HUD 935.2 Affirmative Fair Housing Marketing Plan

Note to all applicants/respondents: This form was developed with Nuance, the official HUD software for the creation of HUD forms.
HUD has made available instructions for downloading a free installation of a Nuance reader that allows the user to fill-in and save this
form in Nuance. Please see http://portal.hud.gov/hudportal/documents/huddoc?id=nuancereaderinstall.pdf for the instructions. Using
Nuance software is the only means of completing this form.

Affirmative Fair Housing
Marketing Plan (AFHMP) Multifamily Housing

U.S. Department of Housing
and Urban Development
Office of Fair Housing and Equal Opportunity

1a. Project Name & Address (including City, County, State & Zip Code)

OMB Approval No. 2529­0013
         (exp. 8/31/2013)

1b. Project Contract Number

1c. No. of Units

1d. Census Tract
1e. Housing/Expanded Housing Market Area
Housing Market Area:
Expanded Housing Market Area:

1f. Managing Agent Name, Address (including City, County, State & Zip Code), Telephone Number & Email Address

1g. Application/Owner/Developer Name, Address (including City, County, State & Zip Code), Telephone Number & Email Address

1h. Entity Responsible for Marketing (check all that apply)
Owner

Agent

Other (specify)

Position, Name (if known), Address ( including City, County, State & Zip Code), Telephone Number & Email Address

1i. To whom should approval and other correspondence concerning this AFHMP be sent? Indicate Name, Address (including City,
State & Zip Code), Telephone Number & E-Mail Address.

2a. Affirmative Fair Housing Marketing Plan
Plan Type Please Select Plan Type

Date of the First Approved AFHMP:

Reason(s) for current update:
2b. HUD-Approved Occupancy of the Project (check all that apply)
Elderly
2c. Date of Initial Occupancy

Family

Mixed (Elderly/Disabled)

Disabled

2d. Advertising Start Date
Advertising must begin at least 90 days prior to initial or renewed occupancy for new
construction and substantial rehabilitation projects.
Date advertising began or will begin
For existing projects, select below the reason advertising will be used:
To fill existing unit vacancies
To place applicants on a waiting list
To reopen a closed waiting list

Previous editions are obsolete

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(which currently has
(which currently has

individuals)
individuals)

Form HUD-935.2A (12/2011) 

3a. Demographics of Project and Housing Market Area
Complete and submit Worksheet 1.
3b. Targeted Marketing Activity
Based on your completed Worksheet 1, indicate which demographic group(s) in the housing market area is/are least likely to apply for the
housing without special outreach efforts. (check all that apply)
White

American Indian or Alaska Native

Native Hawaiian or Other Pacific Islander
Families with Children

Asian

Black or African American

Hispanic or Latino

Persons with Disabilities

Other ethnic group, religion, etc. (specify)

4a. Residency Preference
Is the owner requesting a residency preference? If yes, complete questions 1 through 5. Please Select Yes or No
If no, proceed to Block 4b.
(1) Type Please Select Type
(2) Is the residency preference area:
The same as the AFHMP housing/expanded housing market area as identified in Block 1e?

Please Select Yes or No

The same as the residency preference area of the local PHA in whose jurisdiction the project is located? Please Select Yes or No
(3) What is the geographic area for the residency preference?

(4) What is the reason for having a residency preference?

(5) How do you plan to periodically evaluate your residency preference to ensure that it is in accordance with the non-discrimination
and equal opportunity requirements in 24 CFR 5.105(a)?

Complete and submit Worksheet 2 when requesting a residency preference (see also 24 CFR 5.655(c)(1)) for residency
preference requirements. The requirements in 24 CFR 5.655(c)(1) will be used by HUD as guidelines for evaluating
residency preferences consistent with the applicable HUD program requirements. See also HUD Occupancy
Handbook (4350.3) Chapter 4, Section 4.6 for additional guidance on preferences.
4b. Proposed Marketing Activities: Community Contacts
Complete and submit Worksheet 3 to describe your use of community
contacts to market the project to those least likely to apply.

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4c. Proposed Marketing Activities: Methods of Advertising
Complete and submit Worksheet 4 to describe your
proposed methods of advertising that will be used to
market to those least likely to apply. Attach copies of
advertisements, radio and television scripts, Internet
advertisements, websites, and brochures, etc.

Form HUD-935.2A (12/2011)

5a. Fair Housing Poster
The Fair Housing Poster must be prominently displayed in all offices in which sale or rental activity takes place (24 CFR 200.620(e)).
Check below all locations where the Poster will be displayed.
Rental Office

Real Estate Office

Model Unit

Other (specify)

5b. Affirmative Fair Housing Marketing Plan
The AFHMP must be available for public inspection at the sales or rental office (24 CFR 200.625). Check below all locations
where the AFHMP will be made available.
Rental Office 

Real Estate Office

Model Unit

Other (specify)

5c. Project Site Sign
Project Site Signs, if any, must display in a conspicuous position the HUD approved Equal Housing Opportunity logo, slogan, or statement
(24 CFR 200.620(f)). Check below all locations where the Project Site Sign will be displayed. Please submit photos of Project signs.
Rental Office

Real Estate Office

The size of the Project Site Sign will be

Model Unit

Entrance to Project

Other (specify)

x

The Equal Housing Opportunity logo or slogan or statement will be

x

6. Evaluation of Marketing Activities
Explain the evaluation process you will use to determine whether your marketing activities have been successful in attracting
individuals least likely to apply, how often you will make this determination, and how you will make decisions about future marketing
based on the evaluation process.

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Form HUD-935.2A (12/2011)

7a. Marketing Staff
What staff positions are/will be responsible for affirmative marketing?

7b. Staff Training and Assessment: AFHMP
(1) Has staff been trained on the AFHMP? Please Select Yes or No
(2) Has staff been instructed in writing and orally on non­discrimination and fair housing policies as required by
      24 CFR 200.620(c)? Please Select Yes or No
(3) If yes, who provides instruction on the AFHMP and Fair Housing Act, and how frequently?

(4) Do you periodically assess staff skills on the use of the AFHMP and the application of the Fair Housing
      Act? Please Select Yes or No
  (5) If yes, how and how often?

7c. Tenant Selection Training/Staff
(1) Has staff been trained on tenant selection in accordance with the project’s occupancy policy, including any residency preferences?
Please Select Yes or No
(2) What staff positions are/will be responsible for tenant selection?

7d. Staff Instruction/Training:

Describe AFHM/Fair Housing Act staff training, already provided or to be provided, to whom it was/will be provided, content of training,
and the dates of past and anticipated training. Please include copies of any AFHM/Fair Housing staff training materials.

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Form HUD-935.2A (12/2011)

8. Additional Considerations
:   Is there anything else you would like to tell us about your AFHMP to help ensure that
your program is marketed to those least likely to apply for housing in your project? Please attach additional sheets, as
needed.

9. Review and Update
By signing this form, the applicant/respondent agrees to implement its AFHMP, and to review and update its AFHMP
in accordance with the instructions to item 9 of this form in order to ensure continued compliance with HUD’s Affirmative Fair
Housing Marketing Regulations (see 24 CFR Part 200, Subpart M). I hereby certify that all the information stated herein,
as well as any information provided in the accompaniment herewith, is true and accurate. Warning: HUD will prosecute
false claims and statements. Conviction may result in criminal and/or civil penalties. (See 18 U.S.C. 1001, 1010, 1012;
31 U.S.C. 3729, 3802).  

Signature of person submitting this Plan & Date of Submission (mm/dd/yyyy)

Name (type or print)
Title & Name of Company

For HUD-Office of Fair Housing and Equal Opportunity Use Only

For HUD-Office of Housing Use Only
Reviewing Official:

Approval

Signature & Date (mm/dd/yyyy)

Signature & Date (mm/dd/yyyy)

Name
(type
or
print)

Name
(type
or
print)
Title

Title

Previous editions are obsolete

Disapproval

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Form HUD-935.2A (12/2011)

Public reporting burden for this collection of information is estimated to average six (6) hours per initial response, and four (4) hours for
updated plans, including the time for reviewing instructions, searching existing data sources, gathering and maintaining the data
needed, and completing and reviewing the collection of information. This agency may not collect this information, and you are not
required to complete this form, unless it displays a currently valid Office of Management and Budget (OMB) control number.
Purpose of Form: All applicants for participation in FHA subsidized and unsubsidized multifamily housing programs with five or more
units (see 24 CFR 200.615) must complete this Affirmative Fair Housing Marketing Plan (AFHMP) form as specified in 24 CFR
200.625, and in accordance with the requirements in 24 CFR 200.620. The purpose of this AFHMP is to help applicants offer equal
housing opportunities regardless of race, color, national origin, religion, sex, familial status, or disability. The AFHMP helps
owners/agents (respondents) effectively market the availability of housing opportunities to individuals of both minority and non-minority
groups that are least likely to apply for occupancy. Affirmative fair housing marketing and planning should be part of all new
construction, substantial rehabilitation, and existing project marketing and advertising activities.
An AFHM program, as specified in this Plan, shall be in effect for each multifamily project throughout the life of the mortgage (24 CFR
200.620(a)). The AFHMP, once approved by HUD, must be made available for public inspection at the sales or rental offices of the
respondent (24 CFR 200.625) and may not be revised without HUD approval. This form contains no questions of a confidential nature.
Applicability: The form and worksheets must be completed and submitted by all FHA subsidized and unsubsidized multifamily
housing program applicants.
INSTRUCTIONS:
Send completed form and worksheets to your local HUD Office, Attention: Director, Office of Housing
Part 1: Applicant/Respondent and Project
Identification. Blocks 1a, 1b, 1c, 1g, 1h, and 1i are selfexplanatory.
Block 1d- Respondents may obtain the Census tract
number from the U.S. Census Bureau (www.census.gov)
when completing Worksheet One.
Block 1e- Respondents should identify both the housing
market area and the expanded housing market area for
their multifamily housing projects. Use abbreviations
if necessary. A housing market area is the area from
which a multifamily housing project owner/agent may
reasonably expect to draw a substantial number of its
tenants. This could be a county or Metropolitan Division.
The U.S. Census Bureau provides a range of levels to
draw from.
An expanded housing market area is a larger
geographic area, such as a Metropolitan Division or a
Metropolitan Statistical Area, which may provide
additional demographic diversity in terms of race, color,
national origin, religion, sex, familial status, or disability.
Block 1f- The applicant should complete this block only if
a Managing Agent (the agent cannot be the applicant) is
implementing the AFHMP.

Previous editions are obsolete                    

Part 2: Type of AFHMP
Block 2a- Respondents should indicate the status of the
AFHMP, i.e., initial or updated, as well as the date of the
first approved AFHMP. Respondents should also provide
the reason (s) for the current update, whether the update is
based on the five-year review or due to significant changes
in project or local demographics (See instructions for Part
9).
Block 2b- Respondents should identify all groups HUD has
approved for occupancy in the subject project, in
accordance with the contract, grant, etc.
Block 2c- Respondents should specify the date the project
was/will be first occupied.
Block 2d- For new construction and substantial
rehabilitation projects, advertising must begin at least 90
days prior to initial occupancy. In the case of existing
projects, respondents should indicate whether the
advertising will be used to fill existing vacancies, to place
individuals on the project’s waiting list, or to re-open a
closed waiting list. Please indicate how many people are
on the waiting list when advertising begins.

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                             Form HUD 935.2A (12/2011)

Part 3 Demographics and Marketing Area.
"Least likely to apply" means that there is an
identifiable presence of a specific demographic
group in the housing market area, but members of
that group are not likely to apply for the housing
without targeted outreach, including marketing
materials in other languages for limited English
proficient individuals, and alternative formats for
persons with disabilities. Reasons for not applying
may include, but are not limited to, insufficient
information about housing opportunities, language
barriers, or transportation impediments.
Block 3a - Using Worksheet 1, the respondent
should indicate the demographic composition of the
project’s residents, current project applicant data,
census tract, housing market area, and expanded housing 
market area. The applicable housing market area 
and expanded housing market area should be indicated
in Block 1e. Compare groups within rows/across columns on
Worksheet 1 to identify any under-represented group(s)
relative to the surrounding housing market area and expanded 
housing market area, i.e., those group(s) “least likely to apply” 
for the housing without targeted outreach and marketing. If there
is a particular group or subgroup with members of a protected
class that has an identifiable presence in the housing market area,
but is not included in Worksheet 1, please specify under “Other.”

Respondents should use the most current demographic 
data from the U.S. Census or another official source such 
as a local government planning office.  Please indicate the 
source of your data in Part 8 of this form.  
Block 3b - Using the information from the completed
Worksheet 1, respondents should identify the
demographic group(s) least likely to apply for the
housing without special outreach efforts by checking
all that apply.
Part 4 - Marketing Program and Residency Preference (if
any).
Block 4a - A residency preference is a preference for
admission of persons who reside or work in a specified
geographic area (see 24 CFR 5.655(c)(1)(ii)). Respondents
should indicate whether a residency preference is being
utilized, and if so, respondents should specify if it is new,
revised, or continuing. If a respondent wishes to utilize a
residency preference, it must state the preference area (and
provide a map delineating the precise area) and state the
reason for having such a preference. The respondent must
ensure that the preference is in accordance with the nondiscrimination and equal opportunity requirements in 24 CFR
5.105(a) (see 24 CFR 5.655(c)(1)).

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Respondents should use Worksheet 2 to show how the
percentage of the eligible population living or working in the
residency preference area compares to that of residents of the project,
project applicant data, census tract, housing market area, and 
expanded housing market area. The percentages would be the same as
shown on completed Worksheet 1.

Block 4b - Using Worksheet 3, respondents should describe
their use of community contacts to help market the project to those
least likely to apply. This table should include the name of a
contact person, his/her address, telephone number, previous
experience working with the target population(s), the
approximate date contact was/will be initiated, and the specific
role the community contact will play in assisting with affirmative 
fair housing marketing or outreach.

Block 4c - Using Worksheet 4, respondents should describe
their proposed method(s) of advertising to market to those
least likely to apply. This table should identify each media
option, the reason for choosing this media, and the language
of the advertisement.  Alternative format(s) that will be used to reach
persons with disabilities, and logo(s) that will appear on the
various materials (as well as their size) should be described.
Please attach a copy of the advertising or marketing material.
Part 5 – Availability of the Fair Housing Poster, AFHMP,
and Project Site Sign.
Block 5a - The Fair Housing Poster must be prominently
displayed in all offices in which sale or rental activity takes
place (24 CFR 200.620(e)). Respondents should indicate all
locations where the Fair Housing Poster will be displayed.
Block 5b -The AFHMP must be available for public inspection
at the sales or rental office (24 CFR 200.625). Check all of the
locations where the AFHMP will be available.
Block 5c -The Project Site Sign must display in a conspicuous
position the HUD-approved Equal Housing Opportunity logo,
slogan, or statement (24 CFR 200.620(f)). Respondents should
indicate where the Project Site Sign will be displayed, as well
as the size of the Sign and the size of the logo, slogan, or
statement. Please submit photographs of project site
signs.

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Form HUD-935.2A (12/2011)

Part 9 - Review and Update.
Part 6 - Evaluation of Marketing Activities.
Respondents should explain the evaluation process to be used
to determine if they have been successful in attracting those
individuals identified as least likely to apply. Respondents
should also explain how they will make decisions about future
marketing activities based on the evaluations.
Part 7- Marketing Staff and Training.
Block 7a -Respondents should identify staff positions that
are/will be responsible for affirmative marketing.
Block 7b - Respondents should indicate whether staff has been
trained on the AFHMP and Fair Housing Act.
Please indicate who provides the training and how frequently.
In addition, respondents should specify whether they periodically
assess staff members’ skills in using the AFHMP and in applying
the Fair Housing Act. They should state how often
they assess employee skills and how they conduct the
assessment.
Block 7c - Respondents should indicate whether staff has been
trained on tenant selection in accordance with the project’s
occupancy policy, including residency preferences (if any).
Respondents should also identify those staff positions that
are/will be responsible for tenant selection.
Block 7d - Respondents should include copies of any written
materials related to staff training, and identify the dates of past
and anticipated training.
Part 8 - Additional Considerations.
Respondents should describe their efforts not previously
mentioned that were/are planned to attract those individuals
least likely to apply for the subject housing.

By signing the respondent assumes responsibility for
implementing the AFHMP. Respondents must review their
AFHMP every five years or when the local Community
Development jurisdiction’s Consolidated Plan is updated, or
when there are significant changes in the demographics of the
project or the local housing market area. When reviewing the plan,
the respondent should consider the current demographics of the 
housing market area to determine if there have been demographic
changes in the population in terms of race, color, national
origin, religion, sex, familial status, or disability. The respondent will
then determine if the population least to likely to apply for the housing
is still the population identified in the AFHMP, whether the advertising
and publicity cited in the current AFHMP are still appropriate, or
whether advertising sources should be modified or expanded. Even if
the demographics of the housing market area have not
changed, the respondent should determine if the outreach
currently being performed is reaching those it is intended to
reach as measured by project occupancy and applicant data. If
not, the AFHMP should be updated. The revised AFHMP must
be submitted to HUD for approval. HUD may review whether the
affirmative marketing is actually being performed in
accordance with the AFHMP. If based on their review,
respondents determine the AFHMP does not need to be
revised, they should maintain a file documenting what was
reviewed, what was found as a result of the review, and why
no changes were required. HUD may review this
documentation.
Notification of Intent to Begin Marketing.
No later than 90 days prior to the initiation of rental
marketing activities, the respondent must submit notification
of intent to begin marketing. The notification is required by the
AFHMP Compliance Regulations (24 CFR 108.15). The
Notification is submitted to the Office of Housing in the HUD Office
servicing the locality in which the proposed housing will be located.
Upon receipt of the Notification of Intent to Begin Marketing from
the applicant, the monitoring office will review any previously
approved plan and may schedule a pre-occupancy conference.
Such conference will be held prior to initiation of sales/rental
marketing activities. At this conference, the previously
approved AFHMP will be reviewed with the applicant to
determine if the plan, and/or its proposed implementation,
requires modification prior to initiation of marketing in order to
achieve the objectives of the AFHM regulation and the plan.
OMB approval of the AFHMP includes approval of this
notification procedure as part of the AFHMP. The burden hours
for such notification are included in the total designated for this
AFHMP form.

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Form HUD-935.2A (12/2011)

Worksheet 1: Determining Demographic Groups Least Likely to Apply for Housing Opportunities
(See AFHMP, Block 3b)
In the respective columns below, indicate the percentage of demographic groups among the project’s residents, current project
applicant data, census tract, housing market area, and expanded housing market area (See instructions to Block 1e). If you are a new
construction or substantial rehabilitation project and do not have residents or project applicant data, only report information for census
tract, housing market area, and expanded market area. The purpose of this information is to identify any under-representation of
certain demographic groups in terms of race, color, national origin, religion, sex, familial status, or disability. If there is significant underrepresentation of any demographic group among project residents or current applicants in relation to the housing/expanded housing
market area, then targeted outreach and marketing should be directed towards these individuals least likely to apply. Please indicate
under-represented groups in Block 3b of the AFHMP. Please attach maps showing both the housing market area and the
expanded housing market area.
Instructions: For demographic data from the 2010 Census, please see http://factfinder2.census.gov/main.html. To find data by Census
Tract, County, Metropolitan Statistical Area (MSA), or other level:
1. Click “Geographies” on the left.
2. Click the “Address” Tab and enter the address of the project and then click “GO”.
(*To create a map of the area click the “Maps” tab*)
3. Select the level of interest (Census Tract, County, MSA, or other) and then close the “Select Geographies” box.
(Do NOT select more than one level at a time)
4. Click the first “Profile of General Population and Housing Characteristics: 2010” also known as DP-1.
(Refer to the “Race” section “Total Population” subsection for breakdown of demographic characteristics)
5. Record the information in Worksheet 1 for that level, click “Back to Search” in the top left corner, then click “Clear all Selections” in
the “Selections” Box in the top left corner.
6. Start process again to retrieve the next level of data (County, MSA, or other).
To collect information about the percentage of persons with disabilities repeat above steps 1 through 3 to select your level of interest
(Census Tract, County, MSA, etc.) then:
1. Click “Topics” on the left.
2. Click “People”.
3. Click “Disability” and then click the “Disability” link directly beneath it.
4. For Census Tract- Select the first “Disability Status by Sex: 2000” or QT-P21. Please note that the most recent information for
census tract is from 2000. In this section report percent with a disability for both sexes for population 5 years and over.
For County or MSA- Select the first “Selected Social Characteristics in the United States” or DP02 and report the percent of the
total civilian noninstitutionalized population with a disability.
5. Record the information in Worksheet 1 and then click “Back to Search” in the top left corner, then click the “X” next to the level in
the “Your Selections” box, but KEEP “DISABILITY” as a selection.
6. Repeat for next level of data (County, MSA, or other).
Demographic
Characteristics
% White

% Black or African
American
% Hispanic or Latino

% Asian

% American Indian or
Alaskan Native
% Native Hawaiian or
Pacific Islander
% Persons with
Disabilities
% Families with Children
under the age of 18
Other (specify)

Project’s
Residents

Project’s
Applicant Data

Census Tract

Housing Market Area

Expanded Housing
Market Area

Worksheet 2: Establishing a Residency Preference Area (See AFHMP, Block 4a)
Complete this Worksheet if you wish to continue, revise, or add a residency preference, which is a preference for admission of persons
who reside or work in a specified geographic area (see 24 CFR 5.655(c)(1)(ii)). If a residency preference is utilized, the preference
must be in accordance with the non-discrimination and equal opportunity requirements contained in 24 CFR 5.105(a). This Worksheet
will help show how the percentage of the population in the residency preference area compares to the demographics of the project 's
residents, applicant data, census tract, housing market area, and expanded housing market area. Please attach a map clearly
delineating the residency preference geographical area.
Demographic
Characteristics

% White

% Black or African 
American 
% Hispanic or 
Latino 
% Asian 

% American Indian 
or Alaskan Native 
% Native Hawaiian
or Pacific Islander 
% Persons with
Disabilities
% Families with
Children under the 
age of 18 
Other (specify)

Project’s
Residents
(as determined
in Worksheet 1)

Project’s
Applicant Data
(as determined
in Worksheet 1)

Census Tract
(as determined
in Worksheet
1)

Housing Market
Area (as
determined
in Worksheet 1)

Expanded
Housing Market
Area
(as determined in
Worksheet 1)

Residency
Preference Area
(if applicable)

Worksheet 3: Proposed Marketing Activities –Community Contacts (See AFHMP, Block 4b)
For each targeted marketing population designated as least likely to apply in Block 3b, identify at least one community contact
organization you will use to facilitate outreach to the particular population group. This could be a social service agency, religious
body, advocacy group, community center, etc. State the names of contact persons, their addresses, their telephone numbers, their
previous experience working with the target population, the approximate date contact was/will be initiated, and the specific role they
will play in assisting with the affirmative fair housing marketing. Please attach additional pages if necessary.

Targeted Population(s)

Community Contact(s), including required information noted above.

Worksheet 4: Proposed Marketing Activities – Methods of Advertising (See AFHMP, Block 4c)
Complete the following table by identifying your targeted marketing population(s), as indicated in Block 3b, as well as
the methods of advertising that will be used to market to that population. For each targeted population, state the
means of advertising that you will use as applicable to that group and the reason for choosing this media. In each block,
in addition to specifying the media that will be used (e.g., name of newspaper, television station, website, location of
bulletin board, etc.) state any language(s) in which the material will be provided, identify any alternative format(s) to be
used (e.g. Braille, large print, etc.), and specify the logo(s) (as well as size) that will appear on the various materials.
Attach additional pages, if necessary, for further explanation.  Please attach a copy of the advertising or marketing 
material.
Targeted Population(s)→
Methods of Advertising ↓

Newspaper(s)

Radio Station(s)

TV Station(s)

Electronic Media

Bulletin Boards

Brochures, Notices, Flyers

Other (specify)

Targeted Population:

Targeted Population:

Targeted Population: