Hispanics are Florida's largest minority group. Between 1990 and 2000, Florida's Hispanic population increased by 70.4 percent from 1.6 million to 2.7 million. According to the U.S. Census Bureau, the Hispanic population for 47 of Florida's 67 counties doubled in the same period of time. Over the next 20 years, the Hispanic population is expected to make up 40 percent of first-time home buyers. The Selig Center for Economic Growth at the University of Georgia reports that Hispanic buying power has jumped 357 percent from 1990 to 2008.

"With over 650 Spanish-speaking sales associates in Florida, Coldwell Banker Residential Real Estate is increasing its commitment to offering maximum service and helping the growing Hispanic community meet their real estate needs. CASA Coldwell Banker is based on building cultural awareness and informing Hispanic consumers of our commitment and continued professionalism with culturally appropriate marketing and business materials," said Clark Toole III, President and Chief Operating Officer, Coldwell Banker Residential Real Estate. The launch of the CASA initiative comes at the heels of National Hispanic Heritage Month (September 15 - October 15) recognizing the culture and traditions of Spanish-speaking residents living in the United States.