Building Loyalty with Hispanic Contractors [INFOGRAPHIC]

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Optimism Drives Opportunity

His­pan­ic con­trac­tors report greater opti­mism about the home improve­ment mar­ket and their own busi­ness prospects than non-His­pan­ic peers. They express few­er con­cerns about eco­nom­ic trends and inter­est rates, though they do show height­ened sen­si­tiv­i­ty to issues such as access to financ­ing and the impacts of glob­al conflicts.

Brands can meet this for­ward-look­ing mind­set by empha­siz­ing oppor­tu­ni­ties for growth in their mes­sag­ing and by high­light­ing financ­ing options and flex­i­ble pay­ment pro­grams. Help­ing these con­trac­tors nav­i­gate finan­cial hur­dles not only builds trust but posi­tions your brand as a val­ued busi­ness partner.

Specialty Focus Shapes Purchasing

Ris­ing mate­r­i­al costs and labor pres­sures affect all con­trac­tors, but His­pan­ic pros report feel­ing these chal­lenges more acute­ly. Many are striv­ing to main­tain project mar­gins while nav­i­gat­ing high­er costs and ongo­ing dif­fi­cul­ties in sourc­ing skilled labor.

Brands that clear­ly com­mu­ni­cate the val­ue of their prod­ucts — espe­cial­ly those that reduce instal­la­tion time or job­site inef­fi­cien­cies — will gain favor among this group. Mar­ket­ing should high­light how prod­ucts help con­trol costs, opti­mize labor use, and con­tribute to project profitability.

Openness to New Brands and Digital Tools

His­pan­ic con­trac­tors are more open to try­ing new brands and prod­ucts, with 54% hav­ing tried some­thing new in the past three months. They also lead in online order­ing, with near­ly half mak­ing pur­chas­es dig­i­tal­ly. Con­ve­nience, acces­si­bil­i­ty, and inno­va­tion are top priorities.

Build­ing prod­uct brands must deliv­er seam­less dig­i­tal expe­ri­ences to attract and retain these cus­tomers. A strong online pres­ence, accu­rate prod­uct infor­ma­tion, intu­itive order­ing, and reli­able ful­fill­ment will help con­vert their open­ness into brand loy­al­ty. Mar­ket­ing should also posi­tion brands as inno­va­tion part­ners aligned with the way His­pan­ic con­trac­tors increas­ing­ly work.

Addressing Communication Gaps

While His­pan­ic con­trac­tors face sim­i­lar home­own­er chal­lenges as oth­er pros, they report more fre­quent mis­com­mu­ni­ca­tions and com­pat­i­bil­i­ty issues when deal­ing with man­u­fac­tur­ers. War­ran­ty con­cerns and lack of clar­i­ty around prod­uct usage also stand out.

Brands can close these gaps by invest­ing in clear­er, more acces­si­ble prod­uct doc­u­men­ta­tion, offer­ing cul­tur­al­ly rel­e­vant train­ing mate­ri­als, and enhanc­ing cus­tomer ser­vice expe­ri­ences. Proac­tive­ly address­ing these fric­tion points helps build long-term trust and encour­ages repeat purchases.

A Forward-Looking Approach to Innovation

His­pan­ic con­trac­tors are eager adopters of new tech­nol­o­gy. One-fourth iden­ti­fy tech inte­gra­tion as the biggest growth oppor­tu­ni­ty in the home improve­ment sec­tor. Many are already using AI tools, design soft­ware, and CRM plat­forms to ele­vate their businesses.

To align with this inno­va­tion mind­set, build­ing prod­uct brands should offer dig­i­tal resources, train­ing, and tools that help His­pan­ic con­trac­tors stay ahead of indus­try trends. Posi­tion­ing prod­ucts as com­pat­i­ble with mod­ern, tech-enabled work­flows will fur­ther strength­en brand appeal.

Prioritizing Sustainability and Community

His­pan­ic con­trac­tors place strong empha­sis on eco-friend­ly build­ing prac­tices and com­mu­ni­ty engage­ment — pri­or­i­ties that dis­tin­guish them from some of their non-His­pan­ic peers. Rough­ly one-third are seek­ing to dif­fer­en­ti­ate their busi­ness­es through sus­tain­abil­i­ty and social impact.

Brands can con­nect with these val­ues by high­light­ing how their prod­ucts sup­port sus­tain­able build­ing, con­tribute to health­i­er liv­ing envi­ron­ments, and cre­ate pos­i­tive com­mu­ni­ty out­comes. Sto­ry­telling that reflects a shared com­mit­ment to envi­ron­men­tal and com­mu­ni­ty well-being will res­onate deeply with this audience.

Building Stronger Connections with Hispanic Contractors

His­pan­ic pros are opti­mistic, inno­va­tion-mind­ed, and recep­tive to brands that com­mu­ni­cate clear­ly, sup­port their growth, and reflect their val­ues. Build­ing prod­uct man­u­fac­tur­ers and retail­ers that meet these expec­ta­tions — through smarter com­mu­ni­ca­tion, tar­get­ed prod­uct sup­port, val­ue-dri­ven solu­tions, and a strong dig­i­tal pres­ence — will fos­ter loy­al­ty and dri­ve mean­ing­ful busi­ness growth with this influ­en­tial cus­tomer group.

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