While all federally assisted housing properties are required to update their Affirmative Fair Housing Marketing Plans (AFHMP) at least every five years, HUD requires that the Plan actually reflect the marketing realities of your community. For this reason, it is recommended that the AFHMP be updated as needed – not just every five years.
When updating the Plan, two elements must be kept in mind: (1) Targeting; and (2) Outreach.
Targeting
Housing operators must identify the population least likely to apply at your property, and target the marketing plan to this group. Identifying the demographic components of your area will be helpful in this effort, and there are some good sources to assist in this effort. A good starting point is your local planning office, but good information is also available from the census bureau (www.census.gov). One of the most useful areas on this website is the American Factfinder page (http://factfinder2.census.gov).
Outreach
Your plan must describe the methods you will use to reach out to the target market, as well as how you will advertise to the general population. It is important to remember that you cannot market only to those least likely to apply. In addition to the general marketing tools you will use, the AFHMP must identify the non-traditional advertising sources that will be used to target specific groups. Such sources may include churches, advocacy groups, and targeted publications. It is also recommended that all ads, brochures and written materials be published in the languages required in your Limited English Proficiency (LEP) Plan.
Finally, owners are required to make a “good faith” effort to carry out the plan provisions. All marketing activities must be documented and available for HUD review. And, if the Plan as it currently exists is not garnering the desired results, revision is in order.