Housing Compliance in Marketing for Property Management Professionals

WRITTEN BY THE FAIR HOUSING INSTITUTE

In the digital age, property management professionals must navigate the complex marketing landscape while adhering to the principles of fair housing.

The intersection of fair housing compliance and mar keting can present challenges. Still, with careful plan ning and a commitment to diversity and transparency, property management professionals can successfully promote their properties while remaining compliant with fair housing laws.

Fair Housing and Marketing

Marketing can take so many different forms in today’s climate; starting with your leasing office down to that social media post that just went live on Instagram. Regardless of which form of advertising your property employs, fair housing laws need to take center stage to ensure compliance.

Many feel it’s essential to move beyond the conventional ap proach of showcasing amenities like pools, gardens, and front entrance signs as part of their marketing plan. Most marketing departments or staff want to showcase people enjoying these amenities. While there is nothing wrong with this, caution is al ways needed.

For example, take a look at the media placed around your leasing office. Does it only represent a specific race or age group? What about your written material like pamphlets or lookbooks? All of these should showcase a wide demographic to be considered inclusive and non-discriminatory.

Inclusive Marketing Ads

Digital advertising platforms like Google and Facebook offer numerous targeting options, which can sometimes raise fair housing concerns. Property management professionals should remain vigilant and avoid discriminatory targeting based on factors like location, familial status, or gender. Ultimately, fair housing compliance should supersede any digital tool’s capabilities, highlighting the industry’s commitment to adhering to the law.