Marketing to LGBTQ community
Among other demographics, I'd like to approach the LGBTQ community in selling a standalone residential property. Word-of-mouth, of course. How else?
Originally posted by @Susan Wilhite:Sure. Everyone uses the MLS. When one sells anything one considers who might consider that thing to buy. This is a property that will be attractive to certain mindsets. Among those with that mindset could be those in the LGBTQ community. Plus, that is a demographic often discriminated against so I would like to advertise to them. Of course, everyone's money needs to be green.
Any other ideas?
Everything about this screams discrimination lawsuit. Yes, everyone uses MLS (because it works)
@Susan Wilhite
I think Susan is referring to the LGBTQ (Lucky Grandma Bingo Tattoo Queens)...
So long as the ads bear no difference from one publication to the next that you place them in & you aren't using offensive, discriminatory language or infer any preference one way or another for a certain demographic I don't see an issue.
Not sure if anyone has suggested it but why not just put an ad in the LGBTQ Yellow Pages? I worked about 20+ years ago for a company that advertised in the Houston one & they loved it. Rates were better & they felt the leads were more solid. It was slab foundation repair company so not the same product. I just Googled and looks like there is an all-digital GayPages & a LGBTQ Chamber of Commerce in Austin popped up so maybe there is one there too? I bet they'd know the rules & would be happy to make sure you are inclusive & compliant & non-discriminatory.
Agree with Jennifer G - post an ad in LGBT papers so those who read it are likely to be the population you’re looking for.
@Susan Wilhite since sexuality is a protected class (cant limit sale to sexuality or race or...) You're kinda treading on thin ice. I would recommend chatting up local businesses in the area of the house to see if you can put a flyer up. If some of them are LGBTQ friendly (certain restaurants have weekly Drag Queen bingo, for instance), so be it. But i wouldn't limit marketing to those neighborhood businesses, i would hit up every business in the area.
I know a guy who markets his mortgage company to the local ultimate frisbee community, and understand thats a significant portion of his business. How does he market to them? He is a keystones of the community and plays in leagues and on club teams (and just won a world championship)! He hosts tournaments and donates to youth programs and gives away frisbees/coozies that say he is the area's "Ultimate Lender".
If you're going to target marketing to runners or cosplayers or LGBTQ, you should go be part of their community, and give as much as you take. Otherwise, just market to all the area locals and see what hits.
@Susan Wilhite So curious what LGBTQ home characteristics would be.
Originally posted by @Susan Wilhite:Among other demographics, I'd like to approach the LGBTQ community in selling a standalone residential property. Word-of-mouth, of course. How else?
I haven't read the comments yet, so I assume this has been said, but that seems like semi-offensive pandering. What's different about someones housing needs simply because they're attracted to the same sex (or whatever they might do if they're one of the other letters). Like "Hello fellow gays, I think I have a property for you!".
Just like you shouldn't target people based on skin tone, you shouldn't target based on their sexual preferences.
I say just list a property, advertise it, whatever, and whoever wants it will want it.
Edit: "This is a property that will be attractive to certain mindsets. Among those with that mindset could be those in the LGBTQ community."
LOL!!! This is a troll right? You sound like a conservative that's trying to poke fun at what they think a SJW / white liberal savior complex person might say. I'm NOT claiming that's what you are (a troll or someone with a savior complex) but you have to see how this might look? Oh and I wouldn't say they're "commonly discriminated against". By who? Where? In 2019, the biggest sin you can commit is anything less than glowing praise of all things LGBT
Originally posted by @Mary M.:So let me understand ..... all those services, companies, etc that advertise in LGBTQ media are discriminating??
Who said that?
Originally posted by @Todd Powell:@Susan Wilhite the strangest thing I have heard in a while. Reverse discrimination, and what makes this property special and unique to that community?
No such thing as reverse discrimination. Discrimination is discrimination.
@Cody L. Yes sir. I was kind of being tongue and cheek about that. Normal discrimination if typically viewed as anti minority groups, etc. So marketing to only one small select community struck me weird. I am here to help all people and sell ANYONE who wants to buy. Why limit yourself?
I writing this from the San Francisco Bay Area. One thing's clear - the LGBTQ community is a culture with subcultures. Over the years, most such house guests have admired the property: the ocean view, the woodsy acreage, the peacefulness, the proximity to the subway and thus easy access to The City and also the airport, etc., easy access to beaches, and the property's house potential in a neighborhood with potential. All kinds of people will appreciate that scenario; I just know from experience what I know. I merely would like to be sure that population is aware of the offering along with everyone else.
Sorry if my attempt at marketing comes off as stereotyping. There may be no way to address this kind of issue without being misunderstood.
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It will be best to advertise the property to everyone but do not discriminate. Saying you only want to market to the LGBTQ community can get someone to want to sue you, especially here in the Bay Area.
As an example. If I really want to put a Section 8 Tenant in a rental of mine, I do not advertise, Section 8 Only! What I will do is say Section 8 Voucher holders encouraged to apply. I undoubtedly still get people that do NOT have a Section 8 Voucher that inquire and I still show them the property once I make sure they meet other requirements regarding income, etc. I also will advertise on the GoSection8 website since it caters to but is not exclusionary to people with a Section 8 Voucher. You may want to simply employ a similar strategy look at periodicals or online sites that cater to the LGBTQ community in the Bay Area and simply advertise your rental on there. if you want to employ a little "shoe leather" you can also drive to areas like The Castro in San Francisco and place some printed out ads in some of the laundromats there. Again, DO NOT say LGBTQ only in your ad or there will be problems. Just simply place the ad in those areas or on those online sites and the rest will take care of itself. You ARE allowed to say, "One of a Kind Type of Property"...or "Unique Charm is in this House"......You are NOT allowed to say "One of a kind Property that only the LGBTQ Community can appreciate!" Good luck.