What should be the focus of advertising used in the AFHMP?

The focus of advertising used in the Affirmative Fair Housing Marketing Plan (AFHMP) should emphasize attracting a diverse range of applicants. This aligns with fair housing laws and policies that aim to prevent discrimination in housing. By seeking a broad spectrum of applicants from various backgrounds, the advertising supports the goal of fostering inclusive communities and ensuring equal opportunity in housing.

This focus on diversity helps to combat systemic disparities in housing access that certain demographics may face. It encourages property managers and owners to broaden their outreach efforts beyond traditional marketing methods, ensuring that individuals from different demographics, including race, ethnicity, disability, and socioeconomic status, are represented in the applicant pool.

The other options do not align with the primary objective of the AFHMP. Maximizing profits, for instance, could lead to discriminatory practices if not balanced with fair housing obligations. Promoting a specific demographic contradicts the goal of inclusivity, and minimizing application costs does not address the need for equal access and representation in housing opportunities. Thus, the emphasis on attracting a diverse range of applicants is not only a legal requirement but also a best practice within the multifamily housing sector.