We engaged developers in the early stages of creating a residential neighborhood to determine the developers' perceived barriers and benefits to incorporating LID/green infrastructure practices in new homes. Likewise, a pre- and post-message survey of new home buyers informed product desire and acceptability. Analysis of this information helps to determine the type and extent of LID practices installed at new homes and the message and signage realtors utilize in selling these homes within the target neighborhood. Ultimately, our goal is to begin to alter the social norms whereby LID/green infrastructure and "green" lawn care practices become an expectation- that protecting St. Mary's River is one of the responsibilities of area homeowners. By understanding our target audiences, home builders and home buyers, and beginning to integrate LID practices into model homes in the watershed, we hope to alter perceptions of the current social norms.