Do "straight-laced" agents send the wrong messages to their gay clients? If you're a heterosexual agent, you may find that your ability to market your services to gay clients is limited -- not because you're straight, but because you're not tuned into your gay clients' needs.

Wild theories, like the so-called "gay agenda," may have given you the impression that homosexual homebuyers demand to work with homosexual agents exclusively. While gay clients might be looking for different things in a prospective neighborhood, the bottom line is that they want what all clients want: agents who have done their homework.

Mark Kasper, (gay) owner/broker of Across America Real Estate Network (AAREN), specializes in placing gay and lesbian clients with supportive agents -- gay and straight. He offers advice to agents interested in broadening their market: Be aware of gay clients' concerns. Being gay isn't a prerequisite, Kasper says, but you do need to be supportive as an agent.

A "supportive" agent is more than just comfortable dealing with openly gay clients; it's an agent well-versed in the issues important to his clientele. "It's essential to being able to serve this market," Kasper says. For example, what may be a "safe" neighborhood for a heterosexual customer may be unsafe for a homosexual customer. "Traditionally, the arts communities are welcoming to gays and lesbians," he says, adding that small, rural communities tend to harbor a more conservative outlook and may pose a more threatening atmosphere for openly gay residents.

Kasper further cautions that urban art communities won't appeal to every homosexual client. A substantial portion of gay homebuyers are interested in suburban communities; that market is approximately 75 percent female and 25 percent male.

Charles Cowley, a systems administrator for an auto dealership, is an openly homosexual man in his mid-40s. Cowley has bought and sold four urban and suburban homes in the last 10 years.

"To my knowledge, I've never used a gay agent," Cowley says. "But I would use a referral service if I needed it. In the past, I simply used the agents who were listing the properties I wanted to buy." Cowley adds that as more gays become open about their sexuality, they will build communities that utilize local businesses, keeping money within the gay community.

While it's important to be sensitive to the needs of one's clients, there's a happy medium to be found. Agents with the widest and most diverse clientele are those who in tune with the particular needs of their clients -- but who also keep in mind that on a fundamental level, their clients basically want the same things. Cowley offers a client's perspective to agents interested in broadening their appeal: "Treat [gay clients] like you would treat anyone else on earth," Cowley says. "They want the same things everyone else does."

One of those things is a local place of worship, of particular importance for many homosexuals seeking a support system. Many larger urban areas have metropolitan churches, where the majority of worshippers are openly homosexual.

A unique issue facing agents is the increasing number of children being raised by same-sex parents. An agent familiar with the school system -- and who is able to gauge how well the system accepts its students who live with homosexual parents -- is greatly appreciated.

While similarities exist among homosexual and heterosexual clients, many gay clients have specialized safety concerns. One of the biggest considerations gay homebuyers have when moving to an unfamiliar area is the community's climate -- whether they'll be welcomed by neighbors, and whether they'll be happy living there. Knowledgeable agents save their clients the emotional and financial risk of having to test the waters themselves. Editor's note: Fair Housing laws require agents to avoid steering the customer. One way to comply is to provide materials from area businesses, places of worship, etc. upon request that the customer can peruse and make judgments of his or her own, without giving a personal opinion.

A couple of more tips from Kasper: Be familiar with current events in your local gay community -- fund-raisers and social events, for example -- and know where that community's sources of support lie, whether those sources are churches, neighborhoods, or health-care facilities.

Every client relies on his or her agent to be knowledgeable about safety, health, and community issues, but for gay and lesbian clients, these issues may be critical. While becoming a supportive agent involves a little research -- market and otherwise -- it's well worth the effort, broadening your client base and your income potential. Serving the homosexual population well, Kasper says, is like serving any market well -- in any business. Do your homework, welcome business from everyone, provide the most professional service possible, and you've got a satisfied customer.

Published: October 2, 2000

Use of this article without permission is a violation of federal copyright laws.