Outside the Box Applicant Recruitment Ideas Portland, OR Oct. 24, 25, 2014
Participants will: Review the work of HFHI on the subject Share best practices Gain experience through Q and A
Group Activity Share the family selection roadblocks that your affiliate is experiencing today.
Mortgage Procedures and Regulations MPAR All homeowner selection staff and committee members review MPAR University on my.habitat. Download the mortgage origination checklist All selection staff and committee members take the ABA courses offered. slee@habitat.org
Recruit Internally Ask your homeowners for suggestions. Ask homeowners how the process went for them? Homeowner satisfaction survey Homeowner focus groups Consider making changes in the selection process based on feedback. Copyright 2008 June 2008
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?
Utilize Your ReStore Mission posted big and easy to read ReStore staff know the brief criteria Resource Center Information about the affiliate Information about applying Computer for applying
Columbus Area Habitat for Humanity ReSource Center @ ReStore Computer Stations Internet HFH materials Lending Library Reading Lounge Kid-Friendly Activities www.columbusareahabitat.com 8
Outside the Affiliate--Shared Marketing Ideas Market throughout your GSA Fliers in utility bills E-mail 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
Outside Information Sessions Wake Co. In Raleigh area Wake Co. HFH, these include large hospitals, school district office & city public transit Outside of Raleigh, approach largest employers and local churches Copyright 2008 June 2008
HFH of Greater Memphis FY 14 Recruitment Objectives Develop a strategic recruitment campaign, including paid ad 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
HFH of Greater Memphis Elements of the Plan Paid Advertising TV, Radio, Inside Busses Social Media Other Habitat Channels - Newsletter, E-Mail Blasts, ReStore, Website, Blog, etc. Grassroots Outreach More Offsite Orientations More Aggressive Follow-Up Process Direct Mail Public Relations
HFH of Greater Memphis Paid Advertisement TV Goal is to place via Comcast on targeted channels (BET, CMT, Lifetime, etc.) and a local network, like FOX or ABC. Later, a placement on a Spanish-language station may be considered. Radio/TV Memphis Habitat purchased spots from Kent County, MI, affiliate and re-edited for Memphis use. The sound will be used for radio spots. There is also a Spanish version. Online Facebook promoted posts and perhaps Google AdWords Signage inside local busses
Houston County HFH, GA Message for media and local employers. Tom Prior: Employers know who their dependable, low-wage 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.
Wake County HFH, NC -
Wake Co. still looking to do better Inducing large employers to allow significant information distribution to staff Biggest personal goal.to convince Wal-Mart to allow presentations to associates Copyright 2008 June 2008
Application Distribution Analyze your current process. Open Application Cycle vs Closed Application Cycle
Indian River Example: Evaluating Process 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 for program on phone. Take contact info. Send postcard with meeting time and place. Volunteers available to help with application.
Indian River 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 for program on phone, invite to office Staff meets with all applicants that come to office. Orientation video in office. Every applicant gets a 3-step plan
Indian River HFH 3-Step Plan Each 3 step plan is personalized for the applicant. For one that qualifies, it might be: Complete application Make copies of documentation Turn in application For someone who doesn 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 you re ready to qualify.
Greater San Francisco Homebuyer Readiness 2010 began an outreach and learning program designed to educate and inspire potential applicants. We conduct a three-session seminar on credit, debt and budgeting; We include a free credit report and 1:1 counseling session; We picked five cities/neighborhoods to focus efforts; and We visit each city twice a year and use a local CBO facility. 21
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
Other Partnerships Ideas Housing Authority Bank homebuyer programs IDA programs at churches
Broaden Your Family Selection Criteria Need 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
Has the Cost of Your Houses Eliminated Applicants? Avoid Creeping Affluence Check your costs: Are houses still affordable? Use an ability-to-pay calculator to help the Family Selection Committee determine affordability.
Payment shall not exceed 30% of gross monthly income. 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. YEARLY HOUSING EXPENSES Sales Price 100,000 Years Amortized 30 total number of monthly payments 360 MONTHLY MORTGAGE PAYMENT 278 Taxes 80 Insurance 50 Other (termite bond) 10 MONTHLY ESCROW PAYMENT 140 PROJECTED MONTHLY UTILITY 100 TOTAL MONTHLY EXPENSES 518 TOTAL YEARLY EXPENSES 6,126 MINIMUM GROSS INCOME REQUIRED (Family of 4 AMI 35,000) At 30% 10,500 At 33% 11,550 At 38% 13,300 At 40% 14,000 What is wrong with this scenario?
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.
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?
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. http://my.habitat.org/download/g32e58/hfhi-legal-advisory--denial-for- Credit-Reasons-under-Fair-Credit-Reporting-Act-Oct-2011 Copyright 2008 June 2008
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?
Other Resources my.habitat.org Recipes for Financial Fitness http://www.habitat.org/habitat_learns/nefe/index.html Clearpoint (online courses) National Endowment for Financial Education (NEFE.org) Conf. calls on my.habitat http://my.habitat.org/audiorecordings/g34624/finding- Creditworthy-Applicants-during-the-Recession-61-minutes- 2009 http://my.habitat.org/audiorecordings/g353b2/determining- Family-Ability-to-Pay-2011-73-minutes
Thank you for your important role in this ministry! October, 2011