New York is governed by the federal law known as the Fair Housing Act. This act forbids any discrimination concerning the selling or renting of real estate based on personal attributes like a person’s race, sex, national origin or religion. As more and more businesses are using targeted ads for their real estate marketing, it has brought up the question of whether or not some ads are violating the Fair Housing Act.
What are your audience targets set at?
Due to the ability of social media platforms like Facebook to offer targeted advertising, it’s easier than ever before to market to various sectors. However, it cannot be done in a way that excludes various people based on their personal attributes.
For example, you may want to target women in their late 40s. When you use Facebook to set up your advertisements, you’ll likely select women and the age group of 40 to 50 years old. While you may think this will help to get directly at your target market, you inadvertently just left out male users of the platform. This is a violation of the Fair Housing Act.
How to ensure you don’t violate the Fair Housing Act
One of the best things that you can do to help ensure your advertising meets a broad spectrum of potential buyers is to advertise on multiple platforms. Consider listing on MLS and other platforms where many users can see the ad. You may want to enlist the help of an attorney who can assist you in understanding real estate law in regards to advertising.
When you spend money on advertising, you want to ensure that you get the most bang for your buck. This has caused many people to advertise selectively and inadvertently violate the Fair Housing Act. It’s a good idea to take a look at your current advertising strategy and determine whether or not it is in compliance.