REBRANDING

Why call it Middle Housing? Because “multifamily rentals” doesn’t sell.

City planners know these housing types already exist: duplexes, triplexes, fourplexes, ADUs, and townhomes have been built for decades. But by slapping a fresh name on an old idea, they can package density as if it’s something new, needed, and inevitable.

This isn’t reform. It’s rebranding.

1. Why “Middle Housing”?

Every marketing campaign starts with branding. “Middle Housing” was chosen because it sounds safe, neutral, even appealing. It sits comfortably between “single-family homes” and “big apartment towers.”
But behind the label, it’s just a way to push more rental units into neighborhoods that were never designed for this density.

2. The Cigarette Trick

Think of it like this:
Cigarettes get a bad reputation.
The tobacco industry rebrands them as “Candy Sticks.”
The product doesn’t change — just the label.
That’s exactly what’s happening here. Duplexes and fourplexes aren’t new. They’re just being rebranded to make density sound harmless, even trendy.

3. What Rebranding Hides

The new label hides the real impacts:
Higher fees per lot (cities profit).
More rentals instead of ownership.
Less parking and more congestion.
Overloaded infrastructure with no upgrades.
If it were honestly called “Multifamily Rentals in Every Neighborhood,” most homeowners would reject it outright. So instead, it’s wrapped in a softer name until it’s too late to push back.

4. Why It Matters

Rebranding isn’t just about words — it’s about shaping public opinion. Once people accept the name, they start to accept the policy. That’s why the language matters so much.
“Middle Housing” is a Trojan Horse. Friendly name on the outside, costly density on the inside.

5. What You Can Do

See through the spin — Don’t take planning buzzwords at face value.
Question the language — If it sounds too friendly, it probably is.
Stay informed — The Real Issues Podcast breaks down how rebranding shapes housing policy.