In Washington, D.C,, the homeownership rate for Black households is 34 percent compared to nearly 49 percent for White households based on US Census 2019 American Community Survey. Additionally, according to a Urban Institute analysis, a first-time homebuyer with the average income of a first-time D.C. Black household could afford just 8.4 percent of homes in the District sold between 2016 and 2020, compared to a buyer with the average income of a White household, which could afford 71 percent of these homes.. Since then, the residential real estate market has experienced a sharp rise in home values, making it increasingly difficult for native Washingtonians to afford and be competitive in purchasing homes.

To address the racial disparities in homeownership and household wealth in the District, Mayor Bowser created a Black Homeownership Strike Force. The Strike Force’s recommendations were due in October 2022.

The Office of the Deputy Mayor for Planning and Economic Development (DMPED) is seeking an experienced firm specializing in communication, marketing, and content creation to develop a strategic advertising campaign to market the District’s homebuying programs to Black Washingtonians. The program’s goal is to help the target audience understand that homeownership is within reach and the District Government has tools to help residents achieve their homeownership goals. This campaign will target native Black Washingtonians and Black residents who are currently renters and prospective homeowners and could benefit from the District’s homebuying programs. The advertising campaign will encourage the target audience to see themselves as potential homeowners in the District and promote Front Door DC and the Home Purchase Assistance Program (HPAP) as critical resources to assist residents in becoming homeowners. B.2 The District contemplates award of a firm fixed priced contract with payment based on a rate specific to the project requirements stated in each project’s Statement of Work.

RFP submissions are due March 21, 2023. Solicitation details can be found at: https://contracts.ocp.dc.gov/solicitations/details?id=DCEB-2023-R-0004&hash=occfoi3rrueabzif