Aaron Dolton

Aaron Dolton, marketing director for the Dallas division of Ryland Homes, said his company is launching a full-scale Hispanic initiative, which includes "Mi Casa," radio advertising and sponsorship of the Dallas Burn Major League Soccer team.

"In the Dallas area, it has reached a point where there is massive competition for the same buyers; it's almost a zero-sum game," he said."The last real frontier is the Hispanic market, which has the same discretionary income but hasn't been spoken to in their language and on their terms."

By the time "Mi Casa" debuts in May, Ryland will have Spanish-language versions of its Web site and marketing materials available, Dolton said.

The company is also adding bilingual staff, he said.