St. Louis housing counseling agencies joined National Housing Resource Center in a high impact Housing Fair,
This is the seventh housing event sponsored by Deutsche Bank to reach underserved communities with targeted marketing and housing counseling services on homebuying and foreclosure prevention.
Each event has the joint goals of promoting the excellent work of local agencies and strengthening our outreach capacity. We had 216 people attend. The housing counseling agencies in St. Louis reported that this was the best turnout they have had.
We learned a few lessons for our best practices list. For the first time, we were able to include the dollar amount of available down payment assistance in our marketing. We focused all of our radio dollars on longer 60 second spots during the final week leading up to the event. While we did see a higher percentage of attendees who heard about the event on the radio, it still could not compete with the response from social media. So it bears repeating – Facebook ads were the biggest driver of registrations and attendance (50%). More importantly, Facebook is connecting with people who had not known about housing counseling as well as those who never thought they could consider becoming a homeowner. Finally, location matters and the Friendly Temple church was a trusted institution in the community with the target population.
Here is the breakdown of sources:
|Word of Mouth||19||9%|
|HCA or community group||16||8%|
It was an honor and pleasure to watch the St. Louis housing counselors at work. Thanks to them for hard work and professionalism:
Urban League of Metropolitan St. Louis
The Housing Partnership
Better Family Life, Inc.
Community Action Agency of St. Louis County, Inc. (CAASTLC)
Youth Education and Health in Soulard
Housing Options Provided for the Elderly: HOPE