HUD HCV Guidebook § 5.2
Where to Advertise (HUD HCV Guidebook)
Operative Text
Many families today rely less on printed media for their information, and more on the internet (including social media and mobile-friendly websites), local cable TV, and radio. Advertising through a variety of print and digital media -- including media specifically for groups who are less likely to apply for the housing – is one part of affirmative marketing. Affirmative marketing also includes outreach to community contacts to partner in getting out information to groups of people otherwise unlikely to receive it. Community contacts can include foodbanks, legal aid offices, emergency shelters, health clinics, employers, advocacy organizations, social service organizations, local government offices, and community gathering places (e.g., recreation centers, libraries, schools, places of worship). Partnerships with community contacts throughout the market area are more likely to equitably reach potential applicants and avoid perpetuating segregation or exclusion. As many organizations serve only a subset of eligible residents, in general, the more organizations that are contacted, the more likely marketing efforts are to reach a diverse pool of applicants across the market area. Partnership with community contacts throughout the market area may be particularly effective for reaching potential applicants who have limited internet access, limited English proficiency, or who may otherwise require assistance in applying.
Section 5.2 of the HUD Housing Choice Voucher Guidebook describes affirmative marketing as a two-part effort: reaching potential applicants through a broad mix of print and digital channels, and building partnerships with community organizations that serve populations unlikely to encounter standard advertising. The provision emphasizes that no single channel or partner is sufficient on its own, and that wider outreach across a market area reduces the risk of perpetuating segregation or exclusion. Groups with limited internet access, limited English proficiency, or other barriers to applying are specifically identified as audiences that affirmative marketing should reach.
Plain English — not legal advice.
Under HUD Housing Choice Voucher Guidebook § 5.2, operators engaged in affirmative marketing generally maintain a diverse advertising mix that spans both print and digital platforms, including social media and mobile-friendly websites. Compliant operators also cultivate relationships with a broad range of community contacts—such as food banks, legal aid offices, health clinics, libraries, and advocacy organizations—spread across the full market area rather than concentrated in a single neighborhood or demographic pocket. Documenting these outreach efforts and the variety of organizations contacted is a standard practice for demonstrating that marketing is reaching underserved and hard-to-reach populations.
General guidance for property managers — not legal advice for your specific situation. Consult an attorney for advice on your case.
HUD Housing Choice Voucher Guidebook § 5.2 establishes that housing programs subject to this guidebook are expected to actively reach out to people who might not otherwise learn about available housing, including those with limited English proficiency or limited internet access. If a prospective applicant believes they were not reached due to inadequate affirmative marketing—or that outreach was concentrated in ways that excluded certain communities—they may raise this concern with their local Public Housing Authority or file a fair housing complaint with HUD. Tenant-rights organizations and legal aid offices, which are themselves listed as potential community contacts under § 5.2, can be a starting point for understanding available options.
General guidance for tenants — not legal advice for your specific situation. Consult a tenant-rights organization or attorney for advice on your case.
Generated September 26, 2026 — auto-generated, not yet human-reviewed. See /transparency for methodology.
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