The Department of Housing and Urban Development (HUD) has announced new initiatives to expand housing counseling services and strengthen pathways to homeownership for Americans. This includes a partnership with Zillow and the use of virtual methods to broaden access.
In Washington, HUD revealed actions aimed at increasing access to homeownership, particularly for disadvantaged communities and first-time homebuyers. A final rule was also published to provide additional flexibilities for housing counseling agencies in delivering services.
“Every day, HUD’s counselors provide thousands of Americans with trusted advice about buying a home, avoiding foreclosure, and locating and sustaining affordable housing. But we know we can help even more people,” said HUD Acting Secretary Adrianne Todman. “Today’s announcements will help us do just that. Together, we will reach a new generation of homeowners, help more families build generational wealth, and continue our work to help Americans historically left out of the homebuying process.”
Federal Housing Commissioner Julia Gordon emphasized the importance of raising awareness about housing counseling benefits: “These initiatives make it easier for households to access the assistance they need to navigate the homebuying process or to secure safe, affordable and stable housing.”
As part of its efforts, HUD has partnered with Zillow on the "Let’s Make Home the Goal" campaign. Zillow will display advertisements on its digital platforms aimed at generating awareness about pre-purchase housing counseling provided by HUD-certified counselors. The campaign is designed to reach communities that have historically faced difficulties in the homebuying process due to systemic barriers.
Originally launched in June 2023, this campaign has already reached nearly 5 million prospective homebuyers in 15 media markets. With Zillow's support, it aims to reach over 8 million potential homeowners across 42 media markets this year.
“We are thrilled to partner with Zillow to expand our reach and tout the importance of comprehensive housing counseling services,” said Deputy Assistant Secretary of Housing Counseling David Berenbaum.
Jennifer Butler, Vice President of Government Affairs at Zillow added: “Partnering with HUD on their 'Let’s Make Home the Goal' campaign and increasing access to quality credit counseling services is an important step to help bridge the homeownership gap and build generational wealth for more families."
HUD's new final rule allows approved housing counseling agencies to use alternative communication methods such as virtual meetings and phone calls. This aims to increase accessibility for those facing barriers like transportation costs or physical limitations. Agencies unable to provide these options must refer clients elsewhere.
The rule takes effect on October 16, 2024.
For more information or to locate a HUD-Approved Housing Counseling Agency nationwide, visit www.hud.gov/findacounselor.
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