Saving Bronx Homes: Tax Lien Sale Integrated Marketing Outreach

Client

Bronx Neighborhood Housing Services CDC, Inc. (Bronx NHS) is a not-for-profit organization with a long-standing presence in the Bronx. When homeowners faced the risk of losing their homes due to the City’s pending tax lien sale, Bronx NHS stepped in to protect residents and preserve neighborhood stability. To effectively reach and engage at-risk homeowners, Bronx NHS partnered with J. Carol Marketing for strategic outreach and awareness support.

Challenge

We engineered a multi-channel, integrated campaign built for speed and clarity—traditional + digital + community amplification.

Urgency in plain language: every touchpoint told homeowners exactly what was at stake and what to do next.
Design that builds trust on sight: colors, typography, and icons that signal authority and safety, so residents felt guided, not targeted.
One message. Everywhere. Every time.
We didn’t only “raise awareness.” We drove action.

Business Impact

4,800 Bronx homes were at imminent risk of auction in NYC's Tax Lien Sale. Bronx NHS brought in J. Carol Marketing to build the strategy that could move people to act in time. Predominantly low‑ to moderate‑income owners, many elderly or non‑native English speakers, with limited digital access or legal support. Low awareness of tax lien consequences, deadlines, and redemption options—paired with fear and confusion around the process. Less than 10 weeks to plan, produce, and launch borough‑wide outreach before the 2025 lien sale deadline.

Solution

This is what strategic, unified outreach can make possible:

2,306 homeowners took action and were removed from the NYC Tax Lien Sale list.
Over $1.5B in home value protected for Bronx families and neighborhoods.
Community leaders and elected officials used the outreach toolkit, positioning Bronx NHS as a lifeline in a high‑stakes moment.
Bronx NHS positioned as not just a resource, but a lifeline.