Part 2

Affirmative Fair Housing Marketing

1. (a) Assessing affirmative marketing needs Affirmative fair housing marketing plans shall identify the group or groups least likely to apply for the housing opportunity through the submission of relevant demographic data. Entities may derive data from the U.S. Census, municipal sources, regional planning agencies, civil rights groups, fair housing officers, social service agencies, federal sources, state planning documents or reports, and like organizations and sources. Entities shall clearly identify the documentation of any sources for such data.

2. (b) Affirmative marketing outreach

   1. (1) Mechanisms – Affirmative fair housing marketing plans shall determine and identify the most appropriate ways in which the entity shall disseminate information to potential applicants, which may include: newspaper, radio, television, and other electronic and non-electronic media advertisements as well as flyers and announcements to social service agencies and other organizations with the desire and capacity to inform potential applicants of the availability of housing opportunities. These mechanisms or organizations shall represent those most likely to be read, heard, seen by, or in contact with potential applicants least likely to apply.
   2. (2) Locale – Affirmative fair housing marketing plans shall provide for the dissemination of information at a minimum in (A) the largest city located in the nearest Primary Metropolitan Statistical Area or Areas or Metropolitan Statistical Area or Areas, (B) the Regional Council of Governments planning region in which the entity is located, as defined by section 4-124i of the Connecticut General Statutes, and (C) any other areas where those least likely to apply may reside.
   3. (3) Time frame – Affirmative fair housing marketing plans shall identify the time frame, duration, and frequency of the mechanisms for the dissemination of information set forth in subdivision (1) of this subsection. At a minimum, affirmative fair housing marketing shall begin ten (10) business days prior to general marketing of the housing opportunity.

   4. (4) Content – Affirmative fair housing marketing plans shall identify the content of the materials to be disseminated to potential applicants which at a minimum shall:

      1. (A) identify the location of the housing opportunity;
      2. (B) describe the housing opportunity;
      3. (C) identify when the application process shall begin and end;
      4. (D) encourage all potentially eligible applicants to apply;
      5. (E) include a contact person and telephone number;
      6. (F) display the fair housing logo and clearly state the entity’s commitment to fair housing and non-discrimination in accordance with all applicable state, federal and local fair housing laws and regulations;
      7. (G) where there is any advertising depicting persons, depict persons of diverse demographic groups;
      8. (H) include a fair housing policy statement that satisfies the requirements of section 8-37ee-602 of the Regulations of Connecticut State Agencies; and (I) set forth how persons with disabilities may request a reasonable accommodation pursuant to section 46a-64c of the Connecticut General Statutes.
   5. (5) Community contacts – Affirmative fair housing marketing plans shall identify community contacts, which contacts shall include individuals and organizations that are well known in the area and that can communicate with and assist those least likely to apply. These individuals and organizations may include, without limitation, religious organizations, housing counseling groups, legal services organizations, labor unions, minority and women’s organizations, shelters, social service agencies, housing authorities, or town officials. Entities shall provide each community contact appropriate materials, as described in subdivision (4) of this subsection, with additional instructions, if necessary.
   6. (6) Counseling and application assistance – Affirmative fair housing marketing plans shall provide that either the contact person or a housing counseling organization, fair housing officer or other similar party is trained in all applicable state, federal and local fair housing laws and regulations and the requirements of any such law or regulation and is ready and willing to assist all potential applicants, including those least likely to apply, and those who may need reasonable accommodation, with the application process.
   7. (7) Follow-up – Affirmative fair housing marketing plans shall provide for follow-up meetings or reports from the various organizations and individuals listed in subdivision (5) of this subsection in order to evaluate the effectiveness of the affirmative fair housing marketing. Where organizations determine that few potential applicants who are among the groups least likely to apply are displaying an interest, the entity, in coordination with the organizations and individuals shall consider alternative approaches set forth in subdivision (1) of this subsection.

(Effective February 4, 2025)