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.
The material provided here is for informational purposes only and is not intended and should not be considered as legal advice for your particular matter. You should contact your attorney to obtain advice with respect to any particular issue or problem. Applicability of the legal principles discussed in this material may differ substantially in individual situations.
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