One of the most interesting discussions at the Housing Opportunities Committee meeting wasn’t about zoning reform or housing policy. It was about language.
How we talk about housing may be just as important as the policies themselves.
The committee spent much of its meeting exploring ways real estate professionals and housing advocates can communicate more effectively about the nation’s housing shortage and build support for solutions in their communities.
Joh Gehlbach of YIMBY Action shared research on messaging that resonated with attendees because it focused less on policy jargon and more on people—which should be the goal with any form of communications. Instead of leading with terms like “upzoning” or "multifamily housing,” they encouraged real estate professionals and housing advocates to focus on the real people affected by the housing shortage—teachers, nurses, first responders, young families and older adults looking to age in place.
Their message was simple: Meet people where they are. Housing costs are high, and that’s something nearly everyone can agree on.
The conversation then shifted from messaging to policy solutions.
Samar Jha of AARP reminded the committee that housing affordability is influenced by much more than supply alone. Zoning restrictions, rising construction costs, financing challenges and property taxes all play a role. He highlighted AARP's work supporting accessory dwelling units (ADUs), missing middle housing and universal design features that help people remain in their communities as their housing needs change over time.
A recurring theme throughout the discussion was housing choice. Whether someone is a young adult, raising a family or looking to downsize, communities need a wider range of housing options than many currently provide.
The meeting concluded with practical examples from Minnesota and Montana.
Dolly Wussow, CEO of the Greater Lakes Association of REALTORS®, presented a success story from her home state of Minnesota, where her association used NAR grants as a catalyst for local housing initiatives. What started as a housing study evolved into a broader effort involving housing authorities, economic development leaders and local governments.
Wussow shared examples ranging from down payment assistance programs to redevelopment of vacant subdivisions that had sat unfinished since the 2008 housing downturn. She also credited NAR’s Transforming Neighborhoods Program with helping local leaders identify future housing sites and spark new investment.
“What happens when you’re not at the table?” she asked attendees. “You’re on the menu.”
The metaphor drew audible agreement from the audience and underscored her larger point: Real estate professionals need to be active participants in conversations about housing, growth and community development.
Jeff LeRoy, CEO of the Missoula Organization of REALTORS®, located in one of Montana’s fastest-growing housing markets, shared how his association helped shape a major zoning code overhaul. With support from a Housing Opportunity Grant, the association brought together city planners, builders, architects, engineers, public works officials and members for a series of workshops at the local library to review proposed code changes.
Participants worked through real-world development scenarios and flagged provisions they believed would create unintended obstacles, including requirements that all front doors face the street and that trees be planted at fixed, 8-foot intervals along sidewalks. The collaborative effort ultimately helped build support for a code update designed to expand housing opportunities while making the permitting process more efficient.
Throughout the meeting, a common theme emerged: Housing solutions don’t happen by accident. They require data, collaboration, community engagement and real estate professionals communicating why the creation of more housing opportunities matters.
