Historically, eligibility-based housing programs have been highly fragmented and nearly impossible to navigate for all stakeholders involved. With a background as a Section 8 landlord, the CEO of AffordableHousing.com understood the need for a national, platform-based hub that could serve all parties involved seamlessly and efficiently – think Zillow for affordable housing. His vision of transforming the affordable housing system began with a singular focus on Section 8 and then expanded to address the inefficiencies across the spectrum of eligibility-based program transactions and affordable housing options.
At a moment in history where the affordable housing crisis has reached historic proportions, AffordableHousing.com addresses the gaps in service with the largest inventory nationwide for tenants and landlords on the front end. The only platform with eligibility determinations and affordability requirements directly integrated into search, the site provides tangible help to those trying to navigate the system.
For institutional partners, the site hosts a Housing Hub -- a collaborative dashboard and suite of solutions specifically tailored for government agencies, non-profit agencies, and municipalities to reduce friction in the system, coordinate waiting lists and speed up placement for those in need.
H&S created a brand position and a distinct, differentiated narrative, mission and vision that embodied the CEO’s vision for AffordableHousing.com. To extend the equity and trust established in the GoSection8 brand, we developed an integrated design strategy that preserved key assets of the former brand to signal continuity to current stakeholders.
We developed a product matrix and naming approach to integrate planned and future products and a coordinated communications strategy to market a revolutionary waiting list product called RevoList. We identified on-the ground needs of stakeholders through a series of in-depth interviews and developed a framework that allowed the team to chart and evaluate new data-driven products that answered agency and government needs.
We introduced the evolved brand in the form of a strategic roadmap during a town hall meeting to align a geographically dispersed team both in the U.S. and overseas around the founder’s vision. We also developed a holistic and modular sales approach that captured the founder’s voice and vision. This approach was also presented to the entire team. It allows the company to scale its targeted business development efforts across the leadership team as well as onboard an influx of new, global team members consistently and efficiently.