Outside the Box Applicant Recruitment Ideas TX State Conference August 11-12, 2014

Transcription

1 Outside the Box Applicant Recruitment Ideas TX State Conference August 11-12, 2014 Phillip Bridgewater Organizational Development Consultant Merger SME US Office HABITAT x4520

2 Participants will: Review the work of HFHI on the subject Share best practices Gain experience through Q and A Tackle case studies if time allows

3 Group Activity Share the family selection roadblocks that your affiliate is experiencing today

4 Mortgage Procedures and Regulations MPAR All family selection staff and committee members review the MPAR University page on All selection staff and committee members take the ABA courses offered

5 Recruit Internally Survey homeowners as to how the homeownership process went for them and ask homeowners for suggestions Homeowner satisfaction survey Homeowner focus groups Consider making changes in the selection process based on feedback

6 Spread the Word within the Affiliate Board of Directors Short 10 minute presentation statistics on # of families applied, # chosen roadblocks to successful application roadblocks to families applying Present a list of how they can help suggestion for outreach make presentations suggest coalition partners, etc. Who else can help?

7 Utilize Your ReStore Mission posted and big ReStore staff know the brief criteria Resource Center Information about the affiliate Information about applying Computer for applying

8 Columbus Area Habitat for Humanity, GA ReSource Renovation Station Computer Stations Internet Lending Library Reading Lounge Kid-Friendly Activities

9 Columbus Area Habitat for Humanity, GA GIIS (Georgia Insurance Information Service) Custom Banner Web Page Main Menu Customizable Content Brochures, Flyers Speaker s Bureau

10 GIIS (Georgia Insurance Information Service)

11 GIIS (Georgia Insurance Information Service), Cont d

12 GIIS (Georgia Insurance Information Service), Cont d

13 Outside the Affiliate - Shared Marketing Ideas Market throughout your GSA Fliers in utility bills blasts to other non-profits Schools Posters Want ads Facebook Craigslist Business cards for family selection Educate other non-profits / banks so they can refer

14 HFH of Wake County, NC Partners Referral partners include Housing Authority, Human Services Offices and other non-profit affordable home builders Aspirational partners include job training and transitional housing programs Outside Information Sessions Raleigh area: large hospitals, school district office & city public transit Outside of Raleigh: approach largest employers & churches Where we are looking to do better Inducing large employers to allow significant information distribution to their staff Biggest organizational goal.to convince Wal-Mart to allow presentations to associates

15 HFH of Greater Memphis FY 14 Recruitment Objectives Develop a strategic recruitment campaign, including paid placement Earn at least 3 news stories annually Secure a minimum of 200 visits per month to the online application page Reach 1,200 potential applicants annually (100 per month) Host 4 offsite orientation sessions annually Launch quarterly homeowner newsletter

16 HFH of Greater Memphis Elements of the Plan Paid Advertising TV, Radio, Inside Buses Social Media Other Habitat Channels - Newsletter, Blasts, ReStore, Website, Blog, etc. Grassroots Outreach More Offsite Orientations More Aggressive Follow-Up Process Direct Mail Public Relations

17 HFH of Greater Memphis Paid Advertisement TV Goal is to place ad via Comcast on targeted channels (BET, CMT, Lifetime, etc.) and a local network, like FOX or ABC; a placement on a Spanish-language station may be considered at a later date Radio/TV Memphis Habitat purchased spots from Kent County, Mich., affiliate and is re-editing for Memphis use (sound) in/for radio spots; also a Spanish version Online Facebook promoted posts & perhaps Google AdWords (Online advertising by Google) Signage inside (outside?) local buses

18 Houston County HFH, GA Message for Media and Local Employers Employers know who their dependable, lowwage employees are, ones that have been with them for a while. They can essentially give them a $300-a-month pay raise by pointing them to Habitat, and it won t cost them a cent. When employers help do that, their employee s housing cost can easily drop by $300 a month. Tom Prior, Former ED

19 Wake County HFH, NC

20 Mid Ohio HFH Franklin County Head Start 31 Centers and 3,800 slots Each center has Parent Meetings and recruitment fairs Using Partner Family as Recruiters Public Relations event is a sweat equity requirement Neighborhood fairs, Back to School Events, Church fairs Arrange recruiting events at their place of employment thru HR department Brochures along with paystubs or posters at work Homeowner Referral Contest Other Strategies Door to door flyers using volunteers Postcard mailings to all rental units in specific areas Direct mailings to specific zip codes Charter Schools and city schools PTA Neighbor to Neighbor and Rock the Block Events

21 Application Distribution Open vs Closed Application Cycles Open application cycle - applications are being accepted and evaluated continuously Closed application cycle - applications are accepted during a specified time period. During the closed period inquirers can be told when to contact the office again or can be put on a list for the Affiliate to contact at the appropriate time

22 HFH of Indian River: Evaluating the Process (example) Applicant Meeting vs Sending Applications Review applicant meeting data: Attendance, completed applications, number approved What are families saying: Location, Length, Presentation, Child Care Former process: Brief criteria on phone Take contact info Send postcard with meeting time and place Volunteers available to help with application

23 HFH of Indian River: The New Process Personal Touch vs Applicant Meeting Individualizing our Family Selection process remains to be one of the most successful changes we have made over the last 5 years. Lindsey Goodall, Indian River HFH New Process: Brief criteria on phone Staff meets with all applicants that come to office Orientation video in office Every applicant gets a 3-step plan

24 HFH of Indian River: 3-Step Plan Each 3 step plan is personalized for the applicant For those who qualify, the plan might be: Complete application Make copies of documentation Turn in application For those who don t qualify, it may look more like: Pay down bad debt to meet our guidelines Reduce debt to income by paying off a credit card or increasing income by filing for child support Start collecting paperwork needed by Habitat when ready to qualify

25 Trinity HFH Short Form Pre-Assessment Form & Application Fee 2007 Orientation Attendance..1, % Applications Completed % Applications Approved! % & 26% 2008 Orientation Attendance , % Applications Completed % Applications Approved! % & 19% 2009 Orientation Attendance.. 1, % Applications Completed % Applications Approved! % & 11%

26 Trinity HFH Short Form Pre-Assessment Form & Application Fee, Cont d 2010 Orientation Attendance 1, % Short Forms NEW. $10 fee % Full Applications Completed % & 42% Applications Approved! % & 14% & 32% 2011 Orientation Attendance..$10 fee... 1, % Short Forms % Applications Completed % & 19% Applications Approved!. 43 4% & 9% & 49% 2012 Orientation Attendance $15 fee 178 N/A Short Forms % Applications Completed % Applications Approved! 51 9% & 48% 2013 Orientation Attendance $15 fee 152 N/A Short Forms % Applications Completed 98 16% Applications Approved!. 36 6% & 37% Fee increased to $20 in CY2014

27 Collaborate with Other Organizations Mitchell-Yancey, HFH, NC, Example Applicants with credit problems referred to a volunteer at a credit union Volunteer works with the family Charlotte County HFH, FL, Example Use a pre-application All applicants put into timed pipeline: 6 months (meet criteria), 18 months (small problem), Beyond (referred to Solstice for credit counseling) Regular check-in with affiliate required

28 Become HUD Certified Valdosta-Lowndes County HFH, GA Austin HFH, TX East Bay HFH, CA All applicants take the HUD courses. Those with credit repair needs take longer. Profit center for affiliate when offer to broader community.

29 Other Partnerships Ideas Local Housing Authority Bank Homebuyer Programs NeighborWorks America is one of the country s preeminent leaders in affordable housing and community development. We work to create opportunities for lowerincome people to live in affordable homes in safe, sustainable communities that are healthy places for families to grow. Local Community Development Corporations (CDCs) Individual Development Acct (IDA) Programs at Churches

30 Review & Broaden Homeowner Selection Criteria Need varies from family to family. Can changes be made to serve a wider audience? Overcrowding Unhealthy housing situations mold, mildew Factors beyond obvious structural inadequacies such as the family being cost-burdened Households paying more than 30% of income to housing costs (including utilities) are said to be cost burdened. Households paying more than 50% of income for housing are said to be severely cost burdened

31 Have the Cost of Your Affiliate s Houses Eliminated Applicants? Creeping Affluence? Regularly review your affiliate s house costs Are houses still affordable? Use an ability-to-pay calculator to help the Family Selection Committee determine affordability

32 YEARLY HOUSING EXPENSES Sales Price Years Amortized total number of monthly payments MONTHLY MORTGAGE PAYMENT Taxes Insurance Other MONTHLY ESCROW PAYMENT PROJECTED MONTHLY UTILITY TOTAL MONTHLY EXPENSES TOTAL YEARLY EXPENSES MINIMUM GROSS INCOME REQUIRED (Family of 4 AMI 35,000) At 30% At 33% At 38% At 40% Payment shall not exceed 30% of gross monthly income.

33 Are We Counting All Income? Family Income is all the money that is legally received on a regular schedule by all family members from all sources (salary, retirement, pension, Social Security, disability, child support, alimony, public assistance, etc.). Sources of income that will continue for at least three years.

34 What is Good Credit and Bad Credit for Your Affiliate? Does your affiliate have a policy? Use a time limit Classify different debt differently Are there extenuating circumstances to consider? No credit vs. long history. (Some cultures do not believe in credit.) Consider current situation and actions repaying and improving? willing to consider counseling? attitude about or towards their debt & repayment?

35 New Credit Rule The Fair Credit Reporting Act was amended by the Dodd-Frank Wall Street Reform and Consumer Protection Act and, effective July 21, 2011, creditors must include the disclosure of credit scores and related information if a credit score was used in taking adverse action (such as the denial of a homeowner s application by an affiliate). My.habitat sample letter available soon. Credit-Reasons-under-Fair-Credit-Reporting-Act-Oct-2011 Copyright 2008 June 2008

36 Evaluate Willingness to Partner Assess willingness to partner criteria: Completion and return of the application in a timely fashion still appropriate. Review the affiliate s sweat equity requirements. Do you need accommodations for saving a down payment or closing costs?

37 Other Resources My.Habitat.org Recipes for Financial Fitness CredAbility (online courses) National Endowment for Financial Education (NEFE.org) Conf. calls on my.habitat Creditworthy-Applicants-during-the-Recession-61-minutes Family-Ability-to-Pay minutes

38 Thank you for your important role in this ministry! October, 2011