Messaging Smart Growth

1. Messaging Smart Growth Recent Polls and Lessons Learned Ilana Preuss April 15, 2011

2. Sustainable Communities Poll Overview • Questionnaire was designed by Collective Strength and formally reviewed by Harris Interactive to ensure objectivity of each question. • 1,200 interviews were conducted using standard market research industry protocol for online polling by Harris Interactive from October 21st to November 1st 2010. • The results are calibrated to mirror current U.S. Census estimates for age, race, income, gender and region. • Plus or minus 3% margin of error

3. Major Findings • Most Americans believe that their region needs to rethink housing and transportation because “it doesn’t work for most people.” • Sustainable communities, as defined by their benefits, are broadly supported in every region and every region believes they need more of them. • Sustainable communities are widely seen as important to rebuilding the economy. • There is a clear demand for sustainable communities and it is increasing. • The Livability Principles are also broadly supported.

4. A sustainable community is… An urban, suburban or rural community that has more housing and transportation choices, is closer to jobs, shops or schools, is more energy independent and helps protect clean air and water.

5. Support for Sustainable Communities (With definition) Non-partisan support Independents: 76% Republicans: 72% Democrats: 89% No affiliation: 65% Q: For the remainder of this survey, please use the following definition of sustainable communities: An urban, suburban, or rural community that has more housing and transportation choices, is closer to jobs, shops or schools, is more energy independent, and helps protect clean air and water.

6. Does your region need more sustainable communities? Q: Do you think that the region of the country in which you live needs more sustainable communities?

7. Support for Key Principles

8. The Economy and Sustainable Communities • Jobs and the Economy remain the number one national priority across all regions and demographics.  • Americans want the government to “stop spending money it doesn’t have” and “use the money it has more effectively.” • Increasing infrastructure spending that supports communities such as public transportation, roads, trains, water systems is widely seen as a jobs catalyst and economic boost. • As a solution for the economic crisis, infrastructure spending ranks higher than both investing in technology/innovation and investments in clean energy and green jobs. • Dominant economic theme: Grow the economy and balance the budget by spending what we do have more wisely.

9. National Priorities for our Elected Officials High Priorities (60%+) • Jobs 82% • The economy 85% • Health care costs 70% • Federal deficit 68% • Cost of living 61% • Taxes 63% • Education 63% Q: Now we would like to ask you some questions about the issues our nation is facing today. How much of a priority do you think each of the following issues should be to our elected officials?

10. Top Governmental Actions to Help the U.S. Economy Q: Which of the following governmental actions do you believe would be effective in helping the U.S. economy? Please select all that apply.

11. Across all regions and all parties people agree…

12. Smaller homes are in demand close to shops, schools, and jobs People are widely looking at homes close in for a wide variety of reasons, top among them:

13. Our Economy and Transportation Across rural, suburban and urban communities, people agree:

14. National Association ofRealtors Poll • March 2011 • Community preference survey • Belden Russonello & Stewart LLC updated research done in 2004 • 2,071 questionnaires were completed online from February 15 to 24, 2011

15. NAR Major Findings • The economy has had a major impact on attitudes on housing and community. • Overall, Americans’ ideal communities have a mix of houses, places to walk, and amenities within an easy walk or close drive. • Desire for privacy and good schools is a top consideration in deciding where to live. • Having a reasonable commute can temper desire for more space. • Improving existing communities preferred over building new roads and developments.

16. More people prefer downtown, small town and rural

17. Privacy and schools are very important, commute and walking balance demand National Association of Realtors 2011

18. Walking distance to grocer important factor in location decision National Association of Realtors 2011

19. SG vssprawl questions National Association of Realtors 2011

20. Places to walk key factor to SG selectors National Association of Realtors 2011

21. Overall preference for SG strong National Association of Realtors 2011

22. Shorter commute key for housing preference Prospective home buyers(20% of those surveyed) – slightly lower preference for small houses and shorter commute – 54% Good schools are a HUGE factor impacting this preference National Association of Realtors 2011

23. People noted public transportation, affordable housing, shops are lacking National Association of Realtors 2011

24. Strongest support for existing communities National Association of Realtors 2011

25. Public transportation still seen as key to congestion relief National Association of Realtors 2011

26. Lessons Learned • Define your terms. • Smart growth means building urban, suburban and rural communities with housing and transportation choices near jobs, shops and schools. This approach supports local economies and protects the environment. • Talk about using existing resources more wisely and not spending money we don’t have. • Smart growth strategies can help communities by using the money we have more effectively. Smart growth strategies are an important way of investing once and solving three or four problems at the same time. That is what we need in this new fiscal reality.

27. Lessons Learned • Use any combination of the following to frame smart growth in economic terms: • Rebuilding our economy and creating new jobs is the most important issue of our generation. • Our country is too dependent on oil. We need to change that. • Jobs and the economy are the top priority people have for their elected officials. Everything needs to be based on this challenge we all face. • Infrastructure spending on roads, trains and buses creates jobs and helps the economy get stronger. • The federal government should start to balance funding to meet the growing demand for more transportation choices that save time and money and help reduce our dependence on oil.

28. Lessons Learned • Emphasize local leadership, decision making and demand. • There is no “one size fits all” or generic example or photo of how to move forward. Each community has its own unique economic base, culture and natural resources to work with. • Regions all over the country have their own ideas for smart growth and are clamoring to jump start their economy by attracting private investment through smart spending and thoughtful planning to meet demand.

29. Lessons Learned • Demand is high for public transportation and investing in existing neighborhoods even through economic turmoil. • 58% respondents want to live in smart growth places (only slightly lower at 54% for prospective buyers) – existing stock is about 5-10% of the market • 57% want their state to invest in existing neighborhoods over new development • 59% will take a smaller single family house in exchange for a shorter commute National Association of Realtors 2011

30. Lessons Learned • Strong demand for neighborhoods where people can walk to the grocer or restaurants. • Do not discount high demand for: • Privacy • Good schools • Single family detached houses • Detailed message guide is on its way!