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Reaching Out to Hispanic Homebuyers

When you have a great product that no one knows about, it's essential to get the word out. VHDA did just that on March 3, when we kicked off a marketing campaign to promote our free online Spanish language Homebuyer class.

Starting in Richmond as our pilot market, we're working with three media outlets: Telemundo (the area's only local Spanish language TV station) and radio stations WBTK 1380AM and WVNZ 1320AM. We've also developed a mobile-optimized version of VHDA's Spanish language website.

In addition, Jose Paiz, VHDA's Community Housing Officer for Hispanic Outreach, and Frank Curbeira, a VHDA Housing Education Officer, are building a network of Richmond-area trainers to teach those who prefer an in-person class.

Paiz and Curbeira are also partnering with Richmond's Southside Community Development and Housing Corporation to connect potential homebuyers with Spanish-speaking housing counselors. Their goal is to help consumers overcome possible financial barriers and improve their chances of becoming a homeowner.

Response to the campaign has been so encouraging that we're looking forward to extending it into Hampton Roads in the near future.