Short Sales Toledo Ohio

					A FORECLOSURE PREVENTION MARKETING PLAN FOR OHIO COMMUNITIES


  The Issue – Foreclosure
  The non-profit organization Policy Matters Ohio has done research
  confirming that the number of foreclosures filed in Ohio has nearly
  quadrupled over the past 10 years, from 17,000 in 1995 to 64,000 in
  2005. The 2005 figure represents one in every 71 households in the
  state.
A FORECLOSURE PREVENTION MARKETING PLAN FOR OHIO COMMUNITIES


  NeighborWorks America
  Strategically placed throughout Ohio, NeighborWorks® America
  organizations have been collaborating independently with public and
  private funders, lenders and nonprofit practitioners to develop and
  implement local strategies to reduce the incidence of foreclosure.
A FORECLOSURE PREVENTION MARKETING PLAN FOR OHIO COMMUNITIES


 The Ohio Foreclosure Prevention Initiative
 In 2005, Ohio NeighborWorks® organizations formed a statewide
 coalition to share best practices, align efforts and leverage their
 strategic partnerships to bring about a common goal: significantly
 reducing foreclosure risk for Ohio’s low-to-moderate income families.
A FORECLOSURE PREVENTION MARKETING PLAN FOR OHIO COMMUNITIES


 The Ohio Foreclosure Prevention Initiative - Outcomes
 The outcomes of such a focused collaborative approach will be significant
 and quantifiable: the avoidance of foreclosure by families at risk, the
 preservation of the assets of vulnerable families and savings to lenders
 affected by mortgage losses.
A FORECLOSURE PREVENTION MARKETING PLAN FOR OHIO COMMUNITIES


 The Ohio Foreclosure Prevention Initiative - Services
 As a group and through our partnerships, we currently provide or are able
 to provide some or all the following services to our communities:
     • Crisis hotline
     • Budget, credit and default counseling
     • Rescue funds
     • Financial restructuring
     • Assistance with short sales
     • REO services
     • Assistance with housing rehabilitation services
     • Financial literacy training
     • Community outreach
A FORECLOSURE PREVENTION MARKETING PLAN FOR OHIO COMMUNITIES


 The Ohio Foreclosure Prevention Initiative – 888-995-HOPE
 To connect the thousands of homeowners across Ohio to the help they
 need, the Homeownership Preservation Foundation (HPF) provided
 888-995-HOPE, a free non-profit hotline available 24 hours a day, 7
 days a week.

 When homeowners call the hotline, they receive free advice and
 counseling from HUD-certified counselors and/or connection to local
 Ohio NeighborWorks America agency who offer a variety of services.
A FORECLOSURE PREVENTION MARKETING PLAN FOR OHIO COMMUNITIES


 The Marketing Opportunity – Creating the Brand
    • National support from NeighborWorks America and
       Homeownership Preservation Foundation
    • Local NeighborWorks America agencies with history of strong
       output capability
    • Ability to create seamless front-door for foreclosure clients (888-
       995-HOPE)
    • Hotline offers differentiated approach to reaching clients
    • General public’s knowledge, understanding of foreclosure issue
    • Lack of available solution in the marketplace (local or statewide)
A FORECLOSURE PREVENTION MARKETING PLAN FOR OHIO COMMUNITIES


 The Marketing Challenge – Creating the Brand
    • Connecting symptoms to the foreclosure issue to reach clients
    • Differentiating from local scams
    • Making the message personal
    • Respecting existing brand awareness of local NeighborWorks
       agencies
    • Connecting with stakeholders in a varied statewide marketplace
    • Myths and misconceptions
A FORECLOSURE PREVENTION MARKETING PLAN FOR OHIO COMMUNITIES


 The Marketing – Key Components (Phase One – Local)
    • Public Service Announcements (Radio and TV)
    • Print advertisements
    • Flyers
    • Posters
    • Public Relations
    • Community Outreach
A FORECLOSURE PREVENTION MARKETING PLAN FOR OHIO COMMUNITIES


 The Marketing – Key Components (Phase One)
 flyer
A FORECLOSURE PREVENTION MARKETING PLAN FOR OHIO COMMUNITIES


 The Marketing – Key Components (Phase One)
 public relations
A FORECLOSURE PREVENTION MARKETING PLAN FOR OHIO COMMUNITIES


 The Marketing – Key Components (Phase One)
 community outreach
A FORECLOSURE PREVENTION MARKETING PLAN FOR OHIO COMMUNITIES


 The Marketing – Key Components (Phase Two – Local, Statewide
                 and National)
    • Continuation of successful Phase One components
    • Foreclosure Awareness Television Programs (Statewide Time
       Warner Cable, Government Channels)
    • Ad Council Campaign – National TV, Print, Radio, Internet
A FORECLOSURE PREVENTION MARKETING PLAN FOR OHIO COMMUNITIES


 The Marketing – Key Learnings

 Develop Broad Partnerships
 Broad collaboration and strong communication are critical. Connect with
 local programs that are involved in homeownership preservation and
 neighborhood revitalization and develop effective and ongoing methods of
 communication. Statewide coalitions can help agencies that are
 addressing issues that extend beyond city borders.
A FORECLOSURE PREVENTION MARKETING PLAN FOR OHIO COMMUNITIES


 The Marketing – Key Learnings

 Make Marketing Inclusive
 Delinquencies can happen to anyone. Create a marketing strategy that
 helps homeowners feel comfortable approaching the program for help.
 Use grassroots marketing to provide a longer-lasting message to the
 larger community.
A FORECLOSURE PREVENTION MARKETING PLAN FOR OHIO COMMUNITIES


 The Marketing – Key Learnings

 Measure Results
 Develop a sound method of tracking and measuring results. This will
 ensure that program activities are addressing local issues. Track
 customers by ZIP code to fully understand the needs in each area.
A FORECLOSURE PREVENTION MARKETING PLAN FOR OHIO COMMUNITIES


 The Marketing – Results
 In 2006, 888-995-HOPE has logged 3,000 calls and 1,000 counseling
 sessions for Ohio.

 By the end of 2006, it is estimated that NeighborWorks America’s Ohio
 agencies will complete a minimum of 1,000 counseling sessions.

				
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