HUD Expands Housing Counseling Services to More Americans

The Department celebrates Housing Counseling by introducing new initiatives, including a partnership with Zillow, and the use of virtual methods to broaden access and reach more Americans seeking housing assistance.

WASHINGTON - Today, the U.S. Department of Housing and Urban Development (HUD) announced a series of new actions to expand housing counseling services and strengthen pathways to homeownership for Americans. HUD is also launching a new partnership with Zillow to help attract the next generation of homebuyers. HUD also published a final rule to allow additional flexibilities to housing counseling agencies when delivering critical housing counseling services to potential homebuyers, homeowners, and renters. Today’s announcements reflect the Biden-Harris Administration and HUD’s commitment to expanding access to homeownership, particularly for disadvantaged communities and first-time homebuyers, and communities who have typically been shut out of homeownership opportunities.

“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.”

“We’re excited to raise awareness about the availability and benefits of housing counseling,” said Federal Housing Commissioner Julia Gordon. “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.”

Partnership with Zillow to Broaden Reach of HUD’s Let’s Make Home the Goal campaign

Zillow-which reaches 217 million visitors a month-will display “Let’s Make Home the Goal” advertisements on its digital platforms. The multi-year “Let’s Make Home the Goal” campaign generates awareness of the availability and benefits of pre-purchase housing counseling provided by HUD-certified housing counselors and is designed to reach communities of color that have historically faced more difficulties with the homebuying process due to systemic barriers. Access to quality housing counseling services helps bridge the racial homeownership and knowledge gap for first-time homebuyers and communities of color seeking to buy a home and build generational wealth.

Originally launched in June 2023, the “Let’s Make Home the Goal” campaign has reached nearly 5 million diverse, prospective homebuyers in 15 media markets. This year’s initiative, with the support of Zillow, intends to reach more than 8 million potential homeowners across 42 media markets.

“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. “This collaboration allows us to use Zillow's innovative platform, ensuring that more individuals and families receive the support they need to achieve their housing goals.”

“At Zillow, we are committed to getting more people home. We were founded with a focus on transparency and providing access to the data and information needed to find housing. We’re expanding on that foundation by helping consumers get connected to the right resources, helping to reduce the barriers they face to securing affordable housing,” said Jennifer Butler, Vice President of Government Affairs at Zillow. “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."

New Final Rule to Expand Critical Offerings at Housing Counseling Agencies

The Modernizing the Delivery of Housing Counseling Services final rule now allows HUD-approved housing counseling agencies to use alternative communication methods, including meeting virtually and by phone, to engage and educate homebuyers and renters seeking support with their housing needs. Implementing the rule will increase accessibility for people who have difficulty obtaining in-person services due to linguistic, physical, geographic or other barriers such as transportation and childcare costs. Expanding these options is also a more cost-effective and efficient way for housing counseling agencies to meet with their clients, as they no longer need to maintain multiple facilities for in-person engagements. Participating agencies that are unable to provide virtual and/or remote meeting flexibilities or in person counseling to clients who need them are required to refer those in need of services to other agencies. Industry and public feedback on the rule indicated an overwhelming preference to be able to provide online education and counseling virtually or by telephone.

The effective date of the rule is October 16, 2024.

To locate a HUD-Approved Housing Counseling Agency nationwide, please visit www.hud.gov/findacounselor.