In 2019, Habitat for Humanity launched Cost of Home, an ambitious five-year campaign to increase access to affordable housing across the United States. Over four years, the effort helped change more than 300 policies, unlocked over $21 billion in government funding, and expanded affordable housing opportunities for an estimated 6.6 million people.
But behind those big numbers is a story about how real policy change happens — from community meetings to coalition-building to the halls of government.
An assessment by the Urban Institute, based on interviews with advocates and analysis of key policy wins, distilled six critical strategies that drove the campaign’s success. These lessons offer a roadmap for anyone seeking to reshape housing systems and expand opportunity.
1. Build a National Strategy That Guides Local Action
Cost of Home succeeded in part because it gave local advocates a clear, flexible framework: a four-pillar national platform that served as both a guide and a rallying cry.
Having a shared language and vision helped Habitat affiliates across the country coordinate efforts, learn from each other, and stay aligned even when working in different political and policy environments.
“We were speaking the same language across the network,” said a representative from Habitat Charlotte Region. “When you can show how your local efforts fit into a national vision, it becomes much easier to make the case for change.”
National-level context — like understanding federal housing budgets — also helped local organizations craft sharper, more strategic messaging to their communities and policymakers.
2. Invest in Building Advocacy Capacity and Community Power
Policy change doesn’t happen without people. Cost of Home emphasized building local advocacy infrastructure, not just within Habitat affiliates, but among the homeowners and community members they serve.
Some affiliates launched classes to train residents in how to meet with elected officials, organize public testimony, and understand how government funding works.
“We organized residents to really know how to make change happen,” said a Central Berkshire Habitat representative. “They learned how to meet with policymakers, show up at city council meetings — and overcome barriers.”
By equipping communities to advocate for themselves, Habitat helped ensure that the power for change stayed in the hands of those most affected.
3. Center the Work on Community-Led Solutions
Listening to the lived experiences of those most impacted was another pillar of the campaign. Instead of imposing top-down strategies, advocates built policy efforts around the needs voiced directly by residents.
“Who can tell the story better than someone living in unsafe, unaffordable housing?” said a Habitat Wichita leader.
This bottom-up approach didn’t just strengthen advocacy — it made solutions more relevant, sustainable, and rooted in real community needs.
4. Form Strong Coalitions with Local Partners
No single organization can change systems alone. Habitat affiliates succeeded by building broad coalitions of nonprofits, faith groups, neighborhood associations, and even veteran organizations.
Coalitions amplified messages, shared resources, and showed policymakers that the push for affordable housing had deep, widespread support.
“When we advocated for changes, it wasn’t just Habitat’s voice,” said a Habitat Charlotte representative. “It was dozens of organizations standing together.”
In Indiana, a diverse coalition became a major force in pushing back against predatory lending practices, showing the power of standing together across issues.
5. Leverage Small Policy Wins to Build Toward Bigger Change
Big systems reforms — like reworking land use laws or creating major new funding streams — don’t happen overnight.
Cost of Home advocates learned to value small wins: securing one-time funding, passing modest zoning changes, or getting a foot in the door with policymakers. These victories built credibility, fostered trust, and laid the foundation for deeper changes.
“Advocacy is a long game,” said a Habitat Wichita representative. “You start by building relationships and small wins, and over time, you get the big victories.”
Relationship-building with elected officials — site visits, roundtable discussions, informal check-ins — proved just as important as legislative lobbying.
6. Scale Solutions for Wider and Lasting Impact
Ultimately, the goal wasn’t just to help a few families — it was to change systems. Cost of Home worked because it helped scale solutions that benefitted entire neighborhoods, cities, and counties.
From securing funding for affordable housing developments to creating city ordinances for better communication with residents, the campaign created lasting improvements across a diversity of stakeholders.
“When you support repairs for one house, you’re helping preserve an entire neighborhood’s vitality,” noted a Central Berkshire advocate.
By tying advocacy to real, tangible benefits — better neighborhoods, more homeownership opportunities, and safer housing — advocates made the case for sustained investment and policy reform.
Final Takeaway
Cost of Home shows that lasting policy change isn’t just about shouting louder — it’s about strategic, relationship-driven work rooted in community voices.
When advocates align around a clear vision, invest in capacity-building, center residents’ needs, work together, build steadily from small wins, and think at scale, they can reshape entire systems — one neighborhood, one city, one state at a time.
