Housing is the Key��A Messaging Guide
�It’s the economy housing, stupid
The vast majority of Marylanders believe “too many” people are left behind in our economy
Among economic issues that voters care the most about, housing is at the top of the list.
�For many, the cost of living start with housing.
What the Research Tells Us
According to a poll conducted by UMBC in September, 66% rated economic conditions as “poor” or “fair (Only 32% percent said “excellent” or “good”)
�Maryland adults who say they are “very” or “somewhat” concerned about each issue:
Specifically, 81% said they were “very” or “somewhat” concerned about “the cost and availability of housing”
Housing & the Economy is Not a Partisan
Issue
Maryland Polling - September
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Do: Be Specific! What is the value you are conveying?
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Don’t: Use general terms, they can mean anything.
Specific Messaging Rules
Do | Don’t |
Talk about values, people, how important housing is to everything e.g. “everyone needs safe, affordable housing” | Lead with data or research. Include it later, but data isn’t the reason we’re here, it’s people.�� |
Convey why housing matters and stick to your talking points. | Get dragged into the weeds. Redirect the conversations to your values and your why.��e.g. The most important thing is_____. |
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Don’t: Repeat opposition talking points in order to refute them.
Marylanders Want Action
“I believe many Marylanders are left behind in our economy and can't keep up with rising prices and the cost of living.” 69% agree, of which 35% strongly agree, only 10% disagree��“I expect my elected officials to take action to address rising costs and to make living in Maryland more affordable.” 83% agree, of which 57% strongly agree, only 4% disagree��“Politics as usual isn't working. Too many people are getting left behind, and not enough is being done to protect vulnerable people or the middle class.”
“It's time for our elected officials to focus on the needs of hardworking people and families like us, and stop protecting wealthy corporate interests. We need them to take action to lower the costs of living, including food, healthcare, energy bills, insurance, and housing so we all have a little more money in our pockets, and a more secure financial future.”
“Our working families deserve the freedom to build good lives in thriving communities. But, too many hardworking Marylanders are left behind due to rising prices, a higher cost of living, and a lack of good paying jobs. It shouldn't have to be this hard. That is why we need our elected officials to invest in working people by creating good-paying, union jobs, addressing healthcare costs, and doing more to lower bills for everyday people.”
Specific Economic Messaging Rules
DO | Don’t |
Focus on the real world impacts policies will have on everyday people and communities (e.g. down payment assistance; protecting renters from discrimination) | Do not use large numbers/statistics, jargon, or abbreviations (e.g. XX dollars in cost savings from eviction prevention) |
Connect on with the audience via shared values (especially in opening lines) | Do not focus on the political or legislative process, including hypocrisy |
Center individuals/voters as the heroes in our political story - the participation is how they achieve material gains | Do not make the politicians the central characters - they are simply the conduits by which real people make change |
Tell a positive vision about our shared vision and what we can achieve while contrasting with the vision of the opposition | Do not repeat oppositions attacks or frames |
Use relatively simple language (the average American reads at a 7th grade level) | Do not use unnecessarily complex or wordy messages |
Message Frames that Resonate
“Prices are still too high”
“Left behind” “The system isn’t working”
“Everyone deserves the tools they need to thrive”
“Everyone deserves a fair chance”
Messages that are Effective
[XYZ] housing plan isn't just about today, it's about our children's future. By [ACTION] will help middle-class families find a house they can afford, giving parents peace of mind and kids a place to grow. [DETAILS] e.g. With $25,000 in assistance for first-time home buyers, young couples can start building their future. And by cracking down on shady landlords and banning price gouging, we can lower costs for renters. [PERSON/PLAN] is fighting to lower housing costs so that every family has the tools they need to thrive.
We all deserve a safe place to live, no matter our background or paycheck. [XYZ] housing plan is about giving everyone a fair chance. [DETAIL], you can find a new home/finally have a place to call your own. It's time the system worked for us, not just the rich and powerful.�
No matter where they live or what they look like, every family deserves the freedom to live in a safe and affordable home. [XYZ HOUSING PLAN] will make housing more affordable. [ACTION] so that every family has the freedom to thrive.
The system's been rigged against us for too long. [XYZ] housing plan is about changing that game. [VISION STATEMENT] e.g. Imagine being able to afford your own place, in a community where you feel safe and your kids can thrive. With [DETAIL], it's not just a dream. This is about creating a future where we all have a fair shot.
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Contact: Alice Wilkerson�alice@advancemaryland.org��
Slides & more housing messaging guidance available at advancemaryland.org �What We Do Messaging Resources ssssssHousing
�Use this worksheet to help develop and refine your message