“How many developers stand up and present themselves on a personal basis? We've met in backyards and leaned up against trees. We've met with fire safety people and discussed their issues. We've met in people's houses. Those are all things that give us the opportunity to have our successes,” Bowman says. “It's become a great opportunity and has been used by municipalities to come look at how a different strategy works. Now they come formally and informally to see it.

“We went to the junior high school and set up a general information meeting attended by several hundred people–that was even before we went to the government for approval. We talked to them about the approval process. We talked about their goals,” Bowman continues. “It takes effort, money and time, but subsequently we've had some project opportunities in at least three other counties.”

In the end, builders and developers across the country have noticed that effective communications campaigns create win-win-win situations for the builder/ developer, the elected officials, and the voting public. The earlier the campaign is implemented the better. Effective campaigns mean more than just controlling public meetings and quieting project opponents. It means maximizing proponents as well.

Before project plans are completely drawn up and before there are opportunities for rumors to spread, successful builders and developers are talking with people from every side of a proposed project. They are bringing out their two-pronged communications campaigns for those who'll support and those who'll negate a project right out of the gate. They are controlling the conversation, speaking a common language, and giving back to the community. And they're saving money in concessions and court fees and time spent in various delays.

Nichole L. Reber is a freelance writer based in Sarasota, Fla.

They operate without an office, with no media training, no public relations consultant, and no budget. Plus, they don't operate from the perspective of a business transaction but on an emotional level, and they can present the biggest threat to a builder's project.

Project opponents come in many colors, but there are two methods to reduce their effectiveness, according to Patrick Slevin, founder and CEO of the Tallahassee, Fla.–based Slevin Group, which develops public relations strategies for major builders. He is also the former mayor of Safety Harbor, Fla., which he says often shut down projects because of opponents' loud voices.

“NIMBY voters understand that when they pack city hall it's going to be intimidating to the elected officials. They're counting votes, and the people know that. The [builders] are the ones who need to give the elected officials political cover. When you're doing a campaign you have to have a good command of knowledge about who your audience is and who your enemy is.”

Before unveiling the fully produced project plan, Slevin advises that builders identify the four types of possible project opponents in the community: the guardian, the crusader, the Machiavellian, and the mobster. Each one requires a different kind of treatment.

“They came together once before to fight a project like a big residential development and they defeated it, then they say, ‘Let's protect our community by going after other developments.'”

Another method to defuse the opposition is to develop positive relations with elected officials entices the board to vote for the project instead of voting out of fear for the opponents who threaten their position. These officials can provide information about which community members might threaten a project. From there, project applicants should also become familiar with homeowner associations, and their leaders, in the proximity of the project.

Resist the urge to become defensive. Instead Slevin recommends treating them proactively and invitingly. “If you're … not giving them an indication that they're going to be involved, it's a terrible situation.

This is when the various groups get together and become a big problem. If you do it early, the concessions are usually minimal,” Slevin says.