ERA Real Estate Breaks New Ground With Bilingual Coaching Program

Program expansion

The program enhancement is led by Alex Vidal, president of ERA Real Estate, who will deliver coaching insights directly in Spanish. It was introduced in direct response to feedback from the ERA network, which indicated a Spanish-language coaching feature would provide a key differentiator to support agent recruitment and connecting with Hispanic consumers. As a bilingual leader for the ERA® brand who provides direct coaching to agents, Vidal is uniquely positioned to positively impact Hispanic real estate professionals as well as Hispanic homeowners.

Offered at no additional cost to ERA-affiliated agents, the program has already impacted more than 5,000 professionals. It now aims to deepen its reach by supporting agents in their native or second language.

With 65 million Hispanics representing nearly 20% of the U.S. population*, the opportunity to connect with this powerful buyer segment is more critical than ever. According to the National Association of REALTORS® (NAR) 2024 Member Profile Report, Hispanic REALTORS® now make up 10% of the industry, a number poised to grow as brands like ERA invest in inclusive professional development.

“Demographics don’t lie. The Hispanic market is a massive opportunity,” said Vidal. “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. This enhancement also strengthens our strategy to expand the ERA® brand’s footprint in high-potential open markets by attracting new franchisees.”

Hispanic market impact

The initiative also responds to a concerning trend: for the first time in a decade, Hispanic homeownership declined in 2024, according to the 2024 National Association of Hispanic Real Estate Professionals’ State of Homeownership Report. The ERA brand’s expanded coaching program aims to reverse that trajectory by equipping agents with culturally relevant tools to better serve their communities.

Launched in 2024, the ERA Coached Up Program features six live, virtual sessions covering topics such as mindset, database building, sphere engagement, and relationship-driven sales. Vidal’s “boots-on-the-ground” leadership style, honed through coaching more than 25,000 agents, ensures the sessions are both practical and inspiring.

Local ERA-affiliated brokers and designated proctors play a key role in the program’s success, facilitating weekly self-accountability meetings and supporting agents as they apply their learnings in real time.

“Coaching is my passion,” added Vidal. “Expanding this program to Spanish-speaking agents is a natural next step in helping the ERA network thrive, professionally and personally.”