Overview of Affirmative Marketing and Implications for the Westchester Fair Housing Settlement

This report summarizes a Feb. 14, 2011 Institute for Affordable Housing Policy roundtable on affirmative marketing of affordable housing in Westchester County. The Furman Center received grant funding to provide independent research and expert assistance on implementation of a federal housing settlement. Under the terms of the settlement, Westchester must develop at least 750 affordable housing units in municipalities with overwhelmingly white populations, and must affirmatively market this housing in geographic areas with significant non-white populations. The roundtable and this review explores strategies to identify and reach potential residents, with an aim of providing insight for Westchester County in the implementation of its obligations under the settlement, as well as to provide guidance to other municipalities that share the obligation to affirmatively further fair housing.