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Partner Marketing Policy

The Hawaii Housing Finance and Development Corporation (HHFDC) partners with approved lenders to offer the Hale Kamaʻāina Mortgage Program to eligible homebuyers. This policy establishes marketing standards to ensure consistent program messaging, regulatory compliance, and consumer clarity. All participating lenders must adhere to these guidelines when promoting HHFDC mortgage programs.

A. Program Identification and Branding

• All references to HHFDC mortgage products must use the official program name, inclusive of the ‘okina and kahakō: Hale Kamaʻāina Mortgage Program.
• Marketing materials must clearly state that the program is offered through the Hawaii Housing Finance and Development Corporation (HHFDC).
• Marketing language must not imply that the Hale Kamaʻāina Mortgage Program is offered exclusively by a lender or that the lender represents HHFDC.
• The agency must be referred to as Hawaii Housing Finance and Development Corporation on first reference. The acronym HHFDC may be used thereafter.

B. Use of HHFDC Name and Logos

• HHFDC logos may not be used on lender websites, printed materials, digital advertisements, or social media.
• Lenders may reference HHFDC by name in text but must do so accurately and without implication of endorsement or exclusivity.
• If lenders promote the program via website or marketing materials, a link to the official program webpage must be included and clearly visible.

C. General Marketing Requirements

• All marketing materials must present accurate and complete information and comply with applicable state and federal lending laws and regulations.
• Marketing language must not misrepresent loan terms, eligibility requirements, or program benefits.
• Down payment assistance must not be described as a “grant” unless explicitly designated as such by HHFDC.
• Program availability, funding, and terms are subject to change; marketing materials should not imply guaranteed availability.

D. Printed and Digital Materials

• Lenders are encouraged to use HHFDC-provided or HHFDC-approved marketing materials when available.
• Lender created materials referencing HHFDC or the Hale Kamaʻāina Mortgage Program must be submitted to HHFDC for review and approval prior to distribution.

E. Media and Public Communications

• Lenders may advertise their participation in HHFDC programs. However, lenders may not speak on behalf of HHFDC or purport to be representatives of HHFDC.
• Media inquiries regarding program policy, funding, or eligibility must be referred to HHFDC.
• Embargoed, confidential, or non-public information related to HHFDC programs may not be disclosed in any public forum, including traditional media or social media platforms.

F. Social Media Guidelines

• HHFDC social media posts may be reposted on social media.
• Social media posts and graphics must not imply ownership, exclusivity, or endorsement by HHFDC.
• The full agency name or approved acronym (HHFDC) must be clearly referenced in any post promoting the Hale Kamaʻāina Mortgage Program.
• Program names must be used accurately and consistently.
• HHFDC may engage with or share lender content at its discretion.

Compliance and Enforcement

Failure to comply with this Partner Marketing Policy may result in corrective action, including required revisions to marketing materials or suspension of participation in HHFDC programs.

Questions and Approval Requests

All marketing material submissions, policy questions, or approval requests should be directed to HHFDC at [email protected] or (808) 587-0578.