NO PLACE LIKE HOME:
MITIGATING THE AMERICAN HOUSING CRISIS
SEPTEMBER 27, 2024
Yes, this webinar will be recorded
METHODOLOGY
Embold Research surveyed registered voters nationwide to explore the impact of the housing affordability crisis on Americans’ lives, support for rent caps, and to identify effective messaging frames around housing reform.
Survey n=1,832 registered voters nationwide from August 7-14, 2024
Respondents were recruited via dynamic online sampling and to obtain a sample reflective of the population.
Post-stratification performed on age, gender, race/ethnicity, education, Census region, urbanicity, and 2020 presidential vote
The modeled margin of error is 2.4%
SAMPLE OVERVIEW
52% Women
46% Men
2% Trans/Non-binary
25% 18-34
24% 35-49
24% 50-64
27% 65+
62% Homeowners
26% Renters
12% Other living situation
47% Democrat
41% Republican
12% Independent
66% White
12% Hispanic
12% Black
7% AAPI
1% American Indian or Alaska Native
2% Other
40% Suburban
32% Urban
28% Rural
KEY FINDINGS
01
03
04
02
Housing affordability is a highly salient issue both nationally and locally.
Housing affordability is a top election issue for 1 in 5 voters.
Voters are divided when it comes to who they trust to address the high cost of housing, with many voters distrustful of both parties.
Locally, voters see housing affordability as the top priority, ahead of preventing crime, improving local infrastructure, or K-12 education.
The rising cost of housing is putting significant pressure on Americans, leading many to compromise on housing goals and face growing financial strain, particularly non-homeowners.
KEY FINDINGS
05
07
08
06
Solutions to the housing crisis should emphasize shared values like stability, safety, and community solidarity.
There is widespread, bipartisan support for implementing caps on annual rent increases.
Messaging that argues that rent caps are a way create housing stability, leading to safer and stronger communities is the most broadly persuasive.
Safety and community solidarity are shared values across the political spectrum and should be emphasized in messaging around housing reform.
Following the recent Supreme Court ruling, a majority of voters are opposed to cities punishing those who violate bans on sleeping or camping in public.
HOUSING AFFORDABILITY IN THE ELECTION
Inflation and immigration are top issues for voters in the upcoming election.
For 1 in 5 voters, housing affordability is a decisive issue in the election. The issue is particularly salient to young people, voters of color, non-homeowners, and those who live in the West.
Voters are divided on which party they trust to address the housing affordability crisis, with over a quarter expressing distrust in both parties.
Voters overwhelmingly see housing costs as a serious problem in their communities, especially in the West and large cities.
Housing affordability is voters’ top local priority, ahead of other key priorities like crime prevention, improving infrastructure, and K-12 education
THE BURDEN OF HIGH HOUSING COSTS
A large majority of voters report their income is falling behind the cost of housing, including 83% of renters.
Half of homeowners have had their homeowner’s insurance premiums increase significantly, and 21% have avoided using their policy out of fear of cancellation or higher rates.
Nearly half of voters would move if they could, but for the vast majority, high housing costs are a significant barrier.
High housing costs have led renters and those in other living arrangements to make significant compromises in their housing aspirations.
Non-homeowners are feeling the strain of high housing costs, with many reporting financial stress, difficulties saving, and cutting back on travel, leisure, and even essentials like food and medical care.
Most non-homeowners are skeptical about their potential for homeownership, including 44% who do not believe they will be able to own a home in the future.
Non-homeowners are far less optimistic about their future, reflecting concerns over high housing costs and their prospects for homeownership.
POLITICAL ENGAGEMENT GAP
Homeowners pay closer attention to government and politics than non-homeowners.
Nearly seven in ten homeowners are paying ‘a lot’ of attention to campaigns this year, compared to only 55% of non-homeowners.
Consistent with paying more attention to politics, homeowners are more likely to vote than non-homeowners, with the greatest gap around voting in local elections.
SUPPORT FOR RENT CAPS
Despite the Biden administration’s proposal to cap unfair rent increases, most voters have not seen or heard much about rent controls.
Rent caps enjoy bipartisan support, with 7 in 10 voters in favor of introducing rent caps in their community.
Pro-Rent Caps Messages Tested
Stability | Rent caps keep rent increases manageable, helping people stay in their homes. This stability benefits renters’ mental and physical health and helps children succeed in school. It also creates stronger communities with more involved, long-term residents and lower crime rates. |
Equity | While rent caps would benefit all renters who are struggling to keep up with skyrocketing rents, they are especially crucial for the most vulnerable households. Low-income households with children, households of color, seniors, and people living with disabilities face the highest risk of being priced out of their homes. By implementing rent caps, we can provide these at-risk groups with the stability needed to thrive. |
Fighting Greed | Corporate and Wall Street based landlords have exploited the housing shortage, raking in record profits in recent years while millions of renters are forced to choose between making rent and affording basic necessities like food and healthcare. Implementing rent caps would keep money in pockets of everyday Americans rather than boosting the profits of corporate and Wall Street based landlords. |
Fairness | Rent caps allow owners of rental housing to raise rents by a small amount each year to cover costs and inflation. This balanced approach protects renters from price gouging while ensuring owners make a profit. |
Much Needed Relief | Over the last decade, housing costs have surged across the country, putting millions of Americans under pressure. Half of all renter households struggle to make rent, with millions paying over half their income on housing. This crisis has driven thousands of people into homelessness, which is now at a record high of over 650,000 people. Implementing rent caps would provide much-needed relief to renters while we work on long-term solutions to our housing affordability crisis. |
All 5 messages are at least somewhat convincing to a large majority of voters.
‘Fighting Greed’ is the most convincing reason to support rent caps for Democrats, while Republicans find ‘Stability’ and ‘Fairness’ more persuasive.
‘Fighting Greed’ is the most convincing reason to support rent caps for non-homeowners, while homeowners find ‘Fairness’ and ‘Stability’ the most persuasive.
COMMUNICATING ABOUT HOUSING REFORM
Safety is a shared value when it comes to voters’ visions of an ideal community, with over half of voters prioritizing it above all else.
Community solidarity and safety are key to voters feeling at home.
Safety, affordability, inclusivity, and community solidarity are top community priorities.
COMMUNICATION RECOMMENDATIONS
Community solidarity is what makes a place feel like home. Emphasize how housing reform can build stronger, more connected communities by encouraging mutual support, fostering belonging, and helping neighbors look out for one another.
Democratic voters place high value on diversity, equality, and sustainability. Messaging targeting Democrats should emphasize how housing reforms can help more diverse and sustainable communities, while addressing broader concerns around affordability and safety.
Safety is a shared community value across the political spectrum, presenting an opportunity to frame housing reform not only as a solution to the affordability crisis but as a way to create safer, more stable communities.
HOMELESSNESS & LOCAL RESPONSE
A majority of voters report that homelessness is a serious problem in their community. Concern about homelessness is highest in the West and in larger cities.
A majority of voters report an increase in homelessness in their communities, with the West showing the highest share of reported increases. Very few voters report a decrease.
A lack of affordable housing is seen as the primary driver of homelessness in communities across the country.
The vast majority of voters in communities where homelessness is seen as a serious issue are dissatisfied with their local government’s response.
In the wake of the recent Supreme Court ruling, a majority of voters oppose cities punishing (jailing, fining, etc.) those who violate bans on sleeping or camping in public.
A narrow majority of Republicans support punishing sleeping or camping in public, while 80% of Democrats are opposed.
Voters in the West are most supportive of punishing sleeping or camping in public. Notably, those living in larger cities with higher rates of homelessness are not highly supportive.
HOMELESSNESS KEY TAKEAWAYS
The high cost of housing is commonly viewed as the primary cause of homelessness.
Despite the Supreme Court’s recent ruling, a majority of voters are opposed to cities taking actions against those who violate public sleeping or camping bans.
A majority of voters say that homelessness is a serious problem in their community and that the problem has become more severe in recent years. Those living in the West, where a majority of the unhoused population lives, are particularly concerned about the issue of homelessness.
Voters who live in communities where homelessness is seen as a serious problem are largely dissatisfied with their local government’s response.
THANK YOU
QUESTIONS?
ABOUT US
Embold Research
Lead with data. Get things done.
Embold Research is a team of data scientists and communications professionals with deep experience helping leaders translate data into actionable insights.