growth project: phase ii building something great
Post on 29-Jan-2016
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• Project Objective
• Voice of the Customer Methodology
• Key Learnings– The Habitat Experience
• The Process• Homeowners Today• Challenges: Current & Future
– The Impact of Homeownership• Health• Community Involvement• Education
• Strategic Recommendations
• Discussion
Agenda
Project Objective
• Phase I: Review secondary market research to
understand the impact of homeownership and stable
housing, and identify key trends by looking at outcomes
that specifically include finances, health, community
involvement, and education.
• Phase II: Conduct primary research using “Day in the Life
Interviews” with Habitat for Humanity homeowners
regarding the impact of homeownership upon their lives.
Who We Interviewed
★
★
Cleveland (4)
Akron (4)
Delaware (2)
Athens (2)
Cincinnati (3)
HABITAT AFFILIATION
Who We Interviewed
EDUCATIONAL ATTAINMENT
Less than High School (1)
High School Grad-uate (2)
Vocational School (1)
Some College (6)
Currently in College (3)
Associates Degree (1)
Professional Certification (1)
Who We Interviewed
In my home, I live… Homeowners
Alone 3
With Children 9
With Children + Family Member 1
With Children + Significant Other 2
CURRENT LIVING SITUATION
Habitat Experience: Why Habitat?
Relative (2)
Friend (4)
Co-Worker (4)
Google (1)
Child's Teacher (1)
Neighbor (1)
Flyer (1)
HOW DID HOMEOWNER LEARN ABOUT HABITAT?
• Financially Affordable
– “Habitat was the only prayer I had … [the] one chance at having a
home of my own.”
• Community of Support
– “[Habitat] genuinely cared about us and was interested in our kids
and how they were doing — like a family would.”
• Educational Workshops– “They [Habitat] give you everything you need to be a successful
homeowner.”
Habitat Experience: Why Habitat?
Habitat Experience: The Process
• Feedback on Process
– Generally positive; no significant changes recommended
• Relationships are Essential!
– The Habitat staff makes the process worthwhile
“If I know I absolutely needed some help,
Habitat would put me through to the right person.”
• Homes are “free” or “given away”
• The process is difficult
• Habitat is only for “poor” people
• Habitat only provides disaster relief efforts
Habitat Experience: The Process
MISCONCEPTIONS ABOUT HABITAT FOR HUMANITY
• Friendly neighbors
• Quiet neighborhoods
• Proximity to: work, downtown area & community events
Habitat Experience: Today
WHAT HOMEOWNERS LIKE ABOUT THEIR COMMUNITIES
• Property Maintenance
– Regular upkeep of home’s interior and exterior
– Affording repair and replacement costs
– Acquiring the knowledge and tools to maintain home
• Aging in the Home
– Anticipated need to modify home to live safely and independently
Habitat Experience: Challenges
CHALLENGES: CURRENT & FUTURE
• “Do-It-Yourself” – with support from:
– Friends and family
– The Internet
– Local home improvement stores (classes)
• Additional Resources
– Building an emergency fund
– Calling Habitat for help
Habitat Experience: Challenges
OVERCOMING CHALLENGES
“Knowing the house is mine makes working for it
much better and challenges not matter.”
• Independence
– “It is all about what we want to do with our house.”
• Confidence
– “Habitat taught me, ‘Yes. I can do it!’”
• Pride
– “I still smile today when I walk in.”
– “I am proud to be a Habitat homeowner, and I wouldn’t have it any
other way. This is where I come when all is wrong, to make it right.”
Impact on Positive Mental Health
• Spirituality
– “I felt blessed to be able to obtain my own home and having that
security made the world different for me and my kids.”
• Peace of Mind
– “Now I can plan for the future.”
• Personal Growth and Responsibility
– “My life is rapidly changing now. I’m growing as a person, spiritually,
and becoming more mature. Homeownership has made me more
responsible.”
Impact on Positive Mental Health
• Increased Sense of Security & Stability
– Physical security: location of home; home security systems
– Financial stability: equity and value of home
• Improved Living Conditions
– Consistent heating systems
– Caring for children with health issues
Impact on Physical Safety
Impact on Community Involvement
1. Volunteering with Habitat for Humanity
2. Hosting informal gatherings at home
3. Participating in social activities – homeowners and children
4. Building a support system within the community
5. Dedicating time to neighborhood improvement efforts
Impact On Education
• Stability for Parents and Children
– Dedicated study areas within home
– Consistent groups of friends
– Access to improved school systems
• Personal Growth
– Educational achievement
– Financial responsibility
– Modeling maturity and accountability
• Knowledge for Today – and the Future
– "[Habitat classes] …gave a sense of self-awareness I didn't know before."
Is Habitat Making a Difference?
“Habitat is a wonderful organization
that cares about bettering the
community and families’ lives.”
“I love my home! I don’t know where I’d be without Habitat.”
“My home feels like a home and I think the ‘helping part’ makes it special.”
“Having a Habitat home has
been a huge blessing to me.”
“It is more special to be a
Habitat homeowner because
you can pay it forward.”
“It makes it [having a
home] more special
because someone gave
me a chance.”
“They [the Habitat staff] know about you —by
name.”
Strategic Recommendations
• Continue…
– Providing education on home maintenance and upkeep
– Partnering with local retailers
• Provide More Education about:
– Financial management – specific to Habitat mortgages
– Lot selection
– Aging in the home
• Rebuilding Together
EDUCATE HOMEOWNERS
Strategic Recommendations
• To Connect with and Support Female Homeowners– Ohio Women Inc.– Women’s Network of Northeast Ohio– Parents Without Partners– Women's Business Programs in Ohio
DEVELOP NEW PARTNERSHIPS
Strategic Recommendations
• Habitat Homeowners Want to Help!– Share personal stories …
• to support fundraising efforts and engage volunteers• online and through social media channels• to generate free press and strengthen media relations• at educational programs and during the application process
– Address misconceptions about Habitat – and use these to support marketing efforts
• And So Do We…
– Next step…• CIG will prepare a collection of stories and quotes from interviews
SPREAD THE GOOD WORD
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