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A new program is launching in the Sonoma Valley to help reduce homelessness. It's called the Rapid Rehousing Program, and aims to help individuals find and keep permanent housing.

HomeFirst and the Sonoma County Department of Health Services are introducing the first-of-its-kind initiative for the Valley, where about 100 people are currently unhoused.

Here’s Hunter Scott with Sonoma County HomeFirst.

“HomeFirst is an organization that's dedicated to ending homelessness. We envision a community where homelessness is eradicated. And we do that by trying to pair people with permanent housing resources and the services they need to be successful,” said Scott.

The program is funded by Sonoma County and managed by HomeFirst. Scott says a key feature is offering financial incentives of up to $1,000 to Sonoma Valley landlords willing to rent their units to program participants.

“Another thing that's unique about this program is that in Sonoma County there are very few housing programs overall dedicated to people who are homeless that are what we call tenant-based,” Scott said. “So what that means is that it’s a program that works with the individual to find housing in the normal rental market that can be their home.”

The program provides financial aid for rent and deposits, along with support in finding units and case management. It's expected to help 13 households, or about 20 people, secure a roof over their heads in its first year. Scott sees it as a "win-win" for both the unhoused and landlords, offering stable rent and support.

“It's a pretty good deal for landlords because unlike the normal rental market, we provide stable rent and mediation throughout the process,” said Scott. “We can help pay for damages if anything does occur, which again on the normal rental market, they don't get that. And then we also pay landlords an incentive to help them make that jump into entering into a lease with someone who's experienced homelessness.”

The initiative is part of Sonoma’s Three-Year Action Plan to End Homelessness, building on recent progress that saw a 23-percent decline in homelessness countywide last year.