Break the Mold: A Smarter Way for Affordable Housing Developers to Engage Communities
WRITTEN BY JENN GOLDSON, AICP
Ask anyone working to develop affordable housing right now, and they’ll likely tell you: it’s not just the financing and permitting hurdles or the rising costs of building materials, that keep them up at night—it’s also the public process.
Even when a project is designed to meet the community's needs—affordable, well-located, thoughtfully planned—public engagement can feel like stepping into the unknown. Will the conversation be productive? Will neighbors support the project? Or will it descend into conflict?
Over my years as a community planning consultant, I’ve seen it all. And I’ve learned that the way you approach engagement—the how, not just the what—can determine whether a project gains momentum or stalls out entirely.
One story in particular stays with me. It perfectly captures how strategic, well-structured engagement can change the trajectory of a project. It also speaks to something deeper: the need to recognize that public engagement isn’t just a procedural step. Done right, it can build trust, strengthen relationships, and support long-term community success.
When public meetings feel more like battlegrounds than conversations, it’s a sign the process needs a reset. Here's how affordable housing developers can turn tension into trust—and move projects forward.
When Good Intentions Aren’t Enough
Some time ago, I got a call from Sam (not his real name), the director of a nonprofit developer organization. His team was working on a by-right, 100% affordable multifamily housing development in a dense urban neighborhood—exactly the kind of project planners and housing advocates are championing: walkable, transit-accessible, in proximity to jobs, services, and schools.
But after the first required community meeting, Sam was rattled.
Despite fulfilling the city’s public engagement requirements, the meeting had spiraled into chaos. Neighbors shouted over one another. Booing and clapping punctuated the evening. Conversations devolved into divisions—neighbor against neighbor.
Sam’s team had entered the meeting confident. Their organization was part of this community. They weren’t outsiders parachuting in—they worked with and supported many of the people in that room.
So why the backlash?
It’s a question many developers and planners face. Sometimes the resistance isn’t about the need for housing itself. It’s about fear—fear of change, density, scale, or perceived impacts. And when engagement isn’t designed thoughtfully, those fears can dominate the conversation.
Why Typical Public Meetings Often Fail
As Sam walked me through the structure of the meeting, I recognized a familiar pattern:
Presentation + Q&A.
This format is the default in countless communities. But in emotionally charged situations, it often works against the goals of engagement.
Here’s why:
The loudest voices dominate.
A small, vocal minority can easily take control, intimidating others.Performance over substance.
Meetings turn into a public spectacle, where posturing replaces dialogue.Frustration builds.
People arrive with concerns, sit passively through long presentations, then explode when they finally get the mic.The team loses control of the narrative.
It’s no wonder Sam’s meeting felt unproductive. And yet, it didn’t have to be that way.
Designing Engagement for Success
At JM Goldson, we’ve worked with municipalities, nonprofits, and developers across New England for decades. If there’s one lesson I always emphasize, it’s that structure matters.
When Sam asked us to step in, we didn’t change the project itself. Instead, we changed the process.
Together, we reimagined the upcoming meeting using what I call a Modified Open House approach. Here’s what that looked like:
1. Invite Immediate Participation
From the moment participants arrived, we asked them to share their thoughts upfront:
What’s at the heart of the matter for you?
What are you most curious to learn today?
This simple shift gave people an outlet right away. No stewing in silence. No bottling up emotions until it boiled over.
2. Short, Clear Presentation
We kept the presentation brief—focused on the why behind the project, the broader community need, and what was and wasn’t up for discussion. We set clear expectations and emphasized transparency. And we turned developer and architect jargon into clear, plain English.
3. Interactive Stations
Rather than open-ended public comment, participants rotated through discussion stations on specific topics—like green space design, architectural details, and community benefits. They could write feedback, ask questions, and engage in productive, small group conversations.
4. Facilitated Wrap-Up
At the end, facilitators shared key takeaways, reinforcing that feedback was heard and valued.
The Outcome: Trust Rebuilt, Dialogue Restored
The transformation was immediate.
Instead of a tense, combative room, people engaged thoughtfully.
Instead of grandstanding, we had meaningful dialogue.
Sam’s team walked away with constructive, actionable input, and renewed relationships with the community.
And yes, the project moved forward.
Why This Matters
What I want to emphasize is that this wasn’t magic. It wasn’t luck.
It was the result of intentional design—putting in the work ahead of time to create a process where people feel heard, where the loudest voices don’t dominate, and where the focus stays on what’s most important: the community and its needs.
Public engagement isn’t just about checking a box. It’s about building relationships. And as planners, developers, and community leaders, we can’t underestimate the value of that.
A Broader Lesson for Housing and Density Conversations
One of the key themes of my work, and of the book I’m currently writing, is that density doesn’t have to be divisive. But too often, it is—because we’ve inherited systems and assumptions that resist change.
What Sam’s story highlights is that when we change the way we engage, we can shift the conversation.
We can move from fear to collaboration.
From resistance to trust.
And ultimately, from stalled projects to real solutions.
Final Thoughts
In a time when we desperately need more affordable housing, thoughtful public engagement can no longer be treated as an afterthought. It’s not a hoop to jump through—it’s a tool for creating stronger, more connected communities.
I’m proud of the work my team does every day to support that goal. We love this work—helping projects and communities move forward, even when things feel stuck.
If you’re facing similar challenges—whether you’re a developer, planner, or community leader—and want fresh ideas or guidance for your next community meeting, feel free to reach out. I’d be happy to connect, listen, and share what’s worked for others.
At the end of the day, better engagement helps all of us build better communities.
Get in touch with Jenn
I’D LOVE TO CONTINUE THE CONVERSATION.
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