Fair Housing Laws and Your Ads
It's easy to get enthusiastic when you have a great property to describe. You want the ad to be as tempting as possible so that potential buyers will call and ask to go see it — now! It's important to sound excited about a listing's features. It's just as important to make sure your statements comply with federal Fair Housing laws, which were developed to protect the rights of all people who wish to rent or buy real estate.
Alert
Some developments have passed state and federal guidelines that allow them to exist as housing for senior citizens. Your ads may state the requirements for residents living in those communities.
Appropriate advertising is simple if you remember two essential rules when you write advertising copy:
Describe the property, not the type of people for whom you feel it is suitable.
Never use words that refer to race, color, national origin, religious preference, gender, familial status, or handicaps.
For example, following are inappropriate descriptions for real estate properties:
Two-bedroom, two-bath contemporary home is perfect for a mature couple
The kids will feel right at home in this three-bedroom family home
Home in quiet neighborhood is perfect for elderly Christian lady
Do the problems in the first two ads jump out at you? The words
ssential
Pay attention when federal and state Fair Housing laws are discussed in your prelicensing class. If you are found guilty of Fair Housing violations, you can be fined and you can lose your real estate license. Keep up to date on all amendments and additions to the often-changing federal and state Fair Housing laws.
Labeling your properties in a way that suggests that a house would be appropriate only for certain types of people not only violates Fair Housing laws, it discourages consumers in groups that aren't named from picking up the phone and calling you for more information. Describe a property's features, but leave decisions about its suitability to potential buyers.
