Advertising

Like other real estate businesses, you may be using ChatGPT, Bard, Bing, and other generative AI products, a.k.a. chatbots, for marketing purposes, such as developing advertising strategies, analyzing housing markets, and generating property listings, ads, social media posts, and other marketing content. Just recognize that for all their potential benefits, chatbots contain flaws that make them risky to use for marketing and advertising.

In today’s highly competitive rental market, effective advertising is crucial to attracting the right renters. But for these very same reasons, your advertising and marketing practices can get you into fair housing hot water. The advertising media you select and the message you craft may be illegally exclusive. While it can be direct and intentional—No children … Christian community … Not suitable for the disabled (which, regrettably, come from actual ads)—discriminatory advertising can also be far more subtle, so much so that it’s easy to cross the line without intending to.

This month’s lesson will help you keep your advertising and marketing practices within the bounds of fair housing laws. First, we’ll explain the fair housing advertising laws. Then, we’ll outline a strategy that will work for any landlord, whether its marketing consists of simple lawn signs, digital ads on social media websites, or anything in between.