In 1936, Hollyday brought in a young future developer, James Rouse, who proposed a FHA mortgage department to back loans in high-risk markets.
[3] In the last months before WWII, the Citizens Planning and Housing Association was formed by Frances Morton (Froelicher), a Sunday School student of Hollyday.
He formed Fight Blight Inc. to provide FHA-backed loans to property owners who failed to meet the new codes he initiated under the zoning board.
Hollyday became the vice president of American Council to Improve Our Neighborhoods (ACTION) in 1951 which marketed public-private housing initiatives as The Baltimore Plan.
[1] Following his federal government work, friends funded a community center in Washington's Adams Morgan neighborhood and named it after Hollyday.