Outline
  1. Description of Process
  2. Marketing Strategy
  3. Marketing Materials
Exhibits
    6-A. Advertisement - General

    6-B. Advertisement - Targeted

    6-C. Bidders' Information Package

    6-D1. Announcement - General "Front"

    6-D2. Announcement - General "Back"

    6-E1. Announcement - Targeted "Front"

    6-E2. Announcement - Targeted "Back"

    6-F. General Information Package (See Exhibit 6-F of Printed Document)

    6-G. Update, an FHA Quarterly Publication

    6-H. Updates to the Bidder's Information Package

      6-H1a. Updates to the Bidder's Information Package 1a

      6-H1b. Updates to the Bidder's Information Package 1b

      6-H2a. Updates to the Bidder's Information Package 2a

      6-H2b. Updates to the Bidder's Information Package 2b

      6-H3a. Updates to the Bidder's Information Package 3a

      6-H3b. Updates to the Bidder's Information Package 3b

      6-H3c. Updates to the Bidder's Information Package 3c

      6-H4. Updates to the Bidder's Information Package 4

      6-H5. Updates to the Bidder's Information Package 5

      6-H6. Updates to the Bidder's Information Package 6

      6-H7a. Updates to the Bidder's Information Package 7a

      6-H7b. Updates to the Bidder's Information Package 7b

      6-H7c. Updates to the Bidder's Information Package 7c


PROJECT TIMELINE

1995   1996
Oct.  Nov. Dec. Jan. Feb. Mar.      April. 
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                      |Marketing|  
     
                       (2/5-3/19)   


1. DESCRIPTION OF PROCESS

The goals of the marketing strategy for the FHA Single Family Mortgage Loan Sale #2 were to:

A thorough marketing effort accomplishes these goals with the least amount of resistance from the market. Maximizing the number of bidders and the quality of information directly and positively affects the proceeds to FHA. Access to quality information and continual communication with the markets minimize the perceived risk to bidding. Potential investors need to feel comfortable with the auction guidelines and the completeness of the information. Above all, they must be confident that the auction process treats each potential bidder fairly, with no preference for either small or large investors.

2. MARKETING STRATEGY

The marketing of FHA single family mortgage loan sales is generally divided into five focal points:

General Advertising

Sherman Advertising Associates was retained to handle the advertising efforts associated with the sale. Advertisements were developed to reach both a general and a targeted audience. A general advertisement (Exhibit 6-A) was placed in the following national publications with basic sale information:

Wall Street Journal

Problem Asset Reporter

The Bond Buyer

National Mortgage News

Liquidation Alert

Targeted Advertising

A targeted advertisement (Exhibit 6-B), placed two months prior to the sale date in various regional newspapers, invited a wide range of investors, financial institutions and mortgage bankers of all sizes to participate in SF Mortgage Loan Sale #2. The advertisement ran in the following newspapers:

Chicago Tribune

Arizona Golden Triangle Group

Los Angeles Times

San Francisco Chronicle

New York Times

Miami Herald

Dallas Morning News

Houston Chronicle

Washington Post

Detroit News

Atlanta Journal Constitution

Birmingham News Post

Denver Post

Fresno CA Bee

Kansas City Times/Star

Memphis Commercial Appeal

Nashville Banner/Tennessean

New Orleans Times Picayune

San Antonio Texas Express

St. Louis Post Dispatch

Follow-Up Calling Campaign

As part of the effort to develop a retail market for the sale, the financial advisor made follow-up telephone calls to a targeted list of approximately 600 regional investors (including banks, mortgage banks, thrifts, small investors) and previous sales participants. Phase 1 of the follow-up campaign encouraged participation in the sale and offered additional information as necessary. Phase 2 of the campaign provided those requesting bid packages with assistance completing the required information. The financial advisor used a relational database to track the extent of interest in the sale by region and by type of loan. The relational database forecasts developments in the market, indicating problem areas and provides a mechanism for assessing the expected outcome of the sale.

Strategic Communications

Generating interest in the sale through the media is a critical part of the marketing campaign. Key activities include:

FHA Web Site

An FHA website provides detailed information about current and past sales, including answers to frequently asked questions. Bidders can ask their own questions and to receive responses by e-mail. Placed-based survey materials (discussed further in section 3 of this chapter) are included in the website, including detailed maps displaying the location of the properties. A work center for qualified bidders (those having completed a confidentiality agreement and qualification statement) provides the latest loan sale information. Recent newspaper and trade articles on FHA sales are also uploaded to the website.

3. MARKETING MATERIALS

The marketing materials for FHA Single Family Mortgage Loan Sale #2 consist of a Bidders' Information Package and supplements, general and targeted announcements, placed-based bidding material, an FHA General Information Package, and Update Newsletters.

Bidders' Information Package

This package (Exhibit 6-C) contains an introduction to the FHA Single Family Mortgage Loan Sale #2, an executive summary, bid instructions, background on HUD programs, information on CRA eligibility, servicing requirements post sale, an introduction to the due diligence process, closing instructions, statistics on the mortgage loans, due diligence exception reports, description of the data fields on the mortgage loan information diskette (Dbase file included on disk), background on credit scores, and a loan sale agreement.

General Announcement

A brochure (Exhibit 6-D) announcing the sale is distributed to the mailing list of the financial advisor with general information including the number of mortgages for sale and their UPB, a description of the bid packages, disclaimers, and contacts for further information.

Targeted Announcement

A targeted announcement (Exhibit 6-E) is sent to selected bidders in each state, to banks with a CRA rating, and to participants in previous sales. The targeted announcement describes how the due diligence process associated with the sale is designed to be of especially low cost to the bidder by using the latest technology to obtain complete information for use on a PC. A specially designed CD-ROM package provides broker's price opinions (BPOs) for the loans in the sale, pictures of the subject properties, credit reports, and payment histories over the last 36 months. A sample loan document library is also included. The targeted announcement also provides key dates for the bid process and other information. To encourage participation, the announcement indicates that the loans are pre-approved for CRA acceptability. In addition, the loan portfolio is pre-packaged in blocks based on performance and location to allow for pooling by investors.

Placed-Based Bidding Material

One innovation introduced in FHA Single Family Mortgage Loan Sale #2 was encouraging bidders on selected mortgage blocks in three cities to voluntarily describe what they intend to do with the loans if they are the successful bidder. The request is part of FHA's efforts to explore potential "place- based" disposition strategies for its assets. In the past, property dispositions and mortgage sales typically focused only on maximizing the return on individual properties or mortgage portfolios. The placed-based strategy includes competitive offerings of multiple asset types in a particular place (a geographic area where the economics of the individual properties are tightly linked). The placed-based approach assesses the extent to which disposition strategies for a particular set of assets impact other assets in FHA's portfolio in a designated community. FHA is further considering whether a placed-based strategy will offer an opportunity to improve its overall portfolio performance in a particular sale.

Materials describing the placed-based strategy and soliciting bidder participation are included in the bidders package. Special pools of property are designated in three areas. Bidders on property in one or more of the designated areas are asked to supply information for at least one area regarding:

Bidder responses are deemed voluntary, and pools are awarded solely on a financial basis.

Supplemental community maps and spreadsheets on each property are distributed with the placed-based information. The supplemental materials illustrate HUD's investment of multifamily and single family assets in the designated communities. Spreadsheets are included that list addresses for the FHA properties and indicate whether the property or collateral receives HUD subsidies.

General Information Package

A general information package is included in the materials regarding the sale. This publication was prepared by the financial advisor at the outset of the mortgage loan sale program in late 1994 (Exhibit 6-F). The package describes FHA and provides an overview of the loan sale program, as well as an explanation of the agency's insurance programs. Also included is an analysis of the FHA portfolio, subsidy type, and performance status. A preliminary schedule of loan sales and procedures is also included.

Update Newsletter

Update, a quarterly publication of FHA and its financial advisor, informs bidders and other interested parties about FHA mortgage loan sales (Exhibit 6-G). Update provides a description and highlights of each sale, emphasizing any new features.

Updates to the Bidders' Information Package

Additions and modifications are expected as a sale date draws closer. Supplements to the Bidders' Information Package provide clarification, additional information, and amendments as required during the bidding process. The supplements contain detailed answers to questions that typically arise during the bidding process or during the follow-up calling campaign conducted by the financial advisor.

The supplements also contain copies of the letters from the appropriate agencies certifying CRA approval. Clarification of the optimization model is included in a supplement. For the convenience of the bidders, a list of potential financing sources is provided based on written expressions of interest from financial service firms. The supplements also contain updates on the loans including recent broker's price opinions and deleted loans. Additional supplements provide further bid instructions, forms, and a bid diskette. Supplements to the Bidders' Information Package are provided at Exhibit 6-H.

Post-Auction Marketing Survey

The financial advisor conducted a post-auction survey to secure market feedback on how the auction process could be improved. The respondents indicated that, on the whole, FHA Single Family Mortgage Loan Sale #2 was successful from a marketing perspective. The financial advisor's report on the market comments appears as Exhibit 6-I.

6-A. Advertisement - General

6-B. Advertisement - Targeted

6-C. Bidders' Information Package

6-D1. Announcement - General "Front"

6-D2. Announcement - General "Back"

6-E1. Announcement - Targeted "Front"

6-E2. Announcement - Targeted "Back"

6-F. General Information Package (See Exhibit 6-F of Printed Document)

6-G. Update, an FHA Quarterly Publication

6-H. Updates to the Bidder's Information Package 1a