In this article we assess the electoral effects of the nomination of ethnic minority candidates. We argue that descriptive representation is an important factor in how parties in SMD systems establish their coalitions over multiple elections. We demonstrate this by showing that descriptive representation has a consistent effect on voting behavior, and thus that parties can rely on descriptive representation to win over specific segments of the voting population. Previous studies have been limited to single election years and single countries, but we collect original data from multiple election cycles in Australia and the UK to test our argument. We find that descriptive representation is consistently associated with a 10-percentage point bump in support from ethnic minority independents and Labour supporters. We conclude by highlighting the importance of this finding for party competition.