Module 3
Marketing Strategies
Developing comprehensive, affirmative marketing programs that reach all populations
Lesson 1
Marketing Methods Overview
Effective AFHMPs use multiple marketing channels to reach diverse populations.
Traditional Media
- Newspaper advertisements (general and ethnic press)
- Radio (commercial and public radio)
- Television (cable and broadcast)
- Printed flyers and brochures
- Direct mail campaigns
- Billboard advertising
Digital Marketing
- Property website with accessibility features
- Online listing services (Apartments.com, Zillow, etc.)
- Social media (Facebook, Instagram, Twitter)
- Email marketing campaigns
- Search engine marketing (Google Ads)
- Mobile-responsive applications
Community-Based Marketing
- On-site signage and banners
- Community events and housing fairs
- Partnerships with local organizations
- Religious institution outreach
- Public housing authority referrals
- Social service agency partnerships
You must use a combination of methods to ensure broad reach across all demographic groups.
🔑 Key Points
- Use multiple marketing channels
- Reach both online and offline audiences
- Partner with community organizations
- Ensure accessibility for persons with disabilities
Lesson 2
Equal Housing Opportunity Logo and Statements
Required Fair Housing Logo
ALL marketing materials must display the Equal Housing Opportunity logo or statement.
- Logo should be clearly visible and legible
- Minimum size requirements apply
- Available in multiple languages
- Must appear on: websites, ads, brochures, signage, applications
Fair Housing Statement
Use this HUD-required statement on all materials:
Example:
"We are pledged to the letter and spirit of U.S. policy for the achievement of equal housing opportunity throughout the Nation. We encourage and support an affirmative advertising and marketing program in which there are no barriers to obtaining housing because of race, color, religion, sex, handicap, familial status, or national origin."
Failure to display the logo can be considered evidence of discrimination.
Additional Required Statements
- TDD/TTY phone numbers for hearing impaired
- Reasonable accommodation statement
- Language assistance statement if LEP population is present
- Accessibility features statement
🔑 Key Points
- Logo required on ALL marketing materials
- Fair housing statement must be included
- Provide accessibility information
- Include contact information for accommodations
Lesson 3
Targeted Outreach
Affirmative marketing requires proactive outreach to underserved groups, not just non-discriminatory advertising.
Identifying Target Groups
Based on your market analysis, identify groups that need targeted outreach:
- Racial/ethnic minorities underrepresented in your property
- Persons with disabilities
- Families with children
- Limited English proficient persons
- Victims of domestic violence
- Homeless individuals
- Veterans
Outreach Strategies
- Partner with minority-serving organizations
- Advertise in ethnic media outlets
- Attend community events in diverse neighborhoods
- Provide materials in multiple languages
- Work with disability service organizations
- Collaborate with faith-based organizations
- Partner with immigrant service agencies
Example:
Example Outreach Plan: Target: Hispanic/Latino population Strategies: 1. Monthly advertisements in "El Informador" Spanish newspaper 2. Partnership with Hispanic Chamber of Commerce 3. Attendance at Fiesta Patrias annual celebration 4. All materials translated to Spanish 5. Bilingual staff available 6. Outreach to Catholic churches with Spanish-language services
Document all outreach activities! Keep records of where you advertised, events attended, and organizations contacted.
🔑 Key Points
- Proactive outreach is required, not just passive advertising
- Target underrepresented groups specifically
- Build relationships with community organizations
- Document all outreach efforts thoroughly
Lesson 4
Marketing Budget and Timeline
Your AFHMP should include a realistic marketing budget and implementation timeline.
Budget Considerations
- Paid advertising costs (print, radio, online)
- Translation services
- Marketing material printing
- Website development and maintenance
- Event participation fees
- Staff training costs
- Partnership program costs
Timeline Elements
- When marketing begins (before lease-up)
- Frequency of advertisements
- Schedule for outreach activities
- Training schedule for staff
- Annual AFHMP review dates
- 5-year update submission deadline
Marketing must begin BEFORE accepting applications to ensure broad awareness.
Example:
Example Timeline: Month 1-2: Develop marketing materials, establish partnerships Month 3: Launch advertising campaign (60 days before accepting apps) Month 3-4: Conduct community outreach events Month 4: Begin accepting applications Monthly: Ongoing advertising and outreach Quarterly: Review applicant demographics Annually: Full AFHMP review and updates Year 5: Submit updated AFHMP to HUD
🔑 Key Points
- Budget must support comprehensive marketing
- Marketing starts before accepting applications
- Maintain consistent presence throughout year
- Review and adjust based on results