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Fair Housing Advertising Guidelines: Are We Overly Sensitive?

While the Fair Housing advertising guidelines seem plain enough, there are many words and phrases that practitioners can still use without risking getting sued.

If you're brave enough.

And that brings us to an interesting question - are we overly sensitive? Does real estate nomenclature inadvertently perpetuate prejudice?

Consider these burning questions:

  • Can you call a home a family home? What constitutes a family these days? And does calling a property "good for families" suggest certain buyers aren't welcome?

  • Does calling a bedroom "the master" mean slavery is alive and well or that only households with males at the head should consider buying this home?

  • "Gay" TV has set viewing records and brought new awareness to gays with popular new shows like Queer As Folk and Queer Eye For The Straight Guy. Does that mean "His and Hers" baths have to go down the drain?

  • Most homes aren't outfitted for wheelchair accessibility, yet no law requires that the existing home market retrofit access and closets to suit possible buyers, but agents worry that they might offend someone in a wheelchair. So can you call a third-floor apartment a "walk-up?" Or a large closet a "walk-in?"

    According to the Guidance Regarding Advertisements Under 804(c) of the Fair Housing Act, Section 804(c) of the Act "prohibits the making, printing and publishing of advertisements which state a preference, limitation or discrimination on the basis of race, color, religion, sex, handicap, familial status, or national origin."

    In other words, a home's features can limit or discriminate, but you can't.

    Welcome to the litigious world of real estate.

    Jokes broker Michelle Hamilton, "What enticing description would you use for two closets in a master bedroom? His and hers closets? Hers and hers closets? His and his closets? Perhaps we should say “his and hers closets but could be hers and hers, or his and his, or maybe the master deserves two closets to himself or herself.”

    But she says, "And I can reference that my listing is near a public hospital, but not near a parochial college? What if it were a public hospital with a religious foundation (St. Jude’s Children’s Hospital)? Haven’t we gone beyond foolishness when a major landmark cannot be used?"

    Hamilton's concerns are justified, but the housing code leaves brokers and agents a way out of this forest of questions.

    The Guidance Regarding Advertisements is just that - a guide. It doesn't mean that words or phrases such as "Jack and Jill" bath will get you sued, only that the known violations will be considered as complaints.

    This way the Fair Housing Act authorities don't have to get specific, or go to the trouble of providing a list of words or phrases. This allows you to use your best judgment. Stay away from whom you think should buy or rent a home and concentrate on the home's features.

    For example, you can't say "third story walk-up provides daily exercise for the able-bodied tenant-owner." But you can say, "Third story walk-up overlooks a neighboring park. Service elevator available."

    For additional guidance, ask your local association or local Fair Housing authority for a list of approved words such as this list provided by The Miami Valley Fair Housing Center.

    Even then, questions may arise.

    The list curiously allows the word "Snowbird" yet renders the phrase "empty nester" unacceptable. You can say "no college students" allowed, but you can't say "no couples."

    The list does clarify the use of the word "family" in advertising, a word many practitioners erroneously think they have to avoid. Families can be composed of any combination of relationships, so the word itself isn't off limits unless you try to control what you think the definition of family should be. You can't say "families with children" aren't welcome to rent or buy, but you can certainly market features such as "family" rooms or "playyards for children," or homes that are "great for families."

    These examples go a long way in showing how subjective Fair Housing advertising really can be.

  • Published: January 13, 2004

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




    Blanche Evans is the award-winning senior editor of Realty Times, the Internet's leading independent real estate news service. She is featured daily on the Realty Times Video Network in the "Realty Viewpoint" segment.

    Blanche has been named one of the "25 Most Influential People In Real Estate" by REALTOR Magazine, and has been twice recognized as a "notable." In 2005, she was named "Top Reporter Covering the NAR" by Delahaye-Bacon's.

    Blanche is a renowned author of five real estate books. Her newest, Bubbles, Booms and Busts: Make Money In Any Real Estate Market, McGraw-Hill, was rave-reviewed by The New York Times. She was also selected from hundreds of real estate experts to contribute to Donald Trump's book, Trump: The Best Real Estate Advice I Ever Received: 100 Top Experts Share Their Strategies, Rutledge Hill Press, and is featured on page 68.


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    In 2006, Blanche was selected among scores of candidates to author two consumer real estate guidebooks for the National Association of Realtors: The NAR Guide to Home Buying, and The NAR Guide to Home Selling, Wiley & Sons. She is currently planning two new books for the NAR and its members.

         

    Known for her keen insight into real estate industry issues and for her ability to make complex subjects easy to understand, Blanche is a sought-after keynote and continuing education speaker. Real estate organizations from MLSs, to brokerages, to franchisors, to associations hire her to provide up-to-the-minute analysis of real estate industry news and advice on how to improve revenues. Her passionate delivery, peppered with stinging wit, is a huge hit with audiences and fans.


    Don Klein, CEO Greater Nashville Association of Realtors, Blanche Evans, Richard Courtney, president 2007, GRAR

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