More Latinos are living the "American Dream" by becoming homeowners. Between 1995 and 2005, the number of Latino, owner-occupied homes increased by 3.1 million, reaching 6.9 million nationally. This number represents an 81 percent increase in Latino homeowners, which is even more impressive when compared to the same data for other demographics (overall, the market saw a 19 percent increase in homeownership for all other non-Latino owner-occupied homes). Additionally, in the next 20 years, Latinos are expected to make up 40 percent of all first-time homebuyers. This information is important to advertisers who are targeting new homeowners or whose products and services are home or home-repair oriented. The Hispanic population will become an increasingly important demographic when targeting new-homeowners, and advertisers should be pro-active when constructing their advertising messages and in their media plans and buys in order to take advantage of these new consumers. Data provided by the National Association for Hispanic Real Estate Professionals' Web site.