From Policy to People: Emily Cadik on the Low-Income Housing Tax Credit

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The Comms Exchange: a Podcast by 30|90 Marketing

Rachel Ledet

13 episodes

19 hours ago

The Comms Exchange is a podcast by 30|90 Marketing, a strategic marketing and communications firm dedicated to shaping communities, amplifying voices, and building visibility for projects and people. Hosted by Rachel Ledet, founder of 30|90, and Communications Director, Christianne Brunini, the show explores how communications drives strategy, builds trust, and creates momentum across the worlds of commercial real estate, economic development, and community-building. Each episode dives into the stories, strategies, and tactics that power successful projects. From conversations with industry leaders to behind-the-scenes insights from our own team, The Comms Exchange uncovers how the right message at the right time can change perceptions, spark investment, and inspire action. We believe that communications isn’t an afterthought; it’s the foundation of every successful endeavor. Whether it’s bringing a new development to market, launching a culture initiative within a company, or shifting public opinion to support bold community projects, communication is the common thread that determines success. This podcast explores those moments where strategy meets storytelling, where creativity intersects with execution, and where communities are built brick by brick. Listeners will gain insight into: -Strategic marketing frameworks — How to align communications with organizational goals. -Brand storytelling — Turning values, culture, and mission into messages that resonate. -Commercial real estate and development marketing — Tools and tactics that bring visibility to projects and engage stakeholders. -Economic development communications — Approaches that build trust, attract investment, and showcase impact. -Case studies and lessons learned — Real stories from our clients, our team, and industry peers about what works and what doesn’t. -Core values in practice — How values shape who you work with, how you operate, and how success is defined. At 30|90 Marketing, we know that every project, every partnership, and every breakthrough begins the same way: with a conversation. That belief is at the heart of The Comms Exchange.

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From Policy to People: Emily Cadik on the Low-Income Housing Tax Credit

The Comms Exchange: a Podcast by 30|90 Marketing

30 minutes

4 weeks ago

From Policy to People: Emily Cadik on the Low-Income Housing Tax Credit

Affordable housing, housing policy, and the Low-Income Housing Tax Credit (LIHTC) take center stage in this episode of The Comms Exchange. Hosts Rachel Ledet and Christianne Brunini sit down with Emily Cadik, Executive Director of the Affordable Housing Tax Credit Coalition, to unpack why LIHTC has never been stronger politically and what that means for developers, advocates, and communities.

Emily shares her journey from HUD to leading a national coalition, explains how LIHTC became a rare bipartisan success story in Washington, and breaks down what really resonates with lawmakers—from data and economic impact to on-the-ground site visits and resident stories. She also talks candidly about navigating a male-dominated space, the importance of mentorship, and why diversity in advocacy makes the movement more effective.

Whether you’re a developer, housing authority, policy advocate, or communicator, this conversation offers practical insight into how to pair strong policy with strong storytelling and why local voices and marketing budgets should be part of every affordable housing pro forma.

Key Takeaways (for show notes / description)

LIHTC has unprecedented bipartisan support. After years of playing defense, the Low-Income Housing Tax Credit is now recognized on both sides of the aisle as a core engine for housing production and economic growth.
Policy is about people, not just programs. Personal stories from residents and families in affordable housing (like the handwritten “binder of stories” Emily describes) are essential for humanizing housing policy.
Site visits change minds. Bringing members of Congress and their staff to walk properties, meet residents, and see transformed schools and neighborhoods is one of the most effective advocacy tools for LIHTC.
Local advocacy is not optional. National coalitions can’t replace the impact of constituents. Developers, owners, and local partners need to invite elected officials out, say “thank you,” and show what LIHTC has delivered in their district.
Marketing and storytelling belong in the pro forma. Community outreach, education, and events that bring policymakers and neighbors into the process can reduce friction and build long-term support for affordable housing.
Women are reshaping a male-dominated field. Emily’s path highlights the importance of mentorship, visible female leadership, and greater diversity across development, tax policy, and real estate finance.
Data still matters. Impact stats: how much LIHTC units save residents compared to market rent. These help counter myths that only developers and investors benefit from the program.
Expectation-setting is key in advocacy. Major wins on Capitol Hill require significant political capital; advocates must be strategic and patient about what they push for next.

You can learn more at https://www.taxcreditcoalition.org/

The Comms Exchange: a Podcast by 30|90 Marketing