Housing Counselors: Navigating the Housing

Industry Back into the Black

Kris FountainDirector of Training

The Affordable Housing Group Training Center & TAHC

Goals and Objectives

Analyze Population Trends Analyze the Four Major Generations Explore Marketing Techniques and

Strategies Explore Effective Management Techniques

Population Trends - Multi-family Households

Interesting Facts According to the Pew Research Center’s Multi-Generational Family

Household Report, about one in five adults ages 25 to 34 now live in a multi-generational household. So do one in five adults ages 65 and older

From 2007 to 2008, the number of Americans living in a multi-generational family grew by 2.6 million due in large part by job losses and home foreclosures

Other Factors: The change in the median age of first marriages: The average man marries at age 28 now (compared to 23 in 1970) The average woman marries at age 26 now (compared to 21 in

1970) Big wave of immigration dominated by Latin Americans and Asians

which began in 1970. Like their European counterparts from earlier centuries, they are more inclined to live in multi-generational family households.

Interesting Facts

Women account for 85% of all consumer purchases.

91% of New Homes

92% of Vacations

93% of Food purchases

66% of Personal Computers

89% of Bank Accounts -- (she-conomy.com e-magazine)

Women age 50 and older control net worth of $19 trillion and own more that three-fourths of the nation’s financial wealth– MassMutual Financial Group.

Women comprised of 46.8% of the total U.S. labor force in 2009– U.S. Dept. of Labor (www.dol.gov)

Generational Analysis

Which of the following means the most to you? Elvis joins the Army Jimi Hendrix dies MTV debuts Michael Jackson dies

Generational AnalysisSilent Generation(1922-1945)

Baby Boomers(1946-1964)

Generation X(1965?-1980?)

Millenials(1981-2001)

Core Values Respect AuthorityConformersDiscipline

OptimismInvolvement

IndividualisticPragmaticAccepts Diversity

ConfidentConnectedCelebratesDiversity

Family/Childhood TraditionalNuclear

DisintegratingSingle-parent

Latch-key kidsSelf-Reliant

PamperedNurturedFriends = Family

Education A Dream A Birthright A means to an end An incredible expense

CommunicationMedia

Rotary phonesFace-to-FaceMemo

Touch-tone phonesCall me anytime

Cell phonesEmail meCall me only at work

TextingFacebookTwitter

Music Medium From Phonograph to Vinyl Records

From vinyl records to 8-track Tapes

Cassette tapes to compact discs Compact discs to I-POD, Internet, etc

Major GenerationalEvent (s)

Great DepressionWW II

Civil Rights MovementJFK/RK/MLKassassinationsVietnam War

Personal ComputerMusic VideosDestruction of the Berlin Wall

USSR dissolvedSeptember 11th

War on Terrorism

Dealing with Money Put it awayPay cash

Buy now, pay laterCredit

CautiousSave, Save, Save

Earn to spend

Work Ethic and Values Hard WorkRespect AuthoritySacrificeDuty before funAdhere to Rules

Workaholics“Super Woman”Personal FulfillmentCrusading Causes

Task OrientatedSelf-ReliantEntrepreneurialWants Autonomy with

accountability and structure

Multi-task FASTGoal Orientated

Message that motivates Your experience is respected Your are valued and needed Do it your wayForget the rules

You will work with other bright, creative people

Work & Family Balance Ne’er the twain shall meet No balanceWork to live

Balance “Weisure”

Marketing Techniques

“Official Sponsor of…” Financial Literacy Tours

30 Low Cost Marketing Tips1. Hang a banner in town.2. Display a magnetic sign on your car.3. Create or join a networking group of non-competing

businesses or agencies.4. Facilitate an office “Blue Sky” marketing meeting5. Send birthday cards to customers. 6. Create a statement that describes the value your company

brings to customers and hang it up in your office, include in your email signatures and work voicemail.

7. Save marketing materials you like and use them as ideas for your own marketing materials.

8. Develop a customer questionnaire/satisfaction survey.9. If you find any statistics or fun facts about your industry,

save them and use them when you can.

10. Buy a notebook to write down all your marketing ideas.11. Critique your advertising or marketing materials. Make

sure it conveys value and benefits to your clients.12. Keep a customer log in your office and encourage

customers to leave testimonials and suggestions.13. Leave your cards/brochures/flyers in local shops and other

places that will allow it.14. Contact community organizations and tell them about

your organization or any new company developments.15. Sponsor an event related to your business or that is

important to your community where all proceeds go to charity.

16. Follow the news. Donate products or services when the community suffers a tragedy, budget crunch, or other challenge.

17. Sponsor a local sports team or school.

30 Low Cost Marketing Tips

30 Low Cost Marketing Tips18. Create a book of testimonials19. Make your homebuyer education workshops fun,

engaging and entertaining “EDUTAINMENT”.20. Treat employees well – customers notice high staff

turnover.21. Bargain creatively for services you need from outside

vendors.22. Establish referral “partners” (accountant, attorney,

financial advisor, Realtor, loan officer, clergy, community leader).

23. Contact membership coordinators at groups or associations that would benefit from your product or service.

24. Create and maintain a good database of customers and prospects.

30 Low Cost Marketing Tips25. Meet once a month with other non-competing businesses

to brainstorm.26. When you join a professional organization, get involved on

a committee to meet more people.27. Sponsor or coordinate a neighborhood yard sale.28. Make it easy for customers to do business with you by

publicizing your email and contact information (hint: on TAHC’s website)

29. Promote your services at exhibit booths at flea markets, road races, and community events.

30. Get involved in your city/town by participating in city/town cultural events.

Creating a Buzz on a Budget

Provide “Lunch-n-Learn” opportunities Create a marketing focus group Use publicity Sponsor a popular community event Host a special event

Simple Plan for Marketing

Think about one year at a time, then break it down by month

Outline the ways you will achieve your goals

Create a schedule or marketing calendar Track the results of your marketing Involve an intern or small group of college

students for marketing research

Word of Mouth Marketing

Do a good job with your existing customers

Get customers’ feedback Ask customers for referrals Partner with complementary businesses Network at local business associations Communicate regularly with your

customers (e-newsletter, postcards)

Efficient and Effective Management Techniques

Kenneth D. SmithFounder/Executive Director

Grace-Mar Services Inc

Our problem:

How do we manage the housing market back into the black?

1. Better self-management2. Time management3. Resources

DMAIC

Define Measure Analyze Improve Control

Define

GE – Jack Welch, retired CEO “The answer to our problems are not

written in any books, we have the find a better way everyday”

Define

What are my challenges?

What do I want to improve?

What do I want to manage better?

Measure

GE, Jack Welch, retired CEO “If you can not quantify something you

can not measure it, and if you can not measure it, how do you know if you made any improvements?”

Measure

Remember the Titans?

Our next grant application? What do we ask for? (think outside the box)

Which two of the following items are most alike?

1) One2) One Two3) one Two three

Analyze

John Currado, VP Business Development, Curomax

“You will never have all of the right answers, just make sure you are asking the right questions.”

Ask questions, challenge the status quo.

Improve

SVP, Paul Parisi American Express Canada “If you want something you have never gotten

you have to do some things you have never done”

Test new proven management techniques

Control

Make the necessary changes Track your progress Inspect what you expect

Stories

Clearwire

Committed people

Q&A