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With support from:With support from:
Talking About Housing: Talking About Housing: Developing Effective MessagesDeveloping Effective Messages
2
This research was conducted by This research was conducted by Patricia McCaig of McCaig Patricia McCaig of McCaig
CommunicationsCommunications
Initial message development and concepts to Initial message development and concepts to be tested arose out of the Neighborhood be tested arose out of the Neighborhood
Partnership Fund’s “Talking About Housing” Partnership Fund’s “Talking About Housing” workgroup on Media and Messages, led by workgroup on Media and Messages, led by Lawrence Wallack, Dr PH, of Portland State Lawrence Wallack, Dr PH, of Portland State
University.University.
Our sincere thanks to Larry Wallack and our Our sincere thanks to Larry Wallack and our many workgroup partners for their many workgroup partners for their
contributions to this effortcontributions to this effort
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Survey MethodologySurvey Methodology SampleSample
600 interviews of registered voters.600 interviews of registered voters. 200 each - Clackamas, Multnomah, and 200 each - Clackamas, Multnomah, and
Washington countiesWashington counties MethodMethod
Telephone interviews conducted August Telephone interviews conducted August 31- September 2, 200431- September 2, 2004
+/- 4% margin of error+/- 4% margin of error
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PurposePurpose Probe public awareness and general Probe public awareness and general
attitudes about affordable housing;attitudes about affordable housing; Identify affordable housing priorities & Identify affordable housing priorities &
key beneficiaries; andkey beneficiaries; and Test different messages and Test different messages and
messengers.messengers.
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Presentation OutlinePresentation Outline
Background/AwarenessBackground/Awareness
AttitudesAttitudes
Priorities Priorities
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Interesting DemographicsInteresting Demographics
Homeownership:Homeownership:
81% of survey respondents were homeowners81% of survey respondents were homeowners•18-34 39% own home 61% no•35-54 87% own home 13% no•55 + 86% own home 14% no
Plan to buy or sell home in next 5 years?Plan to buy or sell home in next 5 years?• 33% plan to buy or sell • 67% no
Of those who own home (81%)•29% plan to buy or sell home)•71% no
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Now I’d like you to think about income levels for Now I’d like you to think about income levels for a family of four in your community – what would a family of four in your community – what would you guess is the middle income for a family of you guess is the middle income for a family of
four?four? (Q5) (Q5)
12%
56%
18%
6% 8%
0%
20%
40%
60%
80%
$ 25,000 or less $ 50,000 $75,000 $ 100,000 ormore
Don't Know
8
Thinking about the cost of housing in your community for Thinking about the cost of housing in your community for a minute – when you think about the range of housing a minute – when you think about the range of housing prices from the least expensive to the most expensive, prices from the least expensive to the most expensive,
what would you guess a house in the middle of the range what would you guess a house in the middle of the range would cost?would cost? (Q4) (Q4)
19%
45%
20%
12%
4%
0%
20%
40%
60%
$ 150,000 orless
$ 200,000 $250,000 $ 300,000 ormore
Don't Know
9
Now, thinking about your community, how would Now, thinking about your community, how would you describe the you describe the availabilityavailability of of low cost housinglow cost housing? ?
Split sampleSplit sample (Q6&7)(Q6&7)
6%
40% 37%
11%6%
0%
20%
40%
60%
80%
VeryAvailable
SomewhatAvailable
Not veryAvailable
Not at allAvailable
Don't Know
Low Cost Housing
10
Now, thinking about your community, how would Now, thinking about your community, how would you describe the you describe the availabilityavailability of of affordable affordable
housinghousing? ? Split sampleSplit sample (Q6&7)(Q6&7)
11%
51%
29%
7% 3%
0%
20%
40%
60%
80%
VeryAvailable
SomewhatAvailable
Not veryAvailable
Not at allAvailable
Don't Know
Affordable Housing
11
Now, thinking about your community, how would Now, thinking about your community, how would you describe the you describe the availabilityavailability of low of low
cost/affordable housing? cost/affordable housing? Split sampleSplit sample (Q6&7)(Q6&7)
6%11%
40%
51%
37%29%
11% 7% 6% 3%
0%
20%
40%
60%
80%
VeryAvailable
SomewhatAvailable
Not veryAvailable
Not at allAvailable
Don't Know
Low Cost HousingAffordable Housing
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AttitudesAttitudes
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What are the top two issues you’d like to What are the top two issues you’d like to see your local elected officials do see your local elected officials do
something about? something about? (Q2) (open-ended)(Q2) (open-ended)
7%
7%
7%
7%
8%
9%
10%
12%
12%
13%
24%
0% 10% 20% 30% 40% 50%
Education (General)
Taxes
Jobs/Unemployment
Health Care/Insurance
Road Construction/Maint
Education Funding
Safety/Law Enforcement
Affordable Housing
Crime/Drugs
Control Growth
Traffic
14
Now, I’d like to read you a list of issues facing your Now, I’d like to read you a list of issues facing your community today. Using a scale of 0 to 10, I’d like community today. Using a scale of 0 to 10, I’d like you to tell me how much each issue concerns you you to tell me how much each issue concerns you
personally. personally. (Q3)(Q3)
28%
34%
42%
49%
51%
53%
58%
59%
76%
0% 20% 40% 60% 80% 100%
Very Concerned (8-10)
The cost of healthcare
Prep kids - college/work
Guarantee funding for K-12
Prev crime/public safety
Protecting water quality
Not enough family wage jobs
Improving roads/trans system
Lack of affordable housing
Lack of low cost housing
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Lack of affordable housing Lack of affordable housing (Q3)(Q3)
48%42%
36% 35%
47%
0%
20%
40%
60%
80%
Multnomah Washington Clackamas Men Women
CountyCounty Men/WomenMen/Women
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Lack of low cost housing Lack of low cost housing (Q3)(Q3)
36%
22% 24% 24%30%
0%
20%
40%
60%
80%
Multnomah Washington Clackamas Men Women
CountyCounty Men/WomenMen/Women
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Next, I’m going to read you two different statements about Next, I’m going to read you two different statements about government’s role in providing more affordable housing in government’s role in providing more affordable housing in
your community. Please tell me which statement most your community. Please tell me which statement most accurately reflects your point of view. (accurately reflects your point of view. (Q10)Q10)
39%
55%
7%
0%
20%
40%
60%
80%
100%
Statement A Statement B Don't Know
Statement A
“Hard work and personal responsibility are the keys to personal achievement –
including home ownership. Government programs already do
enough to take care of the needy in our community. Providing affordable housing is just another handout &
make it harder for people to succeed.”
Statement B
“A core belief in America has been that if you worked hard you could afford a decent home. Today, someone who earns minimum wage cannot afford a
one-bedroom apartment at fair market rent anywhere in America.
Government should help anyone who works afford a decent home, even if
they make minimum wage.”
18
Next, I’m going to read you different statements some people Next, I’m going to read you different statements some people make about affordable housing. Please tell me if you strongly make about affordable housing. Please tell me if you strongly
agree, somewhat agree, somewhat disagree, or strongly agree, somewhat agree, somewhat disagree, or strongly disagree with the statement. disagree with the statement. (Q8)(Q8)
76%
77%
81%
86%
53%
47%
0% 20% 40% 60% 80% 100%
Strongly Agree
Hard-working people should be able to afford housing/still
have $ for food & basic necessities.
Children deserve an opportunity to succeed in
school / life, which is tied to having a stable home.
Housing gives people opport. to build better lives. To
succeed, you need a place to call home.
It’s only fair that everyone has a safe, decent place to
live.
Family home buying power has not kept pace with the
rise in home prices.
Communities are stronger when they provide a range of housing for different income
levels
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(Q8) (continued)(Q8) (continued)
26%
29%
36%
37%
41%
46%
0% 20% 40% 60% 80% 100%
Strongly Agree
If people want to own a home they need to earn it.
Investing in housing is good for our economy because it
creates local jobs.
Jobs come first, affordable housing will follow.
Low income working families cannot find affordable
housing.
Local government should help provide a range of affordable
housing for individuals/ and families in their communities.
Government spending on affordable housing saves $ for
other services - health care/public safety/jails.
20
PrioritiesPriorities
21
Now, I’d like to read you a list of different groups of Now, I’d like to read you a list of different groups of people who may need assistance in securing an people who may need assistance in securing an affordable place to live. Using a scale of 0 to 10, affordable place to live. Using a scale of 0 to 10, please rate each of the following. please rate each of the following. (combined 7-10)(combined 7-10) (Q9)(Q9)
12%
13%
15%
22%
21%
24%
36%
38%
41%
48%
19%
20%
29%
28%
31%
23%
29%
30%
31%
33%
0% 20% 40% 60% 80% 100%
Students
People in Transition
1st Time Home Buyers
Minorities
Young Families
The Homeless
Working Poor
Single Mothers
Seniors
Disabled Persons
High Priority (9-10) (7-8)
81%81%
72%72%
68%68%
65%65%
47%47%
52%52%
50%50%
44%44%
33%33%
31%31%
22
I’d like to ask you about your priorities for affordable housing I’d like to ask you about your priorities for affordable housing funds. I’m going to read you some different affordable funds. I’m going to read you some different affordable
housing programs. Using a scale of 0 to 10, please rate the housing programs. Using a scale of 0 to 10, please rate the importance of each program for funding. importance of each program for funding. (Q11)(Q11)
23%
24%
28%
32%
34%
32%
30%
35%
32%
37%
0% 20% 40% 60% 80% 100%
High Priority (9-10)
Providing care services to low income residents who are
disabled or can’t live totally independently.
Providing emergency housing assistance for families facing
sudden job loss, death or a serious health crisis.
Providing housing for people with special needs.
Assisting low income families and individuals with home repairs.
Rehabilitating existing low income housing.
7-8
71%
64%
63%
54%
55%
23
(Q11) Continued(Q11) Continued
18%
18%
17%
20%
21%
24%
28%
29%
26%
33%
0% 20% 40% 60% 80% 100%
High Priority (9-10)
Acquiring and preserving affordable units and
rents.
Providing housing for the homeless.
Assisting low income individuals and families
in becoming homeowners.
Building more rental and low income housing for
individuals and families.
Providing rent assistance to low income people.
7- 8
54%
46%
46%
46%
44%
24
Finally, I’d like to read you some people and groups who might Finally, I’d like to read you some people and groups who might speak out on affordable housing needs. For each one, please speak out on affordable housing needs. For each one, please tell me whether you would find them very believable in talking tell me whether you would find them very believable in talking
about affordable housing needs. (very and somewhat about affordable housing needs. (very and somewhat combined) combined) (Q21)(Q21)
72%
70%
68%
68%
66%
66%
66%
0% 20% 40% 60% 80% 100%
Very Believable Somewhat Believable
Oregon Food Bank
Police and sheriffs
Non profit / charitable
groups
Small business
Neighborhood Associations
Educators
Religious leaders
25
(Q21) (very and somewhat combined) Continued(Q21) (very and somewhat combined) Continued
65%
57%
54%
50%
50%
49%
42%
36%
0% 20% 40% 60% 80% 100%
Very Believable Somewhat Believable
League of Women Voters
Local Chambers of Commerce
Ecumenical Ministries of Oregon
Homebuilders
Local elected officials
Realtors
Oregon Business Alliance
Developers
26
Messages that WorkMessages that WorkHardworking people should be able to afford housing and still have enough money for groceries and other basic necessities
Children deserve an opportunity to succeed in school and life, which is tied to having a stable home
Housing gives people an opportunity to build better lives. To succeed you need a place to call home
Its only fair that everyone has a safe, decent place to live