The Maryland Department seeks a vendor to provide professional advice and counsel to maximize its investment in homeownership development and neighborhood conservation through strategic media buying and digital marketing campaigns. The Department's current digital advertising efforts utilize platforms such as Google Search Engine Marketing, Facebook, LinkedIn, Instagram, X (formerly Twitter), Zillow, Trulia, Redfin, and Over-the-Top (OTT) advertising. Advertising primarily focuses on the Maryland Mortgage Program, targeting individuals aged 22–42 within the state, though campaigns may include other demographics and generally repeat seasonally.

Media buying services include developing and executing advertising plans, conducting media planning and placement across multiple programs, providing written analyses of effective media placement options, negotiating and purchasing media placements, ongoing cost tracking and evaluation, and preparing briefs that outline recommended media strategies and tactics. The vendor is expected to monitor and evaluate campaign effectiveness in terms of impressions and engagement.

Digital marketing services encompass social media campaign planning and management, website development, and purchasing and placing advertisements across social media platforms. The contract will run for two years, with opportunities for engagement in statewide and local promotion initiatives.