New Book Assists Tax Preparation Companies in Overcoming Hurdles with Hispanics Customers

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Foreign born Hispanics are underserved in the tax preparation industry due to lack of education and language barriers. Tax Preparation companies need guidance in effectively reaching and serving this market segment.

Out of the 39.9 million Hispanics currently in the United States, half of those adults are foreign born. For many immigrants, American systems can be confusing and overwhelming. Most are unaware that they can and should file taxes even if they are not in the country legally.

For the Hispanics who are Permanent Residents or Green Card holders, there is often only word of mouth to assist them in navigating the confusing process of tax preparation. Too many of them are unaware of the purpose of a W-2 form, the April 15th deadline or the fact that they can claim dependents that live in Mexico.

Language is often a barrier in getting assistance with tax related questions and answers. Unfortunately, tax preparation offices often lack bilingual staffing, the knowledge of ITIN filing, and have trouble with legal issues pertaining to multiple names or invalid social security numbers.

These issues have led to an incredibly underserved Hispanic market. Blaire Borthayre is a speaker and consultant in the field of Hispanic marketing and author of the recently released “Marketing to Hispanics: A Comprehensive Guide for Tax Preparation Offices.”

Ms. Borthayre also works as a volunteer advocate in the Hispanic community and researched the tax preparation industry for two years before writing the book. “The need for education is incredible on both sides; both the client and the tax preparation companies” says Ms. Borthayre.

Apparently, some of the bigger companies agree. H&R Block, Jackson Hewitt and Liberty Tax Service have all purchased the book and hired Ms. Borthayre to speak and train about the topics covered. According to Margie West, Senior Director of Marketing for Jackson Hewitt:

“With Blaire Borthayre's vast and personal knowledge of the Hispanic Culture, she empowers her audience with enthusiasm and passion. Her book has enabled us to expand our Hispanic client base and gain insight into a whole new sector of our business."

Liberty Tax Service has opened a Hispanic Services Division based entirely on the concepts in the book. Danny Hewitt, Director of Franchise Marketing for Liberty Tax Service says “This book is a must have for tax preparation offices. We provide a copy to every franchise owner along with a compliance checklist. We are very serious about effectively serving the Hispanic community and are committed to doing it right."

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