@Susan Wilhite and how are you going to that? Set up rainbow in the front lawn? This sounds like all those companies who put logos on their products for pride month. Treat everybody with respect and you will be fine
I see your intention was to be kind and considerate, but you’re completely missing the point. They (LGBTQ) don’t want special consideration because of their circumstances. They want equal treatment. Preferably, for no one to even acknowledge the situation at all as if it’s weird or different.
Your example of people with small kids is ludicrous. Everyone wants to live on a quiet street.
In your effort to be kind, you’re doing the very thing that puts down that group of people. I’d highly reconsider your attention, and instead volunteer in a local community charity to help the youth or individuals that need the attention in an appropriate way.
Not only do people without kids like quiet streets, but many LGBTQ have kids or want kids. Is she trying to say that they shouldn't have kids or is she just not familiar with options so they can have kids?? Either way not good.
I am 100% confident that OP means well. Sometimes we all find ourselves in situations where intention doesnt translate to outcome. Here what i think may be going on:
1) OP is being an ******* (Not likely)
2) OP is virtue signalling (Maybe)
3) OP is trying to find ways to get LGBTQ clients with double incomes as clients (Likely)
@Susan Wilhite, if thats the case, i think this could make for an interesting discussion, you just framed it weird.
@Andrew B. Are they not referred to the socialist republic of California and minority groups are protected more so and litigation versus Said groups is scarcer than here.
@Susan Wilhite on behalf of the gay community, thanks for your support!!!
That being said. I think it’s a terrible idea to market to us specifically. We thought it was discrimination when people said “this is great for families” and I would think it’s discrimination for you to aim it at ANY group.
Just offer a really nice house. Make it really pretty. If you want you can advertise in gay newspapers but you should run the same ad that you would put in any other general newspaper.
My vote is put it on the MLS. Assuming a person is going to like their property because of their sexual orientation or gender identity is discrimination.
If a person posted "how can I market to white anglo saxon men" the moraloty trolls would be all over that person.
It's not the same as an equine property because equiestrians have horses and horses require physical infrastructure built in to the property.
Discrimination aside the MLS has the largest pool of buyers. Its the smartest way to sell your house.
No problem. Also as a side note if you aren't a licensed Realtor I believe you have some fair housing leeway. I know that non licensed landlords who own 4 or less properties don't have to adhere to fair housing guidelines at all. So you may not have anything to worry about.
James, this is IF THE OWNER LIVES IN ONE OF THE PROPERTIES. Or in a roommate situation. This is a massively important point. I'd hate folks to misunderstand this law based on your erroneous post.
And to the OP, the Fair Housing Act speaks to advertising as well: "When advertising housing, it is illegal to specify a preference or limitation or to alter the terms and conditions of housing based on someone’s membership in any of the protected classes."
On my end, we don't really ask about that stuff since it isn't relevant to creditworthiness. So I only know when people proactively present a certain way, I don't have an accurate reading for my past clients LGBTQ status at all, only what is readily apparent... if Jack and John are married, I'm pretty sure they are gay, but I wouldn't necessarily know if John was born Jessica and completed his transition 15 years ago. So the below is based on that significant data gap.
A few years back I noticed a sudden uptick in LGBTQ business, but I didn't knowingly do anything different. Eventually over time I traced it to word of mouth ultimately stemming from a single transaction (I always ask people how they found me, patterns start to appear). People talk, etc. Starting with John showing me bank statements that said Jessica and me asking who Jessica was.
Turns out John hadn't actually wrapped up all lose ends on that front, and was legally not how he presented in terms of gender even though he was legally John, he had down payment funds in a "pre-John" vintage bank account. Didn't make a big deal out of it, and in the process learned (several rounds of "oh yeah, well let me talk to your boss") that you don't have to hold title as "a married woman," you can actually do it as "a married person" (in California, at least), but you can't go so far as to directly contradict with what is on their legal photo ID or the notary won't notarize (so if your driver's license says F, you can be F, or a "person," but you can't be M until after the new legal photo ID comes in).
Spartacus style, John's spouse also elected to hold title as a "person" too. Evidently, over time, John figured out that he was the only homeowner in that position that he had ever encountered who held title as a "person" rather than as what he asserts is the wrong gender ("non gender binary vesting" is I guess what this should be called). So he was kind of "meh the mortgage process kind of sucks" at closing (same way a lot of people think about their dentists, you go there for the outcome not the process) and never referred me anyone, but years later became a fan of me and I still get referral business from him, from people he referred me, and so on.
I guess TLDR is you don't have to advertise to any specific demographic groups. Take care of everyone as best you can, let word get around. Karma is a thing.
I lived in Chicago for 3 years. My roommate there and long time friend, is gay. I’ve been to the LGBTQ district aka “boys town” several times. There’s nothing specifically distinct about that area that would promote “LGBTQ Releastate.” They are properties just like every other. It’s boys town because of the community that was built there, not something I believe can be forced through certain marketing strategies. It just happened.
I'm not sure if you allowed to advertise to 1 group of people because of discrimination laws, consulting with a lawyer can be a good idea.
Also I think that mentioning that it close to a LGBTQ community center, can hint that the listing is friendly to the community, but someone straight can also look at the place without feeling discriminated.
(I was thinking of rehabbing houses towards the orthodox Jewish community, but instead of saying that, I can just mention that its 5 minutes walk from a synagogue, it put it $200 above market rent )
It not about what we think, its about what the tenant thinks and about the law, there are stuff that are just not allowed to say (that is what I heard on the podcasts)
I'm sure your motives are good, and I'm no attorney, but the first thought that popped into my mind was discrimination. What happens when someone of a different race applies and you deny them (who doesn't identify as LGBTQ)? Or a mother with kids is denied (who doesn't identify as LGBTQ)? Or a single Jewish, Christian, or other religion is denied (who doesn't identify as LGBTQ)?
Again, just my thoughts. Not sure I'd open that can of worms without consulting with an attorney who is very familiar with these types of laws.
Something else to consider, even if it is legal, it doesn't mean denied tenants still won't tie you up in court...which could mean lots of $!
Marketing to one specific demographic directly goes against fair housing laws. If you think your house would be more attractive to a specific demographic then just market it normally and they will show interest more than other groups if it actually is.
Showing a preference towards any group in your marketing would be a violation of fair housing policies, don’t do it.
Guess I should caveats this, I’m not an attorney but I’d recommend consulting one or at least reading up on fair housing laws before you do this.
If there’s a realtor in your area who is a prominent member of the community you wish to target that may be your best bet. Aside from that, the Facebook ads, as mentioned, allow you to target extremely specific groups.
I guess I'm old school because when I started in real estate I was taught when selling or renting out a property the idea is to attract as many people to the property as possible. Keep it neutral so it can fit all different taste preferences. If the home has characteristics that you feel might attract a certain type of buyer than show that off in pics and in description of the property. Let the buyer choose if it is for them or not.
@Susan Wilhite. I have been in the lgbtq community and the don’t want anything targeted. I am a gay male 44yrs old and know what people like. The gay community wants communities to open and accepting of everyone. We don’t care who you are black, white, Mexican, strait, gay or whatever as long as you are good person. It’s about acceptance of the fact we are all people and like different things.
If there’s a realtor in your area who is a prominent member of the community you wish to target that may be your best bet.
That's not a bad point. Real estate professionals can't discriminate in housing.
But those seeking housing sure as hell can, and do. If Realtor Jane refers me 5 clients, 4 of which are from Mars, you can bet your butt that Realtor Jane is a Martian too, and her clients will continue to be 80% Martian.
If I notice the demographic makeup of my past clients has Martians under-represented, and I want to ensure that I'm providing more equal outcome homeownership opportunities to Martians, I am allowed to call Jane in an attempt to establish a B2B relationship. Neither Jane nor I can market to Martians (no B2C discrimination). But if Martians like that Jane is a fellow Martian and disproportionately call her (C2B discrimination), those consumers didn't break any rules, and I might happen to achieve my business objective of helping out Martians too, without either Jane or I breaking any rules.
If anyone wants to take the position that consumers writ large don't discriminate against housing professionals, please explain to me how my colleague from Neptune, who married into a Jewish last name is like 60% Neptunian, 30% Jewish (yes, there are funny stories about when they finally meet her in person after closing on 3 rental properties over the phone), 10% other....
@Susan Wilhite Here in Phoenix, we have several printed publications geared toward the LGBTQ community and other businesses, including realtors, doctors and dentists advertise in there.