Flipping the gentrification coin, we illuminate revitalization from below to explore how residents in a mid-sized Swedish city's working-class neighbourhoods visualize its potential outcomes. We aim to address residents' perceptions of the extent to which a proposed housing development would trigger gentrification pressure and, in this light, whether they are willing to endorse this development or not, and why. To achieve this, we need to know (1) the proportion of residents that are either positive or negative to the proposal of gentrification, and (2) how they explain their stance. The analysis draws on survey data gathered from three working-class neighbourhoods in the city of Västerås, Sweden. We find that class-conscious young residents share a negative attitude to gentrification because they are, inter alia, aware of an abundance of vacant, expensive apartments elsewhere in the city. We also find that this is particularly the case among the traditional working-class. Since these concerns often fall on deaf ears, the promises intrinsic to revitalization are sometimes empty. Subsequently, old criticisms resurface concerning how democratic Swedish housing policy is. We suggest, therefore, that municipal housing companies ought to become more sensitive to the fears and hopes of the city's working-class inhabitants.