While advocating for historic preservation, you will encounter different people with varying perspectives on preservation. Your case for preservation will be more effective if your message is consistent. However, not every case you present for historic preservation will be equally convincing to every audience. Anticipating the concerns and objections of the different audiences will help you identify effective ways to craft your message to support your preservation position.

Use the tips below to help you craft your advocacy message for four common preservation audiences. You can also use these five tools to support your preservation message.

Crafting Your Message for Developers

If you are discussing a preservation issue with a developer, do not begin by assuming your audience has zero interest in preserving the building or historic place in question. There are many reasons why a developer may be willing to listen to you and find interest in preservation opportunities. Every preservation discussion offers room for common ground that may lead to a positive resolution — for everyone.

In a contentious situation in which a developer did not predict a community relations backlash, you have the opportunity to provide the developer with a reasoned set of alternatives. Your proposals should include alternatives that come close to the developer's original plan and deflect the community's ire. Keep in mind that time is money for a developer. If you can facilitate a speedy resolution to an issue that also works financially for the developer, you will have a good chance of success. At the very least, your effort may prevent a midnight bulldozing catastrophe.

If you do not have success negotiating directly with a developer, seek out a preservation-friendly developer. This second developer may be able to bridge the gap between your point of view and the first developer's view. If you have connections in your local government, such as a city council member, get the official's opinion on the issue. In some cases, a municipality may offer to trade a non-historic property for a historic one.

If you reach out to other developers, city officials, or other property holders to help with a preservation issue, BE DISCRETE. If you broadcast all your behind-the-scenes work, you could ruin your good-faith relationship with a potential ally and lose your case.

Crafting Your Message for Business Owners in Historic Districts

Do not try to sell your preservation message to a business owner in a historic commercial building without knowing the owner's situation. In many cases, a business owner will select a historic building because it suits his or her tastes, but may have no interest in making troublesome alterations. In other cases, a business owner (or his or her family) was operating the business on a historic street prior to its designation. These business owners may see their building as an out-of-date money pit. To a long-time building owner, the historic value and potential of an old building may be virtually invisible.

Peer influence is often the most effective preservation tool with business owners who are not maintaining their property or who are proposing inappropriate facade alterations. If a historic property is located in a certified Main Street community, the Main Street program can help you understand the property's backstory and help you resolve disagreements. If a historic property is located in a business improvement district (BID), connect with the BID group to understand the property's context.

Crafting Your Message for Real Estate Agents

When it comes to your local real estate community, your preservation message may be an offer of help. Your preservation group has information that can help local real estate agents do their jobs well. Agents who are successful with historic properties can use referrals from delighted past clients to expand their historic property client list. You can start by reaching out to the real estate community and educating agents about the valuable information you have to share.

Your group could consider hosting an education series to teach real estate agents in your community about historic buildings. This activity could take the form of workshops that could provide income for your organization. For example, you could offer a class that would help agents to understand architectural styles and the area's architectural history. A program might also introduce the participants to resources available to homeowners to restore and rehabilitate their historic homes.

Crafting Your Message for Residential Neighborhood Groups

Neighborhood-focused preservation advocacy stirs up the strongest emotions. Disagreements between neighbors can get ugly and create a miserable situation for everyone. You are guaranteed a challenge in neighborhoods with large rental populations, where residents have less involvment in long-term issues. You will have less difficulty building support in a neighborhood with a strong network of neighbors who care about house and yard maintenance. Problems arise more easily when community spirit is low.

Like business owners, neighbors generally respond best to peer pressure, often without any direct communication. Instead of presenting your  in the midst of a neighborhood fight, work on reinforcing neighborhood connections throughout your community. One way of doing this is to help neighborhoods celebrate their good work. The Beloit Neighborhood Preservation Association is a good example of a group that uses its online presence to help connect neighbors. The City of Wauwatosa's Historic Preservation Commission presents annual Preservation of Properties awards that recognize property owners' excellent preservation efforts.

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Historic Preservation Advocacy Guide

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