Ad campaign hopes to curb foreclosures

Soon, Ozarks residents will see ads urging those who fall behind on their mortgage payments to take action.

The ads will deliver this message: "Because nothing is worse than doing nothing."

Produced for NeighborWorks America by the National Ad Council, the non-commercial announcements will hit 16 markets nationwide — including Springfield — with the goal of curbing the rise in home foreclosures.

Other first-run markets in Missouri are St. Louis and Kansas City.

Bob Horton, executive director of the Urban Neighborhoods Alliance, said the Queen City was tapped for the ads because "Springfield and Missouri have been proactive" in fighting the ailment in the housing market.

In March, the local alliance brought the Missouri Homeownership Preservation Network, a statewide initiative, to the Ozarks. Its aim is to help homeowners avoid foreclosures through hotline, counseling and education services.

Horton hopes the efforts will protect the dreams of homeowners. And, he said, the Springfield area needs the help.

By May 31, Greene County had 302 foreclosures, up 53 percent from 198 for the first five months of 2006.

Tonya Collister, director of housing at Consumer Credit Counseling Services, said starting in September she began to work more on foreclosure cases than homebuyer education.

"It just flip-flopped," said Collister, who now has 30 foreclosure cases on hand.

Horton said higher interest rates and adjustable rate mortgages that reset rates have contributed to the drastic increases in foreclosures.

But foreclosure can be prevented, she said.

Unfortunately, though, some homeowners wait too long to avoid the disaster, she said, noting she has had homeowners come to her office seeking help only days before the foreclosure sale.

"It really limits what we can do," she said.

"The earlier we reach homeowners, the more options they have in addressing their financial issues and preventing foreclosure."

Horton said homeowners should call for help when they know they can't make the house payment.

"Start early, talk early, call early," he said.

The issue also has drawn attention from the city of Springfield, which has formed a partnership with the Urban Neighborhood Alliance and Consumer Credit Counseling Services to help homeowners at risk of foreclosure.

Brendan Griesemer, manager of neighborhood conservation with the city of Springfield, said foreclosures hurt home values in the community, translate into unpaid property taxes and utility bills, increase fire hazards and stress neighborhood stability.

During a news conference Wednesday at the Springfield Area Chamber of Commerce, two clips from the ad campaign were previewed.

One depicts a lively family dinner suddenly silenced, uncomfortably, by ominous phone calls. The other has a girl playing with a toy house as the family has to leave their home.

In each clip, a voice urges homeowners to call a national hotline if they face the possibility of losing their homes.

The national ad campaign will release radio announcement later, Horton said.

Jamie Dopp, community relations director for KYTV, KSPR and the Ozarks CW, said the stations will air the ads once they are delivered.

So will KOLR and KSFX, said Mark Gordon, general manager for the stations.

"Something like this makes a lot of sense (for us to air)," he said. "There's a lot of local interest."

 

 

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