MARKETING NSP HOMES FROM OUTREACH TO CLOSING FLORIDA HOUSING COALITION ANNUAL CONFERENCE SEPTEMBER 27, 2011 GLADYS SCHNEIDER
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1 MARKETING NSP HOMES FROM OUTREACH TO CLOSING FLORIDA HOUSING COALITION ANNUAL CONFERENCE SEPTEMBER 27, 2011 GLADYS SCHNEIDER
2 MARKETING NSP HOMES NSP Benchmarks! Marketing 101! Marketing Strategies! Q&A! Buyer! House! Lender!
3 BENCHMARKS NSP 1! Obligate within 18 months of receipt! February - March, 2012! 99.6% of NSP1 funds obligated! 100% Expended within 4 years! February - March, 2013! As of September 19, 76.47% of NSP1 funds have been expended!
4 Benchmarks: Expenditures NSP 2! Expend 50% by February 11, 2012! Expend 100% by February 11, 2013! 4
5 Benchmarks: Expenditures NSP2! American Recovery and Reinvestment Act of 2009 (ARRA)! The grantees shall expend at least 50% of allocated funds within two years of the date funds become available to the grantee for obligation, and 100% of such funds within 3 years of such date.! 5
6 Benchmarks: Expenditures NSP2! 27.66% Expended as of September 19!!!! $431,239,661 left to expend! 136 days left to expend!!!! 6
7 Benchmarks: Expenditures NSP 3! Expend 50% by March 2013! Expend 100% by March 2014! As of September 19, 2% of funds have been expended! 7
8 MARKETING STRATEGY= SELL HOMES TO ELIGIBLE BUYERS NSP HOME! LENDER! BUYER!
9 Marketing 101 Marketing is a mix of:! Advertising- paid! Promotion- staged! Publicity- good or bad?! Public Relations- orchestrated! Elephant Story!
10 THE 4 P S PRODUCT- HOME AND INCENTIVES! PLACEMENT- INTAKE, COUNSELING, FINANCING! PRICE- MARKET/SUBSIDY! PROMOTION- MARKETING PLAN!
11 MARKETING PLAN States what your group will do in launching your products- specific actions! Plan includes timing of sales! Promotional activities! Pricing intentions! Distribution efforts! Evaluation of outcomes method!
12 WHAT IS THE TARGET MARKET
13 MARKET RESEARCH Who is Target Market! Tools for Identifying Segment! Begin with Grant Requirements! Customer needs assessment! Competitive Challenges! SWOT!
14 Plan Basics Decide how plan will be created and controlled! Keep in a Binder! Measure Activities and Outcomes! Survey customers how they heard of program!
15 MARKETING PLAN MAIN COMPONENTS ANALYSIS! RESPONIBILITY/TEAM! GUIDELINES- MESSAGES! SCHEDULE OF ACTIVITIES! BUDGET! EVALUATION!
16 ANALYSIS List of Target Populations! Demographics! Income and Affordability! Absorption Rates! use formula- divide total number of available or for sale homes by number of homes sold in previous month! Result is number of months home can be expected to be on market- normal is 3-4 months!
17 Absorption Rate Example Example- 252 similar homes on market! 22 were sold last month! Divide 252 by 22! result is that is how many months the home could be on the market!
18 MARKETING TEAM IN HOUSE! COORDINATE WITH GRANTEE! OBTAIN PROFESSIONAL SERVICES!
19 THE SALES FORCE
20
21 Getting Professional Help Ad Agency! PR firm! Local Govt. Communications office! Endorsements! Co-Branding! Social Media!
22 Advertising! Flyers! Messages to Market Employers! Schools! Neighborhood Associations! PHA s! Others???!
23
24 AFFIRMATIVE MARKETING Requirement- the grantee will work diligently to affirmatively further fair housing! Useful data Analysis of Impediments! Creative Outreach! Set Goals! Use fair housing logo on all marketing materials and in seller s office!
25 AFFIRMATIVE MARKETING Fair housing statement on marketing materials:!! It is the policy of the [insert name of agency] to provide services without regard to race, color, religion, national origin, ancestry, age, sex, familial status, physical handicap or disability.! 25
26 ACTIVITIES Schedule and develop timeline- based on availability of homes and projection of client readiness! Ongoing activities- website, signage, billboards! Special Events- visits to employers, etc., open houses, seminars!
27 Marketing Budget Professional Fees! Printing! Website Setup and Maintenance! Paid Advertising! Site Signs! Special Events! Sales Agentcommission! Legal Workdisclosures!
28 TRACKING PROGRESS Record all inquiries and source- , phone, in person (how did you hear?)! Showings! Intake applications! Pre-qualifications! Income certifications by income level! Approvals! Customer appreciation surveys!
29 Get Demographic Information Obtain and record for all inquiries, applicants, showings-! By demographics! Current residential zip code! Employer! Type of Employment! Income level!
30 MARKETING THE NEIGHBORHOOD
31 SOCIABILITY STREET LIFE! SOCIAL NETWORKS! EVENING USE! VOLUNTEERISM! # OF WOMEN, CHILDREN, ELDERLY! COOPERATIVE NEIGHBORLINESS! STEWARDSHIP! DIVERSITY! PRIDE! FRIENDLINESS! INTERACTIVE! WELCOMING!
32 USES AND ACTIVITIES PROPERTY VALUES! RENT LEVELS! RETAIL SALES! LOCAL BUSINESS OWNERSHIP! FUN, ACTIVE! VITAL, SPECIAL! USEFUL, REAL! INDIGENOUS! CELEBRATIONS! SUSTAINABLE!
33 ACCESS AND LINKAGE TRAFFIC DATA! TRAFFIC MODES! TRANSIT USAGE! PEDESTRIAN ACTIVITY! PARKING USAGE PATTERNS! CONTINUITY! PROXIMITY! READABILITY! CONNECTEDNESS! WALKABLE! CONVENIENT! ACCESSIBLE!
34 COMFORT AND IMAGE CRIME STATISTICS! SANITATION! BUILDING CONDITIONS! BUILDING CONDITIONS! ENVIRONMENTAL DATA! SAFE! CLEAN! WALKABLE! SITTABLE! CHARM! SPIRITUAL! ATTRACTIVE! HISTORIC!
35 THE HOME Showing Homes! Model Home! Home Staging! Selection pre- rehab?!
36 Showing and Staging Clean- very clean! Interior and Exterior! By appointment or open house! Have a fun atmosphere- refreshments and goodie bags, kids activities! Staging- hang a wreath, welcome mats, flowering plants, apple pie candles! Have information available to take away!
37 Brochures and Information Floor plans with square footage! Energy efficiency appliances! Estimated taxes and utilities! Local schools, parks, transit, events! Home specs, warranty information! Financing information! Qualified Lenders!
38
39 New Outreach! Waiting List! Applicant pool! THE BUYER
40 Homebuyer Education Start early! Involve lenders! Involve credit counselors! Develop a tracking system! Triage!
41 THE HOMEBUYER CLUB
42
43 THE LENDER Pre-qualified lenders! Lender Education! Get documents pre-approved! Develop relationships! That special loan officer! CRA!
44 LOAN APPROVAL PROCESS
45
46 NSP Financing NSP can fund the first mortgage! Need underwriting guidelines! Staff experience ( bank income vs NSP income )! Servicing considerations! Legal considerations!
47 CO-BRANDING
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52 USE SOCIAL MEDIA
53
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