At a recent Silicon Valley Association of Realtors Cultural Diversity course taught by instructors Fanny Chu and John Yen Wong, Realtors earned a continuing education certificate and a new understanding of their role in an ethnically diverse real estate market.

"As we see the census numbers and demographics, we know the facts and the niche market is no longer a niche. It is the market," said Chu, one of the course instructors and a Realtor with Prudential California Realty. "The fact is that Realtors will interface with buyers and sellers coming from a different cultural background."

Chu said the cultural diversity course is designed to provide awareness, heightened sensitivity, and communication and strategic planning skills. The one-day seminar is interactive, with Realtors participating in activities that put theory into practice.

"This is an age of political correctness, and the associated rules can be confusing. Some Realtors are paralyzed in developing a plan, and we want to help them to not be paralyzed and to do it appropriately," Chu said.

Co-course instructor Wong, also a Realtor with Prudential California Realty, believes the seminar will give Realtors the strategies to gather real estate information that is sensitive to people at a time when demographics are changing within the county as well as at the state level and nationally. Wong cited the Silicon Valley tech boom, which brought many people here on work visas, and the resulting bust, which means that many visas are now expiring and people will need to move.

"There is a need for sensitivity in selling properties. It's important to look beyond the stereotype and not make any assumptions. Realtors need to deal with every person as an individual," said Wong.

The recent cultural diversity seminar was attended by Realtors of all shapes, sizes and cultures. Realtor Andy Wong of Alain Pinel Realtors in Saratoga described his reasoning for taking the class. "I was born in the United States, and I am the son of immigrants from China. I've traveled all around the world in Asia and Europe. I've also lived in different parts of the United States. So why would I voluntarily pay for a class on diversity?" he asked.

"In the past, it was good enough to treat others as you would like to be treated. Today we need to treat people in the way they want to be treated. Realtors need to understand how each person wants to be treated. For example, a kind gesture in one culture could be considered rude in another," said Wong.

Wong believes diversity is about adopting an inclusive attitude toward all people. "The Bay Area is a very diverse community. However, we have more in common than we have differences. It's also important to understand that diversity is more than just ethnicity. It encompasses age, gender, socioeconomic status, religion/faith, and even regional differences within the United States that make each person unique."

The National Association of Realtors, in collaboration with state and local Realtor organizations, offers a variety of programs for Realtors that focus on reaching out to all racial and ethnic groups in the community. To promote equal and affordable housing opportunities for all Americans, Realtors are making every effort to embrace cultural diversity.

Through cultural diversity training Realtors learn that there is often a stereotypical view of different cultures. Some of the areas that cause people to make cultural stereotypes include time orientation, type of civilization, character, honesty/reliability, social class, religion, work ethic and talents and abilities. For instance, different cultures view time in different ways. Some cultures are ruled by it, and in other cultures it doesn't play a large role. Identifying these differences is key to understanding other cultures in relationship to one's own.

One of the goals in the understanding of cultural diversity is to develop a positive acceptance of individuals who come from diverse cultures and backgrounds that goes beyond mere tolerance of other people. Accepting the individual as well as the culture he or she comes from is the first step.

One of the next steps is to appreciate differences in all individuals, regardless of cultural and racial background, marital status, gender, sexual orientation, religion, age, geographic origin, educational background, and physical and mental capacity.

"Realtors view Silicon Valley as a unique melting pot and embrace the diversity here," said Judy Jarvis Ellis, president of the Silicon Valley Association of Realtors. "We are pleased to offer continuing education courses on cultural diversity to our Realtor members so they can go out and help people from all cultures achieve the dream of homeownership."