BIC TIP #1281: Avoid the Jumpsuit! Describe the Property, Not the Buyer
Avoid that orange jumpsuit, please. In this BIC TIP, Stephen Long reminds brokers that fair housing violations carry serious consequences, and shares the one rule he teaches in every real estate class: describe the property, not the potential buyer.
The Rule That Keeps You Out of Trouble
When you write a listing description, a social media post, or any other advertising, stick to the property. Square footage, the updated kitchen, the fenced backyard, the screened porch, the distance to the greenway. Facts about the house and the land.
That simple rule of thumb will help you steer clear of a potential fair housing violation in the vast majority of situations.
Where Brokers Get Into Trouble
The danger starts when you begin describing who you think should buy the house. The moment your marketing focuses on the ideal buyer instead of the property, you may be inadvertently steering or trying to attract a certain clientele.
Even well-intended language about the kind of person or household that would “love it here” can cross the line. Your job is to market the property to everyone, not to pick the buyer.
When in Doubt, Ask
Fair housing is not an area for guesswork. If you are not sure whether a phrase is appropriate, double-check and ask questions before you hit publish. Your broker-in-charge is a great first call.
Federal fair housing is an important topic, and staying educated on it is part of being a professional. Make sure all your advertising, from MLS remarks to flyers to social posts, is compliant.
The Practical Takeaway
Before any ad goes out, reread it and ask one question: am I describing the property or the buyer? If you see language about who should live there, rewrite it to focus on what the property offers.
Stick to the property, the property facts, and not the buyer, and you should be in good shape. No orange jumpsuit required.