media?parent=49749"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mk.gen.tr\/en\/wp-json\/wp\/v2\/categories?post=49749"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mk.gen.tr\/en\/wp-json\/wp\/v2\/tags?post=49749"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}