Handling Discrimination in the LGBTQ+ Community

By Lisa A. Beach

Bias and discrimination of the LGBTQ+ community hit the real estate industry on multiple levels, impacting agents and homebuyers and sellers. According to a 2022 report published by the LGBTQ+ Real Estate Alliance, unconscious bias and blatant discrimination persist in the real estate industry—despite Diversity, Equity and Inclusion (DEI) efforts and increased marketing towards the LGBTQ+ community.

To gain perspective and to understand what’s happening in the field, members share their experiences and how they choose to handle these situations .

On the agent side

Just ask Gianetta Wilson, a real estate consultant and licensed agent with Keller Williams Realty in Savannah, Georgia, and St. Petersburg/Tampa, Florida. Wilson, who is actively earning her CRS Designation, was talking once with a set of sellers and they turned her away after the conversation shifted to family dynamics.

Wilson’s strategy to win customers focuses on talking about the market, which establishes her as the local expert. But she also tries to make that personal connection, sometimes asking sellers if they have kids. “As soon as I started talking about my family, I could feel the energy shift,” says Wilson, who identifies as gay. “I’m very open about who I am,” she says. “When I brought up the fact that I have a son and a female partner as we shared family photos, they were taken aback, saying, ‘Oh, you have a son? Who’s the father?’” Wilson recalls.

On the buyer/seller side

On the customer side, Khoi Le, CRS, broker/owner with Hunter Chase Realty in Albuquerque and Santa Fe, New Mexico, recalls a seller who explicitly asked if the buyers were LGBTQ+ members after noticing the same-gender names on the purchase agreement. “Why would it matter?” ponders Le. “He wouldn’t blatantly say, ‘I won’t accept the offer because of this,’ but there was a level of bias with it.” The seller started leaning toward a different offer. Only after Le explained that the buyers were a father/son duo did he move forward with the transaction.

Wilson and Le note that discrimination often occurs in the subtext. “We don’t usually hear of a failed transaction. The customer may simply ‘move in another direction’ but may not say why,” points out Le. “If there’s discrimination, it’s very coded.”

of Population in the United States

that focus on LGBTQ+ issues and provide a referral network of agents and allied partners. Equip yourself so you can be informed and educate others. (See sidebar for resources.) “Even though I’m part of the community, I need to keep abreast of issues, too,” says Le, noting he’s taken training on pronoun usage to adopt more inclusive language.

Model what you want to see

Tips for fostering acceptance and increasing awareness

How can you foster acceptance of the LGBTQ+ community and increase awareness within your own business, your company and the real estate industry?

Wilson lives by the motto: you get what you focus on. “I want to be the example that I didn’t have so other LGBTQ+ families can look at me and think, ‘Oh, look at her, she’s flourishing in real estate, she looks like me and she’s an advocate for the LGBTQ+ community.’ The more we show up, the better it gets.” Wilson proudly shares she’s a member of Keller Williams Rainbow Network. “It supports other LGBTQ+ industry members and helps connect clients with REALTORS ® who understand what it’s like to walk in their shoes,” she explains. The group aims to serve its LGBTQ+ communities, clients and agents, and that includes “advocating for support, diversity and inclusion at every step.”

Be proactive

Get educated

While most people know it’s illegal to overtly discriminate, bias and discrimination can pop up in many nuanced ways.

“Having a DEI program as a requirement is going to be a major step in moving forward,” notes Le. Do a deep dive into current market data about LGBTQ+ homeownership. Connect with real estate groups

Le recalls two male buyers who stressed the importance of being represented correctly on the American Land Title Association (ALTA) settlement statement. “The sellers were noted as husband/wife but there was no option to highlight the buyers’ status,” explains Le, noting it sent the message that the buyers were not equal. “It was a big deal to them, as it should be,” Le says. “I represented them, so it became a big deal to me and my team.” Le took this cause to heart, not just on behalf of his clients. He’s now working to get all title companies on board on a national scale. “It might be insignificant to you, but it’s a big

LGBTQ+ RESOURCES

Looking for real estate-related resources to assist those within the LGBTQ+ community?

Start here

LGBTQ+ Real Estate Alliance: Launched in June 2020 by leading members of the real estate industry, the Alliance joined with other members of the LGBTQ+ community to enhance the professional lives of its members while providing consumers with the proper resources to assist in buying, selling, and enjoying their home.

National Association of Gay & Lesbian Real Estate Professionals: Part business, part advocacy, NAGLREP provides a REALTOR ® referral network and advocates on behalf of the LGBTQ+ community as it relates to housing and discrimination laws.

The LGBT+ Housing Initiative: Started by Keller William agents, this program gives grant money to families seeking homeownership and connects them with local agents across the country.

Keller Williams Rainbow Network: This is an independent, membership-based association of LGBTQ+ REALTORS ® and professionals associated with Keller Williams Realty, Inc. Other real estate companies might also have similar initiatives.

Freddie Mac Report: This 2018 report titled “The LGBT Community: Buying and Renting Homes” sheds light on the statistics and challenges of buying and renting a home for people within the LGBTQ+ community.

Adult LGBT Population in the U.S.: Created in July 2020 by the UCLA School of Law Williams Institute, this fact sheet provides a current estimated number of LGBT adults in the U.S. broken down by state.

deal to others—they don’t have that voice, that platform, to make that change. It’s up to us (the real estate industry) to take that initiative,” he says.

Report discrimination

The National Association of REALTORS® includes a section on discrimination in its Code of Ethics. If you see or hear of a situation where someone is being biased—whether it’s a buyer, seller, fellow agent or broker— you should report this discriminatory behavior to NAR and your state and local association, advises Wilson.

“As a REALTOR®, you’re helping individuals, investors and families—that’s the main job. You’re trying to be relatable, be the expert who will take care of them, all while being authentic,” Wilson concludes.

“Everyone has their struggles and you’re just the friendly guide in their stories, ensuring they know you’ve got their best interest at heart. You become their trusted REALTOR® for life.”

Le adds, “Seeing RRC talk about this at all is a great sign. As a member of the LGBTQ+ community, I feel relief, I feel seen. And this should be what my clients feel, too.”

An estimated 1.6 million people ages 13 and older in the U.S. identify as transgender.

Source: The Williams Institute

For more advocacy-related issues and resources visit NAR.realtor/ advocacy

Making notes popular again Research from Mailchimp, a well-known email marketing platform, shows that the average open rate for emails from all industries was 21.33%. And according to a recent CBS news study, most Americans haven’t handwritten a personal letter in over five years.

Handwritten notes are having a comeback, as they are now considered novel. Almost everyone opens a handwritten note. People love them—it feels special and is a great way to show people you care. Consider putting pen to paper if you’re looking for a new marketing effort. Even if it’s hard to know if the efforts turned into leads, the effort will be appreciated and your relationship will blossom.

Technology can help

You may meet with multiple potential clients a week, scroll through social media and see major life updates from your current clients and wonder, how can I write and send handwritten notes with my limited time? There are numerous handwriting services to consider to scale your handwritten outreach and save time and effort in your busy life as a real estate professional. Though they aren’t exactly handwritten, they look and feel just like a true pen-and-paper note, which is what’s important. They even come with a range of customization options, like including a business card, and exude a personal touch for the receivers.

TWO HANDWRITING SERVICES TO CONSIDER:

handwrytten.com f Handwrytten uses custom-designed handwriting robots that hold real pens to write out the notes in the handwriting style of your choice. Artificial intelligence ensures the note is unique and looks authentic. The notes are usually delivered in 3–4 days. The interface and usability of its website and mobile app are highly rated, the variations of handwriting styles give you a hyper-realistic version that you can pass off as done by yourself and you can get a lot done very quickly. Cards start at $3.25. If you plan on sending many, there are subscription plans, bulk discounts and prepaid options.

Research from Mailchimp, a well-known email marketing platform, shows that only 20% of all real estate emails sent are opened. Handwritten notes, however, are nearly always opened because they’ve become such a novelty.

Source: NAR

Simplynoted.com f Simply Noted is a great service for those seeking high-quality, personalized stationery. The most beneficial aspect of this service is its ability to add a personal touch to your communications. The handwriting itself is beautiful, and the various options of paper types and colors available make it easy to find the perfect fit for your needs. Prices also start at $3.25, with the ability to send your first card out for free to try the service.

People love handwritten notes; it feels special and is a great way to show people you care. Generate and retain more business while surprising and delighting your clients or friends—a win-win

Learn more relevant marketing strategies in the one-day course Top of Mind Techniques to Boost Your Brand, hosted by Kim Knapp, CRS, at CRS.com/ catalogsearch