HUD, Zillow Team Up To Promote Counseling Services

The U.S. Department of Housing and Urban Development and Zillow are teaming up to expand homeownership for a new generation of buyers.
Alongside a series of new actions expanding housing counseling services, HUD tapped Zillow to display ads for its “Let’s Make Home the Goal” campaign on its digital platforms.
The campaign is a multi-year effort to generate awareness for HUD’s pre-purchase housing counseling, particularly in communities of color.
HUD officials say quality housing counseling helps bridge the gap to homeownership, especially for first-time buyers.
By utilizing Zillow, which reaches 217 million visitors a month, more Americans can learn about these services provided by HUD. The campaign has reached 5 million prospective buyers in 15 media markets since its launch in 2023, and with Zillow’s help, HUD’s goal for this year is 8 million.
“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.”
In addition, HUD published a final rule giving housing counseling agencies more flexibility in their communication methods. It allows counselors to meet virtually and via phone, expanding their access to Americans who struggle to appear in person due to distance, physical limitations, language, or other barriers.
Officials say the rule was implemented in response to overwhelmingly positive feedback from the public and industry. The effective date of the rule is October 16, 2024.
“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.”