Marketing

Marketing Guidelines

Marketing Handbook cover page

Developers creating City-sponsored affordable housing are required to follow HPD/HDC marketing and resident selection procedures. The primary objective of the marketing, lease-up and sales effort is to ensure that the process is fair and provides equal opportunity to all applicants, regardless of race, color, religion/creed, gender, sexual orientation, gender identity or expression, national origin, age, disability, military service/veteran status, immigration status, lawful occupation, lawful source of income, marital or partnership status, pregnancy, presence of children, or status as a victim of domestic violence, sexual violence, or stalking. In addition, the process should affirmatively further fair housing by promoting racial, ethnic, income, and geographic diversity among residents and within the neighborhood, and by providing applicants with mobility, vision, or hearing disabilities that require accessible/adaptable units priority for those units.

In addition to following the procedures detailed in the Marketing Handbook, the developer’s outreach efforts are a critical tool in the development of a diverse set of applicant pool and tenancy.

Recent Changes to the Marketing Handbook

01/31/20: Changes include new efficiency measures to make the applicant eligibility review process faster and more convenient, clarifications and guidance for marketing agents reviewing applicant documentation, and updated procedures for leasing units that remain unfilled after processing all lottery applicants, including referrals of homeless clients.

08/21/19: Changes include amendments to: the occupancy standards to increase the number of household members allowed per unit size by one person; the occupancy standards to remove the requirement that married or similarly committed couples are assumed to share a bedroom in determining the unit size for which they qualify; the Housing Court history policy and allowable credit fees to align with new State Tenant Protection laws; the credit/background check policy to allow applicants to provide a credit or background check run within the last 30 days; and the credit check policy to allow applicants to provide evidence of 12 months positive rental payment history in lieu of having the marketing agent run their credit report.

06/19/2018: Updates include clarifying eligibility guidelines for a speedier review process; introducing additional protections for domestic violence survivors; limiting options to reject applicants based on credit history and debt; and reducing document requirements, where possible. And in 2016, we introduced new policies and procedures to standardize credit criteria; restrict rejections based on credit score alone; clarify income calculations; place limits on personal assets and property ownership and streamline the interview process.

We've accelerated and expanded the goals of Housing New York to achieve 300,000 affordable homes by 2026 and are equally committed to making the process of leasing up those apartments as equitable and efficient as possible.

Marketing, Lottery, and Lease-up Timeline

Begins with 7 months of pre-marketing, then 6 months of marketing, 4 months of running the lottery, and ends with 2 months of evaluation and selection before occupancy.

Note: Timing is approximate and may vary by project.