30|90 Marketing partnered with David Petroni, founder of DFP Enterprises, to build the firm's first company website. DFP Enterprises is a Washington Township, Ohio-based affordable housing development and consulting firm with nearly four decades of transactional experience, a federal subsidy layering review practice, and a growing thought leadership platform anchored by the book The 100-Year Pivot and the Substack newsletter The Housing Practitioner.

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David came to 30|90 with rough copy, brand specs, and a direction. DFP Enterprises needed a platform that could host multiple distinct lines of work under a single identity. The development practice, the consulting and subsidy layering review work, and the thought leadership platform each speak to different audiences. All three needed to coexist in a way that felt coherent.

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Working from David's existing voice, 30|90 developed a site architecture and messaging framework that gave each service line room to breathe. Design decisions were guided by David's brand identity and the sophisticated, transactional audiences the site was built to serve.

 

Context

DFP Enterprises operates at the intersection of development and policy. On the development side, the firm functions as lead developer on complex LIHTC transactions, taking deals from origination through closing. On the consulting side, David is among a small number of practitioners with the experience to navigate HUD's Subsidy Layering Review process from the inside, having spent years as both a development partner and an affordable housing underwriter. The 100-Year Pivot added a third dimension, positioning David as a national voice in affordable housing policy. The site needed to speak with practitioner-level credibility to development partners, housing authorities, nonprofits, and housing finance professionals.

 

Outcome

dfpetroni.com launched as a comprehensive professional platform that brings together DFP Enterprises' development work, consulting services, subsidy layering review practice, book, and newsletter under a single identity, serving as a home base for both business development and thought leadership. 

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