Community Developers often face the challenge of not only selling the houses they produce, but also selling their neighborhood to prospective buyers. A neighborhood targeted for revitalization by definition has some collection of "problems" that may be based on reality and/or may be based on negative perceptions. Some of these negative perceptions include crime, poor quality schools, blight, and concentrations of families earning low incomes.

The charge of a non-profit community developer is to serve as the ambassador and champion of all that is good and all that is improving in thetarget community. Therefore, when a CDC develops its Marketing Plan for selling the houses, it must also incorporate a Marketing Plan for selling the neighborhood.

Elements of a Marketing Strategy, produced by the Neighborhood Reinvestment Corporation Campaign for Homeownership, is a step-by-step guide for conducting and developing a cohesive marketing plan for your target neighborhood. (This document can be downloaded from the Internet at: www.nw.org).

Helpful Tips for Developing a Marketing Strategy for the Neighborhood

	1. Develop a Compelling and Clear Message that emphasizes Credibility and Value. Neighborhoods are markets that offer goods, services, experiences and a sense of community. Neighborhoods compete with each other for residents and investment. The job of the community-based organization is to clearly state what is good and what is improving about your community.
	2. Invest the time and resources to develop a Neighborhood Marketing Plan. See Section C1 for a template of the key components of a Marketing Plan for your neighborhood and your organization.
	3. Beware of negative perceptions veiled in "what everyone knows" - the so-called "truths" about certain neighborhoods. (For example - "you can't get a pizza delivered or a cab to come into this neighborhood") Dispel these rumors! Promote the truth! Do this by visiting other neighborhoods to see what's there, to see how yours "stacks up."
	4. Don't try to solve all of the problems at once, or you won't solve any of them. Identify problems, rank them, and then tackle one problem at a time. Involve members of the board of directors or members of the city administration in the process. Let the people who support what you are doing help you sell the program.
	5. Base marketing strategy on things your neighbors know and love, otherwise neighbors will not show any interest. CONNECT WITH YOUR TARGET BUYERS! Remember to promote the good things in the neighborhood when selling - an example would be "the local high school has the highest SAT scores in the county and the lowest drop-out rate".
	6. Keep the message simple - Example: remind potential buyers that it is possible to own a house for less than it costs to rent.
	7. Let your mission guide your message. Support your message with facts. A specific timetable of development plans in process can do much to establish a tone that revitalization has begun.
	8. Focus on the positive at all times. Even though focusing on negative issues may help you receive funding, focusing on the positive will attract buyers and community support for your project.

There is a significant overlap between the marketing plans for the neighborhood, the organization and the house for-sale. This is to be expected since the messages of:

	Revitalization
	Professionalism
	Quality
	Value

should be consistent and on-going themes in all marketing efforts. The following sections provide outlines and tips for marketing your target neighborhood and then marketing houses for-sale.

Next: B1. Twelve Strategies for Sales and Pre-Sales

OHIO CAPITAL CORPORATION FOR HOUSING