HIP Tool: Strategic Marketing

Local jurisdictions hoping to attract innovative and affordable housing development can borrow tools and techniques from the field of strategic marketing to better position their communities to developers and investors, as well as to potential residents. Jurisdictions can actively promote the kind of development they desire by spreading the word that they are friendly to innovative and affordable housing, advertising the attractions and development potential of their community, and working to counter any negative or outdated misconceptions about their community.


Marketing can be crucial to a project or neighborhood’s acceptance and success. Marketing can be used to attract developers, investors, and residents. It can help gain community acceptance of projects and policies. A successful marketing plan is more than simple promotion; research and data collection are important steps that can inform a jurisdiction about the market potential of their product. Organizing the community in support of affordable housing and engaging them in the marketing process will help entrench community identity and social networks. Getting community stakeholders onboard can carry a marketing effort forward and extend outreach efforts.

Gathering data and interviewing members of the community and the target audience develops a clearer picture of how to direct the marketing campaign. It frames issues that make an argument more compelling. For example, interviews may reveal a perception that crime is a problem in a community. Crime statistics could provide facts to counter this claim. Research is crucial to a strategic marketing plan.

For other tools specific to broadening community acceptance, see Strategies to Address NIMBY and Community Outreach Plans.

Tool Profile

Focus Areas

  • Urban Centers
  • Transit Oriented Development
  • Expensive Housing Markets
  • Innovative Single Family Techniques
  • Citizen Education & Outreach

Project Types

  • Single Family
  • Multifamily
  • Ownership
  • Rental
  • Market Rate
  • Subsidized

Affordability Level

  • 80% to 120% AMI
  • Less than 80% AMI

Housing Goal

  • Affordability
  • Diversity