Challenge
c21 worked with Atlantica Properties to launch and promote OWN DeKalb, a unique homeownership program designed to help those currently renting to become homeowners. OWN DeKalb initially focused on the renters of 72 single-family homes in DeKalb County that they purchased for $8 million from The Housing Development Corporation of DeKalb.
OWN DeKalb was created to work with tenants on the steps to transition from renters to homeowners. OWN DeKalb saw an opportunity to help resolve Atlanta’s affordable housing crisis by changing the narrative – not simply preserving affordable rental units, but focusing on creating true equity through homeownership.
OWN DeKalb’s program includes having each renter work with a Licensed Realtor®, a preferred list of lenders, down payment assistance and connections to resources at other organizations that have programs in place to help. Renters could also choose to not purchase their home, and were provided with assistance to find a comparable rental residence. c21 needed to get the word out about the new program.
Solution
To gain earned media coverage, c21 sent out a press release with detailed information on the program to a targeted media list of Atlanta real estate reporters. c21 then used its network of Atlanta media contacts to follow up with the most relevant reporters and offered interviews with Atlantica Properties representatives.
Results
In a short time period, c21 secured a large story in the Atlanta Journal-Constitution and a podcast interview on Atlanta Real Estate Forum.