VIP Café Show – Youngstown, Ohio – Local Guests with Amazing Impact to Our Community

E46: The VIP Café Show - Juan Santiago on Youngstown's Resilience and the Power of Community Investment

• Debbie Larson and Greg Smith • Season 4 • Episode 46

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When we sat down with Juan Santiago to reminisce about TEDx Youngstown, it struck us how many stories go unheard in our bustling community. Our conversation quickly branched out to the fascinating banking world beyond the vaults and interest rates—the vital community outreach and sponsorship that breathe life into our neighborhoods. Juan, with his rich family history and passionate work in community development, illuminated the transformative effects of the Community Reinvestment Act of 1977. It's not just about loans and savings; it's about providing a 'hand up' to entrepreneurs and homebuyers who dream of a better tomorrow.

Ever wonder what keeps the heart of America beating strong? It's the sturdy middle class, and community banks like Farmers Bank, founded in 1887, have been their unsung heroes. These institutions have been pivotal in empowering families and small businesses by sticking to local decision-making and fostering personal connections. In our chat, we delved into the crucial role a thriving middle class plays in fostering economic stability, comparing the societal structures of the U.S. and China and celebrating the community banks that help make the American Dream a reality.

Wrapping things up, we shifted our gaze to Youngstown's evolving economic scene. Steel mills and factories may wax and wane, but the spirit of growth adapts and endures. We shared our ties to the area, from its vibrant diversity to the warm and familiar sense of community. And, because no gathering is complete without some good eats, we wrapped things up with a playful debate over food favorites and a nod to local culture—proving that every community's heart lies a shared table and stories waiting to be told.

Speaker 1:

hey, hey, hey, welcome to the vip cafe show. I'm greg smith and I'm here with my excellent co-host, debbie larson, joey's last few years. Her name it's like mufasa, but it's debbie larson, I feel so honored. I'm telling you. So we did, we did tedx this week yes it went fantastic oh, it was amazing.

Speaker 2:

What is still surprising is how surprised people are when I find when I tell them that there is a tedx youngstown yes there's still so much word to get out and these talks are amazing. You brought in some good speakers this year they work for months.

Speaker 1:

They work for months. I want to talk about something else today okay, and that is you go to these. You go to these fundraisers, right like a golf outing, and all that. And then there's these bank sponsorships. What's up with everything? Why would a bank get involved like that? What is what's up with that?

Speaker 2:

because you know what banks oftentimes seem so stuffy and stodgy you know what I? Mean Like unapproachable or whatever.

Speaker 1:

Yeah, but they have a community outreach. They have a community outreach. Yes, who's our guest?

Speaker 2:

today. Today we have Juan Santiago, vice president and community development officer, and he has a hands-on approach to so many of those things that you're talking about Community initiatives in this, in this community. In this community I keep saying community a lot. But basically in our area, so many small businesses, so many people feel personally and a lot of people I talk to feel intimidated to go into a bank and to talk to somebody feel like, okay, I don't not good enough to be asking. But Juan Santiago breaks down these concepts that actually make you feel welcome. Hey, you could do this. He works a lot with nonprofits. I'm excited for you guys to meet him today.

Speaker 1:

Let's go. Juan. We usually start with what got you started in this. Why do you care about this in your life? What happened in your life that you enjoy what you do today?

Speaker 3:

I'll take you back to 1953. Wow, that's when my parents came from Puerto Rico and my dad came to work in the steel mills of Youngstown Youngstown Sheet and Tube, as a matter of fact and so the challenges that they experienced. Back then there was always a great and a profound appreciation for those who helped them along the way. So, fast forward many years later, I'm born in the family, but there was always, again, an appreciation for those who helped when they had challenges that they encountered. How does that apply to this conversation?

Speaker 3:

I got into banking and for 20 years I worked in the space of helping individuals buy homes, build homes, refinance their mortgages. But I always had an affinity for our community and how could I help? So over the last six years and that was a dual role that I had with the bank it was as community development officer and that's what we do as a bank to give back to the community. And there's three areas of that. There's a lending component, a service component, and then, for this conversation, what we do in investments, or what I would like to say is in-kind donations to the community or non-profits that are helping the community thrive. Basically, my role is overseeing that component of the bank and what we do to give back to help the communities thrive, and how I relate it to my parents. There was a profound appreciation for those who helped them, so now I'm in the role where now I can be the one who's giving the help to the community.

Speaker 2:

That's pretty cool because, knowing a little bit about Juan and having known him for the past few years, I've seen this be something consistent that he desires. In any decision he makes in his career he makes sure that he has that ability it built into whatever he says yes to help. So I see I can second the fact that's so important to him because, having sat at his table and had conversations with him, it's born into who he is to turn around and help other people and equip them, which is really cool for a banker. It's like I said, there's certain occupations that sometimes feel untouchable and unreachable and for some reason in my mind, bankers seem like one of them.

Speaker 3:

Here's another part I'd like to add to this. So back in 1977, congress enacted what's called the CRA and that stands for Community Reinvestment Act and that was designed to ensure that banks were meeting the credit needs of their communities, inclusive of the low to moderate income individuals. The credit needs of their communities, inclusive of the low to moderate income individuals. So basically, what was happening was I don't know if you've heard the term redlining before that's where banks maybe lent in a certain area, but they drew a line and maybe they weren't lending to a certain demographic or a certain part of town. Let's just say that they felt was maybe undesirable or maybe they wouldn't even pay.

Speaker 3:

So there's some preconceived prejudices, if you will. And that act has now called the banks to task to ensure that we're helping everybody, inclusive of the low to moderate income demographic. So it's not bad lending, it's just saying maybe they don't have the financial wherewithal to maybe buy the more expensive homes or start the bigger businesses, but yet they need that seed money to help them to get started. So I always say a hand up as opposed to a handout if you will.

Speaker 1:

It's interesting. I was in China. I was talking back in, I think it was 2009. I was there for my master's and we were talking with some of the officials there and they said what do you see the difference between America and China? I said, well, there's a lot, but you don't have a middle class. And I said and you have no desire to start one?

Speaker 2:

Oh, wow.

Speaker 1:

And I said you're either rich or poor in this country. You either have influence or you take orders. There's no middle ground, there's no middle management. That's the way it is. And when you decide to invest and take some of your money and put it into the people and take some risk that you might not get it back, but take some risk that they have a chance to get on their own two feet and start and grow, then you're going to see a shift. But I said that is what happens with communism and it is let's be honest.

Speaker 1:

Socialism is the rich and the poor. There's no middle ground and you'll eliminate the middle class with that, and what I think Juan's saying is we've got to protect the middle class. Yes, Absolutely.

Speaker 3:

And how do we come alongside as a financial institution and make sure that happens? So, whether, again, it's creating programs to help people who need maybe a little bit of help to get that down payment to own a home and we understand what homeownership does, the pride of the value of homeownership, helping property values, helping that community grow, helping small businesses, for me it's hey, how do we find and uncover those needs in our community? And then how can the bank partner, along with these organizations that are doing the work?

Speaker 2:

but we're just helping.

Speaker 3:

We're a catalyst in helping to support that work.

Speaker 2:

That's amazing, and you know what. You're right, greg, as you're talking. It made me think how, even just a few years ago, how there was a lot of rhetoric being poured into society about the corporations and these big bad people up at the top and us powerless people at the bottom these big bad people up at the top and us powerless people at the bottom. And you're right that there is that rhetoric. But we are in a country and I love that the banks do this, whether Congress enacted the law or just what, or just on their own free will, basically to give the everyday person the American dream, whatever that dream may consist of. And so, like I saw, the bank that you work at is over a hundred years old, right Is like solid, basically has been making these decisions. And was it started here?

Speaker 3:

Yes, in Canfield, canfield.

Speaker 1:

Okay, why don't you give a history of farmers? Yeah, A little bit of a history and a little bit of the what people expect when they come to work with your bank.

Speaker 3:

Oh yeah, okay, so Farmers started back in 1887. So we've been around for a little while over 130 years, wow and started right here in Canfield. So people often ask me hey, we don't see you right downtown or right in Youngstown, but when you think about it, you had a slew of other banks, whether it was Home Savings and Loan, mahoning National Bank, and the list goes on. But there was a need in this area of Canfield, where it's in the name, helping farmers, whether it's acquiring equipment, land to grow and farming.

Speaker 3:

Oh, that's how it started, and you're going way back and the difference or the experience being a community bank, there's decisions that aren't made in some other state or another part of the country or even out of the country, but you're sitting with a local person that's already a part of our community and that maybe we can have the conversations to understand hey, this business, this family business, has been around for a hundred years. How can we come in and support? And so you still have that human element and familiarity with the community, and then so how do we better support it?

Speaker 3:

And that's the key. With community banks, there's a place for the big banks of the world as well. But I think it's unique when you have that human touch and that dialogue that you can have with someone and your relationship Exactly, and that's the key.

Speaker 3:

That's yeah Relationship makes a big difference. So there are things with automation and technology and ai and everything else. I think that has its place as well. However, to be able to sit with someone, across from someone and share your story, and they can relate, they might even be your neighbor, and so they can help and say, hey, how can we further help this or this business, this organization, okay, thrive in this market, in this economy, this challenging times that we're dealing with, times that we're dealing with, and so we're that person, like you said, that has built a relationship with our community and we continue to grow, because now we're in the Cleveland market and Western Pennsylvania and Pittsburgh and some other communities and counties out there, but it's still keeping that human touch and that community feel the people who work at Farmers, kids play with the kids that get the loans.

Speaker 1:

There you go, it's true, it's like some of these large banks and there's a place for everything. But if you have a business and you're starting a small business or you're building a home and you can work with a local bank that you have a relationship with and you know everybody, so if there's any problems, any issues, you're talking to people right up front. There's no, this has to go to this committee. This has to go to that committee. This person has to write off this person.

Speaker 1:

Oh, that person's not going to get it. No, they literally take care of you.

Speaker 2:

Yes, yeah, and I'm sure I'm thinking of so many different examples of that. But, yeah, examples of that.

Speaker 1:

But yeah, just falling through the cracks, oh I can give you a few.

Speaker 2:

Yeah Well, these stories of people falling through the cracks of these of some of the bigger institutions, because they're just not important when it comes to the bottom line or the bigger clients. So I don't know if you could sell, I don't know what you can tell, but are there any particular projects that you have gotten to be a part of helping make happen that you can share?

Speaker 3:

Yeah, I'll give you two in particular. Okay, one that deals with the affordable housing side. So it's how do we help individuals who they've worked hard, they have good credit and they've done everything they can, but yet maybe they were challenged with coming up with funds to come up with enough for a down payment or closing costs. So we created a program. It's called the Affordable Home Mortgage, and so basically what that does is it helps to remove any of the barriers that someone may encounter in realizing the dream of home ownership.

Speaker 2:

Wow.

Speaker 3:

So we actually provide part of the down payment and or closing costs. We've eliminated a thing called PMI, which stands for private mortgage insurance. So it used to be, and sometimes people today have the idea that hey, I don't have 20% down, I can't buy a home. You could buy a home with as little as 5% or even 3%. Fha is three and a half percent. But we've actually made it so that there are cases where we can finance up to a hundred percent and you don't have to pay that insurance. So that's one barrier that's been removed.

Speaker 3:

The other thing would be again, they don't with the money. They're like the seller can't pick up the closing costs. We re, we actually reduce the closing costs that they would pay and then we actually fund, in the form of a grant, part of that money. That's one area that we've helped in. And then also even for individuals who come maybe from other countries, where debt is looked upon as a bad thing. They're like I paid cash my whole life for everything. I don't have loans, that's okay. We use what's called alternative credit. So if you've paid rent on time, utilities, car insurance, your cell phone, we can use those areas of credit in lieu of what we call traditional credit, a credit card, a personal loan, a car loan.

Speaker 3:

All those little things add up to saying hey, you know what? I can in fact become a homeowner and then help to build some equity, build some wealth and continue on with life. And then the other product that I'm very proud to share with you guys today it's called a HELP loan and it stands for Home Emergency Loan Program. So sometimes people own a home but maybe they don't have the wherewithal to qualify for maybe an unsecured loan, or maybe they don't have enough equity to be able to replace a roof or a furnace or a hot water tank. They just don't have $2,000, $3,000, $8,000 sitting in an account to just pay for that necessary home repair.

Speaker 3:

So we've created a product that helps fill that gap, and so if they have a mortgage with us I'm not going to say it's 100% guaranteed- You're just going to walk in and just get the loan, but we've really made it so that we can accommodate that request and make sure these people can not only own a home but they can stay in that home maintain that home that is great and continue to live in that home in hopes of eventually, maybe when they decide to move on, maybe bigger or maybe they just stay there and pass it on to their kids, absolutely but just being successful homeowners and understanding that it takes more than just getting into it.

Speaker 2:

Yeah.

Speaker 3:

But we want you to be a successful homeowner, meaning I can maintain it. Continue on with life Right.

Speaker 2:

And continue to move forward. That's huge. That's truly huge, because it means you have just even by what you said you have your ear to the ground and you see what's happening. You're not just saying in an office here's what we're going to offer, and that's bing bang boom. Here's what we're going to offer, and that's bing bang boom. You actually have your ears to the ground and you're responsive to the things and the needs that you're seeing. That's pretty incredible.

Speaker 3:

And that's really a that second product, the help loan product, was a result of conversations that I had with individuals in the Pittsburgh market, even in the mayor's office, Pittsburgh and Cleveland and Warren. I talk to different people all the time and I want to hear, okay, what is the biggest challenge that you're aware of? That's their experience that homeowners are experiencing, or people who want to get into a home, and so in listening, it's really they're telling me the need and then I'm thinking, okay, what creative way or what kind of product can we create to help these individuals so they can get to where they're trying to go?

Speaker 1:

And if we can't do that?

Speaker 3:

then why are we here?

Speaker 1:

Let's say, somebody listening to this program themselves, or their children or their grandchildren want to reach out. How do they reach out?

Speaker 3:

They can just call Farmers Bank Direct If they need to speak with me, that's fine. I don't know the 800 number off the top of my head but I do know if you use the 330 exchange or area code it's 330-533-3341. Nice, you call that number. Someone in customer service would direct you to the individual. Whether it's for home ownership, if it's for a small business loan, whatever the need might be, they can definitely put you.

Speaker 1:

And there's an inquiry on the website too. They can fill out possibly. Yes, they can apply online. If they're looking to buy a home, okay, can definitely put you and there's an inquiry on the website too, they can fill out, possibly.

Speaker 3:

Yes, they can apply online. If they're looking to buy a home, okay. If it's something in the area of a small business loan or something to that effect, then they definitely want to make sure they're connected, someone who they can have a conversation with and what's the? Website, it's wwwfarmersankGroupcom.

Speaker 1:

FarmersBankGroupcom. There we go.

Speaker 2:

So do we have now? I don't know how much time we have, juan, you yourself have three sons yes, that you have raised and one of them wants to follow a little bit of the financial world.

Speaker 3:

Yes, he's a senior at YSU, actually graduating this spring with a degree in finance but, he's looking to be an advisor. Oh, he wants to be an advisor. He's a little smarter than I am.

Speaker 2:

But just to toot your own horn or for me to toot your horn a little bit is Juan has had opportunities to outgrow this area in this region. He's been offered jobs in banks, different parts of the country or even other things in Columbus and stuff, and he has turned those down because he feels, first of all, that it might not be exactly right. But his heart is here and I've seen him do that. It's not just. He's not just here to offer a sales pitch. He definitely lives his belief in our community. If we have the time, I would like to ask you one more question is what do you feel, from your perspective, is one of the greatest needs or opportunities in our region? I would like to ask you one more question is what do you feel, from your perspective, is one of the greatest needs or opportunities in our region?

Speaker 3:

I would say my dad and my oldest brother both worked in the steel mills.

Speaker 2:

Okay.

Speaker 3:

And so with the closing down, shutting down of the steel mills back in the 70s, I always thought and being a younger person you really don't understand all the dynamics of what was going on my dad actually retired from the steel mills back in 1983. And for me it was workforce or job opportunities. Because we lost the steel mills. What happened to General Motors, packard Electric, all the big companies that thousands and thousands upon thousands worked at and provided for their families? So our big challenge was jobs. But now you have Altium, you have Foxconn, kimberly-clark is coming into town in Trumbull County. So now we see jobs. It's not so much the jobs, it's like how do we house the people? We need the workers. Oh, got it. And then where are we going to put the workers? And then, along with workforce, you're talking housing, transportation, childcare. Those are the big things, the topics of conversations that you're going to hear a lot of.

Speaker 3:

And then you look at the chamber with the repopulation effort. So now I see the biggest challenge is getting people to see this is a desirable place to raise a family. How do we make it appealing so that people know? For those of us who are here and are invested in this community, how do we share that story and that message with others outside of the area to bring them here? Right? So that's what I would say.

Speaker 2:

That's good and to up our quality to be desirable. You know what I'm saying? Like basically, to have the best, some of the best health or, I'm sorry, like childcare systems and stuff like that there's. I feel like we live in a world of average a lot, where people have seen the dollar instead of the person, and so if we become a hub, we do have to up our game as far as the services, even housing and stuff like that. We don't want to just be a mass-manufactured community, we want to be a personal, thriving community. I have a personal vision for this. How many people do you guys know? How many Kimberly Clark, they say, are going to hire?

Speaker 3:

I would say it's probably, would you say Greg, I don't know if it's a couple thousand, maybe.

Speaker 1:

I'm not sure of the number, so I don't want to be misquoted.

Speaker 3:

But I would say for me, though, coming back to this area A, lot of homes. A lot of homes, a lot of homes.

Speaker 1:

They're going to need to come see you, right?

Speaker 3:

I would just love to see that people would see that in this area. When I go to a bigger city like I'm headed to Washington DC this weekend and you go to these bigger towns, people are like oh yeah, we have professional sports teams and the theater and this and that's great, but we're only an hour away from Pittsburgh, an hour away from Cleveland and the arts and entertainment here is growing.

Speaker 2:

We have the baseball team and we have amazing people here.

Speaker 1:

That's such me and Greg have a thing about this. Tell us why you love the area.

Speaker 2:

Oh yeah.

Speaker 3:

Why I love the area yeah.

Speaker 1:

The family.

Speaker 3:

What's unique? What's unique? I would say now, it's not as diverse as maybe some other communities, but I love the diversity. I grew up in a neighborhood you had Greek, italian, hispanic, african-american.

Speaker 2:

We got all that we have all that which comes with all the food.

Speaker 3:

But here's what I would say. Here's what I would say For me, the relationships and I get together with groups of people all the time and being able to connect with people and we're not encumbered by so much traffic and this, that and the other. But for me, first and foremost, for me personally, it's my family. I'm one of eight children, so most of us are still here. Only two have moved away one's in Columbus and another I have a sister in Arizona, but the others have remained here. So being close to my family, to my friends, going places and just seeing familiar faces and being able to connect with people, that's huge Because you can go to different places and that's great and experience all that they have to offer. But you can't replace people. Come on Buildings. You can build buildings. Yeah, you can. That's my. I'll hold on to that. I love it. That's my.

Speaker 2:

I'll hold on to that, that's awesome.

Speaker 1:

I love it. That's awesome. Be ready for a little bit of rapid fire Rapid fire.

Speaker 2:

Okay, I already know the answer to this Coke or Pepsi.

Speaker 3:

Pepsi.

Speaker 2:

I knew it Miracle Whip or mayonnaise.

Speaker 3:

Miracle Whip.

Speaker 2:

Okay, there Beach or mountains.

Speaker 1:

Beach or mountains, oh, beach for sure. Okay, there, beech or mountains, beech or mountains.

Speaker 3:

Oh, beach, for sure, beach okay, but pool I'd actually like a pool more than a beach.

Speaker 1:

If I know a bank, you could go to get a loan for a nice pool.

Speaker 2:

All right, milk chocolate or dark chocolate or white chocolate.

Speaker 3:

Milk chocolate, milk chocolate For sure.

Speaker 2:

I read a book once about the chocolate of your personality. Yeah yeah, it shows different personality traits for what chocolate you choose. I see I'm starting to dark chocolate a little bit Dark, a little bit A little bit All right.

Speaker 1:

Favorite French fry in town.

Speaker 3:

Favorite French fry. Ooh, that's a tough one. It used to be McDonald's, but they've changed something there. I like the steak fries that are thick and dry.

Speaker 2:

I'm not a fan of the okay yeah, what about? I don't know. Oh, you don't like the order of limp fries.

Speaker 3:

Oh man, I need some frisbee. Put some vinegar on those okay.

Speaker 2:

So what about your favorite book?

Speaker 3:

the bible oh that's good proverb, wisdom that's good Proverbs, wisdom, that's good.

Speaker 2:

All right, king, all right. What about movie? Favorite movie?

Speaker 3:

I'm a big Denzel Washington fan Equalizer 3?. Yes, that's good the Great.

Speaker 2:

Debaters is a good one.

Speaker 3:

That's another good one. Anything Denzel makes is. I'm an action guy, but I have a little bit of soft spot for the romantic stuff too, yeah yeah, all right.

Speaker 2:

What about your favorite song?

Speaker 3:

Favorite song. It's in Spanish, marc Anthony. Okay, it's called Vivir La Vida. It's like living your life.

Speaker 2:

Oh, nice yeah.

Speaker 1:

So, I love that little Latin.

Speaker 3:

I grew up in the Spanish household. It's a little salsa music.

Speaker 1:

With how you grew up and everything like that. Youngstown has some of the best cuisine literally when I have friends come over from TEDx and they're from all over the world and they can't believe how good a food we have here in all aspects. So not endorsing or anything, any restaurant, but what's your favorite place to eat? Where do you really like? I can't wait to go to. X restaurant or X place to eat.

Speaker 3:

It depends what I'm in the mood for, but I'll be honest with you. There's two local places and one just closed. One was Steamer, not was is.

Speaker 2:

I enjoy Steamer. I was going to say they didn't close. I love their lunch.

Speaker 3:

Go in there Got that feel like that cheers feel, and the other would be Inner Circle in Poland that just literally closed within the last couple of weeks.

Speaker 2:

Did anybody find out?

Speaker 3:

why no?

Speaker 1:

don't know.

Speaker 2:

No, it's all a mystery.

Speaker 1:

Probably couldn't get along. They didn't come see us.

Speaker 3:

They're right?

Speaker 2:

No, but you know what I think.

Speaker 3:

From what I read just from what I read the owner had mentioned something the prices going up and everything, but he didn't want to raise the prices or pass it on to the consumers, the customers. So they had a lunch special for $7.50 that I'd go in there all the time and they just knew okay, what pizza are you having today? A little salad or a drink and I just loved just the feel and the service was really you connected with the people there and they said hey, how you doing.

Speaker 3:

I know you sit in your favorite spot.

Speaker 2:

Those are the places that should honestly make it. The ones that actually care about the customers, the ones that have their heart into it. And if that is the reason, other than maybe, it was just time whatever but, you hope that people like that succeed. And he has the Inner Circle, was there for years.

Speaker 3:

Yeah, and another one Before I don't want to get in trouble you said two. Did you say two or you said favorite?

Speaker 1:

Whatever you want.

Speaker 3:

It's your time. Well.

Speaker 2:

I know it's time, it's your time.

Speaker 1:

You're good.

Speaker 3:

How could I fail to mention I'm a big Wedgwood fan? Ah A buddy of mine. I would go Religiously every Thursday and we'd meet for lunch. He'd call it the clubhouse.

Speaker 2:

He goes, we meet at the clubhouse. Oh, that's funny and that's where we would go In Austintown or Boardman Boardman.

Speaker 1:

The problem with Wedgewood is you can't stop eating it, that's true. And then you go.

Speaker 2:

Oh my gosh, I eat so much pizza. That is true, I'll tell you. One of my favorite places to eat is Juan's wife Scytha's kitchen. It's their oh man. And then they tease me about how much I eat, and then they send me home with leftovers. There you go, so I'm happy.

Speaker 1:

There you go One more time. Give us the information for farmers and how people can reach out if they have a question or want to see what can do to help with a small business idea, a home build or a home buy.

Speaker 3:

All right, so online it's wwwfarmersbankgroupcom and if you call 330-533-3341, awesome.

Speaker 1:

Thank you so much. Thank you, thank you.