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<br />1/+-25 <br /> <br />Promotional activities will be targeted towards program related employees. Promotional campaigns will <br />concentrate specifically on disseminating information on the particulars of the RCFTHB, promoting first <br />time homebuyer educational seminars, and on the advantages and elements of individual homebuyer <br />counseling. FHI will work closely with Redwood City to design and compile all program promotional <br />material for distribution. <br /> <br />As discussed above, a great degree of focus in the promotional activities will be directed towards <br />homebuyer education and counseling. FHI's past experience has demonstrated that households respond <br />very favorably to these components. In addition, educated and counseled households are more decisive <br />in their decision process and are more willing to move forward through the purchase process in an <br />expeditious manner. <br /> <br />Press Releases <br /> <br />.. <br /> <br />If viable, FHI will solicit local publications to publish press releases on the RCFTHB. FHI will also explore <br />all professional trade and association publications to provide press releases. <br /> <br />Industry Professional Promotion and Education <br /> <br />FHI firmly believes that the success of the program will be dictated by the degree of buy-in the local real <br />estate community has into the RCFTHB In order to maximize professional involvement, FHI will execute <br />the following promotional strategies: <br /> <br />Real estate agent education and promotion <br /> <br />FHI has found that one of the primary conduits and controlling elements in a real estate transaction is the <br />real estate agent. Accordingly FHI will incorporate the following procedures in administering the programs <br />promotional efforts: <br /> <br />1) <br /> <br />Real estate agent presentations - FHI will solicit real estate companies within the region to <br />promote and disseminate information on the RCFTHB. When possible, FHI will schedule <br />meetings to provide presentations to the entire sales staff. <br />Real estate informational packages - Program informational packages will be made available to <br />provide to real estate agents upon request. <br />SMCAR announcements - FHI will explore the alternatives and possibilities of disseminating <br />information to real estate agents through the San Mateo County Board of Realtors (SMCAR) <br /> <br />2) <br />3) <br /> <br />Real estate lender promotion, education and screening <br /> <br />Real estate lenders can also playa key role in the advancement of the RCFTHB. FHI will be involved in <br />supporting and education lenders who wish to participate in the program. Many of the solicitation efforts <br />incorporated with the real estate agents will carry over to the lenders. Most Redwood City community <br />lenders are active within the SMCAR. <br /> <br />GENERAL OPERATIONS AND PROGRAM MANAGEMENT <br /> <br />FHI will also be responsible for overseeing the general operations and administration of the RCFTHB. <br />Areas of concentration will include: <br /> <br />1) <br /> <br />Overseeing general program operations and budget. FHI, in addition to overseeing all operational <br />activities will also maintain financial records and budgets as it pertains to all operational costs. If <br /> <br />Page 4 <br /> <br />'-'~"'~~'-'T <br />