Growth Project: Phase II

Building Something Great

• 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.

Voice of the Customer Methodology

Growth Project: Phase II

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

Not Working (2)

Works One Job (10)

Works Two Jobs (2)

Retired (1)

JOB STATUS

Who We Interviewed

0-4 Years (9)5-9 Years (3)

10-14 Years (3)

YEARS LIVED IN HABITAT HOME

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

Key Learnings:

The Habitat ExperienceGrowth Project: Phase II

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

Habitat Experience: Today

“BEST PART OF MY HOME…”

“IT’S MINE.”

“It’s Mine.”

• 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.”

The Impact of Homeownership

Growth Project: Phase II

• Health Benefits

• Community Involvement

• Educational Benefits

The Impact of Homeownership

Health Benefits

Growth Project: Phase II

• 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

Community Involvement

Growth Project: Phase II

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

Educational Benefits

Growth Project: Phase II

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

Growth Project: Phase II

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

Habitat: The Impact

Discussion

Growth Project: Phase II

Growth Project: Phase II

Building Something Great