Marketing Agent Training

Marketing Agent Trainings

HPD, in partnership with LISC and Enterprise, developed a series of free trainings to bolster the number of Minority- and Women-Owned Business Enterprises (M/WBEs) and non-profit firms performing marketing activities in the Housing Connect lottery process for affordable housing projects. LISC and Enterprise secured generous funds from Goldman Sachs to offer trainings that are prerequisites for firms seeking to become Qualified Marketing Agents. In keeping with other Building Opportunities initiatives, these trainings will allow more equitable access for firms looking to benefit from the City’s investment in the affordable housing industry. These trainings will prioritize the participation of M/WBEs and extend opportunities for non-profit organizations.

Growing Demand for Marketing Agents

The City needs firms to perform marketing activities (e.g. advertising, unit lease-up/sale, tenant eligibility review, and ongoing compliance) on a growing number of affordable housing projects in the Housing Connect lottery process. Through an RFQ the City will establish a prequalified list of marketing agents, who are eligible to work on City-sponsored housing projects. Firms that want to capitalize on this growing industry by adapting their existing businesses or improving their capabilities can apply for the Marketing Agent Training series.

Reducing Barriers to Become Qualified Marketing Agents

To join the list of Qualified Marketing Agents firms must show proof of completing three trainings and two of these trainings have substantial costs for each participant. To reduce the financial barriers that M/WBEs and non-profits may face in meeting these requirements, up to three staffers can take all required courses for free through the Marketing Agent training series. To best build long-term capacity of firms, staffers should be principals or those who oversee daily operations and individuals who anticipate reviewing affordable housing applications and conducting the eligibility review process with applicants.

Learn Requirements to Market, Lease, and Sell Affordable Units in Housing Connect

Each training series will include in-depth virtual training on three topics:

  • Marketing HPD and HDC Projects: A two-day session to understand basic requirements of the Housing Connect lottery process and performing marketing activities in projects financed by HPD and/or HDC.
  • Low Income Housing Tax Credit (LIHTC) Compliance: A four-day training with four-hour sessions each day to cover all aspects of understanding the rigorous tasks firms perform to ensure the proper use of federal funds. Participants must complete an exam within two weeks of the training’s end.
  • Fair Housing & Reasonable Accommodations: A two-day training with four-hour sessions each day to cover how to uphold the Fair Housing Act and assess reasonable accommodations requests from residents. Participants must complete an exam within two weeks of the training’s end. 

All participating individuals will receive certificates at the end of trainings.

Requirements to Participate in Trainings

Principals or staff overseeing daily operations of the following firms can participate:

  • Certified M/WBEs
  • Firms in the process of certifying as an M/WBE
  • Non-profit organizations

Ideal Applicants

Firms that perform some or all of the following duties are great candidates for this training:

  • Leasing rental units
  • Selling affordable homeownership units
  • Advertising available units
  • Conducting eligibility reviews of potential tenants for affordable housing
  • Performing ongoing compliance checks related to a person’s ability to receive governmental benefits
  • Performing compliance reviews on behalf of an entity 

There will be a pre-submission conference in March for applicants with limited marketing, leasing, or selling affordable units experience. There will also be two standalone virtual discussion on “What it Takes to Successfully Operate a Marketing Agent Business.” These sessions take place on March 3rd and May 6th.

Training Schedule

These trainings will be deployed in three series, where one preceded the RFQ response deadline.

Winter Series

  • Low Income Housing Tax Credit (LIHTC) Compliance - March 8th through 12th
  • HPD/HDC Marketing Training – March 17th and 18th
  • Fair Housing & Reasonable Accommodations – March 30th and 31st

Spring Series

  • HPD/HDC Marketing Training – May 19th and 20th
  • Low Income Housing Tax Credit (LIHTC) Compliance - June 7th through 11th
  • Fair Housing & Reasonable Accommodations – June 16th and 17th

Fall Series

  • HPD/HDC Marketing Training – TBD
  • Low Income Housing Tax Credit (LIHTC) Compliance – September 20th through 24th
  • Fair Housing & Reasonable Accommodations – October 5th and 6th

How to Apply

M/WBE and non-profit firms interested in participating in the free marketing agent training series should complete the Marketing Agent Training Interest Form by February 19, 2020 to apply for the winter session. Please check back for deadlines for spring and fall sessions.

About the Prequalified List of Managing Agents

By completing the training, firms will have some qualifications necessary to become Qualified Marketing Agents through the Agency RFQ. Firms must submit responses to the RFQ by April 9, 2020 at 2:00 pm for inclusion on the initial Qualified List. After the first round of Applicant reviews, applications will be accepted on a rolling basis, and the Agency anticipates that the Qualified List will be updated periodically.

Contact Us with Questions

If you have questions about the application process, including how to apply and checking for receipt of application please contact