In mid-2024, as property taxes in Montana were steadily climbing and low- and fixed-income residents were struggling to pay them in full, it came to the attention of the REALTORS® that state programs designed to provide relief to at-risk taxpayers were going largely under-utilized. To reverse that trend, Southwest Montana REALTORS® and the Billings, Great Falls, and Helena Associations of REALTORS® mobilized a robust public awareness campaign. A Consumer Advocacy Grant from the REALTOR® Party helped get the word out to homeowners who needed it most.
Will Shepard, Government Affairs Director at Southwest Montana REALTORS®, explains that when used, the Montana Property Tax Assistance Program, the Land Value Property Tax Assistance Program, the Montana Disabled Veterans Assistance Program, and the Elderly Homeowner/Renter Credit not only provide relief to the individual applicants, but foster economic resilience in communities where low-income property owners can stay in their homes. His Government Affairs Committee had been exploring ways to put a Consumer Advocacy Grant to good use, when they learned that demand for these programs was remarkably low – just over 20% of eligible Montanans get tax relief through them. “A public education campaign seemed like an ideal way to support homeowners, stabilize communities, and strengthen the REALTOR® image, so we reached out to our fellow local associations and found three strong partners in the Billings, Great Falls and Helena boards. It was a joint effort from the get-go, and really awesome to have plenty of good brainpower on the bi-weekly planning calls.”
Working with a seasoned campaign firm retained by the REALTOR® Party, the team developed a comprehensive yet flexible publicity effort, strategically timed to run through tax-day the following year. It featured a dedicated website; 30-second TV spots in each of their regions, spanning about 70% of the state; digital banner ads targeted through a high-tech geo-fencing program; print ads; and printed flyers for each of the four associations to get into their members’ hands for grass-roots distribution. “Our individual associations engaged heavily on social media,”
reports Shepard. “We also toured senior centers throughout each of our regions, promoting the different tax relief programs; it was really exciting, bringing this news directly to the folks who could stand to benefit.” The campaign got a significant boost from a number of outside organizations like AARP, Forward Montana, and various community-based groups that were glad to amplify the message, he adds.
A delay in the publication of Department of Revenue data that means the full effect of the campaign cannot be quantified until later this summer, but Shepard is optimistic that they will have stimulated a significant increase in applications to the assistance programs. “It was a resounding success, and we’ve given REALTORS® this great new tool to add to their toolbelts,” he says. In fact, Southwest Montana REALTORS® will repeat the effort in the coming year, solo this time, through a regional news media company. “Montana property taxes were raised again this last session, he reports, “which underscores the value of these programs for our most vulnerable property owners.”
To learn more about how REALTOR® associations in Montana are helping low-income residents to remain in their homes, contact Southwest Montana REALTORS® Government Affairs Director Will Shepard at will@swmtrealtors.com or 406.585.0033. To peruse the campaign site, visit: mtpropertytaxhelp.com
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