Are your marketing messages legal?
11/09/2015 | Author: Editorial Staff
You would never purposely violate fair-housing rules, but it’s possible that the way you target potential buyers and sellers may be dangerously close to a violation. Here are a few ways to create an effective marketing plan while complying with the laws.
- Don’t market only to—or avoid marketing to—a protected class. You shouldn’t target consumers of a specific race, national origin, or any of the other classes protected by federal, state, or local fair-housing laws.
- Do highlight your skills. You can advertise that you speak another language, for example, as long as you advertise this way to everyone and not just those who speak that language.
- Don’t advertise only in media targeted to protected class members. For example, you shouldn’t run ads solely in publications geared toward members of a specific religion or nationality.
- Do focus on your clients’ specific needs. It’s fine to solicit first-time homebuyers, clients looking to relocate, or even buyers looking to move near hobbies or sports offerings.
- Don’t designate one person—even yourself—as the go-to. Don’t name someone in your office as the agent designated to work with clients of the same race, gender, etc. as the agent.
- Do use diverse models in your ads. Be careful not to only use photos of models that could construe that a property is only available to singles or members of one race, for example.
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